Developing and Implementing a Marketing Plan

12/7/2020 Integrated Marketing Communications

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Integrated Marketing Communications

The American Association of Advertising Agencies (AAAA) defines integrated marketing

communication (IMC) as a strategic communications approach that acknowledges the

added value of a comprehensive marketing plan. This approach combines various

communications disciplines, such as advertising, sales promotion, direct response, and

public relations, to communicate the brand and the company's message to target

customers in a clear, concise, and seamless manner that is consistent, yet customizable

enough to maximize its intended impact (Kotler & Keller, 2015; Marshall & Johnston,

2011).

An IMC approach allows a company to better integrate its communication elements,

"hence the term integrated marketing communications" (Marshall & Johnston, 2011, p.

316). To execute this approach, a company should have complete knowledge of its

customers so it can understand how different communication methods affect their buying

behavior. IMC can help a company produce more consistent and powerful messages that

can increase sales and build brand equity (Kotler & Keller, 2015).

References

Kotler, P., & Keller, K. (2015). Marketing management (15th ed.). Upper Saddle River, NJ.

Pearson.

Marshall, G. W., & Johnston, M. W. (2011). Essentials of marketing management. New

York, NY: McGraw-Hill.

Learning Topic

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Resources

Integrated Marketing Communications and the Changing Media Landscape

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