Integrated Marketing Communications

The only true way for a company to deliver a consistent message to a mass audience is through integrated marketing communications. That is, one must coordinate the message that is delivered through each form of promotional communication; advertising, public relations, personal selling, and sales promotion. It is already widely accepted that supplementing advertisements with sales promotion tactics greatly increase the ads effectiveness. This fact makes it appear that coordinating promotional elements produces positive results. Why not coordinate all promotional elements? That way companies can deliver the same consistency with their message as they do with their product. In short, through integrate marketing communications a company can gain greater control over their positioning in the consumer's mind.