Marketing today has truly become a battleground. Integrated marketing communication is the strategic weapon which fights competition and yields a ‘top-of-the-mind-recall’ to the brand. On one hand, consumers are becoming more and more demanding with lots of brands to choose from. On the other, their attention spans have significantly reduced due to clutter, chaos and time poverty. In a scenario like this, advertising and public relations are strategic tools which if used smartly can earn mind space. With the advent of digital space and information access to the consumer, these weapons can backfire if not used properly. Therefore, an organization aims at strategically using these weapons in order to generate returns on marketing investment. There’s a game plan behind every product that is sold — even if that product is a person. Advertising, marketing, and public relations managers are the brains behind those strategies. Marketing managers draw on market research to target the right audience; advertising managers are in charge of creating and placing ads, and public relations managers use subtler methods to get the word out. Of course, the roles of these professionals overlap, and their goal is the same: to earn bigger profits.