ABSTRACT
Integrated marketing communications (IMC) —more commonly known as IMC—is a valuable concept for strategic writers. Strategic writers should help create promotions with consistent messages. In marketing, communication increasingly means two-way communication—almost a conversation between a company and a customer. At its core, marketing means preparing a product that consumers want and helping them to acquire it. The "marketing mix," meaning everything that might persuade consumers, consists of product design, packaging, pricing, product demonstrations, ads and more. Recent studies show that the wide variety of social media outlets can pose a challenge to the integration of marketing messages. IMC is a logical extension of strategic writing. Strategic writing begins with the philosophy that a document's message should be on-strategy. IMC extends that philosophy to all related messages, ensuring that a variety of coordinated communications will send the same message to a target audience.
