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Integrated Marketing Communication

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Issue:

Business

 

Written by:

Jeffrey J

 

Date added:

September 9, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

5 / 1152

 

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5387 times

 

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Essay content:

In 1993 Shultz, Tannenbaum and Lauterborn introduced a new concept called Integrated Marketing Communication (IMC). This concept has generated a great interest among academics and practioners, although research regarding its frequency and implementation is limited. IMC have been defined in numerous ways, all stressing the fact that IMC’s Task is to combine all corporate media and messages to project clarity, consistency, and maximum communication impact in its surroundings...
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IMC have been defined in numerous ways, all stressing the fact that IMC’s Task is to combine all corporate media and messages to project clarity, consistency, and maximum communication impact in its surroundings. Percy (1997) defines integrated marketing communications as “the planning and execution of all types of advertising and promotion selected for a brand, service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single positioning”...
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