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IMC affects the consumer's way of making purchases. Purchasing behaviour can be studied and measured by tracking consumer response. The most effective method of tracing consumers' interaction with, and reaction to, different marketing efforts is a solid accountability program centralized on a database.

The database is the heart of IMC. Data is accumulated, stored, examined, analyzed and evaluated.

The goal of IMC is to develop communications programs that reinforce the present purchasing behaviour of customers or attempt to influence a change in the behaviour of prospects in the future.