Promotion & Integrated Marketing Communications

Topics:
Marketing Communications
Tags:
Integrated Marketing Communication,
Marketing,
Marketing Research,
Ohio University
Source:
Ohio University

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Overview: Promotion is the process of informing, persuading, and reminding the target audience about a particular product or service. It is carried out with a view to influence the purchase decision of the consumer. The promotional mix consists of the different communication channels through which the message is communicated to the target audience. The five components of the promotional mix are advertising, personal selling, sales promotion, publicity, and public relations. The effective and judicious use of these channels in conveying this message is known as Integrated Marketing Communication (IMC). The paper examines the objectives of promotional campaigns and discusses issues involved in IMC.

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Format: HTML | Size: 249KB | Date: Jan 2003 | Pages: 23

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