What role does the advertiser play in an IMC program?

In an Integrated Marketing Communication (IMC) program, the role of the advertiser primarily revolves around providing the funds for advertising and promotions. This financial support is essential for the implementation of various marketing activities, enabling the creation and distribution of promotional materials across multiple platforms. An effective IMC program relies on the advertiser's budget to initiate campaigns that reinforce brand messaging, engage target audiences, and build brand awareness.

While developing brand strategies, creating media buying strategies, and executing marketing research are important components of an overall marketing plan, these tasks often involve collaboration with various stakeholders, such as marketing agencies, media buyers, and research firms. However, without the financial resources supplied by the advertiser, the execution of such strategies and research would not be possible.