What is IMC?
The American Marketing Association (AMA) defines integrated marketing communications (IMC) as the "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.
IMC focuses on the customer. It is both efficient and cost-effective for brands and organizations. The IMC approach leverages all marketing and communications pieces, and harnesses the power each provides to ensure brands’ customers receive consistent, relevant and powerful messages.