Integrated Marketing Communications
                     INTEGRATED MARKETING 
COMMUNICATIONS
Introduction
Integrated Marketing Communications (IMC) is 
a concept under which a company carefully 
integrates and coordinates its many 
communications channels to deliver a clear 
and consistent message. It aims to ensure the 
consistency of the message and the 
complementary use of media.
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Integration of all 
marketing tools
IMC is an integration of all marketing tools, 
approaches and resources within a company 
which maximizes impact on the consumer 
mind resulting in maximum profit at minimum 
cost.
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Advertising
Advertising refers to any paid form of non-
personal promotion of products or services by 
an identified sponsor. 
The various media used are print (newspapers 
and magazines), broadcast (radio and 
television), network (satellite, wireless and 
telephone), electronic (web page, audio and 
videotape) and display (billboards, signs and 
posters).
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Sales promotion
It is a variety of short-term incentives to 
encourage trial or purchase of a product or 
service. 
Sales promotion helps to draw the attention of 
the consumers and offers an invitation to 
engage in a transaction by giving various 
types of incentives.
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Personal Selling
Face-To-Face interaction with one or more 
buyers for the purpose of making 
presentations, answering questions and taking 
orders. This proves to be the most effective 
tool in the later stages of the buying process.
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Public Relations
A variety of programs directed toward 
improving the relationship between the 
organisation and the public. 
Advertising is a one-way communication 
whereas public relations is a two-way 
communication which can monitor feedback 
and adjust its message for providing maximum 
benefit.
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Direct Marketing
Direct Marketing involves the use of mail, 
telephone, fax, e-mail, or internet to 
communicate directly with or solicit response 
or dialogue from specific customers or 
prospects.
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Events and 
Experiences
These are company sponsored activities and 
programs designed to create brand-related 
interactions with customers. Sponsorships 
improve the visibility of the company. 
Companies provide customers with an 
experience of using the product which ends up 
leading to a higher brand recall than 
competitors. These events prove to be 
engaging with the audience.
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Social Media 
Marketing
The concept of social media marketing 
basically refers to the process of promoting 
business or websites through social media 
channels. Companies manage to get massive 
attention on such channels and can interact 
with consumers as and when they are 
browsing the internet.
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Mobile Marketing
Mobile marketing involves communicating with 
the consumer via a mobile device, either to 
send a simple marketing message, to 
introduce them to a new participation-based 
campaign or to allow them to visit a mobile 
website.
Source: www.feedough.com