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According to American Marketing Association, marketing is defined as set of activities and processes for creating, developing, communicating and delivering offerings or services that have values for the customers, suppliers or society (American Marketing Association).Marketing involves the process of creating and communicating the benefits or values of the products and services to the customers in order to attract and sell those products or services. Marketing communications is the process through which the organization attempts to inform, persuade, remind and incite customers directly or indirectly about their products or services. Integrated Marketing Communication is the strategic business process for planning, developing, executing and coordinating persuasive brand communication programs with consumers and customers for generating short-term financial gains or building long-term brand value and loyalty (Fill, 2002).