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The “One Voice Program”

Integrated Marketing Communications (IMC) is a strategic business process used to plan, develop, execute and evaluate coordinated, persuasive, brand communications programs over time with consumers, prospects, employees, associates and other targeted relevant and internal audiences. The goal is to generate short term financial gains and develop long-term brand value.
The gamut of IMC includes:
1. Advertising

2. Public relations

3. Web promotions

4. Social media promotions

5. Promotional material and packaging

6. Visual merchandize

7. Positioning

8. Corporate Social Responsibility

9. Sales and customer service

10. Direct marketing

IMC is, therefore, the coordination and integration of all marketing communication tools, avenues, and sources, within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. In alternate words it can be called the ‘one voice’ program. The aim of IMC is to maintain consistency between elements of promotional mix and provide one message across the various channels.

Sandeep S. Sandhu