A friend of ours said, "IMC" is like apple pie. What's not to like about it? Of course companies want their marketing communications plans to be coordinated under the same general strategies."

If you're nodding your head 'yes', then the next step is to agree that if this was true in the past, it'll be even more important in the future.

To illustrate, think in terms of a Website on the Internet.

A robust Website contains features from the four major marketing communications disciplines: public relations, promotions, advertising and database marketing.

Starting with the initial customer contact point, the home page (the first page and table of contents), the company's image is immediately on stage. Every character, every graphic nuance must be carefully designed - enter the need for the traditional advertising experts - art directors and copywriters.

Next, we need to capture the names and addresses of our visitors. Have they been here before? What do we need to know or already know about them? What do we do with this information once we have it? Ah hah! The database expert.

Now, let's get this visitor involved. A frequent purchaser program? A cross-promotion with another company? Something fun just to keep them coming back? Here's where we need a promotions specialist's talent.

And probably most important, to hold the visitor's interest, how about some editorial copy that entertains while delivering product information? An index of company press releases? Or an index of related editorials?

And what about promoting the site so people know how to find it? Is there a publicist in the house? Is there a media buyer experienced in buying interactive billboards and banners to direct traffic to the site?

The optimum team for building an interactive device such as a Website will have members who deliver the points of view and the skills of the various marketing disciplines.

Then this team must work with people from the sales, distribution, marketing and financial areas in the beginning brainstorming and input sessions to develop a site that truly answers customers' needs.

So back to the premise: To be properly interactive, think integration.