Are you constantly spending a little bit of money here, and placing another little advertisement there? Before you know it all these little spends turn into a large sum of money. The most effective campaigns stem from an integrated communication mix. With the increased clutter and smorgasbord of communication tools available to today's marketer, it is increasingly important to recognise the benefits of Integrated Marketing Communications.

Integrated marketing communications:

• avoid duplication
• take advantage of synergy among a variety of communication tools
• achieve a larger reach
• gain increased and prolonged attention from market
• attain as message reinforcement

The strategic value in integrating marketing communications, rather than having them run separately, is in an efficient and effective marketing communication campaign. Your company should aim to develop tailored marketing plans based on your company's unique situation and needs. Considering budget, develop the most effective reach through an integration of various marketing tools. Whether it is paper, print, and outdoor, direct mail or television, employ a variety of mediums and present a consistent message, so as each is a reinforcement of the other.

So quit fiddling and develop an integrated campaign plan.