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Introduction to Integrated Marketing Communication

In marketing and advertising there are several marketing strategies, advertising, and promotional tools and when all these tools are integrated together it is called Integrated Marketing Communications. The main purpose of integrated marketing communications is to combine all the modes of communication and provide a common interface for managing promotions. 

In marketing, there are four P's and one of them is promotion which can be done from various mediums such as print media, digital media, radio, personal selling, events etc. If all of these mediums are combined together and all of these promote the same product through advertisements designed according to the marketing strategy that it would be more effective than focusing on only one type of medium. 

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Various levels of Integrated Marketing Communication 

All the levels of this subject help the marketers to Develop and increase brand awareness, increase revenue and sales, increase the number of loyal customers and reinforce the decisions to purchase the products and services.  

  • Horizontal Integration
  • Vertical Integration
  • External Integration

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