Business Q&A

Question:
Integrated Marketing Communication: A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

Target stores, for example, how does Target achieve IMC?

Answer:
VERY long story short…

A company needs strong leadership at the top that supports IMC, and that develops company goals, outputs, quality requirements and incentives that allign consistently across all departments (very simple example, profit or volume, pick one.)

After the company has the c-suite interested in IMC, they still need to develop cross-functional teams and comprehensive communication systems between internal and external stakeholders to create strong horizontal allignment. It often takes a lot to break down corporate cultural barriers (sales and marketing tend to view each other as the enemy, so do competing ad agencies). Strong leadership, communication and consistent goals and incentives are essential for successful IMC.

Making a company TRUELY IMC is very complicated. That's a really quick and dirty summary. I would recommend picking up some books from Kellogg School of Management or Don Schultz if you want to learn more.

Resource related business question and answer:

Integrated Marketing Communication

MA in Integrated Marketing Communication. Integrated Marketing ... The impact of business trends, the regulatory ... develop programs of action and communication to achieve public ...

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Wagner Design Associates: Integrated Marketing Communication ...

... of its transformation from print shop to integrated marketing communication firm ... In particular, we cover how they achieve client buy ... their special needs for their company and do a ...

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