Integrated marketing communication is a blend of advertising, public relations sponsorship, sales promotion, publicity, direct response marketing, personal selling and packaging aimed at communicating the needs -satisfying qualities of a product or service, idea or cause profit. IMC is targeted at building up all the elements of marketing and promotional tools and harnessing them to function in synergy to achieve predetermined goals/objectives in any marketing enterprise. Marketing in this context is defined as creating a need and satisfying the need.