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MMPM 07
INTEGRATED MARKETING COMMUNICATION
TABLE OF
CONTENTS
01 LONG IMP QUESTIONS
02 EXTRA LONG QUESTIONS
03 VERY IMP SHORT NOTES
04 EXTRA SHORT NOTES

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MMPM 07- : INTEGRATED MARKETING COMMUNICATION

FIRST PRIORITY
Q1- EXPLAIN THE UNIQUENESS OF DIGITAL MARKETING AND ITS CHARACTERISTICS AND APPRECIATE
WEBSITE AS A MARKETING TECHNIQUE.? (V V V V V IMP).
ANS- UNIQUENESS OF DIGITAL MARKETING AND ITS CHARACTERISTICS AND APPRECIATE WEBSITE AS A
MARKETING TECHNIQUE –
Digital marketing is critically important because people use digital technologies frequently, and marketing
needs to happen where people are. Digital marketing tools also have other unique capabilities that set them
apart from traditional (pre digital) marketing communication tools. These capabilities make them suited to the
goals of marketing. Digital marketing tools are:
Digital marketing is a unique form of marketing that leverages digital channels and
technologies to promote products, services, and brands. It offers several distinct
characteristics that set it apart from traditional marketing methods:
Wide Reach: Digital marketing allows businesses to reach a global audience. With the
internet's widespread availability, businesses can connect with customers across different
geographic locations, expanding their reach beyond traditional boundaries.
Targeted Audience: Digital marketing enables precise targeting of specific customer
segments. Through data-driven strategies, businesses can identify and reach their ideal
customers based on demographics, interests, behavior, and other relevant factors. This
targeting increases the chances of engaging with the right audience and driving conversions.
Measurable Results: Unlike traditional marketing, digital marketing offers comprehensive
and real-time analytics. Businesses can track and measure the performance of their marketing
campaigns, including website traffic, conversions, click-through rates, engagement metrics,
and more. This data-driven approach allows for continuous optimization and better decision-
making.
Interactive Engagement: Digital marketing provides opportunities for interactive
engagement with customers. Through social media platforms, email marketing, chatbots, and
other digital tools, businesses can engage in two-way communication, receive feedback,
address customer concerns, and build relationships. This interaction fosters customer loyalty
and enhances the overall brand experience.
Cost-Effectiveness: Digital marketing often offers more cost-effective solutions compared
to traditional marketing channels. Businesses can leverage various digital platforms, such as
social media, search engines, and email, to reach a larger audience at a fraction of the cost of
traditional advertising methods. This affordability makes it accessible to businesses of all
sizes.
Now, let's discuss the website as a marketing technique:
Web sites represent an all-in-one storefront, a display counter, and a megaphone for organizations to
communicate in the digital world. For digital and bricks-and-mortar businesses, Web sites are a
primary channel for communicating with current and prospective customers as well as other
audiences. A good Web site provides evidence that an organization is real, credible, and legitimate. A
variety of online Web-site-building services now available make setting up a basic Web site relatively
simple and inexpensive. Once the Web site is established, it can be fairly easy and inexpensive to
maintain if the organization uses cost-effective and user-friendly tools. On the other hand,
sophisticated Web sites can be massively expensive to build and maintain, and populating them with
fresh, compelling content can devour time and money. But organizations can adjust the scope, scale,
and resources required for their Web sites in proportion to their business objectives and the value
they want their Web sites to deliver. Web sites have so many advantages that there is almost no
excuse for a business not to have one. Effective Web-site marketing declares to the world that an
organization exists, what value it offers, and how to do business. Web sites can be an engine for
generating customer data and new business leads. An electronic storefront is often dramatically less
expensive than a physical storefront, and it can serve customers virtually anywhere in the world with
internet access. Web sites are very flexible and easy to alter. Organizations can try out new
strategies, content and tactics at relatively low cost to see what works. Websites also carry costs and
risks. They do require some investment of time and money to set up and maintain. For many
organizations, especially small organizations without a dedicated Web-site team, keeping Web-site
content fresh and up-to-date is a continual challenge.
A website is a vital component of digital marketing and serves as a powerful marketing

technique. Here's why it is appreciated:
Online Presence: A website establishes a business's online presence, acting as a virtual

storefront. It allows businesses to showcase their products, services, brand story, and values.
Having a well-designed and user-friendly website creates a positive impression and builds
credibility.
Information Hub: A website serves as a centralized hub for providing information to
customers. It offers comprehensive details about products, services, pricing, promotions, and
contact information. Customers can easily access this information, enhancing convenience
and facilitating informed purchase decisions.
Lead Generation: A website can be optimized to capture leads and generate inquiries.
Through strategically placed contact forms, call-to-action buttons, and lead magnets,
businesses can collect valuable customer information and initiate the lead nurturing process.
E-Commerce Capabilities: A website enables businesses to sell products or services online.
With e-commerce functionality, businesses can accept online payments, manage inventory,
track orders, and provide a seamless shopping experience. This expands the customer base
and revenue potential.
Search Engine Visibility: A well-optimized website improves search engine visibility. By
implementing SEO (Search Engine Optimization) techniques, businesses can enhance their
website's ranking in search engine results, driving organic traffic and increasing the chances
of attracting potential customers.
Branding and Differentiation: A website allows businesses to showcase their brand
identity, unique selling propositions, and competitive advantages. Through compelling
visuals, persuasive content, and consistent branding elements, businesses can differentiate
themselves from competitors and establish a strong brand presence.
In summary, a website serves as a critical marketing technique within digital marketing,

