Integrated marketing communications mix | Marketing homework help

  OVERVIEWThe Role of Promotion – Promotion is defined as the coordination of all seller-initiated efforts toset up channels of information and persuasion to sell goods and services or promote an idea. Itshould be noted that promotion is best viewed as the communication function of marketing. Thediscussion of Integrated Marketing Communications (IMC) should point to how other marketingelements such as brand name, package design, price or the physical retail spaceimplicitly/explicitly communicates with consumers. However, most of an organization’scommunications with the marketplace takes place through a carefully planned and controlledpromotional program which utilizes elements of the promotional mix. The promotional mix isdefined as the basic tools or elements that help the firm to sell more product; these efforts createthe top line of an income statement (revenue or sales). Because marketers create top line growth;they usually make more money than other positions within the firm, ceteris paribus.The IMC Promotional Mix includes these venues/mediums:1. Advertising2. Direct Marketing3. Interactive/Internet4. Sales Promotion5. Publicity/Public Relations6. Personal Selling7. Social Media(NOTE: The distinction should be made between publicity and public relations noting that publicrelations generally has a broader objective than publicity, as its purpose is to establish andmaintain a positive image of the company among its various publics. Publicity is an importantcommunications technique used in public relations; however other tools may also be used.