Concept of (IMC): -Integrated Marketing

Communications (IMC) is a strategic approach that

organizations use to ensure all forms of communications
and messages are carefully linked together. It involves
coordinating and integrating various marketing tools,
channels, and sources within a company into a seamless
program that maximizes the impact on consumers and
other stakeholders..
Key aspects of IMC include: 1.Consistency: Ensuring that
all brand messages reinforce each other. 2.Clarity:
Making communications easy to understand and free of
contradictions. 3.Customer focus: Designing
communications based on the customer's perspective. 4.
Synergy: Combining different channels and tools to
amplify the brand's impact.
Q) communication tools of /Role of Promotional Mix Elements
in IMC
Organizations use a variety of communication tools, often
within an Integrated Marketing Communication framework,
to reach target audiences. The promotional mix is a
combination of tools used by businesses to communicate with
their target audience. In Integrated Marketing
Communications , these tools are used together in a
coordinated and consistent way to deliver a clear message
about the brand.
1.Advertising: This involves paid, non-personal communication
using various media like print, radio, television, and digital
platforms. 2.Public Relations (PR): PR focuses on building
relationships with media and influencers to generate positive
Q) Concept of Sales Promotion.
Sales promotion refers to short-term incentives or activities
designed to encourage customers to buy a product or service.
These promotions are often used to boost sales quickly, attract
new customers, or move excess stock. Examples: discounts,
coupons, buy-one-get-one-free (BOGO), contests, free
samples.
√Growth of Sales Promotion-
- Sales promotion has grown rapidly in recent years due to
several reasons: 1.Increased competition: Businesses use
promotions to stand out. 2.Shorter product life cycles:
Companies need to sell products quickly. 3.Demand for instant
results: Promotions provide quick boosts in sales. 4.Better
technology: Easier to send digital coupons, SMS offers, etc.
5.More informed customers: Shoppers look for deals and
compare prices online.
√ Types of sales promotion- 1.Consumer-Oriented
Promotions: These target the end-user and aim to influence
them to buy a product. 2.Trade-Oriented Promotions: These
target intermediaries in the distribution channel (retailers,
distributors, wholesalers) to encourage them to stock and
promote the product. 3.Sales Force Promotions: Incentives for
a company’s own sales team to boost performance.
Q) Public Relation meaning, - PR is a strategic
communication process used by organizations and individuals
to build and maintain positive rrelationship with their target
audience and the public. Developing and executing PR
programs involves planning, implementing, and evaluating
communication strategies to manage public perception and
achieve desired outcomes.
Q) direct mkt advantages and disadvantages
Direct Marketing is a type of marketing where businesses
communicate directly with individual customers to promote their
products or services—without using intermediaries like retailers or
media channels.
--Advantages - 1. Targeted Audience – Reaches specific customers
who are more likely to respond. 2. Measurable Results – Easy to track
responses and ROI (e.g., from coupon codes ). 3. Cost-Effective –
Lower cost compared to mass advertising. 4. Personalization –
Messages can be customized for each customer. 5. Quick Response –
Generates immediate customer feedback or action. 6. Builds Direct
Relationships – Helps in building customer loyalty and retention.
--Disadvantages - 1. Intrusive – Some customers may find it annoying
or spammy (e.g., unwanted emails or calls). 2. Low Response Rate –
Many recipients may ignore or delete the message. 3. Data
Management Required – Needs up-to-date and accurate customer
data. 4. Legal Restrictions – Must follow privacy laws like GDPR, Do
Not Call, etc. 5. Costly if Poorly Targeted – Waste of money if the
message goes to the wrong audience. 6. Brand Image Risk – Too much
direct marketing may harm the brand’s reputation.
Q)Importance of International Marketing
1. Expands Target Market- Focusing only on the domestic market
limits growth. Global marketing helps reach more customers. 2.
Boosts Brand Reputation- Brands sold internationally are seen as
more trustworthy and high quality. 3. Connects Business Globally-
Global marketing helps form connections with new customers and
partners. Example: Apple designs in the US, manufactures in Asia, and
sells worldwide. 4. Opens Future Opportunities- Leads to more
vendors, technologies, employees, and business practices. 5. Helps
Diversify Business Risks- Relying only on one country’s market is risky
(economic slowdown, policy changes) .6. Increases Revenue
Potential- More markets mean more customers, leading to higher
sales and profits.
