• Syamala Devi Challa
• Dr. A. Kanakadurga

In today’s technological environment customer has a choice of wide variety of brands for each purpose. Marketer is struggling in a cut throat competition to promote the brand as unique. Promotion is the main tool to communicate about the product. Every action of an organisation has a communication that speaks something about the product. For instance, the colour or a price tag placed on a product also communicates something precise about the product. A product or brand’s uniqueness should be like when need arises, from ample assortment of products customer has to remember a particular product or organisation. This can be possible by integrating different communication methods to deliver a common message and persuade people’s behaviour on desired output which is called Integrated Marketing Communication (IMC). IMC has been using by different service organizations to promote their products. Financial services are one such sector with so many products which are useful but awareness levels among the customers are very less. Banks are also part of these financial services where customer awareness levels towards the traditional services like savings and lending loans are considerably well as compared to the Para-banking services like life and general insurance, credit cards, mutual funds and demat services. As it is a growing sector, there is a need to adopt Integrated Marketing Communication (IMC) to persuade customers. This research is based upon primary and secondary data. The primary data has collected from 100 customers of commercial banks to test their awareness levels towards Para-banking activities. The results of primary data along with the secondary data provide findings on Integrated Marketing Communication (IMC) and its importance in promoting Para-banking services as compared to the traditional methods.

Integrated Marketing Communication (IMC), Para-banking activities or services, Integrative marketing campaign

"Integrated Marketing Communication and its impact in creation of Consumer awareness towards Para-banking activities", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.1151-1159, March-2019, Available :http://www.jetir.org/papers/JETIR1903K65.pdf

"Integrated Marketing Communication and its impact in creation of Consumer awareness towards Para-banking activities", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp1151-1159, March-2019, Available at : http://www.jetir.org/papers/JETIR1903K65.pdf