The study found that the use of various forms of media remained the most effective means of marketing; especially the mass media. (Reinold, 2012) Other than a formula described in Table 7 of the study; there was no way to meet the standards set out in the current concept of Integrated Marketing Communications (IMC). (Reinold, 2012) The authors used a review of marketing communications and integrated marketing research to compile the information needed for the case study. Marketing effectiveness will be an important factor in small business planning. Businesses will need to consider cost, reach of potential customers, and management of all channels used to reach potential customers. (Reinold, 2012) Reinold and Tropp discovered during the study that for effective marketing for small businesses, the strategic plan must focus on consumer/consumer behavior, tailor unique and relevant content within the technology based on Internet technology for recipients, manage all possible contact channels. with recipients and produce measurable results to achieve business objectives (Reinold, 2012, p..