Page | 2
IMC BRAND INDIA
The Way Out
Type: Full Service
Client: Ministry of Tourism & Culture
Portfolio: Cadbury, Badshaah Masala, Indian Railways, AidsAwareness, VICCO, Bisleri
INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications (IMC) is the coordination andintegration of all marketing communication tools, avenues, functions andsources within a company into a seamless program that maximizes theimpact on consumers and other end users at a minimal cost.
This integration affects all firms’ business
-to-business, marketing channel,customer-focused, and internally directed communications. It is a processfor managing customer relationships that drive brand value primarily through communication efforts.
IMPORTANCE OF IMC
Several shifts in the advertising and media industry have caused IMC todevelop into a primary strategy for marketers:1.
From media advertising to multiple forms of communication.2.
From mass media to more specialized (niche) media which arecentered on specific target audiences3.
From a manufacturer-dominated market to a retailer-dominated,consumer-controlled market.4.
From general-focus advertising and marketing to data-basedmarketing.5.
From low agency accountability to greater agency accountability,particularly in advertising.