Integrated marketing communications (IMC) is a concept designed to make all aspects of marketing communications work together as a unified force, rather than individually. Using both advertising and public relations helps create clear and effective brand guidelines and brand esteem. It can be distributed on traditional and non-traditional media platforms, thereby contributing to the overall good of the company. These days, advertising agencies and public relations work so closely that many departments are housed under one roof. The key element of core marketing strategy is integration in which campaign elements must work together in a planned approach. Integration is a way to develop campaigns that maximize consistency between the philosophy of all brand messages. Total global brand communication is a coherent vision of the life of the brand and total communication is defined as everything that communicates within a campaign. Messages are delivered through elements of the marketing mix and brand experience to create 360-degree communication. One st BMI...