Advertising & Promotion – An IMC Approach

Abstract

Within the context of marketing, marketing communication plays a vital role in the dissemination of information.
Marketing communication is broadly understood as a key component of promotional strategy, making it a form of planned promotional communication.

In today’s global economy—with international markets and instantaneous communication—no aspect of marketing can be studied in isolation if one expects to remain accurate and relevant.

Marketing tools, when used as part of a planned, business-building strategy, are more likely to facilitate the achievement of organizational goals than the traditional "siloed" approaches.