What is IMC?
The American Marketing Association (AMA) defines integrated marketing communications (IMC) as "planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time."
Simply, IMC attempts to unify all pieces of marketing communications, including, advertising, public relations, direct marketing, social media and sales promotion. It is designed to create messaging that is consistent across all channels.
Because it focuses on the customer and is efficient and cost-effective for the brand and organization. The IMC approach leverages all marketing and communication pieces and takes the value each provides to the brand to ensure that the customer receives a consistent, relevant and powerful message.