ACKNOWLEDGEMENT

Foremost I would
like to thanks
“Mrs.Deepshikha” for
assigning an interesting
and important task. I
like to thanks to my
subject teacher “Mrs.
Anju Chauhan” to help
all the students and all
necessary support and
information. Also
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thanks to my Friends
who helped me in
completing the
assignment.
I accord my cordial
regards to my training
institution for providing
necessary help all the
times. Last but not least
my Parents without
their support and love I

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 can’t able to correct my
mistakes.
Multipelsystem
Complete web business & outsourcing
Ref no: Date:

TO WHOLESOEVER IT MAY CONCERN

Experience &Training Certificate

This is to certify that Mr. Prateek Singh s/o of Mr. L.J Singh
student of BA1st year- Govt. college sector 46 (Roll
no.1132), has worked with our organization from 1st Dec
2008 to 31st Dec 2008 as “Telesales Executive”

During him tenure, he has successfully complete training

program as part of him curriculum. I have judged him as a
sincere and hardworking employee. He has done the task
given to him to the best of him abilities.
He bears a good moral character.

We wish him good luck for him best future assignments

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For Multipelsystem

Miss. Mamta Singh

General Executive

CONTENT
1. Acknowledgement
2. Work Experience.

3. Company Profile.

4. Advertising and Integrated

Marketing Communication
 Introduction
 Why IMC gaining importance
 Tools for IMC
 Promotional planning process
 Element of IMC
5.Conclusion.
6.Bibliography.
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 WORK EXPERIENCE
I have work in a MUCTIPLE SYSTEM company. I have
work as a Tele caller of pre marketing of company’s new
launching product named Mutiple System SMS Service
(MS-SMS). My job profile in the company to tell the
company’s future dinds about the product through the
telephone service. About product during my training session
my work was to call the customers and tell them about our
company coming with new product which is sms dot net
application. The dinds list details are provided by the
company’s higher department which is product sales and
advertisement department to me. During the dinds
attraction about the product through the publicity and sales
promotion. My work was to render all the traits and qualities
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of the product in the front of dinds through the telephone
communication and as well as to collect the dinds feedback
about the details of dinds interest about the product what
dinds really wants about us. If the dinds interest sand our
company product and similar so conceived the customer or
dinds to buy the service which is our company producing in
next few months.

Advertising Agency Profile

Advertising agency was started in 1 April 2005

Managing Direct = Mr. Rajesh

Sharma

Vice-president =Mr.Arshi
Ohri

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Media-Manager =Ms. Bhawana

Creative Director = Mr. K.K.

Sen

Advertising and Integrated

Marketing Communication
Introduction:-
For many years companies have heavily relied on advertising
agencies for promotion of their product &their services.
However, most marketers did use additional promotional
tools but all such tools like sales promotion, direct marketing,
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personal selling etc were used only as ordinary goods.
Marketers planned and managed 5those tools separately and
independently with different budgets, and views, objectives.
In this case, each promotional tool communicates separately
identity and image.
During the 1980,s many companies realized the need for
integrated their promotional tools. Such the companies stated
moving towards the process of integrating marketing
communication which involves coordination the various
promotional element and other marketing activities that
communicates with the firm’s customers. Many advertising
agencies realized the need of bringing various promotional
tools under their folds to compression offer all type of
specialty services to their clients.

Definition:-
AMERICAN ASSOCATION OF ADVERTISING AGENCY
(4A’s) developed the first definition of IMC
“Integrating marketing communication is concept of
marketing communication planning that recognize the added
value of comprehensive plan the evaluate the strategies roles
of Varity on communication discipline For example- general
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advertising, direct response sales promotion and public
relation and combine these discipline to provide clarity,
consistency and communication impact”
The 4A’s definition focus on the process using all forms of
promotion to achieve manipulating.

