Integrated Marketing Communication

Definition

Integrated marketing communication (IMC) is “a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives.”[1]

See also

• Campaign

 

References

1. ^ Govoni, N.A. Dictionary of Marketing Communications, Sage Publications. (2004)