Integrated Marketing Communications

Integrated marketing communications (IMC) is a strategic version of the traditional promotion “P” that marketers employ to communicate the brand promise with a single voice. An IMC approach ensures consistency with other Ps of marketing strategy (i.e., positioning, product, price, and placement), consistency across four components of the communication mix (advertising, marketing public relations, sales promotion, and direct marketing), consideration of all four components of the communication mix in the campaign strategy, and consideration of behavior as the primary objective. An IMC approach facilitates positive impactful interaction with consumers as well as other stakeholders, cost reduction, and better management for the marketing organization.

Advertising · Business · Consistency (knowledge bases) · Digital marketing · Direct marketing · Integrated marketing communications · Marketing communication · Marketing management · Marketing mix · Marketing mix modeling · Marketing strategy · Personal selling · Product (mathematics) · Promotion (chess) · Relationship marketing · Return on marketing investment · Sales management · Sales promotion · Computer Science · finance, banking, and market dynamics · Intellectual Property Rights and Media · Marketing · Marketing and Advertising Strategies · Mathematics

• Measuring Political Brand Equity in Ireland

  Ewan A Macdonald, Roger Sherlock et al.•Irish Political Studies•2015

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