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IMC is Not a Proven Marketing Theory
Pages 10 (2510 words)
IMC is Not a Proven Marketing Theory Table of Contents Table of Contents 2 Integrated Marketing Communication 3 IMC Planning Process 6 Is There any Theory Behind IMC? 7 Horizontal Communication and Decentralization 9 Budget 9 Integrated Marketing Communications Campaigns 11 Supporter’s View on IMC 12 Conclusion 13 Integrated Marketing Communication Integrated marketing communication has emerged as important ‘magic bullets’ for marketers to gain competitive edge over others.
Direct Marketing is an approach used to create relationship with customers and delivering information about products to customer, the method is mainly used for selling financial services to customers, direct marketing also helps to close sales cycle within a short time period. Sales Promotion is the process that helps the company to increase brand visibility in point of sales and point of purchases, companies use the technique to increase new product usage ratio among customers, the process also helps to increase customer footfall in the retail stores, companies use loyalty card, discount method, incentive schemes to increase purchase ratio among customers. Public Relation companies can go for organizing public events or news paper editorial about their new product, they use trade shows to increase category visibility among customers, creating good word of mouth about the product is one of the major objectives of public relation (Jones). ...
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