What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches

What will be an ideal response?

Integrated marketing communication (IMC) is the process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with targeted audiences. With an IMC program, marketers focus on the information needs of the consumer and work to coordinate all of the communication from the firm using the best combination of available communication methods. This differs from traditional marketing communication approaches, which can offer a fragmented message to consumers, with different types of message conveyed through different promotional tools, often sending conflicting brand messages.