In the 1990s, companies saw__________ as a way to coordinate and manage their marketing communication programs to ensure customers received a consistent message about the company and/or its brands.

Question

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Integrated marketing communications (IMC) is a strategic approach to marketing that focuses on coordinating and integrating all communication and promotional tools and tactics to present a consistent and clear message to customers. This approach became popular in the 1990s as companies realized the need to break down silos within their marketing departments and ensure that all communication efforts were working together to support the overall brand and business objectives. IMC includes advertising, public relations, sales promotions, personal selling, direct marketing, and other communication tools.

In the 1990s, Companies Saw__________ as a Way to Coordinate