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- W4312658805 abstract "One of the biggest strengths of communication is to make people aware of the facts. A decade or two back, public and private organizations would use traditional mediums such as TV, newspaper, radio, magazines, posters, and banners to name a few to communicate with their target audience. However, it was realized by many firms that their communication efforts were not yielding expected results due to the lack of synergy. After using a combination of experiments and research, the firms realized that there was an immediate need to integrate their communication efforts and speak in one voice using different communication medium. This realization gave birth to the concept of Integrated Marketing Communications (IMC) which has today become a must and a well-recognized concept. To formulate a strong IMC strategy any organization needs to bank upon an expert advertising agency, media agency, and at times a collateral agency. These agencies provide a client with creative and strategic communication solutions which are based on planning, research, expertise, and target market sentiments. The chapter discusses the salient features and benefits of using the IMC-based communication strategies." @default.
- W4312658805 created "2023-01-05" @default.
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- W4312658805 date "2022-01-01" @default.
- W4312658805 modified "2023-09-27" @default.
- W4312658805 title "IMC and the Contemporary Communication Dissemination" @default.
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- W4312658805 doi "https://doi.org/10.1007/978-981-19-5118-3_1" @default.
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