Integrated marketing communication (IMC) is an up-to-date concept of integrated promotion of brand (product, company), which provides for combined use of all available types of marketing communication.
Main marketing communication tools:
- advertising
- sales promotion
- public relations
- events
- direct marketing
- points of sale and merchandising
- packing
- CRM and loyalty programmes
Integrated event is much more than just a separate event. Such event is a part of overall promotion strategy. It fully follows the corporate style of the brand (company), reflects its spirit and positioning, uses various communications mix.
