IMC
Integrated Marketing Communication (IMC) 1 What is IMC and what does it mean for a company to follow IMC (is it a strategic or an operational tool)? The American Association of Advertising Agencies defines IMC as a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines, e.g., general advertising, direct response, sales promotion and public relations – and combines these disciplines to provide clarity, consistency and maximum communication impact. Tropicana's full-round integrated marketing communications campaign for ‘We bring brighter mornings’ § Website, TV commercials: ‘brighter mornings develop into brighter days’ => healthiness of orange juice § Events: Trafalgar Square in London was on the same day that the TV campaign kicked off. A giant helium sun was installed which was 30 000 times bigger than a football produced the equival