Introduction to IMC. Marketing Communications. Advertising Sales Promotion Public Relations/Publicity Personal Selling Direct Marketing & E – Marketing Event Marketing. Integrated M arketing Communications (IMC).
It is the communications mix adopted by a company to derive synergies from the various types of marketing communications available
Volney B. Palmer – media broker
Ads were released to make the magazines interesting and the media paid for the ads instead of getting paid!
“The editor of the Ladies Home Journal thinks that we publish it for the benefit of the American women. This is an illusion, but a very proper one for him to have. The real reason, the publisher’s reason is to give you who manufacture things American women want, a chance to tell them about your product – Cyrus H. K. Curtis, founder of ladies Home Journal
Markets and Consumer behaviour