Q) What is advertising? Advertising is a component of a
company's marketing strategy. Companies use advertising to
share information about their products or services through
various media. The advertising landscape has changed with
technology, with print and broadcast advertising serving as the
traditional format and digital advertising serving as a more
modern option. With technology, companies gain new ways of
targeting consumers and tracking the effectiveness of their
advertising campaigns.
Q.Types of Advertising - 1. Print Advertising – Ads in
newspapers, magazines, brochures, or flyers to reach a local or
broad audience. 2. Direct Mail Advertising – Printed ads like
catalogs or newsletters sent directly to targeted households. 3.
Television Advertising – Commercials aired on TV to reach a
wide audience with visual storytelling. 4. Radio Advertising –
Audio ads broadcast on radio stations during program breaks.
5. Podcast Advertising – Sponsored messages or ads played
during podcast episodes. 6. Mobile Advertising – Ads shown
on mobile devices through apps, games, or websites. 7. Social
Media Advertising – Promotions on platforms like Instagram,
Facebook, or TikTok targeted by user data. 8. Paid Search
Advertising (PPC) – Search engine ads charged per click based
on keyword bids. 9. Native Advertising – Ads that match the
form and feel of the surrounding content. 10. Display
Advertising – Banner or pop-up ads displayed on websites and
videos. 11. Outdoor Advertising – Billboards and posters in
public spaces like streets or buses. 12. Guerrilla Advertising –
Creative, low-cost campaigns placed in unexpected locations.
13. Product Placement – 14. Public Service Advertising (PSA) –
15.Corporate Advertising-
Q) Functions of an Advertising Agency- 1.Client Servicing –
Acts as a link between the client and the agency, understanding client
needs and managing communication. 2.Research – Conducts market
and consumer research to plan effective ad strategies. 3.Creative
Development – Designs ad concepts, messages, slogans, visuals, and
content. 4.Media Planning and Buying – Selects the right media
channels and buys space/time for ad placement. 5.Advertising
Production – Produces the final ads in formats like print, TV, digital,
radio, etc. 6.Campaign Management – Executes and monitors the
advertising campaign across all chosen platforms. 7.Public Relations –
Manages public image and creates positive press for the client.
8.Digital Marketing – Handles online marketing, including social
media, SEO, and email campaigns. 9.Budgeting and Billing – Manages
the financial aspects, including cost estimation, budgeting, and
invoicing. 10.Evaluation and Reporting – Measures the effectiveness
of campaigns and provides performance reports to clients.
Q)Future of Advertising Agencies - The way advertising works
is changing fast, and so are advertising agencies. 1. More Online Ads-
Ads will mostly be on the internet—like on YouTube, Instagram, and
Google—instead of newspapers or TV. 2. Smarter with Data- Agencies
will use data (like what people search or like) to show the right ads to
the right people. 3. Use of AI and Technology- Computers and AI will
help make ads faster and even suggest cool ideas automatically. 4.
Focus on Storytelling- Instead of just saying “buy this,” ads will tell
interesting stories to connect with people emotionally. 5. All-in-One
Services- Agencies will offer everything—ads, social media, videos, PR
—so companies don’t need to hire many different teams. 6. Caring
About the Planet- Future ads will focus more on being eco-friendly
and socially responsible because people care about such issues. 7.
More Competition from Inside- Some companies will create ads
themselves, so agencies will have to be extra creative and helpful to
stand out. 8. Cool Tech Like AR and VR- Ads will become more fun
and interactive using virtual reality or filters and effects.
Q)Introduction to Digital Marketing - Digital Marketing refers to
the promotion of products or services using digital channels such as
websites, social media, search engines, emails, and mobile apps. It is
a key component of Integrated Marketing Communications (IMC),
ensuring that a brand’s message is consistently delivered across
online platforms, aligned with offline efforts.
Features of Digital Marketing: -1. Online-based: Uses internet and
electronic devices to reach consumers. 2. Interactive: Allows two-way
communication between brands and customers. 3. Targeted: Reaches
specific groups using data and analytics. 4. Measurable: Campaign
performance can be tracked in real-time (clicks, conversions, etc.). 5.
Cost-effective: Cheaper than traditional media like TV or print.
