Integrated marketing communications (IMC) is a "big-picture" approach to marketing, utilizing the tools of advertising, sales promotion, direct marketing, and public relations to send cohesive, customer-focused messages.

A good IMC strategy considers not only the message or the channel through which the message will be delivered, but also the environment in which the message will be received. Messages aren't received in a vacuum; audiences receive marketing messages within various seasonal and social contexts that exert direct influence on whether or not they will be likely to respond. An ad for Vitamin-C Tropicana, for example, is more likely to be successful if run during flu season when consumer interest is high. Savvy marketers use such creative timing and placement strategies to capitalize on everyday consumer contexts and create maximum impact for marketing communications efforts.