This document discusses the need for integrated marketing communications (IMC) given changes in digital media and consumer behavior. As consumers can now access and share content easily, traditional models for reaching targets and understanding the buying process are less effective. IMC aims to deliver competitive advantage by applying a coordinated, creative approach to building business through all marketing channels and consumer touchpoints.

4. Why bother with another business process?

6. The
growing
importance
of digital
media has
added new
urgency and
pragmatism
to the need
to effectively
reach our
target.

7. Consumers
can now
access to any
content with
infinite
reproduction
and sharing
power.

8. Media is now consumed
simultaneously with
other outputs

26. Hierarchy of
Effects
Model

27. Buying
Process
Model

31. So how does IMC deliver competitive advantage?

37. Integrated Marketing
Communications (IMC)
Applying Creativity to the Task of
Building Business