Question:

Download a research paper of your own choice and, read its

executive summary/ abstract thoroughly and attempt the
question given below:

Part A:
Executive Summary:
Integrated Marketing Communication is a marketing concept that ensures all forms
of communication and messages are carefully linked together. It is a concept that
make the marketing tool to work as a unified force.
Following are the parts of this summary:
1. Aim:
The aim of this study was to enhance the brand related knowledge of people.
This study will show that how online marketing take place and how different
brands interact with people through online method.

2. Method:
There are certain surveys that will be conducted to get the data to complete
the findings and aims. Conclusion will be drawn from questionnaires.
Different research will be taken into account to know about the history of
online marketing. Sampling Method will be used to select the sample.

3. Result:
The result of this research basically tells about how online marketing take
place. It consist of different steps. First the target market is selected, then
communication is take place between the audience and the brand, than
message to audience is send through channel of communication. Then
feedback is collected through audience. People are now so much engaged in
online marketing as it is the easiest way to interact with different brands
globally.
 4. Conclusion:

The study concludes that consumers rely upon more than one medium in
order to enhance their brand related knowledge. The study also reveals that
main reason for growing importance of online marketing is the increasing
literacy about internet among people. They have identified that internet is
truly advantageous through which they can serve their various purposes
mainly social networking, online shopping & media sharing (photo, music,
video). This efficacy of internet has intensified their tendency of being
online.

5. Recommendation:
a) Companies should use other mediums to reach their target market.
b) Companies should spend more on online marketing to make the
service more efficient and wide.
c) They should make an integrated market strategy to make a positive
image about the brand.
d) Every company should provide online marketing services to their
customers as it is easy for customer to purchase products.
e) They should make some awareness about online marketing and how it
helps the audience.

Part: B
“Study of the effectiveness of online marketing on integrated marketing
communication”

Dissertation submitted to
D.Y. Patil University, Navi Mumbai,
School of Management

in partial fulfillment of the requirements for the award of the degree of

Master of Philosophy (Business Management)

Submitted by:
AMRUTA VIJAY PAWAR
(Enrollment no. DYP-M.Phil-126090008)
URL Address:
http://www.dypatil.edu/schools/management/wp-
content/uploads/2015/05/Study-Of-The-Effectiveness-Of-Online-
Marketing-On-Integrated-Marketing-Communication-Amruta-Pawar.pdf

URL Link:
http://www.dypatil.edu/schools/management/wp-
content/uploads/2015/05/Study-Of-The-Effectiveness-Of-Online-Marketing-
On-Integrated-Marketing-Communication-Amruta-Pawar.pdf