WHY IMC IS GAINING

IMPORTANCE
The IMC approach in marketing planning and strategy has
been gaining popularity and1990s and being adopted by both
larger and smaller companies engaged in consumer durable as
well as non-durable goods. Proponent of IMC argent that it is
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one of the easiest ways for a company to maximize the return
on its investment in marketing and promotion.
Some of the growing reasons for important of IMC included
the following.
 Marketing budget is being shifted from advertising to
other forms of promotion particularly consumer and
trade promotion.
 Retailers are being more powerful and dominating than
the manufactures.
 Company has giving impassion communication with the
consumer.
 The internet and e-consumer have emerged which have
refined the way business is done and that way companies
interact and communicate with consumers.
 New tools of marketing communication are emerging
that the economical and target specific rather than the
mass media.
 There is rapid growth of and development of database
marketing.

THE PROMOTIONAL MIX- THE

TOOLS FOR IMC
Every aspect and instruction of a business organization
with the consumer and shareholder communicates and every
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element of marketing mix implicitly communicates about the
company and it brand .the tools used to accomplish are
organization’s communication objective are referred to as
promotional mix. The promotion has been defined as the
coordination of all seller- initiated effort to set up channels of
information and persuasion to sell goods and services or
promote and idea.
Promotion mix has various elements that need to be
appropriately chosen to design an integrating marketing
communication campaign and its element the comprise IMC.

The promotional planning

process.
The promotional plan provides s the framework for developing,
implementation and controlling the organization’s integrated
marketing communication programmers and activities. It must be
remember that promotion is only one part of marketing plan.
Therefore, the promotion plan must be integrated to all marketing
plan. The individuals responsible for planning promotion strategy
must specific the role and faction of each element of the promotion
mix. They need to develop strategies and implementation tactics for
each of the element.
The process IMC beings with the review of marks plan.
The promotional manager must understand where the brand
has been its current position in the market, where it intends to
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go and finally, it plan to get the review of marketing plan
shall update the marketer about all these issues.

MARKET SITUATIONAL ANALYSIS

BASED ON INTERNAL &
EXTERNAL FACTORS.
Internal analysis covers assessment of company’s
promotional capabilities, review of company previous
promotional programmers and results, strengths and
weaknesses. External analysis and trends and developments
in the environment that might affect the promotional
programmed.
SPECIFIC MARKETING
OBJECTIVES.
These objectives provide direction and a time frame for
marketing objectives and mechanism measuring performance.

MARKETING STRATEGY
It includes the section of target market and the decision
related to marketing mix.
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AN ACTION PROGRAMME(TATICS)
It is required for implementation the marketing strategies,
including determining specific task and responsibilities.

EVALUATING AND CONTROL

MECHANISM
It involves evaluating performance and providing feedback so
that necessary control activities must be introduced and
necessary change can be made at the required places assures
that the objectives are met.

PROMOTIONALPROGRAMMES
SITUATION &ANALYSIS
Situational analysis here focuses on those factors that
influence or the relevant to development of a promotional
plan. It includes both internal and external factors

ESTABLISHING COMMUNICATION
OBJECTIVES
Communication objective’s is derived from marketing
objective. Communication objectives are what the firm seeks
accomplish its promotional program me. These are generally
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stated in term of nature of message to be communicated or
what specific communication effects are to be achieved.

BUDGET DETERMINATION
Determination in practically, promotional budgets are often
determined on the basis of how much money is available for
the purpose or percentage of company’s sales revenue or what
must be done to accomplish communication’s objectives. The
next question is how this money is to be allocating among
various elements of promotion mix.

MONITORING, EVALUTION AND

CONTROL
Once the implementation of various elements of promotional
mix start, a flurry of activities begins to take place and result
start rolling. At this stage, it is important to determine how
what the promotional program me is meeting communication
objective and helping the firm accomplish its overall
marketing objectives.

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 ELEMENTS OF INTEGRATED
MARKETING COMMUNICATION

Promotion is the coordination all seller initiated efforts to be

set up the channels of information of persuasion to sell goods
and services or promote an idea. These efforts may be in
various formations and are to be ability carefully and planned
controlled. All the tools and techniques used to promoting the
goods or services of an organization are refer to as elements
or components of per formation.

THESE ARE AS FOLLOWS

 Advertising
 Direct marketing
 Sales promotion
 Publicity
 Public relations
 Personal selling
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  Internet marketing

ADVERTISING
Advertising is defined as any paid form of non-personal
communication about an organization product, services or
idea by an identified sponsor. The non personal component
means advertising involves mass media that can transmit a
message to large groups and an individual often at the same
time.

