Marketing Communications are the methods by which industries try to inform, influence and remind its target markets, using both direct and indirect means, about the brands that sell as well as about the company as a whole.

Even though communication intended for target markets are the foundation of the communications program, industries require to commune with all its stakeholders (shareholders, customers, channel partners, suppliers, employees, consumers, and government agencies).

Industries build up explicit communications plans intended for to the stakeholders.

Integrated Marketing Communication (IMC) is the vigilant synchronization of all communication messages for a service or product to make certain the uniformity of messages at each contact point where a customer meets the consumer. Most communication plans need to use several communication options and tools, very rarely would a firm use a single communication tool or media option, to reach a particular target market.

From a consumers viewpoint the several different elements are already integrated: consumers do not think of the different elements as separate, for them everything is an “ad”. It is only marketer who recognizes them as different elements, and in doing so, many marketers have neglected the fact that ultimately all communication must be integrated to deliver one coherent message.

The most common rift is between the sales force and advertising: it is very common for sales people to contradict claims made in the advertising. Each element of the communications mix and media mix must work together like different members of a team, to achieve the firms overall communications goals. This emphasis on teamwork and synergies across communications and media options is known as Integrated Marketing Communication (IMC).

The tactics behind marketing communication programs have altered considerably over the years. Industries have learnt that giving emphasis to IMC, instead of treating every element in segregation augments the message proposed for the target market. IMC hence is a “force multiplier”.

The key pillars of a firm’s communication plan are:

1. The target market (consumers or stakeholders) for whom the message is intended.
2. The communication objectives of the campaign.

Based on the above a firm develops a communication strategy and an optimal mix by selecting the appropriate communications and media tools. The aim is to choose a variety of different options that share a common meaning and content, but also offer different, complementary advantages. “Mix and Match” is the key theme of an IMC campaign.