Which aspect is NOT part of the Integrated Marketing Communication process?

In Integrated Marketing Communication (IMC), the emphasis is on creating a unified and consistent message across various marketing channels to effectively engage consumers. This process involves creating a cohesive message that resonates with the target audience and utilizing different marketing channels such as advertising, public relations, social media, and sales promotion to reach consumers in multiple ways.

While in-depth market research analysis is a vital component of understanding consumer behavior and market dynamics, it is considered a preliminary step in the overall IMC strategy rather than a fundamental aspect of the communication process itself.

Focusing solely on direct sales promotions, however, does not align with the principles of IMC, which advocates for a more holistic approach to marketing communication. IMC seeks to combine all forms of communication and messaging to create a comprehensive strategy, rather than narrowing the focus to just one tactic, such as direct sales promotions. This is why the concept of focusing solely on direct sales promotions stands out as not being part of the IMC process.