Types of IMC

(Integrated Marketing Communication)

External
External marketing integration takes place when
your company deals with outside sources. These
sources can be advertising/marketing agencies or
public relations firms.
• Internal
• Internal means that you strive to keep your employees
excited about any new developments that the
company is involved in. Naturally, if you’re going to
introduce a new product, you won’t want the workers
to reveal details prematurely, but by generating
excitement among your own people, that excitement
gets transmitted to others outside the company.
• Horizontal
• Horizontal integration is important when it comes to
actual development of the product or service. You’re
going to want your distribution team talking to your
production team and the production team talking to
your financing team. By making sure that the lines of
communication stay open, you’ll find your business
flowing more smoothly than if certain groups are kept
out of the loop.
• Vertical
• If you focus on vertical integration, you’ll find that
the product or service that you’re working on will fit
in with the corporate policy and structure of the
company. By making sure that the product or service
is aligned with the company's mission, you should
have a leg up on developing a seamless production
plan.
 BASIS FOR COMPARISON MARKETING ADVERTISING

Meaning The activity of understanding the Advertising is a part of market

market conditions in order to communication process which is
identify the customer needs and done with the aim of seeking
creating such a product that it attention of the public towards a
sells itself. particular stuff.

Aspect Product, Price, Place, People, Promotion

Promotion, Process.

Term Long term Short Term

Scope Market Research, Promotion, Radio, Television, Newspaper,

Advertisement, Distribution, Magazines, Hoardings, Social
Sales, Public Relations, Customer Media, Sponsorships, Posters.
Satisfaction.

Importance More and more sales Creates Awareness

Focus on Creating market for the new or Grabbing the attention of the
existing product and building general public.
brand image.
Key Differences Between Marketing and
Advertising

• The difference between marketing and advertising is given as follows.

1. Advertising is marketing, but Marketing is not advertising.
2. The product, Price, Promotion, Place, People, Process are the six major
aspects of Marketing. Promotion is the major aspect of Advertising.
3. Marketing is done with the intent of increasing sales while Advertising is
done with the objective of inducing customers.
4. Marketing focuses on creating a market for the product, and building
reputation whereas advertising focuses on seeking public attention.
5. Marketing is a long-term process. On the other hand, advertising is a short
term process.
 Similarities
• Major objective is to increase sales.
• Promotion of the product.
• Explaining the value of product or service to target customers.
Conclusion

• In the business context, marketing and advertising are

very big terms which are used many – many times.
So understanding the difference between the two is
vital. After reading this article excerpt, if you still
have some doubts then you can understand it by an
example that – marketing is to pull the customers,
whereas advertising is to attract them.