Integrated Marketing Communications allow marketers to use multiple communication options to achieve a brand's marketing objectives. One advantage of a multiple communications approach is the ability to use different options to target different market segments. Another advantage is to:

Allow marketers to express creativity when planning a marketing campaign.

Optimize monetary resources, thus maximizing the return on your marketing communications investment.

Keep competitors guessing on the activities of your marketing communications plan.

Expose your marketing campaign to the maximum number of consumers.