Some researchers question the linear sequence of steps in traditional models. These don't consider that people have differing levels of involvement with purchases. The models neglect the full range of customer behaviors that occur in the process. They don't take into account external and internal factors that influence behavior. Now marketers have the tools to appeal to individual needs and purchasing behaviors.
Marketers can move backward from purchases to determine where and when individuals buy.
They can also set up Web sites where potential customers can select the kinds of information they need. Building the IMC programs around individual needs lets customers choose how, when, and where they receive messages from the marketer. Marketers can use criteria such as customer needs to build market segments made up of individual names. The IMC Mix 1. The IMC mix is the particular combination of communication techniques that a marketer uses to achieve its objectives.