• Anadhi Trika

Integrated marketing communication (IMC) is being practiced worldwide at very large scale. The purpose of this review paper is to enhance the understanding of what is IMC, its impact and the difference between IMC and traditional marketing communication. Integrated marketing communication is consumer oriented approach rather than organizational oriented that focuses on organizational needs. IMC is performed in a manner of synergy rather than in isolation. IMC is associated with some positive results like brand awareness, customer satisfaction, brand loyalty, positive brand image, unique brand association, greater profitability, increased sales and cost savings. IMC has major impact on organizational performance and brand equity. There are some barriers to successful implementation of IMC program.

Communication, Integrated marketing communication (IMC), Marketing Awareness.

"Effectiveness of Integrated Management Communication ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.806-809, April-2019, Available :http://www.jetir.org/papers/JETIREO06174.pdf

"Effectiveness of Integrated Management Communication ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp806-809, April-2019, Available at : http://www.jetir.org/papers/JETIREO06174.pdf