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Compare and contrast Integrated Marketing Communications (IMC) and traditional marketing.

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compare and contrast integrated marketing communications and traditional marketing

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IMC is a relatively new trend in the marketing world, which primarily means combining different communication instruments (advertising, public relations, sales pro-motion, personal selling, Internet communication, etc.) in a solid integrated campaign.

The main difference between the IMC and the traditional marketing activities (particularly those of mass media advertising) is that IMC must, in some way, impact the behavior of the target audience. It does not mean that functional activities such as advertising, sales promotions, direct marketing, and public ...

Solution provided by:
Sandeep Bardia, MBA
Education
  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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