Highlighting objectives (IMC) with respect to consumer behaviour is relevant. Companies must keep competition at bay by understanding how consumers behave and providing them with their needs on prompt basis. Consumer satisfaction is far more important than availing the needs that match their tastes and preferences, which is the foundation or any marketing communications effort in a competitive economic system. The article starts well with the main objective to create a foundation for establishing the relationship between consumer behaviour and IMC. Mihart (2012) understands the need to identifying with different communication facets for integrated marketing communication. The aspects of IMC in the article explain the influence on consumer behaviour if customers get the right message in time. According to Chitty (2012), there has been little research on IMC and its impact on consumer’s buying decision-making process, coming up with a set of objectives about the subject allows the target audience understand the topic in detail. Chitty (2012) echoes Mihart’s proposition that the objectives of IMC vary from one campaign to another. Communications must take into consideration the needs, drivers, and segmentation to know what ultimately persuades or drives the customer to arrive the vital decision-making in purchasing a product. Shin (2013) approaches the impact of IMC by enlisting specific objectives. A wide range of marketing objectives must be achieved to come up with convincing conclusions about the subject of IMC and its impact on consumer behaviour. Shimp (2010) understands the relevance of consumer behaviour in any marketing process and focusing on the mileage IMC can achieve would help to create a meaningful template for understanding purchase decision-making among consumers.The decision to digress from the objective of the article is on point. Mihart (2012) succeeds in incorporating the factors contributing to the growth of integrated marketing communications. The digression helps the ultimate readers, scholars, or researchers to know how the subject of IMC has expanded over time to turn out to be one of the topics that has elicited attention from researchers worldwide. With the subject of consumer behaviour coming into the mix, the idea of
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