Il-1 Definition of IMC 16-7 ...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 制计爱价蜀易大学 国际商学院市场营销学系…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 16－7 16－7 II-1 Definition of IMC 1 Definition of IMC