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public relation department for publicity and cordial public relation.

The secret of the publicity is to get placement in the desired media.
Thus the use of publicity provides various advantages to the seller
they are:
• It is available free of cost
• It provides more information than advertising as it comes
from the editors desk
• Consumer believe publicity more than advertising
Public relation :
A Public relations is defined as a management function which
identifies, establishes, and maintains mutually beneficial
relationships between an organization and the publics. Public
relations consider multiple audiences (consumers, employees,
suppliers, vendors, etc.) and uses two-way communication to
monitor feedback and adjust both its message and the
organization's actions for maximum benefit. It is used to generate
goodwill for the organization. Public relation help the company and
its public by relating each other for mutual benefits. The main
objective of public relation is :
• To remove misunderstanding, doubts, confusion, and wrong

impression in the minds of different social groups
• To maintain good corporate image.
• To have the public support to the future of the company.
• To fulfill social responsibility.
Sales promotion :
Sales promotions are direct inducements that offer extra
incentives to enhance or accelerate the product's movement from
producer to consumer. Sales promotion constitutes devices like
contests, coupons, free samples, premium, and point of purchase
material. Sales promotion is action oriented. It motivates customers
to buy the goods under incentive plans. Sales promotion not only
covers consumers but also dealers and wholesalers. It acts as a
connecting link between advertising and salesmanship. Thus in a
competitive marketing sales promotion act as a effective tool to an
advertiser to solve several short term hurdles in marketing.
Personal Selling :
Personal selling includes all person-to-person contact with
customers with the purpose of introducing the product to the
customer, convincing him or her of the product's value, and closing
the sale. The role of personal selling varies from organization to
organization, depending on the nature and size of the company, the
industry, and the products or services it is marketing. Many
marketing executives realize that both sales and non-sales
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employees act as salespeople for their organization in one way or

another.
Personal selling is the most effective way to make a sale

because of the interpersonal communication between the
salesperson and the prospect. Messages can be tailored to
particular situations, immediate feedback can be processed, and
message strategies can be changed to accommodate the
feedback.
Packaging :
A properly designed package can induce the prospects to buy
the product. A well designed package can communicate the type
and quality of the product. Packaging plays an important role in
converting the minds of the consumers as it provides
• Providing information of the product.
• Protection of goods while transportation and handling
• Preservation of quality of the products.
• Promotion of the product.
Internet :
Just as direct marketing has become a prominent player in the
promotional mix, so too has the Internet. Virtually unheard of in the
1980s, the 1990s saw this new medium explode onto the scene,
being adopted by families, businesses and other organizations
more quickly than any other medium in history. Web sites provide a
new way of transmitting information, entertainment, and advertising,
and have generated a new dimension in marketing: electronic
commerce. E-commerce is the term used to describe the act of
selling goods and services over the Internet. In other words, the
Internet has become more that a communication channel; it is a
marketing channel itself with companies such as Amazon.com,
CDNow, eBay, and others selling goods via the Internet to
individuals around the globe.
The interactivity of the Internet is perhaps its greatest asset. By

communicating with customers, prospects, and others one-on-one,
firms can build databases that help them meet specific needs of
individuals, thus building a loyal customer base.
Sponsorships :
Many advertisers heavily rely on sponsorship in order to create
positive feelings toward a company. Sponsorships increase
awareness of a company or product, build loyalty with a specific
target audience, help differentiate a product from its competitors,
provide merchandising opportunities, demonstrate commitment to a
community or ethnic group, or impact the bottom line.
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Like advertising, sponsorships are initiated to build long-term

associations. Organizations sometimes compare sponsorships with
advertising by using gross impressions or cost-per-thousand
measurements. However, the value of sponsorships can be very
difficult to measure. Companies considering sponsorships should
consider the short-term public relations value of sponsorships and
the long-term goals of the organization. Sports sponsorships make
up about two-thirds of all sponsorships.
Trade shows and Exhibition :

It is one of the oldest forms of promoting the sales of products.
Trade shows and exhibition provide opportunities for face-to-face
contact with prospects, enable new companies to create a viable
customer base in a short period of time, and allow small and
midsize companies that may not be visited on a regular basis by
salespeople to become familiar with suppliers and vendors.
Because many trade shows generate media attention, they have
also become popular venues for introducing new products and
providing a stage for executives to gain visibility. In India, India
trade promotion organization (ITPO) has been set up by the
government to organized trade fairs and exhibitions.
Check your progress:
1) Give the chare of tools of IMC.

