Introduction Concepts of IMC When all marketing practices, resources and tools are used (for an organisation) in an integrated manner affect the minds of customers at a maximum level along with maximising the organisational profit al minimal cost, it is called Integrated marketing communication. In general, marketing begins with “Marketing Mix”. Marketing communication or promotion is one of the elements of the Marketing Mix. Advertising using different media, personal selling sales promotions (sales and trade promotion), sponsorship marketing, database marketing, public relation, direct marketing and internet marketing are the activities included in the promotion. So, integrated marketing communication is the integration of all these tools with other marketing mix elements in order to get a competitive advantage. 'Integrated Promotion Mix' is the other term used broadly to Integrated Marketing Communication (IMC). In conventional marketing, different professional a