Professional Documents
Culture Documents
Integrated Marketing Communication
Integrated Marketing Communication
The strategic role of IMC in marketing management has been addressed in the contemporary
definition of IMC itself which has following five essential attributes:
Consumers should be targeted by all the communication efforts so that it can influence their
behaviour;
IMC plan should have an outside-in approach to create the communication strategy where
first the focus should be on customer;
Coordination between all communication activities is essential to create an efficient brand
positioning