The content to discuss will consist of introduction then we’ll move to different communication

channels or as the article says communication vehicles- and under this we’ll discuss One way Vs two
way and Mass Vs customized communication

Then we’ll discuss about the role of promotion in Integrated marketing communication- where we’ll
talk about two different kind of promotions that are- consumer promotions and Trade promotions

Next, we’ll be talking about how, many firms round out their mix with some programs which are not
under their own control – programs like Event marketing sponsorship

Then we’ll talk about 6M model of formulating the integrated marketing communications program

And then we’ll come to the conclusion part

So, the article discusses that an integrated communications plan is essential for effective marketing
and the role of that communication program is to increase the awareness of the product, knowledge
of the product features, likelihood of trial of the product or purchase of the product.

In the past many companies would concentrate only on media advertising program as their
communication strategy. So, they would keep media advertising in their core and then it will be
supported by some other element like promotions.

But now it is not a great option simply because other communication forms have been growing
much faster than media advertising.

Now Mithun will take over from me and discuss about the different communication vehicles