What are the factors that affect the shifts in the weights of the various IMC tools?
The continuously shifts on the emphasis placed on the various IMC tools are an attempt to increase efficiency and maximize the impact of the IMC campaign. There are a few factors that affect these shifts:
Changes in technology. Technology is one [...]
What is IMC?
There are many aspects of marketing such as advertising, sales promotion, public relations, and direct marketing. Integrated Marketing Communication (IMC) states that you can achieve a greater impact by coordinating all those marketing aspects than permitting each to work by itself. In other words, “the whole is greater than the sum of its [...]