What does IMC mean in Universities?

Integrated marketing communications

Integrated Marketing Communication is a term that emerged in the late 20th century regarding application of consistent brand messaging across myriad marketing channels. The term has varying definitions and the differences can play a part in how IMC is viewed and used: ⁕The first definition for integrated marketing communication came from the American Association of Advertising Agencies in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other." The 4A's definition of IMC recognizes the strategic roles of various communication disciplines to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels. ⁕The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer." IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.

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