Integrated Marketing CommunicationsINTEGRATED MARKETING COMMUNICATIONS (IMC)'Integrated Marketing Communications (IMC). The concept whereby a company integrates carefully coordinates its many communication channels to deliver a clear, consistent and compelling message about the organization and its products. IMC begins with identifying consumer needs. IMC builds a strong brand identity in the market by connecting and reinforcing all your images and messages. IMC means that all corporate messaging, positioning, imagery and identity are coordinated across all [marketing communications] locations. It means that your PR materials say the same thing as your direct mail campaign and that your advertising has the same "look and feel" as your website. (Kotler & Armstrong, Principles of Marketing, Prentice Hall, 10th edition, Page 469 ) GROWING REASONS FOR IMCThere are many reasons why marketers are adopting the IMC approach. A key reason is that they understand the value of strategically integrating various communications functions rather than having them operate independently. By coordinating their marketing communications efforts, companies can avoid duplication, leverage the synergy between various promotional tools, and develop more efficient and effective marketing communications programs. Proponents of IMC argue that it is one of the easiest ways for a company to maximize the return on its investment in marketing and promotion. The shift to IMC also reflects an adaptation by marketers to a changing environment, particularly regarding customers, technology, and media. There have been major shifts among consumers with respect to demographics, lifestyles, media usage and purchasing… middle of paper…ttp://www.digi.com.my/promotions/ mmc/sunday .jsp Accessed February 10, 2006 http://www.celcom.com.my/cep/productservices/consumer/contents/postpaid/minutes/FAQs.html Accessed February 10, 2006 http://www. maxis.com.my http://www.celcom.com.my, http://www.digi.com.my, accessed 10 February 2006 http://www.maxis.com.my/personal/worldcup /worldcup2006.htm, accessed February 10, 2006 http://www.maxis.com.my/personal/about_us/scholarship/aboutscholarship.asp, accessed February 10, 2006 http://www.celcom.com.my /cep/pressreleases/corporate/contents/latest_news/ press_releases/archives/2003/20030121.html, accessed February 10, 2006http://www.celcom.com.my/cep/pressreleases/corporate/contents/latest_news/press_releases/ archives/2005/20050309.html, accessed February 10, 2006http://www.celcom.com.my/cep/productservices/consumer/contents/Broadcastsvs/major_events.html, accessed February 10 2006