Managing and coordinating integrated marketing communications

"Many companies still rely on one or two communication tools to achieve their communication aims. This practice persists in spite of the fragmenting of mass markets into a multitude of mini-markets, each requiring its own approach; the proliferation of new types of media; and the growing sophistication of consumers. The wide range of communication tools, message, and audiences makes it imperative that companies move toward integrated marketing communications (IMC). As defined by the American Association of Advertising Agencies (Four as), IMC is:

'A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines-for example, general advertising, direct response, sales promotion and public relations-and combines these disciplines to provide clarity, consistency, and maximum communications' impact through the seamless integration of discrete messages.'"

Marketing Management
Philip Kotler

Definition of integrated marketing communications

"A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example, general advertising, direct response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum communications impact."

Advertising and Promotion: An integrated marketing communications perspective
George E. Belch & Michael A. Belch

"...My cry is to integrate, not isolate. Yes, we need to explore and develop the new media and new approaches, but we need to do that within the context of what exists and what is likely to evolve. We need to integrate the new media with the old, melding e-commerce and across-the-counter commerce."

"In one sense, marketing communications are integrated horizontally, or across various methods of communications. For example, the advertising message must be consistent with the personal selling message. But a campaign can also be integrated vertically, extending from the marketer down through the marketing channel."

Marketing: Principles & perspectives
William Bearden, Thomas Ingram & Raymond LaForge