making a great product available to your customers at a great price does absolutely nothing for you if your customers don’t know about it. This is where promotion does the needful. It connects with your target audiences and communicates what you can offer them via the product.

Promotion in Marketing environment, today, involves integrated marketing communication (IMC). In a nutshell, IMC involves bringing together a variety of different communication channels to deliver a common message and make a desired impact on customers’ perceptions and behavior. As an experienced consumer in the English speaking world, you have almost certainly been the target of IMC activities. Practically every time you 'like' a TV show article, or a meme on Facebook, you are participating in an IMC effort!

Ideally marketing communication is convincing: it should present ideas, products, or services in such a compelling way that target segments are led to take a desired action. The ability to persuade and convince is essential to winning new business, but it may also be necessary to reconvince and retain many consumers and customers.

However, first things first forming a well constructed brand strategy is the first step before IMC can be even implemented. Once a brand strategy is formed, an IMC plan can be created to influence perceptions of the brand across all media and channels. If an organization has a corporate brand with subbrands (product or service), then IMC provides the ability to achieve a consistent corporate branding across all the sub brands.

Now the real trouble is finding the most appropriate IMC service provider that not only understands the domain or but also has the caliber and bandwidth to understand the clients business. This edition curates a few such service providers best suited for your brand visions.