A Study on the Impact of Integrated Marketing Communication Programmes on the Consumer Attitude towards FMCG Brands

Integrated Marketing Communications (IMC) refers to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing and sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted by effectively integrating various brand communication tools. To implement integrated marketing communication, it is essential for the organizations to communicate effectively with the clients