Integrated Marketing Communications (The Marketing)

The Rover Group's highly controversial decision to move all its marketing support and communications programmes into one agency - Kevin Morley Marketing - highlighted the benefits of integrating above- and below-the-line marketing communications. It has also made it one of the hottest marketing topics of the decade.The integrated approach ensures a single, powerful communications strategy supporting the development of competitive advantage and the right level of professional communications support across all critical marketing activities, including sales force development, retailing, customer care, and relationship marketing. In practical terms that means consistent messages and visual standards across all communications media, strengthening the corporate image and providing better value for money and simpler administration.