Integrated Marketing Communication

Modern marketing calls for more than just developing a good product,
pricing it attractively, and making it available to target costumers.
Companies must also communicate with their customers and there
should be controlled direction to those communications.

The Marketing Communication Mix

A companys total marketing communication mix is called its
promotional mix. a specific mix of advertising, personal selling,
sales promotion, public relations, and direct-marketing tools
that a company uses to pursue its advertising and marketing
objectives.
Five major tools:
1. Advertising (any paid form of non-personal presentation and
promotion of ideas, goods, or services by an identified sponsor)
2. Sales Promotion (short-term incentives to encourage the purchase
or sale of a product or service)
3. Public Relations (building good relations with the companys
various publics by obtaining favorable publicity, building up a good
corporate image, and handling or heading off unfavorable rumors,
stories, and events)
4. Personal Selling (personal presentation of the firms sales force
for the purpose of making sales and building relationships)
5. Direct Marketing (direct communications with carefully targeted
individual consumers to obtain an immediate response through use
of email, telephone, fax, e-mail, and other non-personal tools to
communicate directly with specific consumers)
Communication goes beyond the elements mentioned in the
promotional mix. It also includes the products design, its price, the
shape and color of its package, and the stores that sell it. All of these
elements communicate something to the buyer.