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Introduction:
According to
Don Schultz: 
IMC is the process of developing and implementing various forms of persuasivecommunication programs with customers and prospects over time. The goal of IMC is toinfluence or directly affect the behaviour of the selected audience. IMC considers allsources of brand or company contacts which a customer or prospect has with the productor service as potential delivery channels for future messages. Further, IMC makes use of all forms of communication which are relevant to the customer or prospect, and to whichthey might be receptive. In sum, the IMC process starts with the customer or prospect andthen works back to determine and define the forms and methods through which persuasive communications methods should be developed.Integrated Marketing Communications is a term used to describe a holistic approach tomarketing communication. It aims to ensure consistency of message and thecomplementary use of media. The concept includes online and offline marketingchannels. Online marketing channels include any e-marketing campaigns or programs,from email, banner to latest web related channels for webinar, blog, micro-blogging,Internet TV etc. Offline marketing channels are traditional print (newspaper, magazine),mail order, public relations, industry relations, billboard, radio, and television. Acompany develops its integrated marketing communication programme using all theelements of the marketing mix (product, price, place, and promotion).The goal of selecting the elements of proposed integrated marketing communications is tocreate a campaign that is effective and consistent across media platforms. Some marketersmay want only ads with the greatest breadth of appeal: the executions that, whencombined, provide the greatest number of attention-getting, branded, and motivationalmoments. Others may only want ads with the greatest depth of appeal: the ads with thegreatest number of attention-getting, branded, and motivational points within each.1
 
Although integrated marketing communications is more than just an advertisingcampaign, the bulk of marketing dollars is spent on the creation and distribution of advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign. Once the key marketing pieces have been tested, the researched elementscan then be applied to other contact points.IMC is a new approach to marketing communications planning being driven bytechnology, customers, consumers, and by organizational desire to properly allocate finiteresources. IMC is still an emerging discipline and integration is a transition between theold historical product-driven outbound marketing systems versus the new information-driven interactive consumer focussed marketplace of the twenty-first century.
IMC - it's significance and importance:
Many organizations proclaim IMC to be a key competitive advantage of marketing.Integration of communications - as with anything else, attempts to combine, integrate,and synergize different elements of the promotional mix, so to consumers, messagesthrough a variety of different mechanisms look, sound, and feel alike.
Growth Factors:
•
From media advertising to multiple forms of communication.
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Media explosion and accompanying fragmentation.
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Greater segmentation and emergence of niche and unitary markets.
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A revolution in information technology which is still sweeping the world.
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The importance of reinforcing consumer loyalty via relationship marketing.
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The importance of building and increasing a brand's image based equity.
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The spread of multinationalization and globalism, supported by economic and political means.2
 
(Caywood 1991)
Marketing communications and IMC:
Communication is the foundation of all human relationships and concerns exchange of information, ideas, or feelings. Thus, developing communications strategy requiresextensive learning and coordination throughout a communications network. Marketingcommunication is the collective term for all communication functions used in marketing a product. The purpose of marketing communications is to add persuasive value to a product for customers.Traditionally, the distinct tools of the marketing communications mix are advertising, public relations (PR), sales promotion, direct marketing, personal selling, and over recentyears, cyber or internet marketing, and sponsorship. Each component has a specific task 
PROMETIONALPROGRAMME.COMMUNICATIONPROCESS.BUDGETAPPRIPRIATION.
 
INTEGRATEDMARKETINGCOMMUNICATION.PROGRAMME.
ADVERTISINGSTRATEGY.SALESSTRATEGY.PERSONALSELLINGSTRATEGY.
PRSTRATEGY.
DIRECTMARKETINGSTRATEGY.
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