As tourism markets and the media have grown more complex and fragmented, it is important for marketers to unify all marketing communications tools, corporate, and brand messages, so they send a consistent, persuasive message to target audiences. This is known as:

Question

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Integrated marketing communications (IMC) refers to the practice of unifying all forms of communication and messaging across various marketing channels to ensure consistency and a cohesive experience for consumers. This approach is essential in a fragmented media landscape to maintain a consistent brand voice and message.

As Tourism Markets and the Media Have Grown More Complex