There are indications that the integrated marketing communications (IMC) concept is finally achieving mainstream acceptance. One fact that proves this is the high number of marketing people who willingly attend symposiums sponsored by the Advertising Research Foundation devoted to the topic of IMC. (Is IMC finally ) Integrated Marketing Communication (IMC) is defined as a concept of marketing communications planning that recognizes the added value of a comprehensive plan. (Kotler p 583) IMC is a plan that evaluates the strategic roles of a variety of communications disciplines. Some communication channels are advertising, direct response, sales promotion, and pubic relations. The goal for a company using IMC is very basic. Take a variety of ways to "talk" to the public and combine them to create an impact on people. .
IMC is becoming a popular concept for business people all over the world. IMC forces management to think about every way the customer comes in contact with the company. If a company has a new product or event they wish to promote, and chooses only to produce commercials about it, will loose out on customers. There are potential buyers who do not watch television. These people will never know about the product, and therefore never even consider purchasing it. This is where a company can use IMC to their advantage. .
One business that took advantage of IMC is the World Wrestling Entertainment Company (WWE). World Wrestling Entertainment, Inc. (NYSE: WWE) is an integrated media and entertainment company headquartered in Stamford, Conn., with offices in New York City, Los Angeles, Toronto, and London. (World Wrestling ) The WWE is very popular to teens and adults alike. The WWE's new event was WrestleMania, which aired on March 14 at Madison Square Garden in New York City. The WWE will spend $5 million to promote their event. The WWE is not a small company. It has millions of fans all over the world, and is on TV a few times a week.