2) Explain the following terms related to tools of IMC
a) Publicity
b) Sales promotion
c) Personal selling
d) Sponsorship
e) Internet
2.4 IMPORTANCE OF IMC
1) Awareness: IMC tools play an important role in creating

awareness of the products with respect to brand name and brand
availability. It brings to the notice of the potential customer the new
varieties of goods available in the market.
2) Information: Product information is needed when the product is

recently launched in the market. Potential customer must know
about the product, features. IMC provides this information through
various techniques so that the buyer can take correct decision while
buying the goods.
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3) To increase sales. A proper communication mix tends to

increase the sales of the organization. This is possible as increased
sales brings economies of large scale production which enables the
seller to reduce cost and increase profit.
4) To inform the intermediaries. IMC act as a communication

channel between the sellers and the intermediaries like dealer and
agents. These intermediaries are regularly informed through sales
literature, pamphlets, brochures, price list etc.
5) Expansion of the market: IMC help the seller to expand the

business from local level to regional level and to national level .
This expansion provides his goodwill, recognition through out the
country.
6) More specialized media. It used to be said that mass media

was enough to cover any advertiser's needs. But with ever-
increasing ad clutter, shorter attention spans and greater resistance
to advertising, customers now tend to be a lot more selective: they
shut out the stuff they feel they don't need, and go with the stuff that
they want. Therefore with IMC sellers can retain the attention of
customer by diverting their attention through various
Communication Mix.
2.5 STEPS INVOLVED IN FRAMING INTEGRATED

MARKETING COMMUNICATION :
It is likely that integrated marketing communication will be

expected to make a number of contributions toward meeting the
marketing objectives. Thus the main steps in designing IMC are :
1) Identification of target audience : Defining the target audience

is one of the first steps in designing the IMC. While thinking about
the target audience one must look well beyond traditional
demographic considerations. It is also important to 'think ahead
'and ask the following question.
• What are the relevant target buyer groups?

• What are the target group's demographic, lifestyle ,and
psychographic profile?
• How is the trade involved?
2) Determining the communication objectives : The next step is

setting the communication objectives. There may be different
communication objectives like increase in sales, brand image and
good will, expansion of business. Thus the seller has to evaluate
all this objectives and select the one which he intends to achieve.
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3) Determining the message : An effective message should get

attention, hold interest, arouse desire, & obtain action (AIDA
model). In practice, few messages take the consumer all the way
from awareness to purchase, but the AIDA framework suggests the
desirable qualities of a good message. In putting the message
together, the marketing communicator must decide what to say &
how to say it. , who should say it. Thus the communicator should
focuss more on message content, message format and message
structure.
4) Selecting the communication channel : There are two broad

types of communication channels - Personal and Non personal.
a. Personal Communication Channels : In personal

Communication channels, two or more people communicate
directly with each other. They might communicate face-to-face,
over the telephone, through the mail or even through an internet
chat. Personal Communication channels are effective because they
are allowed for personal addressing the feedback.
b. Non Personal Communication Channels : Non personal

communication channels include media at most yearend events.
Media consists of:
1. Print media -newspapers, magazines, direct mail etc.
2. Broadcast media-radio, television etc.
3. Electronic media-audiotapes, videotapes, CD-ROM, web
page etc.
4. Display media-billboards, signs, posters, banners, hoardings
etc.
Most of the non personal messages come through paid media.
5) Determining the budget: This is one of the most important

decisions of IMC process. The effective IMC depends upon the
budget set for communication Mix. The marketer prepares the
budget taking into nature of the customers, objectives, nature of
competitions and also availability of funds.
6) Promotion Mix decision. After determining budget it is essential

to determine the promotional mix. Promotional mix is the
combination of various tools like advertising, public relation,
personnel selling and so on. Because of different marketing
environment thee has to be variation in communication mix. One
medium which is effective in one market may not be equally
effective in another market.

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16

public relation department for publicity and cordial public relation.

• To remove misunderstanding, doubts, confusion, and wrong

employees act as salespeople for their organization in one way or

Personal selling is the most effective way to make a sale

The interactivity of the Internet is perhaps its greatest asset. By

Like advertising, sponsorships are initiated to build long-term

Trade shows and Exhibition :

Check your progress:

1) Give the chare of tools of IMC.

2.4 IMPORTANCE OF IMC

1) Awareness: IMC tools play an important role in creating

2) Information: Product information is needed when the product is

3) To increase sales. A proper communication mix tends to

4) To inform the intermediaries. IMC act as a communication

5) Expansion of the market: IMC help the seller to expand the

6) More specialized media. It used to be said that mass media

2.5 STEPS INVOLVED IN FRAMING INTEGRATED

It is likely that integrated marketing communication will be

1) Identification of target audience : Defining the target audience

• What are the relevant target buyer groups?

2) Determining the communication objectives : The next step is

3) Determining the message : An effective message should get

4) Selecting the communication channel : There are two broad

a. Personal Communication Channels : In personal

b. Non Personal Communication Channels : Non personal

5) Determining the budget: This is one of the most important

6) Promotion Mix decision. After determining budget it is essential

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