"One principal problem remains: the lack of a commonly accepted IMC definition to which all respondents universally agree" (Kitchen, Kim and Schultz, 2008, p.11). Using table 1 of the selected readings, identify the most common words, ideas or themes that that have been used to define IMC and use these to write your own definition of the concept. It is often said that achieving integration of different marcomms techniques (such as advertising, PR, sales promotions and direct marketing) is difficult to achieve. Why do you think this is the case? Consider the various strengths and weaknesses of each tool in your answer. Activity Two (Havana Club: Mint Revolution) 1. Why was there a need to run more than a print campaign? 2. What other marcomms techniques could have been used to promote brand recognition? 3. What are the core characteristics of the target market that underpin this IMC campaign?