2. The Principles of Imo H It's a stimulus-Response model Marketer sends out stimulus Consumer responds to these A It's a two-way process based on a common field of experience Senders Receivers field of Message field of experience experience5 2.The Principles of IMC  It’s a Stimulus-Response Model: Marketer sends out stimulus Consumer responds to these  It’s a two-way process based on a common field of experience: Sender’s field of experience Receiver’s field of experience Message