Marketing: An Introduction (12th Edition)
12th Edition
ISBN: 9780133451276
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Question
Chapter 12, Problem 1ALC
Summary Introduction
To discuss: The manner in which the integrated marketing concept relates to the promotion mix concept.
Introduction:
Integrated Marketing Communication (IMC) is a method of reaching the objectives of a marketing campaign, through a well-coordinated use of various promotional methods that are planned to support each other.
Expert Solution & Answer
Explanation of Solution
The manners in which the integrated marketing communication concept relate to the promotion mix are:
- The integrated marketing communication shapes the overall promotion mix of the company.
- The integrated marketing communication recommends that the company should merge with the various promotional tools carefully into a synchronized promotional mix.
- Some of the promotional tools that are used by the companies are advertising, personal selling, public relations, direct and digital marketing and sales promotion.
- Each promotional mix has certain advantages and disadvantages. The promotional mix varies according to the promotional tools adapted by the companies.
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Marketing: An Introduction (12th Edition)
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