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Integrated Marketing Communication (IMC) | Products

After reading this article you will learn about the history and characteristics of Integrated Marketing Communication (IMC). History of Integrated Marketing Communication: In past decades, many marketers build strong barriers around the various marketing and promotional functions and planned and managed them separately, with different budgets, different views of the market, and different goals and […]

Advertising: Decision Areas and Role | Management

After reading this article you will learn about:- 1. Components of the Advertising Job 2. Decision Areas in Advertising 3. Role. Components of the Advertising Job: The components of advertising job include: 1. Defining the advertising objectives to be accomplished. 2. Determination the audience to whom the message is to be aimed. 3. Deciding the […]

Promotion: Meaning and Developments | Product

After reading this article you will learn about:- 1. Meaning of Promotion 2. Promotion as Communication 3. Recent Developments. Meaning of Promotion: When a company develops a new product, changes an old one or simply wants to increase sales of an existing product or services, it must transmit its selling messages to potential customers. In […]

Jobs @ Advertising Industry: Top 6 Types of Jobs

This article throws light upon the top six types of advertising industry jobs. The types are: 1. Advertising Specialists 2. Media Sales Representatives 3. Media Buyers 4. Advertising Researchers 5. Advertising Creators 6. Advertising Managers. Type # 1. Advertising Specialists: Advertising is a field in which there is great specialisation. The practice of advertising is […]

Essay on the Indian Consumer | Marketing

This article provides an essay on the Indian consumer. Introduction to Indian Consumer: As the country is very vast geographically, the consumers of India are scattered over vast territory. As the country is marketed by great diversity in climate, religion, language, literacy level, life style and economic status etc. Demographic Profile: India has more than […]

Buyer’s Motive and Decision Making Process (With Diagram)

After reading this article you will learn about buyer’s motive and decision making process for purchasing a product. Meaning of Buying Motive: A motive is a drive or an urge for which an individual seeks satisfaction. Thus, any urge moving or prompting a person to purchase decision is called a buying motive. According to S […]

Objectives of Promotional Communication | Products

This article throws light upon the five main objectives of promotional communication. The objectives are: 1. Behaviour Modification 2. Objective to Inform 3. Objective to Persuade 4. Objective to Remind 5. Specific Objectives. Objective # 1. Behaviour Modification: Promotion seeks to: (a) Modify behaviour and thoughts {e.g., get you to drink coca cola rather than […]

Top 5 Elements of Promotional Mix | Products

This article throws light upon the top five elements of promotional mix of products. The elements are: 1. Advertising 2. Personal Selling 3. Sales Promotion 4. Publicity 5. Public Relations. Element # 1. Advertising: It is a paid form of non-personal mass communication by an identified sponsor. The mass media used include print media, direct […]

Communication Process through Media (With Diagram) | Advertising

After reading this article you will learn about the communication process of marketers with the customers through media, explained with the help of suitable diagrams. In communication there is transmission of message from sender to the receiver. The end result of the communication process is the understanding of the message. The Message is transmitted through […]

Promotion of a Product (With Diagram)| Marketing

After reading this article you will learn about:- 1. Introduction to Promotion of a Product 2. Promotion as Communication 3. Growth of Promotion and Advertising. Introduction to Promotion of a Product: When a company develops a new product, changes an old one or simply wants to increase sales of an existing product or service, it […]

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