Integrated Communications
Roderick White
The logic underlying integrated marketing communications (IMC) is simple, and consumer-based. Consumers are exposed to a wide variety of brand messages and experiences and, unless these are coherent and consistent, their brand perceptions and associations will become confused (3). Further, a growing range of evidence shows that messages directed through a combination of media (in the widest sense) tend to produce genuinely synergistic effects - not just a 'media multiplier', but a 'discipline...