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Integrated Marketing Communications (IMC) vs. Advertising

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How is Integrated Marketing Communications (IMC) different from advertising? Why are organizations moving towards using IMC strategies? Use examples in your answer.

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Solution Summary

This solution explains how Integrated Marketing Communications (IMC) differs from advertising and why organizations are moving towards using IMC strategies.

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IMC is different than advertising in that it's a method pointed at uniting various means of marketing like direct marketing, mass marketing, indirect marketing and one-to-one marketing. Its goal is to help and be adjunct to all used methodologies, and to use information about the market from these sources to assist with servicing customers, prices, ...

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