Gurău (2008) accurately summarized the definition as “strategic coordination of all messages and media used by an organization to collectively influence the perceived value of the brand” (171). Other researchers say that its definition is based on managing all types of marketing communications, brand positioning, how messages are delivered, and analyzing resources to reach a broader audience (Dinnie, 390; Holm, 24). Integrated marketing communications concepts have remained distinct since the 1990s (Holm, 24). Experts believe there are constantly conflicting elements that will support any strategy. These elements are known as consumers, communication channels and outcomes. Furthermore, this means that it is possible to collect information from consumers, how delivery affects the message, analyze communication channels to be effective in appropriate strategies and evaluate the results (Naeem,