Management (20211/M)

Integrated Marketing Communications (IMC) is an upgrade of traditional advertising strategies by synergizing and optimizing marketing communications across multiple platforms to achieve promotional impact. IMC is integral to a successful marketing campaign as it harnesses each promotional mix element and combines them to build impactful marketing communications. Building long-term relationships with the target audience, as well as ensuring the company's long-term profitability, necessitates synergy and clear communication. A company may have a concise plan detailing the intentions of the marketing communication campaign and what they want to achieve from the different media and channels used. Marketers will have to determine the advantages and disadvantages of adopting each channel/promotional tool, as well as how their target audiences will understand their marketing messages.