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)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)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) 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) 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) 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: 2. Direct
Interaction: 3. Content Generation: 4. Media Attention: 5.
Sales Opportunities: 6. Integrated Approach:
Types of Marketing Events:Product Launch Events. Trade Shows &
Exhibitions. Conferences & Seminars. Virtual Events & Webinars.
Sponsorship and Brand Activations. Cultural or Sports Events
Q
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.
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, 2. Relationship Building-
Salespeople can establish trust and long-term relationships, which
strengthens customer loyalty . 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) 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.
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