How IMC differs from traditional advertising and promotion

Integrated Marketing Communication is different from traditional advertising and promotion. IMC uses a variety of communication tools to recognize the value, which involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers. Moreover, IMC is recognized as a business process that helps companies identify the most appropriate and effective methods for communicating and building relationship with customers and other stakeholders. However, the traditional advertising relies primarily on using the mass media to communicate with the target audience, but mass media can lose people’s viewers, listeners, and readers.

There are number of reasons why more marketers are taking an IMC perspective to their advertising and promotional programs. The IMC approach to marketing communications planning and strategy is being adopted by both large and small companies and has become popular among firms marketing consumer products and services as well as business-to-business marketers. By coordinating their marketing communications efforts, companies can avoid duplication, take advantages of synergy among promotional tools, and develop more efficient and effective marketing communication programs. Marketers recognize the value of strategically integrating the various communication functions rather than having the operated autonomously. As marketers become more sophisticated and develop a better understanding of IMC, they are recognizing that it involves more than just coordinating the various elements of their marketing and communication programs into a “one look, one voice” approach.