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...... IMC Strategies. Although there is no universally accepted definition of IMC, there are several definitions available that provide some useful insights into what is typically involved. According to Maul (2009), Integrated marketing communications can mean different things for different companies, but the majority of people define it as a way to incorporate consistent messaging and branding across all communications channels (p. 4). The official definition of integrated marketing communications (IMC) provided by McGoon (1998) notes that it is a strategic business process used to plan, develop, execute and evaluate coordinated and measurable persuasive brand communication programs over time with consumers, customers, prospects and other targeted, relevant external and internal audiences (p. 37). In reality, the concept of IMC is fairly straightforward; however, executing an effective IMC initiative is typically complex. In this regard, Maul emphasizes that, Called everything from a holistic approach to 360-degree marketing, an integrated campaign requires a company to pull together its internal communications teams and its various agencies to develop messaging, strategy, and tactics that work throughout the company (p. 4). Companies of all types and sizes can realize significant strategic benefits when these elements are combined in meaningful ways with a view to developing

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