According to the Collins dictionary, when one thing integrates with another, the two things become closely linked or form part of a whole idea or system.
Marketing is the set of activities whereby business and other organizations create transfers of value (exchange) between themselves and their customers.
Communication is the process whereby thoughts are conveyed and meaning is shared between individuals or between organizations and individuals. The elements in the communication process include sender, message, channel, receiver, noise/barrier, effect and feedback.
       Integrated marketing communication therefore is a strategic business process used to plan, develop, execute, and evaluate coordinated ,measurable, persuasive brand communication programmes overtime with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. The IMC trend is one of the most important marketing developments of the 1990s in the United States. The goal is to influence or directly affect the behavior of the selected communication audience and to generate both short-term financial returns and the building long term brand and stakeholder value. IN short, IMC involves bringing together all promotional tools, so that they work together in harmony. These promotional tools include Personal selling, Advertising, Sales promotion, Sponsorship marketing, Publicity/Public relations and point of purchase communication.
 
PERSONAL SELLING --This is a form of person to person communication in which a seller attempts to assist and or persuade prospective buyers to purchase the company's product or service or to act on an idea. It involves direct contact between buyer and seller either face to face or through some form of telecommunication such as telephone sales. This interaction gives the marketer communication flexibility. The seller can see or hear the potential buyer's reaction and modify the message accordingly. Personal selling also involves more immediate and precise feedback.

SALES PROMOTION- It is defined as those marketing activities that provide extra value or incentives to the sale force, the distributors or the ultimate consumer and can stimulate immediate sales. An example is Pappas pizza reducing the price of pizza from GHC12.00 to GHC6.00 on Wednesdays. Sales promotion is of two forms; Consumer oriented sales promotion and trade-oriented sales promotion.

PUBLICITY/PUBLIC RELATIONS- Publicity refers to non-personal communication regarding an organization, product, service or an idea not directly paid for or run under identified sponsor. It usually comes in form of a news story, editorial or announcement about an organization and or its products and services. An advantage of publicity is its credibility. Customers generally tend to be less skeptical toward favourable information about a product or service when it comes from a source they perceive as unbiased. Public relations on the other hand is when an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of publicity it receives.PR uses publicity and variety of other tools including fund raising, sponsorship of special events to enhance an organizations’ image.


POINT OF PURCHASE- This involves displaying materials at the retail location, build traffic, advertise the product and promote impulse buying. Point of purchase programmes are becoming increasingly important because more than eighty percent of purchase decisions are not made until the customer is in the store. Marketers are developing new approaches to point of purchase including advertisements on shopping carts, beverage jingles activated by opening in-store refrigerator doors etc.

ADVERTISING-It is defined as any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor. Advertising is the best known and most widely discussed form of promotion, probably because of its pervasiveness. It is however a valuable tool for building company brand and equity,

SPONSORSHIP MARKETING-This is done financially or through the provision of products or services to support an event, activity, person or organization. An example of sponsorship marketing was when Vodafone sponsored the Ghana Music Award. Through the event, the Vodafone brand was promoted and more awareness about their services was created. 


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