Overview
Integrated Marketing Communications (ICM) is the careful coordination of all promotional messages - traditional advertising, direct marketing, interactive marketing, public relations, sales promotion, personal selling, event marketing, and other communications - for a product or service to assure the consistency of messages at every contact point where a company meets the consumer. Review the channels used in an integrated marketing communications strategy on pages 424 -429 of the textbook. Think about a product you have considered buying recently or one you recently purchased. What elements of an integrated marketing communications strategy were used for this product? Were they integrated? How or how not?