Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders (Kitchen & Burgmann, 2015). Coupling various methods together is added value in creating successful communication as it harnesses the individual benefits of each channel, which when combined together builds a clearer and vaster impact than if used individually. Achieving synergy and clarity amongst the elements is then able to construct a valuable comprehensibility amidst messages when addressing the audience in order to build relationships with them and foster short, medium and long term profitability (Pitta, Weisgal & Lynagh, 2006). Primarily the company has a concise plan detailing the campaigns intentions of what they want to achieve from the different mediums used. To be able to achieve success through IMC marketers will identify the boundaries around the promotional mix elements and how the effectiveness of the campaigns message will be grasped by the audience (Dahl, Low, & Eagle, 2015).