This document outlines an integrated marketing communications plan, including: - The meaning and aim of IMC is to coordinate all promotional activities to deliver a unified customer message and build brand value over time. - The evolution of IMC moved from mass marketing to relationship marketing using integrated channels with a focus on customer interaction. - Key players in IMC include companies, agencies, customers, media, and other stakeholders. - The promotional mix tools of advertising, public relations, direct marketing, personal selling, and sales promotion are used to deliver consistent brand messages.