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8.1 Definition Integrated Marketing Communications
The marketing process that informs, persuades and reminds buyers or target market
on a product.
It is made up of the company's unique
mix of advertising, sales promotion,
public relations, personal selling, and
direct-marketing methods used to
achieve its advertising and marketing
goals.
8.2 Objectives of marketing Communications Mix.
All marketing communication approaches have three main goals: (1) to communicate,
(2) to compete, and (3) to persuade. Organizations must ensure that whatever
information they convey is clear, accurate, truthful, and beneficial to the stakeholders
involved in order to be effective.
Advertising goals can be classified according to their major purposes, such as:
a) To inform
b) To persuade
c) To Remind
Figure 8.1: Objective of marketing communication
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