Integrated Marketing Communications can be defined as “a communication process that entails the planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to a brand’s targeted customers and prospects” (Shimp, 2010, p.10).
The integration of all marketing efforts is necessary, due to the fact that the core meaning of the brand need to be stressed by each individual marketing technique. The formulation of an effective brand core meaning has significant positive contribution to the growth of the business.
It needs to be stressed that Integrated Marketing Communications is not just a buzzword or a management fashion. On the contrary, “Integrated Marketing Communications is not a fleeting but rather has become a permanent feature of the marketing communications landscape around the world” (Shimp, 2010, p.9).
Shimp, T.A. (2010) “Advertising, promotion, and other aspects of integrated marketing communications” Cengage Learning