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The Importance of Integrated Marketing Communications (IMC)

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Compare and contrast Integrated Marketing Communications (IMC) and traditional marketing. Address the following:

a. Define IMC.

b. Describe the relationship between IMC processes and marketing strategy in profit and not-for-profit organizations.

c. Describe a real-world example of IMC.

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Solution Summary

The Integrated Marketing Communications (IMC) is defined, compared and contrasted with the traditional marketing/organizational model. Aside from that, the following can also be found in the solution:
*the advantages of IMC
*the steps of an integrated marketing system
*a real-world example of IMC
*source/reference URL link

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Integrated Marketing Communications (IMC)

IMC: A management concept that is designed to make all aspects of marketing communication such as advertising, sales
promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. (Wikipedia) Integrated marketing communications is changing advertising, public relations and marketing.

In the traditional marketing/organizational model, the company is made up of different functional departments in which each department is dedicated to a specific discipline or function, e.g., the sales department, marketing department, manufacturing dept., distribution dept. Often, these departments operate differently on their own. Furthermore, the sales and marketing strategies can become fragmented across different modes of the communication mix because the advertising, sales promotion, direct marketing might fail to leverage each other or work together. This might result to a non-uniform message, confusion in the customers and might eventually lead to loss. In integrated marketing, all of the company's communication strategies are mobilized and implemented in concert by all of the organization's relevant departments. In this model, the organization ...

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