Common Digital Marketing Channels:
1.Search Engine Optimization (SEO) 2.Search Engine Marketing (SEM)
3.Social Media Marketing (SMM) 4.Email Marketing 5.Content
Marketing 6.Affiliate Marketing 7.Mobile Marketing
Q) Event Mgt in IMC - Event Mgt refers to the planning, organizing,
and execution of events such as product launches, trade shows,
conferences, webinars, or brand activations, used as a strategic tool
in marketing.
Role of Event Mgt in IMC:- 1. Brand Experience: Events create a
memorable experience that strengthens the brand image. 2. Direct
Interaction: Helps build trust through face-to-face or virtual
engagement. 3. Content Generation: Events provide content (photos,
videos, testimonials) for digital marketing. 4. Media Attention: Well-
managed events attract media coverage, boosting PR. 5. Sales
Opportunities: Events allow for product demonstrations and real-
time customer feedback. 6. Integrated Approach: Events combine
various IMC tools like PR, social media, personal selling, and direct
marketing.
Types of Marketing Events:Product Launch Events. Trade Shows &
Exhibitions. Conferences & Seminars. Virtual Events & Webinars.
Sponsorship and Brand Activations. Cultural or Sports Events
Q). Social media marketing and types of Social media
marketing encompasses various strategies to build brand
awareness, engage audiences, and drive sales using
social media platforms.
1.Content Marketing: Creating and sharing valuable,
relevant, and consistent content to attract and engage a
target audience. 2. Social Media Advertising: Using paid
campaigns to reach a wider audience and target specific
demographics. Examples: Facebook Ads, Instagram Ads,
LinkedIn Ads, Twitter Ads. 3. Influencer Marketing:
Collaborating with individuals who have a large and
engaged following to promote products or
services. Examples: Partnerships with Instagram
influencers for product reviews or promotional content, .
4. User-Generated Content (UGC): Encouraging
customers to create and share content related to the
brand. Examples: Running contests where customers
submit photos or videos, 5. Live Streaming: Engaging
with audiences in real-time through live video
broadcasts. Examples: Facebook Live, Instagram Live,
YouTube Live for product launches, Q&A sessions, 6.
Contests and Giveaways: Running promotions to
increase engagement, brand awareness, and follower
growth. 7.Email Marketing: Using email to communicate
with subscribers and drive traffic to social media
profiles. 8. Mobile Marketing: Utilizing mobile devices
and apps to reach customers and promote products.
A)Developing Public Relations Programs:-
1. Define Objectives: Clearly articulate the goals of the
PR program, such as increasing brand awareness,
2. Identify Target Audiences:- Determine the specific
groups of people the PR program needs to reach, such as
customers, employees, media, or the general public.
3. Develop Communication Strategies:- Outline the
messages, channels, and tactics that will be used to
engage the target audiences. 4. Create a Timeline:-
Establish a schedule for implementing the PR program,
including key dates and deadlines. 5. Allocate
Resources:- Determine the budget, personnel, and tools
needed to support the PR program. 6. Develop
Measurement Plan:- Outline how the PR program's
effectiveness will be assessed,
B) Executing Public Relations Programs:-
1. Implement Communication Strategies:- Carry out the
planned activities, such as media relations, social media
engagement, event planning, and crisis communication.
2. Monitor and Evaluate:- Track the progress of the PR
program, paying attention to media coverage, social
media sentiment, and other relevant indicators 3. Make
Adjustments:- If necessary, revise the PR program based
on the evaluation results to ensure it remains effective
and aligned with the objectives. 4. Maintain
Relationships:-Continuously build and maintain
relationships with media outlets, key stakeholders, and
the public
coverage and enhance brand reputation. 3.Sales Promotion:-
This involves short-term incentives or promotions to
encourage immediate sales, like coupons, discounts, or
contests. 4.Direct Marketing:- This involves direct
communication with potential customers, such as through
email, direct mail, or telemarketing. 5.Digital and social
Marketing:- This utilizes online channels like social media,
content marketing, search engine optimization, 6.Personal
Selling:- Direct interaction between a sales representative and
a potential customer to build relationships and persuade them
to make a purchase.
Q) IMC planning process
(IMC) planning process is a structured approach that helps
organizations develop and implement unified and effective
marketing communication strategies.
