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Answer To The MGT

Integrated Marketing Communication (IMC) is an approach to creating a unified brand experience across all customer touchpoints. It aims to blend different marketing communication tactics such as advertising, sales promotion, public relations, direct marketing, and social media together so that all work together as a single force centered around the customer experience. IMC ensures all messaging and strategies are consistent across channels.

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64 views

Answer To The MGT

Integrated Marketing Communication (IMC) is an approach to creating a unified brand experience across all customer touchpoints. It aims to blend different marketing communication tactics such as advertising, sales promotion, public relations, direct marketing, and social media together so that all work together as a single force centered around the customer experience. IMC ensures all messaging and strategies are consistent across channels.

Uploaded by

AtikurRahmanNadim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Answer to the question no 1(a)

What do you mean by Integrated Marketing


Communication?

Integrated Marketing Definitions

Integrated Marketing is an approach to creating a unified and seamless experience for


consumers to interact with the brand/enterprise; it attempts to meld all aspects of
marketing communication such as advertising, sales promotion, public relations, direct
marketing, and social media, through their respective mix of tactics, methods, channels,
media, and activities, so that all work together as a unified force. It is a process designed
to ensure that all messaging and communications strategies are consistent across all
channels and are centered on the customer.

Answer to the question no 1(b)

A promotional mix is an allocation of resources among five primary elements:

 Advertising.
 Public relations or publicity.
 Sales promotion.
 Direct marketing.
 Personal selling.
Discussion:
Advertising
Advertising is only as helpful as its ability to be seen. But with so many brands vying for
attention, campaigns lose effectiveness over time. Mailchimp‘s award-winning 2017
advertising campaign “Did You Mean Mailchimp?” raised awareness of the email service
provider through catchy “mistaken” versions of the software company’s name, like “Mail
Shrimp” or “Jail Blimp.”

Public Relations
In public relations or publicity, companies share their message through existing channels—
most often the press—by doing or sharing something newsworthy, which the channel then
shares with their audience. Public relations tools and channels range from more traditional
press releases to guerrilla marketing campaigns, special events, and sponsorships.

Direct Marketing
Direct marketing is (much like it sounds) marketing directly to a person. By communicating
with a narrow group of potential customers, companies promote their offerings through
telephone marketing, snail mail, email, or catalogs and brochures. Despite the abundance of
offers from junk mail and telemarketers, direct marketing remains popular: it gives
companies a predictable and cost-effective way of reaching their target markets.

Sales Promotion
Sales promotions are the sledgehammers of the marketing world. A well-crafted sales
promotion can generate immediate traffic and boost your short-term sales. A sales
promotion is an incentive, such as a discount or coupon, intended to persuade customers to
make a purchase. However, promotions tend to quickly lose their effectiveness, so avoid
becoming dependent on them for driving sales.

Personal Selling
Companies hire salespeople to reach out directly to potential customers in order to share
information about products or services, answer any questions, and (hopefully) close the sale.
Answer to the question no 2(a)

What do you understand by Targeting and Positioning?


Targeting 

In business and marketing, targeting is the process of selecting your product or


service's target market, and effectively directing your marketing efforts at them. This means
picking the right people who will want to buy your product, and making sure that your ads reach
and resonate with them.

Positioning

Positioning defines where your product (item or service) stands in relation to others offering
similar products and services in the marketplace as well as the mind of the consumer.
Answer to the question no 2(b)

“The Marketing and promotion process model consist of four major components-the

Organization’s marketing strategy and analysis, the target marketing process, the

Marketing planning program development and the target market.” Discuss the marketing

and promotions process model with relevant diagram and realistic examples.
Answer to the question no 3(a)

Mention the arguments for growing importance of IMC.


Here are just a few, among many benefits, that come with taking up a more integrated marketing
approach:

 Improved Results
 Improved Brand Image
 Cost Effective
 Increased Morale
 Diversity
 Reduced Confusion
 Maintained Focus

Answer to the question no 3(b)

What are the reasons of losing clients of an agency? Explain those.

Here is why agencies lose clients

Miscommunication
Communication is the key to solve any problem! You and your clients need to have open
communication to share every possible idea and thought. This provides the right platform to
share new ideas.

Disorganized plan
A disorganized plan and lots of goals is not a good combination.
Categorize and plan your goals according to the priority and benefits associated with it.
And then plan out a list of activities that will help you achieve these goals. An ideal way would
be to categorize goals to short term goals and long term goals.
Different goals
Many times, the agency and the clients have different goals. Let’s say the expertise of the agency
tells that the client should initially target lesser customers, however, for the client it’s just the
opposite.  

Lack of industry trends


As the needs and demands of the clients are changing, so is the scenario in the market. Therefore,
it is important that the agency is updated about the trends that are buzzing in the market. The
only way to know about these trends is possible by thorough market research.  

No evident results
The chances of losing a client are higher if they are unsatisfied with the results. If you as an
agency are unable to show them evident results, you might lose the client.Most of the times, in
the quest to deliver and satisfy the clients, the agencies over promise. Although, it is always
considered good if you deliver more than promised.

Answer to the question no 3(c)

How should a marketer position for his / her products or services?


 Know Your Target Audience. Never give your target audience what they need.
 Tell Them Who You Are.
 Provide Evidence.
 Value Proposition.
 Unique Selling Proposition.
 Segment Your Market.
 Carefully Craft Your Message.
 Know Your Competition.

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