IMC is an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.
Key Principles of Integrated Marketing Communications (IMC):
- Consumer Focus: All promotional efforts must be centered on the consumer.
- Synergy: Different communication tools must complement and reinforce one another.
- Consistency: Uniform message across various mediums.
- Maximized Impact: Effectively using a mix of promotional tools increases overall campaign efficacy.
- Efficient Use of Resources: Ensures optimal allocation of the promotional budget.
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