ABSTRACT
In the world of marketing and communication, much changes. The mind still processes information in the same way, and the role of advertising and other marketing communication continues to be what it has always been: to move more of a branded product or service or to obtain a higher price point than would have been possible without it. In 1989, the American Association of Advertising Agencies formed a task force on integration that was to define IMC from the viewpoint of the 4As agencies. In their 1993 book Integrated Marketing Communication, Don Schultz and his colleagues talked about IMC as a new way of looking at the whole, where once we only saw parts such as advertising, public relations, sales promotions, purchasing, employee communication, and so on. The emphasis in those early days was certainly on planning, and to our mind this must remain at the heart of any definition of IMC.
