Page 122 - EBOOK DPM 10013 POM-FINAL 25.10.2021

8.4 Understanding Integrated Marketing Communication and

Promotional Mix

Is a concept that brings together all components of marketing communication

(advertising, sales promotion, public relations, personal selling, and direct marketing)

in order for them to work together as a team to communicate effectively.

Companies must convey the value and benefits of their products and services to

current and potential customers in both business-to-business (B2B) and business-to-
consumer (B2C) marketplaces once they have developed them. Integrated marketing

communications (IMC) is a strategy for sending a single, consistent message to

customers through a company's promotions, which can include TV, radio, periodicals,
the Internet, mobile phones, professional selling, and social media. For example,

Campbell's Soup Company frequently uses the tagline "Mm, mm good" in print ads in
newspapers and magazines, online ads, and television commercials.

Figure 8.9: Integrated marketing communication and promotion mix
.

110