Integrated Marketing Communication now

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Introduction
1.2 Introduction
With the fast expansion of Integrated Marketing Communication now – a days advertising has emerged as a most demanding & challenging business industry. Advertising plays an important role by creating primary demand for the product or service and its usage rate thus increase in customers. It not only stimulates the product distribution but also builds brand preferences and loyalty. It also reduces the time between the purchases & persuades the consumers to try various new products in the market. Advertising is a persuasive promotional tool especially for companies whose products & services are targeted at mass consumer markets.

From mission to profession to industry, the world of advertising has come a long way. Some people describe it as a parasitical, untrue, misleading and obscene Advertising Industry have been facing a lot of criticism in the recent times as the advertising practices have not always been ethical. Advertisements should be socially, culturally and morally ethical Advertisements appearing on television and radio have to be approved by Doordarshan and AIR authorities. Similarly, advertisements in newspapers and magazines, and on outdoor sites are also regulated by guidelines. In today’s competitive market, it is free for all, thus advertisers are sometimes following the unethical practices to fight the competition. For many years, the advertising industry has practiced, promoted voluntary selfregulation. Most advertisers and media recognize the importance of

maintaining consumer trust and confidence. The circle of self-regulation in advertising is widening day by day. Even the code of ethics drawn up by the Advertising Standards Council of India (ASCI) has not had much impact. They do not provide solutions to every ethical dilemma.

What is advertisement
Advertising is an integral part of our social & economic systems. It has become a vital communication system both for the consumers and business houses. The main objective of advertising to prepare, promote and place messages to target audiences has given it a major role in the complex society today. From retailers to big business houses, rely on advertising to promote their goods & services. advertising is a multi-dimensional discipline. It performs various functions and involves a wide variety of sub-disciplines that require specialized talents. Advertising communicate an idea, a message or a belief. The message could be commercial or social. In the advertising Just as the media of social communication themselves have enormous influence everywhere, so advertising, using media as its vehicle, is a pervasive, powerful force shaping attitudes and behavior in today's world. Advertising is the method used by businesses, companies and other organisations to promote their goods and services to the public. The ultimate aim of advertising is to increase sales by showing these goods and services in a positive light.

Advertising is designed to make an impression on its audience. Sometimes an ad only has a few moments to grab the audience’s attention before they turn the page, change the channel, drive past or click onto a new screen. Some of the most successful advertising campaigns involve catchphrases or slogans that have become so ingrained in the community’s consciousness that they are almost as well known as the products themselves. Here are some bankAdvertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies...
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