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Reference Slide Lec#27
Reference Slide Lec#27
• Product management
• Pricing
• Promotion
• Placement (distribution)
What is Integrated
Marketing
Communication(IMC)?
Integrated Marketing
Communications
A management concept that is designed
to make all aspects of marketing
communication such as advertising,
sales promotion, public relations, and
direct marketing work together as a
unified force, rather than permitting
each to work in isolation.
REASONS FOR THE GROWTH
OF IMC
1. CHANGES IN
MARKETPLACE
2. Changes in
organizational structure
3. Changes in Consumers
Consumer has become more
intelligent, sophisticated,
analytical and critical.
4. Changes in
communication
SALES PROMOTION
SALES PROMOTION
• Customers
• Sales Volume
• Sale Revenue
• Consumer acceptance
• Brand Acceptance
• Product Usage
To persuade a person to
take an action is the most
difficult thing in this world.
• COUPONS