Final answer:
Integrated marketing communication is the approach where a company combines various forms of communication to present a consistent message, often using a mix of linguistic text and non-textual media.
Step-by-step explanation:
The concept you're asking about is Integrated marketing communication. This approach suggests that a company must carefully blend various forms of marketing communications to ensure that the message conveyed to the audience is consistent, clear, and compelling. Various modes of communication may be utilized, including social media platforms and traditional advertising streams like billboards and television commercials.
Companies often combine both textual and non-textual media to convey their message. For instance, billboards use visual imagery alongside text, while social media may use a mix of text, images, and videos for a richer, more engaging presentation. Analyzing how these modes are combined can reveal the effectiveness of the marketing campaign. For example, the synergy between billboards, commercials, and in-stadium advertising can reinforce the brand's presence and potentially influence consumer behavior.
Naomi Klein's work in No Logo highlighted the comprehensive reach that corporate branding can have, where advertising practices ensure the same message reaches consumers across a variety of platforms. Multimodal genres, as they often engage multiple types of communication like linguistic text, imagery, and audiovisual content, have become an essential tool in the development of integrated marketing strategies.