Define Integrated MarketingCommunication
The message & approaches of general advertising, direct response, sales promotion,public relations, & personal selling efforts are combined to provide clarity,consistency & maximum communications impact.
It calls for a big picture approach, such as planning marketing & promotion programs& coordinating the various communication functions. It requires firm to develop atotal marketing communications strategy that recognizes what the sum total of afirm’s marketing activities, not just advertising communicate to its customers.Consumer’s perceptions of a firm &/or brands are a synthesis of the messages theyreceive from various sources. These also include media advertisement, price, directmarketing, efforts, publicity & sales promotions, as well as interactions with salespeople & other customer contact employees
In the global economy with international markets & instantaneous communications,no aspect of marketing can be studied in a vacuum or in isolation if one expects to beaccurate and relevant.