Marketing
6th Edition
ISBN: 9781259709074
Author: Dhruv Grewal Professor, Michael Levy
Publisher: McGraw-Hill Education
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Chapter 18.5, Problem 1PC
Summary Introduction
To explain: The reason why objective-and-task method of setting an IMC budget is better than the rule-of-thumb methods.
Introduction: The communication process is an integrated effort made by the marketers to make the target audience aware of a particular product or service in the market. It uses a variety of communication tools, which involves personal selling, online marketing, sales promotion, public relations, direct marketing, and advertisements. It helps in creating clarity and maximum communicative impact on the target audience.
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