Integrated Marketing Communications A task force from the American Association of Advertising Agencies (4As) developed one of the first definitions as: A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general … [Read more...]
The Promotional Mix: Tools of Marketing Communication Mix
Promotion has been defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea. The promotional mix is defined as the basic tools or elements that are used to accomplish the organization’s objectives. The role and function of each promotional mix element in the marketing … [Read more...]