Define Integrated Marketing Communication (IMC). With the help of online resources trace the evolution of IMC and its strategic importance for businesses.  

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Integrated Marketing Communication (IMC) refers to a comprehensive and coordinated approach to marketing communication that aims to align and integrate all communication efforts of a company. This includes advertising, public relations, personal selling, sales promotion, direct marketing, and online marketing activities. The objective of IMC is to provide a consistent and seamless communication experience to the target audience, thereby enhancing the effectiveness of the marketing efforts.

The evolution of IMC can be traced back to the 1980s when companies began to realize the need for a more holistic approach to marketing communication. Earlier, companies used to employ different communication channels in isolation, without any coordination between them. This led to a lack of consistency in messaging, resulting in confusion among the target audience. To address this issue, the concept of IMC emerged, which aimed to coordinate all communication channels to deliver a unified message to the audience.

The concept of IMC gained prominence in the 1990s when businesses began to adopt a customer-centric approach to marketing. As companies started to focus on building long-term relationships with customers, they realized the importance of delivering a consistent message across all communication channels. This led to an increased emphasis on IMC as a strategic tool for businesses.

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Degree : MASTER DEGREE PROGRAMMES
Course Name : Master in Business Administration
Course Code : MBA
Subject Name : Integrated Marketing Communication
Subject Code : MMPM 7
Year : 2023