The study found that the use of various forms of media was still the most effective marketing medium; more specifically the mass media. (Reinold, 2012) In addition to the formula shown in Table 7 of the study; there were no means that conformed to the standards outlined in the current concept of integrated marketing communications (IMC). (Reinold, 2012) The authors used a marketing communications journal and integrated marketing research to gather information for the case study. Marketing effectiveness will be an important factor in small business planning. Companies are expected to consider the cost, reach of potential customers and management of all channels used to reach potential customers. (Reinold, 2012) Reinold and Tropp found 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 Internet-based technology to the recipients, manage all possible channels of contact with the recipients and produce measurable results to achieve company objectives (Reinold, 2012, p.