Marketing

THE INTEGRATED MARKETING COMMUNICATION MIX

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16th , June , 2009

THE COMMUNICATION MIX

The allotment of the marketing communication budget must be done between eight major modes of communication . These modes of communication are advertising , sales promotions , public relations , direct marketing interactive marketing , word of mouth marketing , events and experience and the sales force . There are many factors which are needed to be looked into before designing an effective communication mix . The product life cycle stage

and buyers ' readiness level are amongst the two most important factors which must be taken into consideration before making the final plot . Advertising and PR plays a vital role at the launch of any product as awareness is needed to be created at this very stage . The communication mix is needed to be altered under different market situations . The effect of the communication mix on the target market is measured by conducting surveys

THE INTEGRATED MARKETING COMMUNICATION MIX

The need for the implementation of an integrated marketing communication mix has increased considerably in the present global business scenario due to the increasing fierce nature of the competition . IMC has been proved to be very helpful in increasing the brand loyalty due to the consistency in the communication of the message . The coordination between different departments is very crucial when it comes to marketing , so if a firm has to succeed it should create harmony with in itself

MANAGING AN ADVERTISING PROGRAM

Managing...