together as a unified force. This can be done through methods, channels, and activities all while using a media platform. The end goal of IMC is to get the brands message across to consumers in the most convenient way possible. The advantage of using IMC is that it has the ability to communicate the same message through several channels to create brand awareness. IMC is the most cost-effective solution when compared to mass media advertising to interact with target consumers on a personal level. IMC also benefits small businesses, as they are able to submerge their consumers with communication of various kinds in a way that pushes them through the research and buying stages creating a relationship and dialogue with their new customer. Popular and obvious examples of IMC put into action are the likes of direct marketing to the consumer that the organization already has a knowledge that the person is interested in the brand by gathering personal information about them from when they previously shopped there and then sending mail, emails, texts and other direct communication with the person. In-store sales promotions are tactics such as ‘30% off’ sales or offering loyalty cards to consumers to build a relationship. Television and radio advertisement are also a form of advertising strategy derived from IMC. All of the components of IMC play an important role and a company may or may not choose to implement any of the integration strategies. Media channels Media channels, also known as, marketing communications channels, are used to create a connection with the target consumer and influence the behavior. Traditional methods of communication with the consumer include newspapers, magazines, radio, television, billboards, telephone, post and door to door sales. These are just a few of the historically traditional methods. Along with traditional media channels, comes new and upcoming media channels. Social media has begun to play a very large role in the way media and marketing intermingle to reach a consumer base. Social media has the power to reach a wider audience. Depending on the age group and demographic, social media can influence a company's overall image. Using social media as a marketing tool has become a widely popular method for branding. A brand has the chance to create an entire social media presence based around their own specific targeted community. With advancements in digital communications channels, marketing communications allow for the possibility of two-way