What Is IMC?

Perhaps the best way to explain IMC is to see it as an integral part of the market orientation. Accordingly, IMC is “a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences (p. n/a).” (Source: Shultz, D. and Shultz, H. (2004). IMC: The next generation: 5 steps for delivering value and measuring returns using marketing communication. New York: The McGraw-Hill Company.)

As you may notice , this definition assumes that integrated marketing communication is an ongoing process rather than a short-term tactical decision.

It is important to note that the elements of the promotional mix (also referred to as the "marketing mix") contained in the IMC go beyond the traditional communication tools of advertising, sales promotion, publicity/public relations and personal selling. Direct marketing and interactive/Internet marketing should be part of the mix. As we know, the rapid growth of the Internet and social media which is changing the nature of how companies do business and the ways they communicate with consumers.