DIRECT MARKETING
Direct marketing is the use of consumer direct channels to
reach and deliver goods and services to the customer without
using marketing middlemen. It is fast growing method in
mode of economy in which marketers communicate directly
with target customers to generate a response or a transaction.
Direct marketing includes indirect mail, catalogues,
director selling, telemarketing, T, V, radio etc.
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 DIRECT MARKETTING
PROCESS.
Direct marketing has number of elements that are required to
be used appropriately. The various elements and their
relationship shown in the figure.

SALES PROMOTION.
In modern times, marketers have realized that advertising
alone is not always enough to more their products off the
store shelves into the hands of ultimate buyers. Therefore
companies use sales promotion activities targeted both at
consumers and trade partners. In addition, most companies
also include in their integrated marketing communication
programs. The activities like direct marketing, advertising,
publicity, public relation and personal selling.

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 PUBLIC RELATIONS.
Public relations are an important element of the overall
communication programs of a bossiness corporation.
However, it may not have any specific objectives of product
and service promotion. This activities are designed more to
change attitude towards an organization or an issue than to
promote specific product or influence behavior directly.

PUBLIC RELATIONS INVOLVES

THE FOLLOWING STEPS.
 Determination and understanding of public attitudes.
 Identification of policies and producers of the
organization that are defending the public interest and
attitudes.
 Designing and implementing the communication
program to bring about necessary changes in public
understanding and attitudes.

PUBLICITY

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Publicity refers to the creation of news about a person,
product or service that appears in broadcast or print media.
Too many, publicity and public relation are synonymous. In
fact publicity in reality, is apart of public relation. However,
publicity is different from public relations on issues like being
a short term strategy. While public relations is designed to
provide information about the firm and it’s usually controlled
by the firms, publicity both positive and negative, often not
under control of, or paid for by the organization.
PERSONAL SELLING
Personal selling is face to face selling and it involves direct
person to person communication. In this the manufactures
direct sales their products to the customers. Personal selling
established direct contact between the sellers and buyers,
thereby reducing need for intermediates such as distributors,
dealers and retailers. To get result from effectiveness
promotional plans, the rules and responsibilities of the sales
force must be integrated with overall communication
program. The importance varies from company to company
depending upon the following factors:
The nature of the product or service being sold
Size of the organization
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 Type of the product
Belief of the corporation in personal selling

INTERNET MARKETING.
Internet is World Wide means of exchanging information and
communicating through the service interconnected computers.
The main components of the internet is World Wide
web(WWW) but there are other features as well as like E-
mail, telnet, file transfer protocol, client server, hypertext
transfer protocol and gopher, etc.

CONCLUSION
For many year companies have heavily relied on advertising
agencies for portion of their product and services. However most
marketers did use additional promotional tools like sales promotion,
direct marketing packaging and personal selling etc. were used only
as ancillary tools. Marketers planned and managed those tools
separately and independently with different budgets, views and
objectives.
During the 1980’s, many companies realized to need for
integrated marketing communication is their promotional tools. The
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companies started moving towards at the process of IMC, which
involves the coordinating the various promotional elements and
other activities that communicate with the firm’s customers.
“Integrated marketing communication is a concept of marketing
communication planning that recognizes the added value of
comprehension plan that evaluate strategies role of Varity of
communication discipline – for example general advertising , direct
response, sales promotion and public relation and combine these
discipline to provide clarity ,consistency and maximum impact
communication”

BIBLOGIRAPHY

This project is taken from the book:

ADVERTISING AND MRAKETING
COMMUNICATION
: - C.N SONATAKKI

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 WITH THE HELP OF COMPANY WEBSITE:-
1. MUCTIPLESYSTEM38@SIFY.COM

2. MULTIPLESYSTEM38@REDIFFMAIL.CO

 TAKING THE PICS FROM BRANCH (HT) &

TIMES TODAY. AND USING SOME NEWS
PAER ALSO.

JOB
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 TRAINING
FILES
SUMBMITTED TO; SUMBMITTED BY;

Mrs. ANJU CHAUHAN PRATEEK SINGH

ROLL NO. 1132
YEAR; B.A. 1ST

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