Advertising and Sales

Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since. Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC. The multiplication of media, demassification of consumer markets, and the value of the Internet in today’s society are just three of the areas in which technological innovation has impacted. This in turn left marketers in a challenging and competitive environment, trying to fulfil customer‟s wants and needs while also developing long-term relationships with them