Prior to the emergence of the integrated marketing concept, many companies' communications programs were dominated by mass media advertising. Companies relied on advertising agencies for guidance in all areas of marketing communication, though the focus was typically on advertising. Additional promotional and marketing communication tools, such as sales promotion and direct marketing, were viewed as auxiliary services and often used on a per-project basis. Public relations agencies managed publicity, image and affairs but were not viewed as integral to marketing.
During the 1980s, companies determined a need for the strategic integration of their promotional tools. Companies realized that by coordinating their marketing communications efforts, they could avoid duplication, take advantage of synergy among various promotional tools, and develop more efficient and effective marketing communications programs.
As the applications of integrated marketing communications continue to grow, there is a need for academics to assist practitioners in the measurement, planning, and evaluation of IMC programs. The Centre for IMC is a resource designed to assist in this partnership.
Downtown San Diego Partnership
Mission Bay Cluster
Foster Lodging and Campgrounds
Chula Vista Fire Department Training Division
Charity Auction Fundraising
The Mom Method
The Old Globe
Preferred Marketing Zone
Wahoo's Fish Taco
UCSD Medical Center
The IMC offers resources, research, and training to businesses to facilitate the optimal coordination of their communications efforts and to help maximize the effectiveness of their integrated marketing communications programs.