Integrated marketing communications calls for recognizing all
touchpoints where the customer may encounter the company and its
brands. Each contact with the brand will deliver a message—whether
good, bad, or indifferent. The company’s goal should be to deliver a
consistent and positive message at each contact. Integrated market
ing communications ties together all of the company’s messages and
images. Its television and print ads have the same message, look, and
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terials project the same image as its Web site, online social networks,
or mobile marketing efforts. Often, different media play unique roles
in attracting, informing, and persuading consumers; these roles must
be carefully coordinated under the overall marketing communica
tions plan.