This week we learned about Integrated Marketing Communications. This is becoming a popular way of promoting a product. To me it certainly seems more efficient. The slide presentation to the textbook gave these reasons for the growth in popularity of IMC.
- Proliferation of thousands of media choices
- Fragmentation of the mass market
- Slash of advertising spending in favor of promotional techniques that generate immediate response
What I gained from this was that with a integrated approach to promotion a company can save advertising money. This would particularly good to know if I were to help grow or start a business.