IMC6270:Strategic Communication Research: HOME

Fall Semester Hours  

Monday to Thursday 7:45am-11:45pm

Friday 7:45am-10:00pm 

Saturday 8:00am-8:00pm

Sunday 12:00pm-11:45pm 

Spring Semester Hours  

Monday to Thursday 7:45am-11:45pm

Friday 7:45am-10:00pm 

Saturday 8:00am-8:00pm

Sunday 12:00pm-11:45pm 

Summer Hours  

Monday to Thursday 7:45am-10:00pm

Saturday 10:00am-4:00pm 

Closed Fridays and Sundays

Check the Library Calendar for additional information. 

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Send your question to the Reference Desk via email - refdesk@wpunj.edu

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Welcome to the David and Lorraine Cheng Library

This guide should serve as a starting point for your research needs for your Strategic Communication Research course. Use the tabs at the top of the guide to locate different types of resources. If you have any questions, please be sure to contact me! 

Also be sure to check out the Resources for Graduate Students page for additional information. 

Integrated Marketing Communication (IMC) refers to the strategic coordination of a brand's communication efforts to ensure a consistent and cohesive message across all channels and marketing activities. The primary goal is to unify different marketing methods—advertising, public relations, direct marketing, social media, sales promotion, and others—so they work together to deliver a seamless and consistent brand experience.

Key Aspects of IMC:

1. Consistency: Ensuring that the brand's message is uniform across all platforms.
2. Coordination: Harmonizing various communication tools (e.g., advertising, social media) to create synergy.
3. Customer-Centric: Focusing on delivering a unified message to the target audience.
4. Efficiency: Reducing duplication and inconsistency, maximizing the impact of marketing efforts.
5. Impact: Leveraging multiple channels to reinforce the message and increase its overall effectiveness.

IMC helps in building stronger brand equity, improving customer relationships, and achieving better marketing ROI (return on investment).

APA citation: OpenAI. (2024). ChatGPT.  [Large language modal]. https://chat.openai.com/chat

Search all will search everything in the library collection! You can use the facets/filters on the left side to limit your search to a specific type of resource, such as a peer reviewed article, and also use date ranges to reduce the number of results.