Marketing today has truly become a battleground. Integrated marketing communication is the strategic weapon which fights competition and yields a ‘top-of-the-mind-recall’ to the brand. On one hand, consumers are becoming more and more demanding with lots of brands to choose from. On the other, their attention spans have significantly reduced due to clutter, chaos and time poverty. In a scenario like this, advertising and public relations are strategic tools which if used smartly can earn mind space.

With the advent of digital space and information access to the consumer, these weapons can backfire if not used properly. Therefore, an organization aims at strategically using these weapons in order to generate returns on marketing investment.

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