The Growth of Advertising and Promotion


Integrated Marketing Communications (IMC)



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Integrated Marketing Communications (IMC)
IMC coordinate various marketing activities and promotional elements that communicate with customers.
IMC recognizes the added value of a plan that combines various communication disciplines to provide clear, consistent, and maximized communication impact.
IMC ensures all marketing and promotional activities project consistent and unified image.
e.g.) Incorporating a well-known celebrity to Montblanc reinforces their image. (Communicating unified image)
A Contemporary Perspective of IMC
Goal: generate short-term financial returns and build long-term brand and shareholder value. Views IMC as ongoing strategic business process
The Role of IMC in Branding
Help develop and sustain brand identity and equity
Sustainability: development that meets the needs of the current generations + future generations
Companies are addressing sustainability by examining social & environmental impacts


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