There are six elements of IMC mix, which are ‘advertising, sales promotion, publicity, personal selling, direct marketing and internet marketing. Advertising is far more specific than marketing; advertising is a function of marketing, and basically encompasses methods of communication with audience designed to produce sales enquiries, and/or improve awareness/perceptions of product/brand/organization.
If you are starting a business serving your local area, door-to-door leaflets (or other advertising materials, especially those designed to generate a direct response) remain one of the most productive and cost-effective ways to reach customers and to generate new sales.
Electronic and online advertising media – notably establishing your own website(s) and online services/product availability – can be expensive and challenging to originate and implement initially, but costs tend to be low thereafter, and can be extremely cost-effective if sensibly researched and implemented.
Within a year, however, Messrs Brin and Page changed their minds and came up with AdWords, a system based on Overture’s idea of putting advertising links next to relevant search results and charging only for clicks (but with the added twist that advertisers could bid for keywords in an online auction).
For example – if you decide you want to rank organically, you will need a content strategy, which means you will need a social strategy to promote your content and finally paid advertising (Adwords) will provide the foundation to collect search data.