unications, as a strategic function and a domain in the sphere of marketing has been evolving with a remarkable host of theoretical and practical applications. Its varied and dynamic functional applications and strategic directions have given it an additional dimension as a seminal marketing tool. Its strategic focus invariably places it on par with any other marketing concept of importance.
IMC integrates all forms of communications within and without a business organization and facilitates a seamlessly designed pattern of communications to achieve the company’s marketing goals. This integration process involves horizontal integration, vertical integration, external integration, internal integration and data integration. For example horizontal integration takes place when the four concepts of the marketing mix are integrated with various corporate functions while vertically it occurs when hierarchically organized strata of marketing communications within the organization support corporate objectives at a higher level (Percy, 2008, p.11).When all these functional areas within the organization are seamlessly integrated with the customer through a strategic marketing campaign involving advertising and promotion, the picture of Integrated Marketing Communications is complete. What’s the role played by cost here?
Marketing Communications has been a well known strategic function of the modern business organization and Integrated Marketing Communications (IMC) has now almost effectively replaced the former with a marked strategic focus on what’s known as “a holistic or seamless integration strategy to achieve better results in marketing in particular and long term corporate goals in general”. The above mentioned elements of the IMC strategy inevitably presuppose an efficacious marketing campaign across different marketing parameters and media platforms. The customer is given the kind of information that he wants. Such a sustained effort in marketing