78 X INDIAN JOURNAL OF APPLIED RESEARCH

The traditional factors like technological advances, globalization and branding keep on driving the market; Integrated Marketing Communication carries this scenario effectively. There is limited empirical evidence supporting the benefits of IMC outcomes, which is the constraining factor for implementation of IMC in organizations. So, evaluation of IMC performance is imperative, in order to gain acceptance from top management to implement IMC in an organization. The main objective of the study is to explore the insight of relationship between IMC process and brand outcomes, such as brand advantage and customer satisfaction. The research data were collected from 100 marketing managers of small and medium scale industries in Tamilnadu. The constructs of IMC Process considered for study were interactivity, mission marketing and cross-functional strategic planning. The study reveals a relationship between the implementation of IMC process and brand outcomes. Interactivity is the major construct which is proportionally related with customer satisfaction. This assessment model suggests the implementation of IMC with its benefits in an organization. Introduction The marketing environment has changed dramatically in the last two decades. Media fragmentation and the need for mor