AN INNOVATIVE TREND IN MARKETING: INTEGRATED MARKETING COMMUNICATIONS
Keywords:
innovative trend, IMC, accountable marketing, advertisingAbstract
Integrated Marketing communication has become very popular in the contemporary scenario of Marketing. It is basically a Marketing concept that combines and unifies all the forms of Marketing Communications and delivers consistent messages with one voice, one theme and one strategy to the Target Audience. It is playing a crucial role in promotions of products and services. IMC has become an essential component of Marketing Communications. It has an advantage over Conventional Marketing Communications. The present study is to know the benefits of IMC and the factors that influence the growth of Integrated Marketing Communications.
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