Step 1: Know Your Target Audience- Identify and segment the
people most likely to buy your product or service. Focus your
communication on this specific group. Step 2: Do a Situation
Analysis (SWOT)- Look at your Strengths, Weaknesses,
Opportunities, and Threats. This helps you understand where
your brand stands Step 3: Set Clear Objectives- Decide what
you want to achieve (e.g., increase awareness, generate sales).
Make sure your goals are specific and measurable.
Step 4: Set Your Budget- Know how much money you have to
spend. This will guide your strategy and help you choose the
right tools. Step 5: Choose Strategies and Tactics- Strategies =
big ideas to reach your goals, Tactics = specific actions (e.g.,
running a social media ad, sending email campaigns) Step 6:
Evaluate Results- Check what worked and what didn’t.
Measure performance and use the results to improve future
campaigns.
Q) Concept of Personal Selling, Role of Personal Selling in
IMC Program?
Personal selling is a direct, face-to-face communication
between a sales representative and a potential customer
with the goal of making a sale, building a relationship, or
providing personalized solutions. It involves two-way
interaction, allowing for immediate feedback,
clarification, and persuasion. It’s especially useful in:
1.High-value or complex products 2.B2B markets
3.Customizable solutions 4.Relationship-based sales
1. Direct Customer Engagement- Personal selling allows
for tailored messaging based on customer needs,
providing value beyond mass communication tools. 2.
Relationship Building- Salespeople can establish trust
and long-term relationships, which strengthens customer
loyalty and enhances brand credibility. 3. Reinforces
Brand Messaging- Sales reps act as brand ambassadors,
reinforcing the brand's message consistently across all
personal interactions. 4. Feedback Collection-
Salespeople gather valuable customer feedback that can
inform other IMC components (like advertising or
product development). 5. Supports Complex Buying
Decisions- When customers need detailed explanations
or reassurance (e.g., in finance, tech, or healthcare),
personal selling offers that support. 6. Drives Action- It’s
often the final step in converting a lead into a customer,
helping move prospects through the sales funnel.
Q) A.Global Advertising- 1.Uses a standardized message
across all countries. 2. Focuses on a unified brand image
worldwide. 3. Saves costs due to mass production of ads.
4. Works well for universal products (like tech or luxury
brands). 5. May ignore local cultures and preferences. 6.
Easier to manage with a centralized strategy.
B.Localized Advertising- 1. Tailors messages to fit local
culture, language, and preferences. 2. Creates more
relevant and appealing ads for each market. 3. Often
more expensive due to customized campaigns. 4.
Suitable for products that need to meet local tastes. 5.
Helps build stronger local customer relationships. 6.
Requires decentralized management or local teams.
Q) Role of International Advertising and Promotion
1. Developmental Role- Advertising helps firms expand
into new markets and grow their reach. 2. Educational
Role- It educates consumers by providing information
and instructions about products. 3. Social Role-
Advertising shapes social values by promoting brands
that reflect status and lifestyle. 4. Strategic Role-
Advertising gives firms a competitive edge with effective
promotional strategies. 5. Relationship Role- It builds
and strengthens brand loyalty among consumers. 6.
Recollection Role- Helps consumers recall brands, increasing
recognition and top-of-mind awareness. 7. Psychological Role-
Advertising creates a positive brand image in the minds of
consumers. 8. Commercial Role-Promotes sales generation
and boosts sales volume
Q) The client-agency relationship in advertising means the
partnership between an advertiser (client) and an advertising
agency. A strong relationship built on trust and mutual respect
is crucial for effective communication and collaboration,
allowing the agency to work with freedom and creativity to
achieve the client's goals.
Key Elements of a Strong Client-Agency Relationship:
1.Commitment : Both parties should be committed to
the relationship, with the agency refraining from
working for competitors and the client avoiding engaging
other agencies without the agency's consent. 2.Prior
Approval: The agency should obtain client approval for
all advertising work and expenses, ensuring alignment
with the client's vision and budget. 3.Payment: Clients
are responsible for paying the agency in accordance with
the contract, ensuring timely 4. Transparency and
Communication:- Open communication and honest
feedback between the client and agency are essential for
building trust and understanding. 5.Realistic
Expectations:-Both parties should have clear
expectations and goals for the campaign, with the
agency managing client expectations and the client
providing accurate information. 6.Mutual Respect:- The
client and agency should treat each other as partners,
fostering a collaborative environment where both
parties feel valued. 7.Long-Term Perspective: Building a
long-term relationship allows for consistent
communication .