Integrated Marketing & Communication is…
For the ultimate information: An approach to achieving the objectives of a marketing campaign, through a well-coordinated use of different promotional methods that are intended to reinforce each other.
As defined by the American Association of Advertising Agencies, integrated marketing communications, “recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines such as
- Advertising
- Public Relations
- Direct Marketing
- E-Commerce
- Event Marketing/Management
- Promotions
- Sales
and combines them to provide clarity, consistency and maximum communication impact.”
If you need integrated marketing communication services, then this blog and my education, training and professional experience can help you achieve your marketing goals.
The following content of this blog are posts to help you strategize, create and implement better integrated marketing communications for the ultimate purpose of selling more stuff (goods and services) and make more money!
My Professional Profile
My Professional Profile
I am a practitioner and professor of all things media and communication principles. I earned a bachelor’s degree in Mass Communication from Harding University and a master’s degree in Integrated Marketing Communications from Roosevelt University in Chicago.
I started my career in the news and advertising distribution business when I took a job at age 11, as a Paper Boy! Since then, I’ve worked in radio, television, newspapers (this time as an owner), photography, social media, direct marketing production and sales. I’ve also founded and operated two different advertising/marketing agencies.
In 1985 I founded Shaner-Barger Advertising in Little Rock, (a general creative and classic production agency that also included media placement). In 2002 I created Image Marketing & Communications, an integrated marketing communications consulting firm that specialized in print production for digital and direct marketing.
Through all of my past experience, understanding the value of storytelling has been at the forefront of my professional expertise. Even more so, storytelling is vital to marketing a message for advertising, public relations and direct sales purposes. Storytelling is simply the foundation of good marketing communications.
In 2008 I was recruited to be assistant of mass communication professor at Harding University. For the next 12 years I taught classes and advised advertising and public relations majors before retiring in 2020. Now I’ve moved into my consulting years; writing, blogging and advising on the best practices that a lifetime of media management has taught me so I can share that with you.
“By far and away, my greatest accomplishment and satisfaction has been teaching, mentoring, and training young professionals in old school, and new media ways of integrated marketing communication.”
Steve Shaner, M.S.-IMC
