Il-1 Definition of IMC 13-7 a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example,general advertising, direct response,sales promotion relations-and combine these disciplines provide clarity,consistency,and maximum communications impact. -AAAA 计至（竹组多大差 University of Intemational Business and Economics国际商学院 市场营销学系 13－7 …a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general advertising, direct response, sales promotion, and public relations—and combine these disciplines to provide clarity, consistency, and maximum communications’ impact. -- AAAA II-1 Definition of IMC