Assignment | Marketing Fundamentals

Marketing
Fundamentals

MARKETING 1
Definition of Promotion
Promotion refers the type of communication which is used to spread the awareness or provide
the information about the product/ services to target consumers. The main aim of promotion is to
increase the awareness, interest, generate sales or to build the strong brand loyalty. The
companies use this techniques to aware the consumers about their product or services so that the
large number of consumers reach to the organization to buy the product. There are numerous
promotion tools such as newspaper, magazines, social media, and the others (Hackley, and
Hackley, 2017).
What is integrated marketing communications (IMC)
Integrated marketing communications is a simple concept that ensures all sources of
communications and messages are linked together. This concept defines the integrating all
promotional tools those are used to promote the product/service of the company are work
together in harmony (Multimedia marketing, 2019). For example- Social media, Newspaper
and Radio are used to share the information. It is observed that the tools work better while they
work together in terms of harmony instead insolation. It enhances the integration in the
communication due to which they earns high profit. There is various other level of integration
such as horizontal, vertical, internal and external. It is beneficial for the organization to spread
the awareness in large area to gain the advantage by attracting the consumers (Luxton, Reid, and
Mavondo, 2015).