Integrated Marketing Communications is new and exciting. It's what's happening with communications today. However, as some define IMC in current literature, it cannot be a substitute for public relations, advertising, and marketing. Other definitions, though, seem to be more inclusive of all three functions. IMC combines a number of communication methods, but it is often flawed in scope. Experts' definitions differ, and IMC won't succeed to its fullest potential until there is more agreement among communicators. IMC is a whole new way of thinking, and may be more appropriately called Integrated Communications. It is a conglomeration of communication techniques and involves a receiver focus rather than a product focus. Organizations like Saturn, Hallmark, and Southwest Airlines provide examples of the possible success when using Integrated Marketing Communications. IMC is already integrated into the industry, although its spread depends upon practitioners who understand the value of integrating responsibilities and eliminating professional boundaries.
Business and Corporate Communications | Marketing
Lynch, Jennifer, "Integrated Marketing Communications and the Role of Public Relations" (1996). Honors College Capstone Experience/Thesis Projects. Paper 86.