The American Marketing Association ( Imc ) Essay

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Summary of IMC theory

The American Marketing Association (AMA) defines Integrated Marketing Communications (IMC) as a “planning process designed to assure that all brands contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time (WVU Reed College of Media Par. 1). Along with that IMC is also an on-going, interactive process that not only deals with planning but also the execution of the plan and the evaluation after the plan has been completed. (capability and brand performace).

There are several benefits to using an IMC approach in business especially since in today’s market there are many challenges emerging in the marketing environment with customers wanting to see more credibility and trustworthiness from the firm. Also, customers are more emotionally attached to brands based on what society tells them to think about certain products. This is easier to build such loyalty with all the new online medias we have to advertise on. (capability) With there being more online media outlets than even ten years ago it is more important than ever to have a consistent feel, message and look because more people can see your brand now than 20 years ago because of the increase in media outlets. They also now have the freedom to voice their opinions about your brand as well through social media. Another advantage of using IMC is the amount of short-term and long-term objectives that can be created within
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