M: Marketing
5th Edition
ISBN: 9781259446290
Author: Dhruv Grewal Professor, Michael Levy
Publisher: McGraw-Hill Education
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Question
Chapter 18.6, Problem 1CY
Summary Introduction
To discuss: The reasons why companies use public relations as part of their IMC strategy.
Introduction: The communication process is an integrated effort made by the marketers to make the target audience aware of a particular product or service in the market. It uses a variety of communication tools, which involves personal selling, online marketing, sales promotion, public relations, direct marketing, and advertisements. It helps in creating clarity and maximum communicative impact on the target audience.
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