ABSTRACT
This chapter offers the basic building blocks of integrated marketing communications (IMC). It briefly presents the history of advertising in India starting from pre-independence period till date. The chapter suggests possible reasons for the growth of IMC, which has become a mirror of society and cultural values. Marketers use IMC to build competitive advantage over their competitors. Brands have used IMC to educate consumers and change consumer habits toward their products. IMC involves many tools other than advertising and promotions that enable firms to reach the target audiences not only for promotions, but also to build a strong brand, and to manage bad publicity and brand crises. IMC uses various promotional-mix elements for planning, execution, evaluation, and control of these elements. An integrated IMC plan helps in developing, implementing, and controlling multiple activities involved in the whole process.
