ADVERTISING SENSITIVITY AND INTEGRATED MARKETING COMMUNICATIONS IN THE INTERNATIONAL ENVIRONMENT

Ashish Chandra, Xavier University of Louisiana
Ron Cheek, Morehead State University
Usha Kiran Rai, Banaras Hindu University

ABSTRACT
In order to survive in this highly competitive global marketplace, it is extremely essential for organizations to have an effective integrated marketing communication plan in place. Having a knowledge about the various types of markets that exist in the world, and in particular in Asia which is perhaps the most rapidly growing market, will help achieve this objective. This paper provides us an overview of the role of technology in integrated marketing communications and also how marketing communications should be carried out in the Asian market.

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