Engj 11 15
Engj 11 15
Engj 11 15
1.9 SUMMERY
1.10 QUESTIONS :
13
2
INTEGRATED MARKETING
COMMUNICATION
Unit Structure :
2.0 Objectives
2.1 Introduction
2.2 Meaning of IMC
2.3 Tools of IMC
2.4 Importance of IMC
2.5 Framing Integrated marketing
2.6 Summary
2.7 Questions
2.1 INTRODUCTION
Advertising
Sponsor-
ship Publicity
Trade Fair
Public
&
Relation
Exhibition
IMC
Sales
Internet
Promotion
Personal
Packaging
Selling
Advertising :
Advertisement is a non-personal presentation of an idea or a
product (where as personal selling or salesmanship help in
personal promotional.) Advertisement supplements personal selling
to a great extent. Advertising has, acquired great importance in the
modern India characterized by tough competition in the market and
fast changes in technology, and fashion and taste customers. It
creates an active role in integrated marketing communication mix
as it creates.
• Good image
• Top of the mind awareness
• Counterclaim the competitors
• Reinforce positive attitude
Publicity :
Publicity is the non-personal presentation. It originates from the
desk of the editor. It aims at only informing the public about the
events, person, firm etc. There is no control on the publicity by the
advertiser as it comes from the media owner. Publicity can be
favorable or unfavorable. Large firms have separate publicity or