Integrated Marketing Communications
(IMC) which involves coordinating the various promotional elements and
other marketing activities that communicate with a firm’s customers.

When Firms embraced the concept of integrated marketing communications, they began to coordinate the use of a variety of promotional tools rather than relying primarily on media advertising.

Integrated marketing communications is the process of integrated marketing communications calls for a “big-picture” approach to planning marketing and promotion programs and coordinating the various communication functions.

Essentially, IMC implies an integration towards improving over the traditional method of treating the various marketing and promotion elements as virtually separate activities.