IMC is a complicated beast. After working on integrated marketing communications strategies for several years I still feel as if each new campaign is like a new romance novel, with unusual plot twists and surprise endings. Although a lot of people say they're doing IMC, unfortunately most supposedly integrated campaigns are not really integrated in the true sense of the word. The AMA defines IMC as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” The key words here are ALL, RELEVANT and CONSISTENT. We're all working on a continuum, gradually adding capability and components as we learn what mix works best for our brands. Making sure EVERY touchpoint is consistent with the other, and relevant to the message is nearly impossible in this fragmented communications world. So to borrow a phrase from a well-known 12-step group, it's about progress, not perfection. HOWEVER. And here comes the big BUT. I'm afraid there are a lot of people trying to catch the wave of IMC that have no idea what they're doing. It's really appalling and you need to make sure you're not falling into the trap of a consultant who claims to make IMC "easy." To help you with these hucksters, and to help you grade your own work, here are 5 ways to know if your campaign is truly integrated: 1. You've articulated strategies that align with overall measurable goals.