The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.

1. Prepared By
Nijaz N

2. Marketing Communications
Communications Platforms
• Advertising
• any paid form of non-personal presentation
by a sponsor
• Sales Promotion
• personal presentations by a firm’s sales force
• Public relations
• short term incentives to encourage sales
• Direct marketing
• building good relations with various publics
• Personal selling
• short term incentives to encourage sales
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3. The IMC Model
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Marketing Plan
(Marketing Objectives &
Strategies)
Integrated Marketing
Promotion
DistributionProduct
Price
Marketing Mix
Elements
Employee Behavior, Word of Mouth, processes etc
IMC
Sales
Promotion
PR/Publicity
Advertising
Events
Direct
Marketing
Personal
Selling
CommunicationMix
Elements

4. IMC ---Examples
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5. The Marketing Communications
Mix ?
The specific mix of advertising,
personal selling, sales
promotion, and public relations
a company uses to pursue its
advertising and marketing
objectives.
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6. 6

7. 7
• The purpose or objective behind advertising
• include sales promotion, information and guidance
to consumers, developing brand loyalty etc
MISSION
• (Advertising budget). It means the budget allocation
made by the company for advertisingMoney
• The message is given through written words, pictures,
slogans and so on. The message is for the information,
guidance and motivation of prospective buyers.
Message
• selection of media depends on the budget provided,
products to be advertised, and features of prospective
buyers, so on.
Media
• Effectiveness of advertising
Measure