Integrated marketing communications was a concept introduced in early 1990s that coordinates marketing aspects with promotional elements to improve the communication between a business firm and their costumers. This involves using a number of promotional tools besides advertisements on electronic and print media. The other elements of promotional mix, than advertising are: sales promotions, public relations, personal selling, and direct marketing.

Presently, almost many companies are using this concept because the competition has drastically increased and therefore importance of creating a brand image can be more emphasized.

One of the companies that use integrated marketing strategies is Reckitt Benckiser. It utilizes different elements of promotional mix to promote and sell its pharmaceutical and consumer goods.

Advertising is "any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor" Mass media advertising help companies to communicate to large audience. It helps them to create images...
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