A review of the contributions of various researchers has been undertaken to elucidate the components of IMC that potentially fall under the banner of strategic versus tactical aspects of IMC, which is summarized in Table 1. The significance of this division is the recognition that IMC is a holistic process. While bringing the global or "big picture" strategic aspects of IMC to the fore has been widely advocated, it is nonetheless still critical to ensure that the day-to-day management of tactical aspects are not overlooked or taken as a "given" if an effective IMC approach is to be implemented. In essence, re-cent definitions (such as those highlighted earlier) reflect these dual aspects of IMC.