Published Paper Details:

It is a well known fact that all companies depend on various tools of marketing to sell their product and to communicate prospective brand values to their existing and expected consumers. As new trends emerge marketing communication has become an important element in all the business organisations which can not be ignored and henceforth traditional marketing practices have swept away and have madee way for a system of integrated marketing communication which includes a mix of marketing practices such as Advertisement, Personal selling, Sales Promotion, Experiences and Sales Events. As we know that with a huge surge in the available information the customers have widened their reach and hence the value of marketing communication has gone up considerably. Therefore we tend to use the Marketing Communication tools to influence the behaviour of our targeted customer. Also the companies need to keep in mind that the marketing communication tools are used intelligently so as to correctly influence the audience. This Research Paper aims to study the impact of marketing communication on customer purchase intention after taking into consideration success stories of several organisations who are able to grab customer attention successfully with the help of an integrated system of marketing communication. The purpose of this research paper is to determine if the planned use of various tools of integrated marketing communication is actually a medium to influence the purchase intentions of various types of customers be it expected or existing ones.