Due to the short attention span of the target audience in modern times, integrated marketing communication has provided ways to reach various audiences in their own way. For example, advertisements aimed at children are shown on television at the specific time when they would be available to watch them or through colorful and attractive posters with which they can relate. Using sales promotion would not be effective in getting the message across to them, as they might not even understand what is being said and do not have that purchasing power. They can only influence the purchasing decisions of their guardians.ROLES OF INTEGRATED MARKETING COMMUNICATION IN