Concluding Remarks

In this lesson, we have described IMC and focused on the necessity for integrating all marketing communications to present a consistent message and a favorable view of the brand. We also provided an overview of the overall marketing process and the role advertising and promotion play in the marketing program.

We used marketing and promotion process frameworks for analyzing how promotion fits into an organization’s marketing program. The model shows that promotional programs must be developed for middlemen as well as for the ultimate customer in the target market. It is important to note that resellers play a crucial role and marketers need to develop promotional programs to motivate the trade to get them to stock merchandise and promote a company’s products. Marketers might also decide to shift the allocation of promotional budgets toward trade promotions.