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IMC builds a strong brand identity in the market-place by tying together and reinforcing all your images and messages. IMC means that all your corporate messages, positioning and images, and identity are coordinated across all [marketing communications] venues. It means that your PR materials say the same thing as your direct-mail campaign, and your advertising has the same ?look and feel?as your Web site.?
(Kotler & Armstrong, Principles of Marketing, Prentice Hall, 10th Edition, Page 469)
GROWING REASONS OF IMC
There are many reasons why marketers are adopting the IMC approach
A fundamental reason is that they understand the value of strategically integrating the various communication functions rather than having them operates autonomously...
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