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It involves managing the marketing communications mix. The marketing communication mix also known as the promotional mix consists of 4 elements; public relations, advertising, sales promotions and personal selling (Pickton and Broderick,1995:3-8). IMC tries to align and to integrate those efforts. Shimp(1986:12) gives the following definition: IMC is the process of developing and implementing various forms of persuasive communications programs with costumers and prospects over time?IMC considers all sources of brand or company contacts which a costumer or prospect has with the product or service as potential delivery channels for future messages...
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