a concept, it is exceedingly difficult to define. Some of the key definitions that have been advanced during IMC's evolution are outlined here: "IMC is the process of all sources and information managed so a consumer or prospect is exposed which behaviorally moves the customer more towards a sale." "The strategic coordination of all messages and media used by an organization to influence its perceived brand value." "The process of strategically controlling or influencing all messages and encoring purposeful dialogue to created and nourish profitable relationships with consumers and other stakeholders." "[A three-pronged definition] One-voice marketing communications is integration that creates a clear and consistent image, position, message, and/or theme across all marketing communication disciplines or tools. Integrated communications refers to the creation of both a brand image and a behavioral response that emanate directly from marketing communications materials such as advertisements. Coordinated marketing communications associates 'integrated' with the concept of 'coordination'. "IMC is a strategic business process used to plan, develop, execute and evaluate coordinate measurable persuasive brand communication programs over time with consumers, customers and prospects, and other that are targeted, relevant internal and external audiences." "IMC is the concept and process of strategically managing audience-focused, channel-centered, and results-driven brand communication programs over time." "An IMC program plans and executes various marketing activities with consistency so that its total impact exceeds the sum of each activity. It is a strategy in which different communication tools like advertising, public relations, sales promotion, direct marketing and personal selling work together to maximize the communication impact on target consumers." (Saeed et al., 2013) "IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand, service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘ positioning’." Today, there is general agreement amongst both practitioners and scholars that the emergence of IMC represents "a significant example of development in the marketing discipline... [that] has influenced thinking and acting among all types of companies and organizations facing the realities of competition in an open economy." Belch and Belch argue that IMC has become the dominant approach used by companies to plan and execute their marketing communication programs while other scholars have described IMC as a paradigm shift. Larry Percy argues that "the planning and execution of all marketing communication should be integrated". Meaning of integration Within