These four levels, known collectively as the IMC synergy model, are: (1) Unified Image, in which the approach is focused on a brand's image; "one look, one voice" this "approach emphasizes unity among various communication and promotional tools to reflect a single positioning strategy at the outset of a promotional campaign" (Carlson, Dorsch, and Grove, 395); (2) Consistent Voice where messages are consistent in tone and look; coordinated toward various audiences; (3) Good Listener, which is mildly interactive and solicits two-way communication for long periods of time, thus allowing feedback through different media (surveys, toll-free calls, etc.); and (4) World Class Citizen, which is very interactive, social and based in strong company morals and culture; the focus is the community at large. (Moriarty, 40-41).
Another theory Duncan coined in determining the works to IMC was that of IMC Message Typology, which is a model of four kinds of company-related messages communicated through an organization. The four types of messages that a company needs to be aware of are: planned, inferred (product), maintenance (service) and unplanned messages. .
Planned messages are deliberate, traditional communication and generally have the least impact in that they are viewed as self-serving. Inferred, also known as product, messages, have great impact on audiences because they are based upon the impressions a brand or organization makes on the individual; however, if the people are not satisfied with claims or image, then a negative message is more than likely going to be conveyed. Maintenance, a.k.a. service, messages are the result of employee and customer interaction, i.e., communicated through service. In this type of messaging, the marketing department generally works with individuals in operations to lessen the amount of negative messages and maximize the positive ones. In the final type of messages, unplanned messages, organizations have very little control.
