) Marketing is one of the major success pillars of a product; marketing communication plays a major role in influencing consumer purchases in new product categories. The informative role of marketing communication is likely to have a much larger effect with uninformed consumers than with consumers who are better informed. Integrated Marketing Communication IMC is a simple concept; it ensures that all forms of communication and messages are carefully linked together. IMC involves the coordination of all forms of marketing communications into a unified program that maximizes the impact upon consumers and other types of customers. These are the seven major components of the integrated marketing communications mix: advertising, public relations, sales promotion, personal selling, event marketing and sponsorship, direct response communication and online interactive communication.