When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using promotion mix IMC budget method.
Coordinating all of this activity across many communication channels is what integrated marketing communication (IMC) is all about. Observe that persuasion convincing people to believe something, desire something, or act is a key element of this concept. In line with an organization's marketing strategy, effective marketing communication is goal-oriented.
It seeks to communicate a specific message to a selected group of people with the intention of changing attitudes and/or behaviour. Because it uses a variety of communication channels and customer touch points to convey a consistent message in more and more persuasive ways, integrated marketing communication (IMC) makes this marketing activity more effective and efficient.
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