 Marketing Communications:- Marketing communication in

Common Language is known as Promotion.

 It is practically an umbrella term for many types of promotional

activities:- Advertising, Public Relations, Sales Promotions,
Personal Selling, Packaging, Point-of-Sale, and Direct
marketing.

 It consists of Persuasive Communication designed to send

marketing related messages to a target audience.

 The shift from Product–Centered to Consumer–Centered

marketing strategies forced businesses to combine activities
they had previously handled separately.

 Now, marketing has emerged as a major function that

coordinate individual elements such as Product Development,
Sales Promotion, Merchandising, Advertising and Market
Research.
 Combining these activities produces a coordinated message
structure called the Marketing Communication mix.

 Implementing the communication mix in a coordinated

manner is called Integrated Marketing Communication (IMC).

 The basic elements of the Marketing Communication mix is now

an integral part of most of the marketing plans.

 These elements differ in their objectives, the type of customer

contact, and the time element of response, as shown in the table on
the next slide:-
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