above-the-line (ATL), below-the-line (BTL), through-the-line (TTL). Point-of-sale (POS), customer relationship management (CRM), pay-per-click (PPC), search engine optimization (SEO).
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What Is IMC? Integrated Marketing Communications
Abstract: The marketing mix has four elements; Promotion is one of the elements. Therefore, a marketing communications (IMC) strategy that includes a combination of supporting tools can be an important part of the overall marketing strategy. Different promotional tools can make people aware of a company's product or service, make people understand the features and benefits of the product or service, and encourage them to purchase. With this in mind, this …
Published in NOLEGEIN Journal of Business Ethics , Ethos & CSRw · Vol. 9, Issue 2, 2026 Read article