MANAGEMENT

Detailed explanation-1: -The concept of integrated marketing communication (IMC) was introduced in the 1980s (Schultz and Schultz, p. 19) and has since changed the way communicators and marketers interact and conduct business.

Detailed explanation-2: -Integrated marketing communications (IMC) is the process of unifying a brand’s messaging to make it consistent across all media that the brand uses to reach its target audience. It’s a strategic approach that guides communication and tactics used across all marketing channels.

Detailed explanation-3: -The goal of integrated marketing communications is to ensure that customers receive the same message when they interact with a company’s brand in various ways.

Detailed explanation-4: -Another great example of an integrated marketing campaign is Coke’s ‘share a coke with’ campaign, which used unified messaging across TV, Social, Outdoor and Display leading to a 7% uplift in Coke consumption by the target demographic, making it one of the most successful Coke campaigns in history.

Detailed explanation-5: -Integrated marketing communication plays an integral role in communicating brand message to a larger audience. Integrated Marketing communication helps in integrating all essential components of marketing to communicate similar message to potential and existing end-users.