Integrated marketing communications (IMC) is an expansion of modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the company’s brands to stakeholders. Coupling various methods together is added value in creating successful communication as it harnesses the individual benefits of each channel, which when combined together builds a clearer and vaster impact than if used individually. To be able to achieve success through IMC, marketers will identify the boundaries around the promotional mix elements and how the effectiveness of the campaign’s message will be grasped by the audience.