Integrated Marketing Communications (IMC) is the process of carefully integrating and coordinating a company’s many communication channels (advertising, personal selling, public relations, digital marketing, etc.). The goal is to convey a clear, consistent, and impactful message about the organization and its brands.
IMC ensures that all customer touchpoints with a brand communicate the same strategic message, regardless of the medium. This prevents consumer confusion and maximizes the cumulative effect of all communication efforts on Customer Perceived Value.
