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This report is aimed at providing some basic knowledge about IMC and discussing the reasons why IMC are becoming popular among marketers, as well as the future trends of IMC.
Member rating: No Rating | Words: | Submitted: Mon Apr 19 2004
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Introduction "Perhaps no area of marketing has seen more dramatic changes over the years than Marketing Communication" Numerous new marketing communication options are today available to marketers due to rapid globalization and the development of new technologies (Keller, 2001, p.819). There has been the emerging of new forms of media such as internet and the role of advertising and promotion have changed substantially. The traditional marketing communication tools such as mass media advertising is becoming less efficient. The trend is now moving toward other forms of marketing communications including sales promotion, public relations, direct marketing and channels marketing. At the same time, the market is becoming more competitive than ever and the management wants to see more efficiency resulting from the marketing communication plan in a cost-efficient way. To achieve this, marketers are required to know how to plan and implement an integrated communication program. For this reason, many marketers are...
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