providing businesses with an online presence, information hub, lead generation capabilities,
e-commerce functionality, search engine visibility, and branding opportunities. It is an
essential tool for businesses to engage with customers, drive conversions, and achieve
marketing objectives.
Q2- EXPLAIN APPRECIATE THE TERM ADVERTISING AND ARTICULATE HOW ADVERTISING
CAMPAIGN PLANNING IS PREPARED.? (V V V V V IMP).
ANS- APPRECIATE THE TERM ADVERTISING - Advertising history can be traced back to as early as 3000 BC
– here Egyptians used papyrus (a material similar to thick paper that was used in ancient times as a
writing surface) to make sales messages and wall posters. Political campaign displays and commercial
messages have been found in the ruins of ancient Arabia and Pompeii. The tradition of wall painting
can be traced back to Indian rock art paintings that date back to 4000 BC. In China, Town criers
(street callers) used to announce their whereabouts and help in selling fruits and vegetables from the
backs of carts and wagons. The first step toward modern advertising came with the development of
printing in the 15th and 16th centuries. With industrialization at its peak in the 19th century gave a
huge boost to the advertising industry and agencies across the world were set up in the early 20th
century. Some agencies came into being by the early 1920s. And such stories have not stopped since
then Advertising has grown in its form factor by leaps and bounds since then. But today, marketers
don’t behave in an ad-hoc fashion for advertising. The entire process is streamlined and well thought
of. The purpose of advertising campaign planning is to identify relevant, integrated, marketing
activities and channels to reach campaign objectives, so that they are able to influence customers.
For a campaign to be effective it needs to be engaging and shareable which utilizes the tenants of the
entire 360 degree approach of online and offline marketing.
DEFINATION AND SCOPE OF ADVERTISING
Advertising is an amalgamation of the techniques and practices used to bring products, services,
brands, opinions, events and causes to public/individual notice. The purpose of advertising is to
persuade the public/individual to respond in a certain way towards what is being advertised.
Advertising is what builds an emotional connects between the consumer and the product in a
meaningful way. It creates a differentiation between products which can’t be copied. If this definition
feels a bit outdated or very text book, it’s because it is – the truth is that advertisements can be tricky
to define, now more than ever. From TV ads to outdoor to search engines to Instagram influencers to
Non Fungible Tokens (NFTs), the field of advertising has never been broader, deeper or more
complex. A modern world definition of advertising would be simply a format of ‘story telling’ – a
modern way to connect with the consumer which they can remember. A message which gets holds
the consumer to ‘do something’. Here it’s important to differentiation between advertising and
marketing. Marketing is the broader aspect; it is not the same as advertising. If marketing is the
mother ship, advertising is a satellite. Advertising is rather a subcategory of marketing. Marketing is
the process of identifying customer needs and determining how best to meet those needs. In
contrast, advertising is the exercise of promoting a company and its products/services. Advertising is
hence at best a component of marketing. While the new age definition of marketing would be to
simplify the choice of the consumer, advertising helps as a tool in this simplification. All marketing
elements must work together for a unified marketing campaign goal delivery.
Advertising plays a crucial role in the world of marketing and business. It is a powerful tool
that enables companies to communicate and promote their products, services, or ideas to a
wide audience. Here are a few reasons to appreciate the term advertising:
Increased Brand Awareness: Advertising helps to create and enhance brand awareness.
Through strategic messaging, creative visuals, and effective placement, advertising helps
businesses establish a strong brand presence in the minds of consumers. It introduces the
brand, its values, and its offerings, making it more recognizable and memorable.
Customer Engagement: Advertising allows businesses to engage with their target
audience. By crafting compelling and persuasive messages, businesses can capture the
attention and interest of consumers. Effective advertising campaigns can evoke emotions,
spark curiosity, and encourage consumers to take action, such as visiting a website, making a
purchase, or sharing the advertisement with others.
Competitive Advantage: In a crowded marketplace, advertising gives businesses a
competitive edge. By highlighting unique selling points, showcasing product benefits, or
emphasizing superior customer service, advertising helps businesses differentiate themselves
from competitors. It allows companies to communicate why consumers should choose their
products or services over others.
Business Growth and Sales: Effective advertising can lead to increased sales and business
growth. By reaching a larger audience and persuading potential customers, advertising can
generate leads, drive conversions, and ultimately increase revenue. Well-executed advertising
campaigns can attract new customers while also nurturing and retaining existing ones.
Targeted Marketing: Advertising allows businesses to target specific audiences based on
demographics, interests, behaviors, and other relevant factors. This targeted approach
ensures that advertising messages reach the right people who are more likely to be
interested in the products or services being advertised. It helps optimize marketing efforts
and maximize return on investment.
Creativity and Innovation: Advertising provides a platform for creativity and innovation.
Advertisements often feature captivating visuals, compelling storytelling, memorable slogans,
and unique approaches to capture attention and make a lasting impact. Advertisers have the
opportunity to push boundaries, think outside the box, and create innovative campaigns that
resonate with consumers.
Economic Impact: Advertising has a significant economic impact. It stimulates consumer
spending, drives business growth, and contributes to job creation. Advertising supports
various industries, including advertising agencies, media outlets, printing companies, graphic
designers, and more. It fuels economic activity and plays a role in the overall economic
development of regions and countries.
In conclusion, advertising is a vital component of the business world. It allows businesses to

connect with their target audience, increase brand awareness, drive sales, and gain a
competitive edge. Appreciating the term advertising helps us recognize its power to influence
consumer behavior, support economic growth, and foster creativity and innovation in the
marketing landscape.
ADVERTISING CAMPAIGN PLANNING

