The idea behind integrated marketing communication (IMC) is coordination of messages for maximum impact. Now this is important that the impact created through synergy links, are created in a receiver's mind as a result of messages that connect to create an impact beyond the power of any one message on its own. Integration occurs at several levels--in strategy and planning, in conceptually linked executions, as well as in coordinated uses of traditional and non-traditional communication channels. Communication synergy can be best maximized by extending message encounters beyond the traditional advertising media into every possible situation where a receiver might notice a message from a company. While research into how synergy works in marketing communication is slim, there are some theoretical approaches that lend support to the notion of synergy. Synergy suggests that an entire structure of messages with its links and repetition--creates meaning and impact even in situations where there might be little attention paid to conventional advertising. So this is why “integration and “synergy” important to a successful IMC campaign.
Advertising is a form of communication intended to persuade an audience