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Essentially, a successfully-implemented IMC campaign would draw maximum attention towards the company's main offering of products and/or services.
Promotion (of Marketing Mix) uses five main tools to achieve its communications goal. These include Advertising, Personal Selling, Sales Promotion, Direct Selling and Public Relations. Traditionally, companies tend to employ only one/two tools to realise their goals. Today's competitive market, however, has made it increasingly difficult to achieve similar results without integrating most or all of the five tools.
Kotler (2003) justifies the integration necessity of the tools by clarifying that, "the proliferation of new types of media, along with the growing sophistication of consumers, makes it imperative that companies move towards Integrated Marketing Communications...
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