The appropriate promotional product mix is chosen. The guidelines of evaluation and control of the campaign is prepared.
On COST, but not on PRICE: The term 'Customer's cost' is very essential. It is not the price what customer pays, but the value of the product and services customer has to delineate to acquire the product / services he /she is getting. Whether the customer is getting the value for money
On COMMUNICATION but not on PROMOTION: The emphasize is on Communication. There is no place of product or service promotion. The buying decision of a customer no longer depends only on the product or services offered. It also depends on various other factors like company reputation, it's standing in public image etc. Communication is the most essential aspect in achieving this goal. The communication process should be a two way process involving the customer for feedback.
As per the American Association of Advertising Agencies, the IMC can be defined as "a concept of marketing communication planning the recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines e.g. ...