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Integrated Marketing Communication

Integrated Marketing Communication



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Published by ashishasalways

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Categories:Types, Business/Law
Published by: ashishasalways on Nov 22, 2009
Copyright:Attribution Non-commercial


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Integrated MarketingCommunication
What does one understand my the termIntegrated Marketing Communication? 
IMC is a way of looking atthe whole marketing ProcessFrom the viewpoint of the receiver
Define Integrated MarketingCommunication
 The message & approaches of general advertising, direct response, sales promotion,public relations, & personal selling efforts are combined to provide clarity,consistency & maximum communications impact.
It calls for a big picture approach, such as planning marketing & promotion programs& coordinating the various communication functions. It requires firm to develop atotal marketing communications strategy that recognizes what the sum total of afirm’s marketing activities, not just advertising communicate to its customers.Consumer’s perceptions of a firm &/or brands are a synthesis of the messages theyreceive from various sources. These also include media advertisement, price, directmarketing, efforts, publicity & sales promotions, as well as interactions with salespeople & other customer contact employees
In the global economy with international markets & instantaneous communications,no aspect of marketing can be studied in a vacuum or in isolation if one expects to beaccurate and relevant.
Objectives of Integrated MarketingCommunication (IMC)
Relevance of market within the context of advertising
Relevance of promotion mix
Exposure to IMC is step forward inunderstanding advertising
Branding – dominant role in today’sadvertising

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