Q3- EXPLAIN SALES PROMOTION. EXPLAIN ITS SCOPE AND IMPORTANCE FOR A MARKETER. AND
EXPLAIN THE MEANING, PURPOSE AND SCOPE OF SALES PROMOTION? (V V V V V IMP).
ANS THE MEANING, PURPOSE AND SCOPE OF SALES PROMOTION- Today, Marketers are of the
opinion that advertising alone would not suffice in a fiercely competitive and rapidly changing market
environment. Particularly in an ecosystem with innumerable products and services which are
available both online and offline and the fast changing customer tastes and preferences their
affordability and disposable income’s to seek and adopt the best of the quality and brand assumes
another dimension. These factors made the market place to become more challenging and complex
for marketer to deal with.
In a scenario of this kind marketers are on a mission to persuade their identified potential target
customers/markets segment who are exposed to endless and frequent promotional messages on a
daily basis to try a new product etc. However, marketers have discovered that in order to achieve
their goals advertising alone will not help in their endeavor but a balanced combination of
advertising with other forms of promotional tools and techniques will be the most ideal strategic
option to stay and be relevant in their business. While another category of marketers have
discovered that advertising is a less appealing alternative in line with their target market and their
specific requirements and particular features, such as being small but geographically distributed, or
when their product has certain characteristics, such as being extremely complex etc. For these set of
marketers, other promotional strategies might yield greater results, which might prompt them to
devote their entire promotional budget to events that don't involve advertising. Finally, the high cost
of advertising may drive many to seek or weigh alternate options, such as lower cost of promotional
techniques to meet their promotion goals.
Sales promotion refers to short term marketing strategies that use unique, short-term tactics to
entice customers to act or carry out a certain action. Marketers typically provide something of value
in return for responses, such as a lower cost of ownership for a purchased product (e.g., a lower
purchase price, a refund), or the addition of more value-added content (e.g., something more for the
same price).
1. People frequently confuse advertising and sales promotions. For instance, a contest that offers
winners a free trip to Mauritius can seem like advertising if it is mentioned in a television
commercial. Although the marketing message is delivered by television media, it is categorically
classified as advertising; however, the contest that is part of the message is seen as a sales
promotion. The following characteristics set apart the two promotional strategies: whether the
promotion contains a value proposition for the immediate future (e.g., the contest is only offered for
a limited time period), and
2. In order to receive the value proposition, the customer must take some action (e.g., customer has
taken part in the contest). A timing restriction and an activity demand are essential components of a
successful sales promotion. In both the consumer and commercial markets, a wide spectrum of
businesses utilize sales promotions, though consumer goods marketers use them more frequently
and spend more money in doing so.
PURPOSE OF SALES PROMOTION
The purpose of any sales promotion program as tool is employed by marketers in order to achieve the five
major promotional objectives which are detailed below:
The importance of sales promotion for marketers can be summarized as follows:
Increasing Sales and Revenue: Sales promotion activities directly impact sales by
encouraging customers to make a purchase. By offering discounts, promotions, or incentives,
marketers can create a sense of urgency and drive immediate sales, leading to increased
revenue.
Influencing Consumer Behavior: Sales promotion techniques can influence consumer
behavior by providing incentives and motivation to make a purchase. Customers are more
likely to take action when they perceive added value or benefits through promotional offers.
Creating Awareness and Visibility: Sales promotion activities, such as point-of-purchase
displays, product demonstrations, or samples, can enhance the visibility and awareness of a
product or brand. These promotions attract attention and generate interest, leading to
increased brand recognition and customer engagement.
Building Customer Relationships: Sales promotion can be used strategically to build and
strengthen customer relationships. By offering loyalty programs, personalized discounts, or
special perks, marketers can foster loyalty, repeat purchases, and long-term customer
engagement.
Responding to Market Dynamics: Sales promotion allows marketers to respond quickly to
market dynamics, such as changing consumer preferences, seasonal demands, or competitive
pressures. Promotional activities can help adapt to market conditions, generate sales, and
maintain a competitive position.
In conclusion, sales promotion plays a significant role in a marketer's toolkit by driving

