Critically discuss for one specific brand of your choice (e.g. Ford Mondeo; Kellog¡¦s cornflakes; Cadbury¡¦s Dairy Milk Chocolate; etc.) the concept of integrated marketing communication. Support your answer by referring to appropriate theory and con

intoduction
Numerous new marketing communication options are today available to marketers due to rapid globalization and the development of new technologies. In 1993 a new concept called Integrated Marketing Communication (IMC) was introduced. In today¡¦s world, IMC is becoming more important than in the past. Thus, what is integrated marketing communication? Basically, there are various communication tools integrated together in order to deliver a unified message. It is also integrated with strategic marketing and integration of different communication channels. But Wells, Burnett and Moriarty (1992) define marketing communication as: ¡§the mechanism for communicating the information to the consumer¡¨. Schultz, Tannenbaum and Lauterborn¡¨ IMC is a concept of marketing communication planning that recognizes the added value of the comprehensive plan that evaluates the strategic roles of a variety of communication disciplines (for example, advertising, direct marketing, s...