Integrated marketing communications (IMC) is an important concept for a marketing manager to understand.

• Why are integrated marketing communication plans so important to marketers?
• What are the benefits and challenges of implementing an IMC?
• Identify a primary benefit of advertising online
• If a company A has come up with the new beverage product known as Akamu for satisfying human thirst. Suggest some of the major advertising decisions which this company can come up with in order to promote Akamu the new product.