IMC vs. Traditional Advertising

Traditionally advertising and promotion has been conducted mainly through mass media outlets, allowing for companies and organizations to gain access to large audiences at once. As time goes on and society and technology change, this form of advertising and promotion is not nearly as effective. Audiences tend to watch more specialized television channels instead of the older standards such as NBC and ABC. Additionally these audiences spend more time with other technology such as the internet, accessing social medias, and mobile phones. Sites such as Facebook, Twitter, YouTube, and Tumblr are much more popular and can be used as a great marketing tool for companies.
This shift has led to the increased usage and importance of integrated marketing communications (IMC). IMC is different from traditional methods because it allows for companies to more directly access their target audience. Companies can look into where to advertise their product/service and how to advertise it in a way that is more efficient toward their target.
Additionally utilizing IMC helps the company to further develop brand image and awareness. It integrates a single brand image and concept throughout all the different kinds of advertising, whether it be social media, television, point-of-purchase, or other aspects of the product and advertising. Everything associated with the brand becomes unified and much more recognizable to audiences.