ABSTRACT
Chapter 14 starts off with a definition of IMC. Then the components of IMC are identified and explained. Next, the benefits of IMC are described. The six components of IMC (e-marketing, advertising, sales, public relations and publicity, sales promotion, and merchandising) are detailed along with their respective advantages and disadvantages and measurement. Contemporary concepts of crowdsourcing and content co-creation are then reviewed. The chapter also reviews some overall specific approaches for destination marketing and IMC, including films and movies, and theme and event years. The steps for effective IMC planning are the final topic discussed in Chapter 14.
