The ideal integrated marketing communication program would be one that retained a core of consistency across communication options but designed these various options so that the strengths in one option helped to negate the disadvantages of another option". Discuss this statement, and your agreement or disagreement with it, in terms of a brand's IMC.

Dimension for answer:

IMC define

Consistency defined and discussed

Concept of synergy across IMC components

Keller identified

Qualituy of discussion

exs how a brand's IMC works effectively