immediate sales, encouraging trial and adoption, building customer loyalty, clearing excess
inventory, and creating a competitive advantage. It offers a range of benefits and
opportunities for marketers to influence consumer behavior, increase sales, build brand
awareness, and foster customer relationships.
Q4- EXPLAIN THE CONCEPT OF CONSUMER MOVEMENT ,HISTORY AND EVOLUTION OF CONSUMER
MOVEMENT IN INDIA AND WRITE A DETAIL NOTE ON THE CONSUMERISM IN ANCIENT INDIA. HOW
WAS IT EFFECTED BY BRITISH RULE IN INDIA? (V V V V V IMP).
ANS ON THE CONSUMERISM IN ANCIENT INDIA. HOW WAS IT EFFECTED BY BRITISH RULE IN INDIA
–
Consumerism in Ancient India:
Consumerism refers to the preoccupation of society with the acquisition of goods and
services and the pursuit of material wealth. In ancient India, consumerism existed in various
forms and played a significant role in shaping the economy and society. Here are some key
aspects of consumerism in ancient India:
Trade and Commerce: Ancient India had a vibrant trade and commerce network, both
domestically and with other civilizations. Merchants and traders played a crucial role in
facilitating the exchange of goods and promoting consumerism. Cities like Taxila, Ujjain, and
Pataliputra were major centers of trade and attracted merchants from different regions.
Luxury Goods and Craftsmanship: Ancient India was renowned for its craftsmanship and
production of luxury goods. Skilled artisans produced intricate textiles, jewelry, pottery,
metalwork, and other high-quality items. These luxury goods catered to the affluent class and
the ruling elite, reflecting their status and wealth.
Marketplaces: Marketplaces, known as "shrenis" or "bazaars," were integral to the
consumer culture of ancient India. These bustling centers of commerce provided a platform
for buying and selling a wide range of goods. People from different walks of life gathered in
these marketplaces, creating a vibrant atmosphere of trade and exchange.
Consumption Patterns: The consumption patterns in ancient India varied across social
classes. The wealthy elites indulged in luxurious and exotic goods, while the common masses
focused on essential commodities for daily life. The caste system also influenced
consumption patterns, with certain items associated with specific castes or social statuses.
Festivals and Celebrations: Festivals and celebrations played a significant role in
promoting consumerism in ancient India. During festive occasions, people engaged in
elaborate shopping, purchasing new clothes, jewelry, and other items. These festivals created
a sense of community and provided opportunities for trade and commerce.
Consumerism and British Rule in India:

The advent of British rule in India had a profound impact on the consumer culture of the
country. The British brought significant changes to the economic and social fabric of India,
which had implications for consumerism. Here are some ways in which British rule affected
consumerism in India:
Colonial Exploitation: The British colonial administration focused on extracting resources

from India to fuel their own industrial revolution. This led to the depletion of indigenous
industries and resources, disrupting the existing consumer culture and patterns. Indian goods
were often devalued, and the market was flooded with British-manufactured goods.
Introduction of Western Products: The British introduced Western products, such as
textiles, machinery, and consumer goods, into the Indian market. These products often had a
superior quality and were marketed aggressively, leading to a shift in consumer preferences
and the gradual adoption of Western lifestyle and consumption patterns.
Transformation of Agrarian Economy: British policies and land revenue systems led to the
transformation of India's agrarian economy. Traditional agricultural practices were disrupted,
and cash crops were introduced. This change affected the income and spending power of
rural communities, altering their consumption patterns.
Rise of Middle Class: British rule also led to the emergence of a new middle class in India.
This class, influenced by Western education and exposure, aspired to adopt Western lifestyles
and consumer goods. The middle class became an important market segment for both British
and Indian products.
Impact on Handicrafts and Cottage Industries: The British emphasis on industrialization
had a detrimental effect on indigenous handicrafts and cottage industries. The mass
production of goods in British factories led to a decline in the demand for traditional Indian
products. Many artisans and craftsmen lost their livelihoods, disrupting the traditional
consumerism associated with these industries.
In conclusion, consumerism in ancient India was shaped by trade, craftsmanship,

