IMC review, from the definition to the implementation
Advertising Strategy and Planning
Cristina Garcia Ávila
Integrated Marketing Communications (IMC) is an innovative concept that aims to change the future for marketing communications practice. However, while there is a strong claim and demand for integrating the different forms of communication (advertising, public relations, direct marketing, sales promotion, personal selling), the adoption process as well as the content and the effect of IMC is still controversial (Cornelissen, 2003; Ducan and Everett, 1993;, Eagle et al, 2006 and Fill, 2009).
This article is based on two definitions of IMC in order to evaluate and discuss their statements and analyze the plausibility that such statements can have on marketing communications practice, especially in advertising agencies, in the present and in the short-term future.
There is an extensive literature dedicated to the definition and explanation of Integrated Marketing Communications. This article aims to focus in the definition given by the American Association of Advertising Agencies which says: 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 (general advertising, direct response, sales promotion and public relations) and combines these disciplines to provide clarity, consistency and maximum communications impact” (Ducan and Everett, 1993 p.31 citing the American Association of Advertising Agencies). Nevertheless, another idea could be added which is to say the holistic combination of all forms of communication to capitalize synergies so as to cover all types of customers and audiences at different levels (Schultz, 2006).
IMC is a concept that changes drastically marketing communications practices and actions in comparison to what has went before, therefore it should be understood as an...