Introduction

In today’s information filled world, marketers have to communicate effectively and efficiently with their target to grab and hold their attention. In fact, marketing communications are perceived as a core activity, central to strategic management and thought in successful organisations.

Increasingly, due to media fragmentation, progressive marketers are approaching advertising and promotion from an “Integrated Marketing Communications (IMC) perspective so that they can send cohesive messages to get “one look; one voice”. This undoubtedly calls for coordinating the various promotion mix elements with other marketing activities (e.g sales promotion, public relations, direct marketing etc) to achieve synergy. Indeed, integrated marketing communications focuses on the intersection and synthesis of marketing communications with strategic initiatives to meet the overall business objectives.