In general, marketing-communication performance measures encompass internal process metrics and return on campaign efforts, whereas brand performance in this model is related to customer impact and market im-pact measures, as well as profit and cash flow metrics. Given the lack of empirical research on the relationship between IMC and various performance outcomes, it is too early to specify an exact relationship between them. Nevertheless, from an operational perspective, IMC has been hypothesized to provide benefits in the coordination of marketing communication activities and across the various functions involved in the implementation of marketing campaigns (Beard 1996; Cornelissen and Lock 2000; Schultz 1993; Stewart 1996).