Indira Management Review

Joshua O. Miluwi ¹

Affiliations
1 Commerce & Management, Career College, and Career Institute of International Management, Barkatullah University Bhopal, M.P, IN

Abstract

The way marketing communications are used by organizations to reach target audiences has changed significantly in recent years. Once, the emphasis was on promoting 'to' audiences through an acquisition and persuasion orientation, now it is about communicating 'with' audiences, where the focus is on interaction and relationships. The traditional promotional mix was based on the five main communications tools but it is argued that this is no longer representative of contemporary communications practice and an increasingly complex media environment. It appears that the promotional mix approach does not reflect current industry practice neither does it complement contemporary marketing theory. It is accepted that there has been debate about the efficacy of the mix as a concept (Copley, 2012) but the emphasis of this paper is on the exploration of the validity of the promotional mix as a model for explaining how modern marketing communications are operationalized. It considers some of the practical and theoretical issues associated with this convention, and it reviews the way in which the tools and media are used as a focus for understanding the ways in which organizations communicate. Finally, a new framework is presented which, it is hoped, will stimulate discussion and further research in order to better represent both marketing theory and marketing communications practice. The promotional mix element of the 4Ps marketing mix has become established as the conventional method to express the way organizations promote their products and services. Commonly agreed to consist of advertising, sales promotion, public relations, personal selling and more recently, direct marketing, each tool possesses different properties and capabilities. As a result, the promotional mix can be assembled in a variety of ways to achieve different outcomes, both cognitive and behavioural. However, ideas that organizations should promote and hence persuade customers to think and behave in particular ways have changed.

Keywords

Marketing Communications Mix, Media, Messages, Target Audience, Financial Resources.

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Joshua O. Miluwi ¹

Affiliations
1 Career Institute of International Management Barkatullah University, Bhopal, M.P., IN

Abstract

The Indian Security Investment Market is considered to be one of the earliest in Asia, which is in operation since 1875. Securities that are purchased in order to be held for investment. Investor "A person whose principal concern in the purchase of a security is the minimizing of risk, compared to the speculator who is prepared to accept calculated risk in the hope of making better-than- average profits, or the 'gambler' who is prepared to take even greater risks. More generally it refers to people who invest money in investment products." However, it remained largely outside the global integration process until 1991. A number of developing countries in association with the International Finance Corporation and the World Bank took steps to establish and revitalize their Security Investment Market s as an effective way of mobilizing and allocation of funds. In line with the global trend, reform of the Indian Security Investment Market also started with the establishment of Securities and Exchange Board of India (SEBI), although it became more effective after the Security Investment Market scam in 1991. An important feature of the development of stock market in India in the last 15 years has been the growing participation of Public and private investors, both foreign Public and private investors and the Indian mutual funds combined together, the total assets under their management amounts to almost 18% of the entire market capitalization. This paper examines the role of these investors in Indian stock markets and finds that the market movement can be explained using the direction of the funds flow from these investors.

Keywords

Public and Private Investors, Security Investment Markets, Stock Markets.

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