IMC is a cross-functional tool for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers (Strauss & Frost, 2012) . The IMC (Integrated Marketing Communications) program includes the functions of marketing communications, public relations, advertising and promotion. IMC leads to a total marketing communications strategy that builds strong customer relationships by showing how the company and its products can help customers solve their problems (Kotler & Armstrong, 2013). Communications functions must collaborate with clear lines of two-way communication (McCartney, 2010). IMC unites and strengthens all communications to deliver a strong brand identity. Companies manage all sources of information about a product or service to ensure maximum message penetration. In an integrated program, for example, public relations activities are often geared toward gaining early awareness and credibility for a product. Advertising in the form of news creates credibility, market excitement and consumer anticipation. These messages make audiences more receptive to product advertising and promotions in later stages of the campaign. Indeed, there are a growing number of advocates that public relations is the foundation for branding and positioning of a product or service (Wilcox & Cameron,