عنوان مقاله [English]
The concept of integrated marketing communications has been the focus of research among academics and researchers since the 1990s. Proponents of integrated marketing communications agree with the fact that the consistency of marketing communication messages is one of the cornerstones of the integration approach. In today's competitive and changing environment, companies must use a variety of new communication methods to maintain profitable relationships with customers. . Media advertising, public relations, direct marketing and sales promotion tools are some of the marketing communication methods that must be effectively integrated for the success of the organization through a system. In this regard, the concept of integrated marketing communications (IMC) by integrating messages, strengthens the base and position of the company in the market and empowers companies and organizations. In fact, a constant need to explore a wide range of topics It is created in online and offline communication campaigns and doubles the importance of such a study.