Integrated Marketing Communications

Integrated Marketing Communications (IMC) is arguably the single most important concept in the field of communication studies. If you’re not familiar with IMC, it’s the integration of every department: marketing, public relations, advertising, promotions and personal selling in an effort to boost efficiency and maintain a single, unified message across all communication outlets.

While this country recovers from a devastating recession, proactive companies have learned that integrating these fields of communication prove to be more effective and less expensive than the alternative. Too many times we see companies fail at delivering a powerful message that stays the same across these disciplines. If the message isn’t clear, concise and controlled, audiences will be reluctant to support your company and what it stands for. Poor execution of message delivery can also hurt the one source that can change the game for a small, start up company, which is word-of-mouth communication.

In today’s communication landscape, we need to be a jack of all trades. Cross-functional teams are the norm in today’s business environment, and the fields of advertising, marketing and public relations can no longer work independently. Integration is key, and if you want to succeed in this industry you need to be a jack of all trades. A well-rounded professional is a threat and an asset.


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