marketplaces, and consumption patterns
Consumer Movement in Ancient India:
Consumer movement in ancient India can be traced back to the times of Kautilya (Chanakya)
and Arthashastra, an ancient treatise on economics and governance. Kautilya emphasized the
need for fair trade practices, quality assurance, and consumer protection. Merchants were
expected to provide accurate measurements, fair pricing, and good quality products to
consumers. The concept of consumer rights and welfare existed to some extent during this
period.
Pre-Independence Consumer Movement in India:
The pre-independence era in India witnessed the emergence of consumer activism and the
beginning of organized consumer movements. Key figures like Mahatma Gandhi, Gopal
Krishna Gokhale, and Raja Ram Mohan Roy advocated for consumer rights and social welfare.
They highlighted the exploitation of consumers by British colonial powers and emphasized
the need for fair trade practices.
During this period, consumer organizations and forums were established to address issues
such as adulteration of food and medicines, unfair pricing, and exploitation by British
merchants. The Swadeshi Movement also played a role in promoting indigenous products
and empowering consumers to make informed choices.
Post-Independence Consumer Movement:
After India gained independence in 1947, the consumer movement gained momentum. The
Consumer Protection Act of 1986 was a significant milestone in the development of
consumer rights and protection in India. This act aimed to safeguard consumer interests,
provide a legal framework for addressing grievances, and establish consumer courts at
various levels.
Consumer organizations and NGOs emerged during this period to advocate for consumer
rights, conduct awareness campaigns, and engage in consumer redressal. These
organizations played a crucial role in educating consumers about their rights, filing
complaints against unfair practices, and demanding accountability from businesses.
Post-Economic Reforms (Liberalization, Privatization, Globalization):
The post-economic reforms period, starting from the 1990s, witnessed significant changes in
the Indian consumer landscape. Liberalization, privatization, and globalization opened up the
Indian market to foreign companies and increased consumer choices. However, it also
brought challenges such as unethical business practices, misleading advertisements, and
consumer exploitation.
The consumer movement in this period focused on addressing these challenges and ensuring
fair trade practices. Consumer forums and organizations became more proactive in
demanding transparency, accountability, and protection of consumer rights. They played a
vital role in advocating for stricter regulations, filing lawsuits against companies for unfair
practices, and raising awareness about consumer rights and responsibilities.
Additionally, technological advancements and the growth of e-commerce have brought new
dimensions to the consumer movement. Issues related to online transactions, data privacy,
and digital rights have gained prominence, and consumer organizations have adapted to
address these emerging concerns.
In conclusion, the consumer movement in India has evolved over time, from the ancient
period to pre-independence, post-independence, and the post-economic reforms era. It has
witnessed the emergence of consumer rights, the establishment of legal frameworks, the
growth of consumer organizations, and the demand for fair trade practices and consumer
protection. The movement continues to evolve to address the changing dynamics of the
Indian consumer market.
Q5- EXPLAIN THE VARIOUS DEFINITIONS AND INTERPRET IN THE CONTEXT OF IMC AND DISCUSS
THE VARIOUS STEPS IN THE IMC PROCESS? (V V V V V IMP).
ANS ON THE CONSUMERISM IN ANCIENT-
It is important that customers have to know if you have a great product to offer to the market. This is
where one of the P’s of Marketing mix i.e. Promotion comes into play. All marketing communication
(MC) tools of Promotion mix has to connect to your target audience for communicating what you can
offer. In today’s marketing environment integrated marketing communications (IMC) is involved. In
brief, IMC involves bringing together variety of tools to deliver a common marketing message and
make desired impact on customer’s perceptions and behavior. In English speaking media, you have
participated in someone’s IMC effort (when you have either liked a TV show, article or meme on
Facebook).]
What is Marketing Communications? (MC)
Defining marketing communication is not simple and easy task, since everything an organization
does has a communications impact. Manner in which a product is priced, and distributed has an
impact. MC refers to activities deliberately focused on promoting an offering among the target
audiences. The above components define what MC is.
INTEGRATED MARKETING COMMUNICATION (IMC) : AN OVERVIEW
Integrated Marketing Communication is primarily a marketing concept of the 1990’s. It is being
evolved with the passage of time to emerge as an indispensable concept in centuries to come for its
survival. The beginning of integration is causing marketers to take a fresh look at all the components
of marketing, specifically all the elements of promotion mix and the unique dimension that public
relations bring to the marketing function. It is process of integrating of all these activities across
different communication methods. The central theme of definition is persuasion i.e. persuading
people to believe in something, to desire something, or to do something. Effective MC is goal
directed, and it is aligned with organization’s marketing strategy. MC aims to deliver a particular
message to a specific audience with a targeted purpose of altering perceptions and /or behavior.
Integrated Marketing Communications (IMC) makes marketing activities more efficient, and effective
since it relies on multiple method of communication and customer touch points to deliver customer
messages in more (compelling) ways. It is a management concept that is designed so that all the
marketing communication which consists of advertising, sales promotion, public relation, and direct
marketing work together as a unified force rather than each of those marketing communication work
in isolation. Besides, it acts as an aggressive marketing plan because it sets and tracks marketing
strategy that captures and uses extensive amount of customer information. It also ensures that all
forms of communications and messages are carefully linked together to achieve specific objective.
DEFINITIONS OF INTEGRATED MARKETING COMMUNICATIONS (IMC)
There are a good number of IMC definitions proposed by various authors, agencies and institutions
etc which are defined below Thus Integrated Marketing Communication is defined as the
coordination and integration of all marketing communication tool, avenues and sources within a
company into seamless program that maximize the impact on customer and other end users at a
minimal cost. This integration affects all firm business to-business, marketing channel, customer-
focused, and internally directed communications. According to the American Association of
Advertising Agencies (AAAA), it defines as “A concept of marketing communication planning that
recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of
communication disciplines, e.g. general advertising, direct response, sales promotion and public
relations – and combines these disciplines to provide clarity, consistency and maximum
communication impact.”
While the Northwestern University’s Medill School of Journalism defines IMC as “The process of
