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Integrated Marketing Communications (IMC) is a key planning tool for customer-focused marketing. IMC is based on centralized marketing communication efforts, it includes a system of accountability and studies how different programs affect your markets and consumers.

The key to IMC is its ability to improve, test, read results and adapt -- to develop a generalist perspective in the age of specialization.

Elements of IMC:
· Research
· Marketing
· Advertising
· Promotions
· Public Relations
· Direct Communications
· Strategic Communications Plans
· Accountability

Integrated Marketing Communications combines these elements into a single program or plan to express a consistent and effective marketing communication effort. IMC begins with thorough research and detailed consumer information on which marketers can build a synchronized communications strategy that reaches every market segment with a single, unified message.

IMC is a system and a process, rather than pieces and parts thrown together.

Instead of concentrating primarily on budgets and allocation of resources, marketing managers should ask how the marketing process works, how customers buy and how important communication is to success.

The IMC process is a dynamic system, with synergy among the elements. True integration is based on constant improvement, testing, reading results and adapting. Integration requires a broad understanding of the marketplace, consumers, distribution channels and their interaction.