Imc Paper

Topics: Marketing, Advertising, Promotion and marketing communications Pages: 2 (520 words) Published: March 3, 2011
In 1991, Don Schultz, from Northwestern University defined IMC as “The process of managing all sources of information about a product/service to which a customer or prospect is exposed which behaviorally moves the consumer towards a sale and maintains customer loyalty.” After I read the definition that Don Schultz gave, that made me want to really look into all of the definitions that I could find. As I started to read and search for five (5) different definitions for Integrated Marketing Communications (IMC), I was amazed at the numerous of different definitions that I found.

The first definition that I found was from our Integrated Marketing Communication textbook. It defines IMC as, “Is a concept that directs the processes for planning, executing, and monitoring the brand messages that create brand-customer relationships.”

The second definition comes from marketing guru Philip Kotler. He defines IMC as, “The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent message.”

The third definition comes from Dynamic Integration Online. This website defines IMC as, “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

The fourth definition comes from Lighting Bug Glossary Terms, (which is an online website that’s an alphabetical glossary of terminology and acronyms commonly used in advertising, business, information technology and marketing with a concise explanation of each one). This website defines IMC as, “A unified marketing concept that aims make all parts of marketing communication, such as advertising and public relations (PR) work as a whole rather than independently.”

The fifth and final definition comes from an online Advertising Glossary. This website defines IMC as, “A concept of marketing communications planning that recognizes...
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