Business all over the world uses communications extensively in all areas, and keeps its bottom line healthy by selling its products with the help of what is now known as Integrated Marketing Communication or IMC. To begin with, there was 100 per cent reliance on advertising alone but gradually the attention shifted to other components of communication such as sales promotion, publicity and PR, direct marketing, personal selling, Internet selling and so on. While using the different components for a campaign, there must be a consistency and synergy in communication. It is a welcome step this paper has been introduced of late by many universities including Mumbai. This book is an attempt to meet the needs of the students studying this subject. All the concepts have been elaborated completely and questions are appended at the end of each chapter to test your understanding and to cope with the examination. A separate chapter on Case Studies has been given at the end of the book.
Contents –
UNIT – I
1. Introduction to Integrated Marketing Communication
UNIT – II
2. Sales Promotion and Sales Promotion Techniques
3. Public Relations and Publicity
4. Direct Marketing
5. Personal Selling
6. Introduction to Advertising
UNIT – III
7. Fundamentals of Advertising
8. Print and Broadcast Advertising
9. Advertising Agency
UNIT – IV
10. Advertising Budget
11. Advertising Research and Measuring Advertising Effectiveness
12. Social, Ethical and Economical Aspects of Advertising
13. Case Studies
