A S A

UNI V ERSIT Y
BANGLADESH
ASA UNIVERSITY BANGLADESH
Course title: Integrate marketing communication
Course Id: MKT-426

Section: MKT-A

Prepared to,
Md.Nur-E-Alam Siddique

Course instructor
ASA University Bangladesh

Prepared by,

Name of the student Id No

Md.Mizanur Rahman 071-12-343

Date of submission: 12th October, 2010.

Integrated marketing communication

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The promotional mix; the tools for IMC
Promotion is the coordination of all seller- initiated efforts to set up channels of information and
influences to sell goods and services or promote an idea. Most of an organization’s are communicate with
the market place take place as part as carefully planned and controlled promotional program. The
organization’s communication objectives are often referred to as the promotional mix. Traditionally the
promotional mix has included four elements: Advertising, sales, promotion, public relations and personal
selling.

Differe
nt tools
of IMC

Direct Sales Publicity

Advertisi Event Personal
marketin promoti /Public
ng Marketing selling
g on relations

Advertising
It is defined as any paid form of non-personal communication about an organization, product, service or
idea by an identified sponsor. The non-personal component means advertising involves mass media-TV,
Radio, Magazines, Newspaper that can be transmit a message to large groups of individuals, often at the
same time.

Example:

Target marketing
It is consist of which organizations communicate directly with target customers to generate a response or
a transaction.

Example:

Robin (Interactive/Internet marketing)

Allow for back-and- forth flow of information whereby users can participate in and modify the form and
content of the information whereby users can participation and modify the form and content of the

Integrated marketing communication

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information they receive in real time. These new media allow users to perform a variety of functions such
as receive and alter information and images, make inquires, respond to questions and of course make
purchase. Interactive media also include CD-Rom, kiosks and interactive television.

Example:

Sales promotion
It is generally defined as those marketing activities that provide extra value or incentives to the sales
force, distributors or the ultimate consumer and can stimulate immediate sales. Sales promotion is
generally broken into two major categories.

I. Consumer oriented

II. Trade-oriented activities

Example:

Publicity/ Public relations

It refers to non-personal communications regarding an organization, product, service or idea not directly
paid or run under identified sponsorship. Like advertising, publicity involves non-personal
communication to a mass audience but unlike advertising, publicity is not directly paid for by the
company.

Public relations it is important to recognize the distinction publicity and public relations.

Example:

Personal selling
It is a form of person-to-person communication in which a seller attempts to assist or persuade
prospective buyers to purchase the company’s product or service or to act on an idea. Actually personal
selling involves direct contact between buyer and seller, either face-to-face or through some form of
telecommunications such as telephone sales.

Example:

Integrated marketing communication

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