12. integrated marketing communications Flashcards
1
Q
what are integrated marketing communications
A
The process of developing and implementing various forms of persuasive
communication programs with customers and prospects over time
2
Q
benefits of imc
A
▪ Reduce costs
▪ Create synergies
▪ Reinforce competitive advantage
3
Q
risks of imc
A
Requires greater management commitment
▪ Requires increased agency commitment
▪ Encourages uniformity
