FOR ASSISTANCE CONTACT
EMAIL:gabrielmusyoka940@gmail.com
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IMC
MNM2611
Lecturer: Mrs Meyer
Email: marketing@unisa.ac.za
Study Unit 1:
The role of
promotion in
the business
environment
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What is IMC?
IMC is a concept of marketing communications
planning that recognises the added value of a
comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines –
e.g. advertising, personal selling, direct
marketing, and public relations – and combines
these disciplines to provide clarity, consistency
and maximum communication impact.
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Main IMC Tools / Elements / Mix
• Advertising
• Sales promotion
• Personal selling
• Direct marketing
• E-communications
• Public relations
• Sponsorship
• Alternative communication channels
Downloaded by Gabriel Musyoka (gabumusyoka928@gmail.com)
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