The document discusses integrated marketing communication (IMC) and its use for Marcom, a marketing organization. IMC involves managing and integrating different marketing communication elements like advertising, public relations, sales promotions, and digital solutions to ensure they convey a unified message. It is important for IMC to understand customer communication usage patterns and needs in order to use appropriate communication channels. The goals of IMC include creating awareness, changing attitudes and behaviors, and moving people to action. When implementing IMC, Marcom focuses on targeted communications, assessing return on investment, and reducing reliance on mass media advertising to build brand equity.