hand, some may feel threatened from the absence of control that once maintained order and power within the previous structured organization (Vladmir, Miroslav, & Papic, 2012). A corporate structure may not necessarily invite IMC due to their culture being incompatible for the integration. Removing barriers Integrated marketing communication is the process of communicating an idea in order to attract customers using an array of tools. It is the process of sending out a message to a receiver (Communications, 2016). Depending on the company values and the type of product or service they offer, the most appropriate message to deliver will depend on the brand and consumer. To understand how integrated marketing communication can benefit a business, three main areas will be discussed. These areas being who the Sender is? Who is the Receiver? And what tools can the sender use in order to pass a message on to the receiver? Practical solutions towards improving marketing strategies by using ICM can be done through two differing marketing concepts: the four P's or the four C's. Also, the uses of encoding and decoding should be followed, all of which intertwine to form growth in sales financially for a business. A sender is someone who is aiming to communicate an idea to a receiver, which might be an individual or a group. Marketers must first understand who they receive in order to successfully implement marketing communications. For example, Staples seeks to identify itself as a 'one-stop' shop for all office needs. It advertises a wide variety of office supplies, safe and on-time delivery, competitive pricing and excellent customer service. Staples focuses its marketing efforts on advertising those values. Their slogan "To make more happen, every day". This theme is the most appropriate because it attracts its target audience. Workers have little time on their hands, the product they offer will give them the ability to make life easier; by doing so, they save time. In today's fast-paced lifestyle, if a service is convenient, customers will most likely use the product. Staples have successfully taken the necessary steps in order to communicate their values to their customers. They have done this by understanding who they are and who they should be targeting. 4C's Originally, marketing was focused around the 4P's (product, price, place and promotion) which concentrated on companies' internal concepts. The idea of integrated marketing communications was first raised in 1993 by Don