managing all sources of information about a product/service to which a customer or prospect is
exposed which behaviorally moves the customer toward sale and maintains customer loyalty.” The
definition according to Kotler and Armstrong, Integrated Marketing Communications (IMC) is a
concept in which a “company carefully integrates and coordinates its many communication
channels–mass media advertising, personal selling, sales promotion, public relations, direct
marketing, packaging, and others–to deliver a clear, consistent, and compelling message about the
organization and its products.” Integrated Marketing Communication according to Schultz and
Kitchen “is a strategic business process used to plan, develop, execute, and evaluate coordinate
measurable, persuasive brand communication programs overtime with consumers, customers,
prospects and other targeted, relevant external and internal audience.” Tom Duncan defined IMC as
“A process for managing the customer relationships that drive brand value. More specifically, it is a
cross-functional process for creating and nourishing profitable relationships with customers and
other stakeholders by strategically controlling or influencing all messages sent to these groups and
encouraging data-driven, purposeful dialogue with them.” In a nut shell,, Integrated Marketing
Communications (IMC) is “Joint planning, execution and coordination of all areas/elements/methods
of marketing communication and also understanding the consumer and what the consumer actually
responds to.”
INTEGRATED MARKETING COMMUNICATIONS (IMC) PROCESS
Like any other process and procedure IMC does follow certain steps and stages which may again
depends on the firm its objective and goals to achieve. The key steps involved are discussed below:
1--Identification of Target Market Segments: Planning for promotional activities must start by way
of identifying the well defined target audience by using the segmentation as a key tool. Try and
ascertain the buying preferences and characteristics of buyers and dividing them into segments. The
goal of identify target audiences is to design promotional strategies that can meet the customer
expectations more accurately. Thus, IMC which integrating and coordinating of all types of marketing
promotional tools that maximize satisfaction of buyers will be very useful to the firm’s promotional
strategies. This is because IMC can help the company by providing customer databases to sellers and
marketers to identify information about the buyers precisely and accurately.
2. Ascertain Communication Objectives: Sequentially this is considered as the second stage, the firm
needs to develop a clear set of objective and the goals of promotional strategies. The objectives of
promotional strategies include creating products and services awareness in the buyers’ mind,
developing competitive advantages against competitors, creating brand equity of buyers, retaining
current buyers and changing buyers’ behaviors.
3. Plan and Design Communication Messages: An effective message will get the attention from
buyers and maintain their interest toward the messages about their brand of products. Therefore,
communication team of the firm should design the messages by using all the relevant promotional
tools of IMC in a way that they are in line with the needs of each segment enabling the messages to
be delivered effectively. This is because each of the promotional tools used should achieve the same
communication objectives and goals within the firm.
4. Implementation of Promotional Strategy: Marketers do have two categories of communication
channels to employ namely personal as well as non personal communication channels to select
accordingly based the need and relevance for each of the segments. No single channel can dominates
in all aspects, which means that the channels need to be adjusted based of the markets needs and
changes from time to time. This has proven that IMC which integrating and coordinating of all types
of marketing promotional channels can be very useful when it comes to the implementation of
promotional strategy process.
5. Collecting Feedback: It’s essential for firms to carry out some survey for the purpose of feedback
from the target audience as the final step in the IMC process. For instance , the firm can seek the
effectiveness of the message delivered to the target audience, such as how many times the audience
saw the advertisement or can the audience remember what the message marketers are going to
inform and etc. Based on feedback the firm can determine and capture in the form of a report about
the behavior resulting from the message, such as how many of the target audiences buy the product
or visit the store after they saw the advertisement. Information of this kind is of utmost important for
the firm in its future decision making related to the firm promotional strategies.
Q6- EXPLAIN THE VARIOUS TYPES OF MEDIA AVAILABLE TO THE MARKETERS AND WHAT WORKS
THE BEST – PAID, OWNED OR EARNED MEDIA?? (V V V V V IMP).
ANS - THE VARIOUS TYPES OF MEDIA AVAILABLE TO THE MARKETERS
Let’s begin with the citation of the American poet and song writer Jim Morrison, who died at the
early age of 27. There’s a lot he’s said in his song which remains truly forward thinking and this quote
of him is an example. Predicting in the late 60s that whoever controls the media controls the mind
cannot be truer in today’s time and in times to come. By now, you must have understood what
Integrated Marketing Communication (IMC) is all about. IMC is the process of unifying the brand’s
message across the full 360 degrees of media to all the intended target market segments. It is a well
defined tool that marketers use to plan, develop, execute and measure brand communication
programmes over time with targeted audience. It’s a strategic vision that guides communication and
tactics used across the complete marketing funnel.
Imagine IMC as the orchestra conductor – one who transmits a unified vision to the music. Like the
orchestra conductor who considers all the aspects of the music and how each musician does his/her
part brilliantly to achieve the final goal. IMC is just like that – making all cogs of the marketing wheel
moving together in a unified voice and bringing each of them individually inspiring while remaining
true to the larger goal. One of the key elements in the entire communication eco system is the
Media. The term medium (the singular form of media) is defined as "one of the means or channels of
general communication, information, or entertainment in society, print media, publishing, the news
media, photography, cinema, broadcasting (radio and television), digital media, advertising, blogs
and online publication”. The traditional goal of the media is to inform or communicate with the
greatest number of people possible, at a given point of time. The new age definition of media from
an IMC perspective is completely different and the classification is quite interesting. The modern
world uses the terms “paid, owned, and earned media”. It’s also an easy way to define and separate
the vast media world and slot them easily. This classification is essential to differentiate between the
types of media so as to be able to see through them clearly and hence prioritise them accordingly as
per the needs of the business. Historically, it was in the year 2008, the brand marketing team at
Nokia came up with these three terms. Initially they devised it just for digital advertising but as the
world progressed for all kinds of media this new definition of media is good shorthand
THE THREE TYPES OF MEDIA
The three types so mentioned are discussed below:

