Abstract
AbstractIn today’s context, Integrated Marketing Communications (IMC) has attained recognition amongst the communication-related policy and strategy makers. The main reason behind the widespread application of IMC is IMC’s wide array of offerings such as advertising, public relations, sales promotions, personal selling, direct marketing, and interactive marketing. A communication strategist can choose from the varieties of communication options and plan well to achieve maximum return on the IMC investment. Nevertheless, it must not be taken for granted that without a strategic media planning and buying a robust IMC strategy could not be formulated and launched. Media planning and media buying ensure that the communication strategy has chosen the precise target audience, right communication vehicles, and relevant time and duration for the communication dissemination.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
