DES’ EDUCATION SOCITEY NAVINCHNDRA MEHTA INSTITUTE OF TECHNOLOGY AND DEVELOPMENT DADAR (WEST) MUMBAI-28
PROJECT REPORT ON “STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION”
SUBMITTED BY RAHUL J. JAIN (M5110)
UNDER THE GUIDENCE OF: PROF. DR.SAMADHAN KHAMKAR
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Subm!!"# !$ u%&"'! $* Mumb+ I% ,+'!+ *u*m"%! $* '".u'"m"%! $* .u+*%/ MASTER OF MANAGEMENT STUDIES
D#$$%& E'$%*+& S+$*#,’NAVINCHANDRA MEHTA INSTITUTE OF TECHNOLOGY AND DEVELOPMENT
PROJECT CERTIFICATE
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EXAMINED BY
INTERNAL EXAMINER ……………………………….
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DECLARATION
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(S!u#"%!< N+m" = S/%+!u'") RAHUL J. JAIN
ACKNO2LEDGEMENT
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“At the heart of any business strategy is a marketing strategy; Businesses exist to deliver products that satisfy customers”.
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According to William Stanton, “IMC is an element in organisation’s marketing mix that is used to inform, persuade and remind the market regarding the organisation and / or its products.
!oekemoer " #ird, defines Integrated Marketing Communication as the collecti$e acti$ities, materials and media used %& a marketer to inform or remind prospecti$e customers a%out a particular product offering and to attempt to persuade them to purchase or use it.
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+3
Categor& need: E!+b0%/ + ,'$#u1! $' "'&1" 1+!"/$' + %"1"+' !$ '"m$&"
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#rand A'areness: Ab! !$ #"%!* ('"1$/%K" $' '"1+) !0" b'+%# !0%
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13
#rand Attitude: E&+u+!$% $* !0" b'+%# !0 '","1! !$ ! ,"'1"&"# +b! !$ m""!
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A% "**"1!&" m"+/" 0$u# /"! +!!"%!$%7 0$# %!"'"!7 +'$u" #"'"7 = $b!+% +1!$% (AIDA m$#")3 I% ,'+1!1"7 *" m"+/" !+;" !0" 1$%um"' + !0" + *'$m ++'"%" !$ ,u'10+"7 bu! !0" AIDA *'+m"$'; u//"! !0" #"'+b" .u+!" $* + /$$# m"+/"3 I% ,u!!%/ !0" m"+/" !$/"!0"'7 !0" m+';"!%/ 1$mmu%1+!$' mu! #"1#" 0+! !$ + = 0$ !$ + !3
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,'$#u1!
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ii.
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1+% m$!&+!" ,u'10+"3 C$mmu%1+!$' m+ u" ,$!&" "m$!$%+ +,,"+ u10 + $&"7 ,'#"7 $ = 0um$'3 Hum$'$u m"+/" 1+m !0+! !0" +!!'+1! m$'" +!!"%!$% +%# 1'"+!" m$'" %;%/ +%# b""* % !0" ,$%$'3
iii.
Moral Appeals: I! #'"1!"# !$ !0" +u#"%1" "%" $* 0+! '/0! =
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T0" "**"1!&"%" #","%# u,$% !0" !'u1!u'" + " + !0" 1$%!"%! $* !0" m"+/"3 T0" *'! 0"!0"' !$ #'+ + 1$%1u$% $'"%!"# !$ !0" +u#"%1"3 R""+'10 0$"# !0+! #'+%/ + 1$%1u$% + uu+ m$'" "**"1!&"3 T0" "1$%# m"+/" !'u1!u'" u" 0"!0"' !$ ,'""%! + $%" #"# +'/um"%! $' !$ #"# +'/um"%!3 T0" !0'# m"+/" !'u1!u'" 0"!0"' !$ ,'""%! !0" !'$%/"! +'/um"%! *'! $' +!3 P'""%!%/ !0"m *'! m+ /"! !'$%/ +!!"%!$%3
(1) M"+/" *$'m+!:
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