The definition of the Association of Advertising Agencies (AAA), Integrated Marketing Communication (IMC) is the marketing communications planning that recognizes the added value of a comprehensive plan. A plan of this type evaluates the strategic roles of a variety of communications disciplines (eg general advertising, direct mkt, sales promotions and public relations) and that provide these disciplines to provide clarity, consistency and maximum communications impact through seamless integration of messages. to read more in Marketing Management, Philip Kotler, Kevin Lane Keller, Page 558
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