What are the IMC components?

Integrated Marketing Communications (IMC) represents the Promotion P of the four P's. It encompasses a variety of communication disciplines - general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media - in combination to provide clarity, consistency, and maximum communicative impact.

There are three elements in any IMC strategy: the consumer, the channels through which the message is communicated, and the evaluation of the results of the communication.

Consumers- examine how consumers receive communications as well as how the delivery of that communication affects the message's form and contents.

Communication channels- examine the various channels and how each is used in an overall IMC strategy

Results- considers how the level of complexity in IMC strategies leads marketers to design new ways to measure results

Source: Marketing by Dhruv Grewal and Michael Levy, published by McGraw-Hill