Integrated marketing communications programs (IMC) use sales promotions as a major factor in their programs today. Marketers have realized that effective marketing is a combination of promotion and advertising. For effective communications programs, marketers have realized they have to rely on promotional sales, direct marketing, personal sales, convectional advertising campaigns and public relations. Sales promotions along with marketing make advertising more effective and, and the effectiveness can be increased by communication to increase awareness. IMC is a communication strategic tool, and it combines promotional mix to deliver maximum communication influence that target the audience. IMC can have the greatest persuasive effect because customers are in contact with brands. Different communicating tools are combined bringing a synergetic effect in resulting communication.

Since the inception of IMC, there have been many changes due to the changing relationship between marketers and consumers. There have also been shifts because of technology and direct communication...
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