Integrated Marketing Communication
Integrated Marketing Communication
Jai Hind BMS
INDEX | No. | Topic | Page No. | 1. | Marketing Communication | 3 | 2. | Integrated Marketing Communication | 4 | 3. | Steps in Integrated Marketing Communication | 6 | 4. | Advertising | 7 | 5. | Public Relations | 8 | 6. | Direct Marketing and Database Marketing | 9 | 7. | Sales Promotion, Sponsorships and Exhibits | 11 | 8. | Personal Selling | 13 | 9. | Internet Marketing | 14 | 10. | How Volkswagen uses tools of IMC? | 15 | 11. | The Future of Marketing Communication | 18 | 12. | Credits | 19 |
MARKETING COMMUNICATION
As the term suggests, marketing communication functions within a marketing framework. Traditionally known as the promotional element of the four Ps of marketing (product, place, price, and promotion), the primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding. Marketing communication acquires new customers for brands by building awareness and encouraging trial. Marketing communication also maintains a brand's current customer base by reinforcing their purchase behavior by providing additional information about the brand's benefits. A secondary goal of marketing communication is building and reinforcing relationships with customers, prospects, retailers, and other important stakeholders.
Successful marketing communication relies on a combination of options called the promotional mix. These options include advertising, sales promotion, public relations, direct marketing, and personal selling. The Internet has also become a powerful tool for reaching certain important audiences. The role each element takes in a marketing communication program relies in part on whether a company employs a push strategy or a pull strategy. A pull strategy relies more on consumer demand than personal selling for the product to travel from the manufacturer to the end user. The demand generated by
Jai Hind BMS
INDEX | No. | Topic | Page No. | 1. | Marketing Communication | 3 | 2. | Integrated Marketing Communication | 4 | 3. | Steps in Integrated Marketing Communication | 6 | 4. | Advertising | 7 | 5. | Public Relations | 8 | 6. | Direct Marketing and Database Marketing | 9 | 7. | Sales Promotion, Sponsorships and Exhibits | 11 | 8. | Personal Selling | 13 | 9. | Internet Marketing | 14 | 10. | How Volkswagen uses tools of IMC? | 15 | 11. | The Future of Marketing Communication | 18 | 12. | Credits | 19 |
MARKETING COMMUNICATION
As the term suggests, marketing communication functions within a marketing framework. Traditionally known as the promotional element of the four Ps of marketing (product, place, price, and promotion), the primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding. Marketing communication acquires new customers for brands by building awareness and encouraging trial. Marketing communication also maintains a brand's current customer base by reinforcing their purchase behavior by providing additional information about the brand's benefits. A secondary goal of marketing communication is building and reinforcing relationships with customers, prospects, retailers, and other important stakeholders.
Successful marketing communication relies on a combination of options called the promotional mix. These options include advertising, sales promotion, public relations, direct marketing, and personal selling. The Internet has also become a powerful tool for reaching certain important audiences. The role each element takes in a marketing communication program relies in part on whether a company employs a push strategy or a pull strategy. A pull strategy relies more on consumer demand than personal selling for the product to travel from the manufacturer to the end user. The demand generated by