IMC Concepts

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The concept of integrated marketing communication (IMC) has been around since the late 1980s and more so in the early 1990s. Even though, this is not a new idea, there is no clear, standardized, agreed-upon definition of exactly what integrated marketing communication is. In the first part of this essay, five definitions are presented, compared and contrasted. The second part is a case study demonstrating how IMC tools can be used. There are six sources used in this three page paper.