Integrated Marketing communications
An integrated marketing communications approach is an approach which integrates various communication methods into one with the aim of using all of them in marketing a product or business organization (Katrandjiev, 2000). It is an element of marketing mix which integrates different marketing communication methods into one. The reason behind an Integrated Marketing Communications approach is to compensate for the disadvantages of one form of marketing communication with the advantages of another. There are various elements of Integrated Marketing Communication which includes a blend of the following advertising, personal selling, public relations and sales promotion ( Kotler,n.d.). Kotler further goes on to say that each type of promotion stated above has its own mechanisms which effects its use. The communications elements have enabled organizations to employ strategic marketing while marketing their products in that they are able to target specific markets hence addressing the volumes of their sales, leading to profitability.
The various elemnts which make up an integrated marketting Communacations (IMC) are :direct selling, personal selling,sales promotion, publicity and public awareness and advetrisising