Why adopt IMC?
More and more companies are using IMC because it is an integration in different types of marketing communication tools that can reach customers on many different levels. IMC allows marketers to achieve a holistic approach to marketing communications. The synergy between the different elements of the communication mix is what makes IMC so powerful. In effect, the various elements reinforce each other resulting in a greater overall effect than each individually or used in the wrong proportions.
IMC is a concept and a process. The integration triangle (say- do – confirm), explains clearly that IMC provides a steady stream of information from the marketers to the audience with a consistent message, delivered through various media via the different marketing communication tools. The IMC approach starts with the customer, and this is consistent with the mentality of businesses today; the customer is always right. Using the customer as a starting point the company collects information and decides on their target audience and proceeds forward to the development of a marketing plan and the execution of marketing communications and strategies.
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