Which aspect does IMC not primarily focus on?

Integrated Marketing Communications (IMC) is centered around creating a unified and seamless experience for consumers, and this is achieved through several key components. Brand message integration is crucial in ensuring that all marketing communications convey a consistent and cohesive message across various channels. Similarly, customer journey mapping is fundamental to IMC as it allows marketers to understand the multiple touchpoints and interactions consumers have with the brand, enhancing the overall experience. Channel diversity is also essential because it recognizes the need to reach customers through various platforms and media, thus maximizing engagement.

Personalized product features, while important in marketing, do not fall under the primary focus of IMC. Instead, IMC centers on how various messages and channels are integrated to present a consistent brand image and engage with customers over their entire journey. Personalization of products is more about tailoring the product itself to meet specific customer needs rather than about the communication strategies that unify marketing efforts.