Integrated Marketing Communication Concept Integrated Marketing Communication Concept Introduction IMC The Promotional Mix IMC Planning Process Advertising Research Take Quiz – 1 Evolution of Indian Advertising Basic Model of Communication Traditional Response Hierarchy Models Alternative Response Hierarchy Models Take Quiz – 2 Organizing for Advertising and Promotion Types of Advertising Agencies Specialized Services-Advertising Agencies Advertising Agency Compensation Methods Take Quiz – 3 Importance of Direct Marketing Impact of Celebrity Endorsement Rural Advertising in India