MARKETING
MARKETING
null Edition
ISBN: 9780135286487
Author: Armstrong
Publisher: PEARSON
Question
Chapter 12, Problem 1ALC
Summary Introduction

To discuss: The manner in which the integrated marketing concept relates to the promotion mix concept.

Introduction:

Integrated Marketing Communication (IMC) is a method of reaching the objectives of a marketing campaign, through a well-coordinated use of various promotional methods that are planned to support each other.

Expert Solution & Answer
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Explanation of Solution

The manners in which the integrated marketing communication concept relate to the promotion mix are:

  • The integrated marketing communication shapes the overall promotion mix of the company.
  • The integrated marketing communication recommends that the company should merge with the various promotional tools carefully into a synchronized promotional mix.
  • Some of the promotional tools that are used by the companies are advertising, personal selling, public relations, direct and digital marketing and sales promotion.
  • Each promotional mix has certain advantages and disadvantages. The promotional mix varies according to the promotional tools adapted by the companies.

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