4 concepts
Setting Goals
The ultimate goal of IMC is to unite all aspects of marketing communications so they work together seamlessly and harmoniously.
Determining a Budget
Marketing budgets aid in the planning of operations by forcing managers to prioritize activities and consider how conditions may change.
Measuring Success
Continuous monitoring of performance against predetermined targets is essential in achieving effective & efficient integrated marketing communications.
The Growing Importance of Word of Mouth
Because of the increased role of sharing - or online "word of mouth" - the way many products and services are marketed has changed.