DEFINITION
           
             American Association of Advertising Agencies (AAAA) :
           Integrated Marketing Communication(IMC) is “a concept 
           of marketing communication planning 
           that recognizes the added value of a 
           comprehensive plan that evaluates 
           the strategic roles of a variety of 
           communication disciplines.” 
                              Mrs. Gracy D'souza, Assistant Professor J.          2
                                  M. Patel College of Commerce
                               MEANING
              An advertiser has to communicate about its 
              products, terms of sale, offers, benefits to the 
              consumers.
              There is a need for integration in order to 
              deliver a clear, compelling message about the 
              company and its product & services. 
              IMC has positive influence on information, 
              processing, memory, attitudes and purchase 
              intentions.
                              Mrs. Gracy D'souza, Assistant Professor J.          3
                                  M. Patel College of Commerce
                            OBJECTIVES
            
              Awareness- of impulse products
            
              Attitude- positive or negative
            
              Create brand loyalty- repeat purchases
            
              Develop brand image
            
              Remind the customers
            
              Counter competitor’s claims
            
              Educating the customers
                              Mrs. Gracy D'souza, Assistant Professor J.          4
                                  M. Patel College of Commerce
                             ELEMENTS
                       Publicity      Advertisin         Sales 
                                           g          promotion
                      Sponsorsh        Personal         Public 
                          ips           Selling        relations
                                                Trade 
                              Packaging         fairs & 
                                              Exhibition
                                                   s
                              Mrs. Gracy D'souza, Assistant Professor J.          5
                                  M. Patel College of Commerce
                              PUBLICITY
              
                Publicity :   It is a form of mass 
              communication that can be used to promote 
              products through news and articles carried 
              by the mass media about a firm’s products, 
              actions, policies, awards etc.
              
                Publicity can be favourable or unfavourable
                              Mrs. Gracy D'souza, Assistant Professor J.          6
                                  M. Patel College of Commerce