All Posts Tagged Tag: ‘4 Ps’

History of Integrated Marketing Communications

The term Integrated Marketing Communications was first coined in 1989. Since that era, marketing communications has shifted from a dominance of advertising. The American Association of Advertising Associations (4 A’s) defined IMC as “an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.” At that …

Read More