An Integrated Marketing Communication (IMC) is a strategic marketing approach that aims to unify and coordinate all aspects of a company's promotional efforts to create a seamless and consistent brand message. The goal of IMC is to ensure that all marketing and communication activities work together harmoniously to deliver a clear and compelling message to the target audience.

An IMC brings elements of the campaign together to ensure they all communicate a consistent brand message and align with the company's marketing objectives. It helps in creating a unified customer experience and reinforces brand identity. IMC also emphasizes the importance of understanding the customer journey and tailoring messages to different stages of that journey.

Benefits of IMC include increased brand consistency, improved customer engagement, better resource allocation, and a more effective and efficient marketing strategy. It allows organizations to deliver a coherent message that resonates with their target audience and ultimately drives better results.

Answer either of the following questions

1. What is the purpose and essence of an IMC?
2. According to the video, what makes a marketing campaign integrated? Explain with an example.