discussion and 2 replies 3

Brainstorm with your classmates to identify the major principles of integrated marketing communications (IMC). Propose at least one element that you believe is crucial to a comprehensive IMC Creative Brief. Support your choice evidence.

Then compare and contrast the proposals of your classmates using specific examples to illustrate your point.

Reply 1:

According to the website research I conducted, the website that I used for this discussion stated that “discussing your objectives” as one of the important key elements of a successful IMC brief. I feel like if you lay everything down with your team on goals, message, objectives, and the strategies is the most important part of the brief. It gives everyone involved the “who, what, when, where, and why, and How of what your exactly trying to accomplish in your campaign. This gives everyone a specific direction and step by step process of what its going to take to bring this “idea” to life as a successful campaign and accomplish the goals set for not only the company but the team as a whole. 🙂


Tamalyn Brooks

Reply 2:

Integrated Marketing Communications, or IMC, is basically the concept that all forms of communications and messages are carefully linked together (Learning, 2019). It is not to be confused with a type of marketing strategy, but it is how you deliver the marketing strategy (Clarke, 2017).

The four principles to consider when considering your IMC are: consistency, community, cooperation, and communication. I think out of these four, the most important is consistency. Every part of your business and the marketing of it should be consistent, everything must fall under a theme of some sort and it doesn’t matter what that theme may be, as long as you are consistent with it. If you are not consistent, your business makes out looking like a disorganized mess to potential customers and may even confuse them.

Clarke, Vincent. “These Are The 4 Key Principles of Integrated Marketing.” Search Engine People Blog, 28 Jan. 2017, www.searchenginepeople.com/blog/these-are-the-4-key-principles-of-integrated-marketing.html.

Learning, MMC. “Integrated Marketing Communications.” Multimedia Marketing, 18 July 2019, multimediamarketing.com/mkc/marketingcommunications/.

Fawn Watts

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