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Integrated marketing communication refers to a concept approach used by a majority of organizations to develop a strategic plan on how they are going to broadcast their marketing and advertising campaigns. It is an expansion of modern and traditional marketing strategies , to optimize the communication of a consistent message conveying the company brands to stakeholders. The elements of IMC include:

Product and target market identification:
The foundation stage of integrated marketing communication involves detailed analysis of both the product as well as the target market. In this stage, marketers are supposed to understand the brand, its offerings, and end-users. They need to gain a thorough understanding of the needs, attitudes , and expectations of the target customers. Also, they need to keep a close watch on competitor activities.


The corporate culture and brand focus:
Brand Focus is responsible for representing the corporate identity of the brand. Since all organizations have a vision and it important for the marketers to keep the products and services in line with it. Brand Focus represents the corporate identity of the brand.