Integrated marketing communication is part of a creative process, which is characterized by a communication model (Lisa, 2011).

Creative advertising ensures that consumer habits evolve. It involves testing new boundaries of communication, and this will have a positive impact on IMC. A brand is the information that consumers have emotional or imagined association. Tools used to build brands like creative advertising or presentation of goods in supermarket shelves, gives a channel in which delivering brand information is effective. Advertising should include promotional disciplines and through IMC combination, there is certainty that a good customer relationship is maintained. Similarly, message is passed effectively, sales, profit increase, and different IMC strategies are properly incorporated for excellent results.


Advertisement is of great value when incorporated to IMC program, hence should work in combination with IMC. This is because IMC programs include a combination of certain tools, which require communication for customers to be thoroughly informed about the brand or product. The aim of IMC is customer retention, creating and maintaining good customer relationships; for this to be successful advertisement has to be incorporated (Kitchen and Schultz, 2009). Advertisements link marketers, customers and consumers and sometimes allow communication for relevant feedback from both sides. Instant feedback or direct feedback is important as it helps marketers to make appropriate adjustments according to customer feedback. It eventually ensures that the marketer's aim of making profit is achieved. Marketing helps in understanding consumer behavior hence very valuable to IMC, in achieving the target of creating good customer relationships. They will know the needs and wants of customers hence they will know what the communications program will need to change or reinforce.

Communication is the major factor in IMC and for communication to be successful advertisement and has to take place through various channels. Communication creates awareness, customer trust with certain brands hence creating good customer relationships. Marketers have branding in their unit, and it is the core of a business because branding drives everything else. Therefore, there must be a close alignment between branding units and marketing communicators for a business to be successful. The real asset of a company is not the brand but the loyalty of customers to brand. A strategic role by marketing is the impacts by specific campaigns, which change the way consumers, think about particular products and sometimes even consider the way these products or services exist (Studies, 2012).

There should be integration and creativity as it ensures coordination, which, hence ensures elements of coordination are strategic. Advertisement helps to provide shortcuts about what a brand is and demonstrates professionalism on part of brand owner. Proper marketing should be ensured to prevent wasted efforts on the MIC program.


Firms have a common goal of increasing sales and profit; despite these common goals, firms are often at odds. Marketing complain about poor led by sales, and in turn, sales complain about quality of leads generated by marketing hence causing these odds. These disconnections can have damaging effects, which cause delays, wasted efforts and limited sales. Multiple media should be used to achieve superior outcomes. Synergy among dynamic different settings is crucial. IMC is significant for consumers although they may be unaware of the concept. It makes them build the brand picture in a logical manner.


Kitchen, P.J. And Schultz, D.E. (2009). New Horizon/False dawn for a marketplace in turmoil? Journal of Marketing Communications.

Lisa, S.T. (2011). Inhibition of Brand Integration. Journal of Marketing Communications.

Studies, A.O. (2012). Impact of Iintergrated Marketing Communication on Consumers. International Journal for Marketing Studies.

Timothy, N.S. (2008). Three-stage Model of Integrated Marketing. Journal of Marketing…