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Boundless Marketing
Integrated Marketing Communications
Marketing Textbooks Boundless Marketing Integrated Marketing Communications
Marketing Textbooks Boundless Marketing
Marketing Textbooks
Marketing

Section 1

Introduction to Integrated Marketing Communications

Book Version 3
By Boundless
Boundless Marketing
Marketing
by Boundless
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4 concepts
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Introduction to Integrated Marketing Communications

Integrated marketing communications (IMC) is an approach to creating a unified and seamless brand experience for consumers across channels.

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The Communication Process

Organizations must keep in mind the internal and external factors that influence audience perception during the communications process.

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Consumer Perception of Communication

Analyzing how consumers access marketing messages can help brands discover consumers' preferences for how to receive information.

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AIDA Model

The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement.

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