Q7- EXPLAIN THE ROLE AND SCOPE OF PUBLICITY AND PUBLIC RELATIONS • DETERMINE THEIR
IMPORTANCE IN AN ORGANIZATION? (V V V V V IMP).
ANS –
PUBLICITY: DEFINATION MEANING PURPOSE AND SCOPE
Publicity is defined as a way of disseminating information to a large public through the mass media. It
can be in the form of news, stories, event information or writings that create awareness and
credibility among people about a brand, product or company that offers to the market. Publicity is
communication about a brand, offer or company, bringing commercially important news about it to
the media, without paying directly for time and place. In simple terms, publicity is the
communication of information to the public through the mass media and other free sources of mass
communication. Publicity is not a process, but the result of a good PR strategy, where marketers
manage to provide favorable information to the media and other third parties such as bloggers,
vloggers, podcasters, etc. The purpose of publicity is to spread information or news to as many
people as possible in the shortest time. This is a free form of communication (non paid) that is not
under the control of the company. It can be a positive review of a product from a satisfied customer,
e.g. mobile phone, television, refrigerator, etc; or information published in a magazine about the
high quality services provided by the company, or simply by word of mouth, etc. In short, publicity
has nothing to do with selling a business; it’s about raising public awareness through editorial or
unbiased comments about a product. The duties of the public relations department include press
communication, corporate communication, consulting, product promotion, etc.
The costs associated with publicity are usually lower than other marketing activities that cost people
a lot of money, such as promotions and advertising.
ROLE OF PUBLICITY
Companies generally appoint a spokesperson for the company’s brand whose task is to create and
manage the promotion of the brand, offer, business or public figure, persuading the media to cover it
in the most positive way possible. Publicists identify newsworthy aspects of brands and offers,
speeches, interviews, comments or social work of brand representatives, ambassadors, etc; and
present the same media as possible reporting ideas. Publicists use several methods to generate news
about a brand. They are:
• Press Release: A press release is a short, attractive story written in a specific format to inform the
local media about a newsworthy event or company information. This can be related to general news,
a publication, events, new products or brand expert opinions on a specific issue.
 Networking: PR professionals and representatives develop relationships with media to increase
media exposure of their brand.
 Digital Media: Brands also use digital marketing strategies like social media marketing to get the
attention of their target audience and media.
Publicity and public relations (PR) play a crucial role in shaping the image, reputation, and
communication efforts of an organization. They involve strategic communication activities
aimed at building positive relationships with various stakeholders, including the media,
customers, employees, investors, and the general public. Here's an overview of the role and
scope of publicity and public relations:
Building Awareness and Reputation: Publicity and PR activities help in creating awareness
about an organization, its products or services, and its values. Through media coverage, press
releases, and other communication efforts, organizations can reach a wider audience and
build a positive reputation.
Managing Crisis and Issues: Public relations professionals play a vital role in managing
crises and issues that may arise within an organization. They develop strategies to address
negative publicity, mitigate damage to the brand's reputation, and maintain transparency and
credibility during challenging times.
Influencing Public Opinion: Publicity and PR aim to shape public opinion and perception
about an organization. By disseminating positive news, managing media relationships, and
engaging with stakeholders, PR professionals seek to influence the narrative and foster a
favorable image.
Establishing Relationships with the Media: Public relations involves establishing and
maintaining relationships with journalists, reporters, and media outlets. PR professionals act
as liaisons between the organization and the media, providing information, arranging
interviews, and facilitating media coverage to enhance visibility and credibility.
Enhancing Employee Relations: Public relations activities also extend to internal

