Every small business must decide what it wants to accomplish with its IMC plan. Although many
IMC plans may be oriented toward a single objective, it is possible for a program to accomplish
more than one objective at a time. The problem is that this may be confusing to potential
customers.  IMC objectives can fall into seven major categories: increase demand, differentiate
a product (stressing benefits and features not available from competitors), provide more
information about the product or the service (more information seen as being correlated with
greater likelihood of purchase), build brand equity (the value added to a brand by customer
perceptions of quality and customer awareness of the brand), reduce purchase risk (important
for new products and gaining new customers of current products), stimulate trial (to build new
brands and rejuvenate stagnant brands),  and brand recognition.
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