IMC or integrated marketing communication is the buzzword these days. Under this concept, all the elements of marketing communication are made to work together in order to achieve sales maximization as well as cost effectiveness of a product. All the elements including advertising, sales promotion,public relation, personal selling and direct marketing are integrated in such a way that they do not work at all in isolation, thereby contributing to a common goal. With the advent of specialized media vehicles, internet marketing and retailer dominated market, IMC has gained immense popularity among the corporate.