Integrated marketing communications involves coordinating promotional messages across multiple channels to inform, persuade, and build relationships with consumers. The promotional mix includes advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling tailored to meet specific marketing objectives. An ideal ad campaign gets consumer attention, reflects their understanding of the product, correctly positions the brand, motivates purchase consideration, and creates strong brand associations. Effective communication undergoes seven steps including situation analysis, establishing objectives, budget planning, message development, media selection, implementation, and evaluation.