Page 114 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management Gopika Juneja, Lovely Professional University

Notes Unit 6: Introduction to
Integrated Marketing Communication

CONTENTS
Objectives

Introduction
6.1 IMC as an Integral Part of Marketing Mix
6.2 Structure of Promotion World
6.3 Structure of Advertising

6.4 Challenges and Opportunities of a Promotion Career
6.5 Summary
6.6 Keywords
6.7 Self Assessment

6.8 Review Questions
6.9 Further Readings

Objectives

After studying this unit, you will be able to:
Discuss IMC as an integral part of marketing mix
Know the structure of advertising and promotion world

Identify the challenges and opportunities of promotion career
Introduction

The marketplace is becoming an increasingly complex arena of competitors' activities within a
rapidly changing international environment. Companies try to be heard in these sophisticated
and cluttered market conditions. They make every effort to speak with clear voices about
their activities, products, and services. It is critically important to ensure that whatever is
communicated, reaches their intended audiences in a clear and consistent manner.
Communication is a unique tool used by marketers in an attempt to persuade consumers to act
in a desired manner. The purpose of communications is to directly or indirectly influence
individuals, groups, and organisations to facilitate exchanges by informing and persuading one
or more audiences to accept a company's products and/or services. Organisations' indirectly
influence exchanges by communicating suitable information about their activities and products/
services to interest groups such as current and potential investors, regulatory agencies, financial
institutions, and society in general. Marketing communications help a company to justify its
existence and maintain a positive and healthy relationship with different groups.
The current view about marketing communications is an interactive dialogue between the
organisation and its audiences, and that every type of brand contact with customers is important
because it communicates something that can strengthen or weaken customers' view of the
company.

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