Market fragmentation and increasing communication options in recent years have contributed to the mess in the world today. This has led marketers to integrate their marketing communications tools in order to break the noise barrier and reach the target market, “marketing overload forces companies to shout even louder” (Keller 2001). In 1993, Shultz, Tannenbaum and Lauterborn introduced a new concept called Integrated Marketing Communication (IMC). This concept has generated great interest among academics and practitioners, although research regarding its frequency and implementation is limited. IMC has been defined in numerous ways, all emphasizing the fact that IMC's task is to combine all corporate media and messages to project clarity, consistency and maximum impact of communication in its environment. Percy (1997) defines integrated marketing communications as "the planning and execution of all types of selected advertising and promotion for a brand, service or business, to meet a common set of communications objectives, or more particularly, to support a unique positioning. Smith (1998) highlights the importance of “ensuring that brand positioning, personality and messaging are delivered synergistically across each communication element and are derived from a single, cohesive strategy.