According to the article integrated marketing communications is customer-centric and that customers cannot be synthesised into one single market but they are spread among all different types of markets big or small. Thus a company should implement IMC plans that are able to reach all potential customers through different means, with different tools/styles and at different times.
I agree with this because although it is possible to estimate whom the target audiences are (those most likely to become attracted to the company’s product or service) there is also a possibility that customers of other pool of market can become potential customers. So it is important for a business to have a smart IMC plan that are able to reach their target market as well as other markets for other potential customers.
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