What are the difference between marketing communication and integrated marketing communication?

Since the most effective communications programs include different marketing practices - advertising, public relations, social media - you should always opt for integrating efforts. Coordination is what this entails.

For example, if you're promoting a new vacation destination, you want to make sure the messaging in all your communications outreach is consistent - "Our Beach Resort offers vacation amenities for the whole family." With an integrated program, regardless of how a consumer learns about your brand (news article, ad, social media) , the information they receive communicates a similar message, for example:

Public relations - If a reporter includes information about your product in the travel section of a newspaper - "Although the new Family Fun Resorts has capacity for 2,000 guests, the facility features five pools throughout the 25 acre property so you never feel overcrowded when taking a dip."

Advertising - An ad in the Sunday travel section - "5 pools, 10 restaurants, endless adventure - the new Family Run Resorts is fun for the whole family. Go to www.ourwebsite.com to book your trip"

Social media - Consumers engaging with your brand on Facebook - "LIKE" us on Facebook then play "Virtual Marco Polo" for a chance to win a three night stay for four at the new Family Fun Resorts"