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IMC Summary. Table 1.4 The 4Cs Framework – a summary of the key characteristics of the tools of marketing communications Fill . Major communication tools. New Tools, New Media. Broadcast advertising (TV/radio). Print advertising (newspaper/magazine). Interactive/internet marketing.

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Table 1.4 The 4Cs Framework – a summary of the key characteristics of the tools of marketing communications Fill



New tools new media
New Tools, New Media

Broadcast advertising (TV/radio)

Print advertising (newspaper/magazine)

Interactive/internet marketing

Website/on-line advertising

Outdoor/billboards

Mobile/Wap

Personal selling

Telemarketing

Packaging

Direct marketing

Publicity/PR

Point of purchase

Product placement

Sales promotion

Word of mouth

Events & sponsorship



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