This is a technique where marketing communication tools (promotional mix) are coordinated to provide clarity, consistency, and maximum communications’ impact through the seamless integration of discrete messages. Using IMC, O2 marketers are no longer relying on one communication tool, but rather blending several tools to deliver a consistent brand image to our clients at every brand contact. Rather than making decisions on intuition or slim data, O2 marketers are basing decisions on models and marketplace facts. IMC facilitates this process  by sending out consistentmessages through all of the components of the promotional mix so that they reinforce one another.