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This entry was posted in Marketing and tagged communications integrated marketing marketing public relations Assignment First Draft Date Word Count LaQuinta Yasheaka on December 10, 2012 by La-Quinta Munford. Integrated marketing is a management concept designed to make all aspects of marketing communications (such as advertising, sales promotion, public relations, and direct marketing) work together as a unified force, rather than permitting each to work in isolation. The concept of integrated marketing only came into practice within the last 20 years, so if you were stumped by the term, have no worries! Researching the core principles of integrated marketing is the best way to gain a better understanding of what IMC is. Since integrated marketing is a blend of departments, companies that use it intend to get the most out of their marketing communications campaigns. Advertising: Can successfully reach a large number of consumers, but can come with an expensive price tag radio, TV, magazines, newspapers, Internet, and billboards. Direct Marketing: Used to encourage direct responses to radio and TV, in order to reach targeted audiences to increase sales and test new products and alternate marketing tactics. Public Relations: Builds trust by presenting the product, company or person in a positive light. Many companies are still adjusting to the field and may not have a position for an integrated marketing specialist available, but many expect their departments to come together and implement integrated strategies. I have a bachelor’s degree in public relations, so marketing strategy is not something that I am an expert on, and when I attempted to learn about integrated marketing communications in the classroom, I found that my textbooks contained literally two pages on IMC.
That being said, I’d be interested in hearing how other young professionals were introduced to integrated marketing communications.


Share your experience and how it helped you better understand the concept of integrated marketing communications by leaving a comment below. About La-Quinta MunfordCreative, spontaneous and full of laughter, are three things that describe La-Quinta! Reply ↓ TrinidineWissen December 26, 2012 at 9:51 am What is Integrated Marketing Communications? Integrated marketing communications (IMC) is a strategic approach through which organizations drive performance by engaging, serving and communicating with consumers and other constituents.
Cause Marketing Initiative – Inspire national and local non-profit organizations to further their community reach and deepen their social impact. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. This presentation takes a look at the brand Blackberrys Integrated Marketing Communications. With so many definitions, books, courses and articles about integrated marketing communications (IMC) it is hard to stick with just one perspective and since it’s still developing, it is mainly defined by the organization that practices it. If you can identify what concepts and tools best relate to your professional experience, you will be able to understand what areas of IMC require additional expertise and what areas belong to a young professional with your skill sets. Keep in mind that IMC is a mixture of marketing, public relations, advertising and other fields, so you may find that understanding integrated marketing will give you a leg up in your field. By strategically identifying the target audience’s needs, wants, interests, and expectations, an IMC team can incorporate the best tools and concepts from each area in its communicate plan. Become acquainted with successful and unsuccessful integrated marketing communications campaigns and strategies.


So, if becoming informed means taking an additional course in public relations or marketing—do it!
I learned about IMC through internships and my own research, which made up for the lack of information available during my undergrad years. A self-described PR junkie, small business owner and mother of two wonderful boys, she obtained her bachelor's degree in communications and public relations from Montclair State University.
IMC combines qualitative understanding of consumers with large-scale analytics to develop communications and content that build and maintain strong brands.
If you are a public relations or marketing major looking to enter a company with an IMC department, be sure to learn and understand how public relations and marketing are different, how they overlap, and most importantly how they compliment one another.
Without internships, I would not have been able to see how integrated marketing programs can be used to benefit a campaign. Grounded in advertising and direct media communications, IMC has emerged as the premier way for organizations to manage customer experiences in the digital age.



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