To help you think through the real meaning and the elements of Integrated Marketing Communications (IMC) and why it is essential for brand promotional success. 

BACKGROUND: 

When this IMC concept was first developed in academic marketing circles, it focused on “not putting your eggs all in one basket”.  It meant if you do television advertising, make sure you also use another medium, like print and/or audio.  The theory was that people become aware, interested and will take action if you reach them through different senses.  The choice is yours which combination to pick, but the key is that the message is consistent. The idea is that the billboard or direct mail or print ad in a magazine should support your streaming or pop up or television or radio ads.  Consistency and continuity are the keys to success.

You have been assigned to read Chapters 1  PROMO 2 textbook.  You have read about Brands and Positioning and Segmenting and the vastness of Internet communication possibilities.  With that as a background, re-read the first two pages of Chapter 1 in your PROMO 2 textbook.  Things are different today, right?  Consumers seek the information they want in a variety of ways.  They don’t just sit back and wait for information that companies decide to send them.  They are exposed to that, but mostly they go seek it.