The Evolution Of IMC

Process

of IMC involves coordinating the promotional element & other marketing activities that communicate with a firms customers. Synergy among the promotional tool. Clarity , consistency & maximum communication Impact. Building relationship with their customers as well as stakeholders such as employees , suppliers, investors, interest group & the general public.

Message Originate at three levels

Corporate activities:-Mission, Vision, Philanthropies, corporate culture & ways of responding to enquires.

e.g. Social responsibility ITC, Airtel , Wipro

Marketing Level:- send message to customers & other stake holders through Marketing Mix.

e.g. Mont blanc Ora Jewellery

Marketing Communication Level

IMC message:-Promotional Facilitators Ad agency P.R. firms Sales Promotion specialists Package design firms Direct response specialist Interactive agencies

Reason for Growing IMC

Adopted by both large & small companies