INDUSTRY

The IMC offers resources, research, and training to businesses to facilitate the optimal coordination of their communications efforts and to help maximize the effectiveness of their integrated marketing communication programs.

MEMBERSHIP

IMC Membership

FORUM

Do you have an imc related question or a good example of a case study? Participate in our blog (starting in Summer 2008)

Growth of IMC

Before Integrated Marketing - Prior to the emergence of the Integrated Marketing concept, many companies’ communications programs were dominated by mass media advertising. Companies relied on advertising agencies for guidance in all areas of marketing communication though the focus was typically on advertising. Additional promotional and marketing communication tools such as sales promotion and direct marketing were viewed as auxiliary services and often used on a per-project basis. Public relations agencies managed publicity, image and affairs but were not viewed as integral to marketing.

Corporate Evolution of IMC - During the 1980s, companies determined a need for the strategic integration of their promotional tools; and realized that by coordinating their marketing communications efforts, they could avoid duplication, take advantage of synergy among various promotional tools and develop more efficient and effective marketing communications programs.

As the applications of integrated marketing communications continue to grow, there is a need for academics to assist practitioners in the measurement, planning and evaluation of IMC programs. The Centre for IMC is a resource designed to assist in this partnership.

PAST SEMINARS

BEST PRACTICES IN INTEGRATED MARKETING COMMUNICATIONS FEATURING THE “GOT MILK?” AND “WHAT HAPPENS IN VEGAS, STAYS IN VEGAS” CAMPAIGNS

THE ROLE OF INTEGRATED MARKETING COMMUNICATIONS (IMC) FOR HIGH TECHNOLOGY COMPANIES

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