Introduction
The term Integrated marketing communication (IMC) has been defined in several ways to suit a general purpose within which it describes the use of various forms of media to convey a message about a product that would ultimately promote the product. Whether working as complementary or supplementary forms; the various forms of communication media work in tandem with a central aim of promoting the product. Hence, the common factor in all definitions of IMC is that IMC puts into consideration various forms of communication disciplines to provide clarity and consistency that develops impact on the consumer of the product (Clow & Baack, 2006: Duncan ...