communications and employee relations. Effective PR efforts ensure that employees are well-
informed, engaged, and aligned with the organization's goals, thereby fostering a positive
work culture and promoting employee advocacy.
Engaging with Stakeholders: Public relations professionals engage with various
stakeholders, including customers, investors, government agencies, NGOs, and communities.
They facilitate two-way communication, address concerns, and build relationships based on
trust and transparency.
Importance of Publicity and Public Relations in an Organization:
Publicity and public relations are vital components of an organization's overall

communication strategy. Here's why they are important:
Image and Reputation Management: Publicity and PR efforts help organizations shape
and maintain a positive image and reputation in the eyes of stakeholders. A favorable
reputation attracts customers, investors, and talented employees, contributing to the
organization's success.
Crisis Management: In times of crisis or negative publicity, effective PR can help mitigate
damage, address concerns, and rebuild trust with stakeholders. PR professionals play a critical
role in managing crises and protecting the organization's reputation.
Media Relations and Coverage: Positive media coverage can significantly impact an
organization's visibility and credibility. Public relations professionals establish and nurture
relationships with the media to ensure favorable coverage, press releases, and interviews.
Stakeholder Engagement: PR activities enable organizations to engage with stakeholders,
understand their concerns, and address them effectively. Strong relationships with
stakeholders foster loyalty, support, and positive word-of-mouth.
Employee Morale and Advocacy: Effective internal communication and employee relations
enhance employee morale, productivity, and advocacy. Engaged employees become brand
ambassadors, positively representing the organization to the outside world.
Competitive Advantage: Well-executed PR strategies give organizations a competitive
edge by differentiating them from competitors. Positive publicity, thought leadership, and
community involvement can position an organization as an industry leader.
In conclusion, publicity and public relations play a vital role in an organization by building
awareness, managing reputation, engaging stakeholders, influencing public opinion, and
fostering positive relationships. They are essential for maintaining a positive image,
addressing crises, and achieving a competitive advantage in the marketplace.
Q8- EXPLAIN AND LIST THE STEPS IN ADVERTISING CAMPAIGN PLANNING AND UNDERSTAND THE
DIFFERENT TYPES OF ADVERTISING CAMPAIGNS? (V V V V V IMP).
ANS
ADVERTISING CAMPAIGN PLANNING: ELEMENTS OF PROMOTION – MIX-
As we can see in figure the highest level of decision-making is at the corporate level, usually involved
in defining the vision, mission and goals of the organisation. As explained in the above section the
corporate strategy needs to be broken down into more action-able business or SBU level strategies,
but with the same core objective. Hence we have the marketing department’s strategy coming out of
the corporate strategy, which inturn would be further broken down into marketing mix strategies for
all the elements like product strategy, price strategy, place or distribution strategy and promotional
strategy. This promotional strategy would consists of various elements of integrated communication
like advertising, public relations, publicity, e-mail marketing, sales promotion and personal selling.
For each element the organisation would design a strategy with the common thread from corporate
strategy.
As introduced in the previsous sections, advertising campaign, defined as ‘a set of messages sent out
through various media, with focus on the pre decided theme or idea. The advertisement must be in
sync or alignment with the other elements of IMC. Advertising campaign uses the diverse media
channels over a particular time frame and reach out to the target markets. The theme of the
advertising campaign is the underlying message which the promotional activities will spell out. It is
the main focus of the campaign. Planning an advertising campaign is a multi-stage, complex process
involving the following steps:
Q9- RECALL AND RELATE ALL THE ELEMENTS OF IMC AND UNDERSTAND THE CONCEPT OF
INTEGRATION IN IMC? (V V V V V IMP).
ANS- INTEGRATED MARKETING COMMUNICATION (IMC) AND ITS ELEMENTS
Integrated Marketing Communication (IMC) is defined as, “process of unifying all the elements
(advertising, sales promotions, personal selling, public relations, publicity, digital marketing and
experiential/ Guerrilla) of marketing communications.” Or in other words, IMC is the process of
unifying a product/brand’s message to make it consistent across all the media and touch points that
the organization uses to reach its target audience.It is part of the organisation’s strategic decision
and guides communication strategy used across all marketing channels. With the changing times IMC
has become more complex and challenging, moving from five basic elements to more than twenty
elements to be integrated and managed. According to American Marketing Association (AMA)1 , IMC
is defined as, ‘a planning process designed to assure that all brand contacts received by a customer
or prospect for a product, service, or organization are relevant to that person and consistent over
time.’ Marketing Guru Philip Kotler2 has done extensive research on the need, role and importance
of IMC. Accordingly, he describes IMC as, ‘the concept under which a company carefully integrates
and coordinates its many communications channels to deliver a clear, consistent message about the
organisation and its products.’
Elements of IMC
CONCEPT OF INTEGRATION IN IMC

According to Marketing Guru Philip Kotler integration of elements of IMC is, “a way of looking at the whole
marketing process from the viewpoint of the customer.” We know the common elements used in the
communication are visible to the customers through various media like newspaper, in their social
media feeds, facilitate web analytics, improve interaction and lead to business growth. Hence, the
basic idea of integration is to ensure that the organisation and its stakeholders are engaged in
seamless consumer experience in consumption of product/ services and optimization of the
organisational profits, brand value and social image. Today, we all understand and agree that
communication is the key to human connections, interactions, and businesses, but during 1960s and
70s marketing was considered as aggressive, pervasive approach to convince the potential
customers, as it was proceeded by selling concept. In 1998, Duncan and Moriarty3 , Professors at
University of Colorado proposed a communication- based model of relationship building in place of
the persuasion models. They contributed towards development of IMC as a separate branch of
marketing decisions defined it as, ‘A totally integrated communication program which accounts for
all types of messages delivered by an organisation at every point of interaction with the stakeholders,
and every contact with the company.’ The stress on integration in IMC shows us that IMC is not to be
seen as a loose set of activities, rather it is a metasystem extensively used by an organisation to
integrate and coordinate its various communication channels. It is a tool used for delivering clear and
consistent messages about product, services and the organisation value system and creating an
organisational personality. The concept of metasystem4 i.e. a single entity defined by the sum of its
parts, which operates independently, but are in unison, clearly helps to understand the current state
of IMC. The integration of the elements of Integrated Marketing Communications, companies and
brands educate, engage and connect with customers in ways, like never imagined before. This
changed scenario raises the idea or the possibility of redirecting the communication strategy from
a‘command and control mindset’ in the traditional marketing, to the modern ‘connect and
collaborate’ mindset. But this integration of IMC has to be on basis of certain basic common concepts
as explained in the next sub-sections
Concept of 4Cs (Coherent, Consistent, Continuity and Complementary)
Q10- EXPLAIN THE CONCEPT OF THEMES IN ADVERTISING CAMPAIGN PLANNING. ? (V V V V V IMP).

ANS-
Definition of Advertising Appeals: Advertising appeals refer to the persuasive strategies and
techniques used in advertising to capture the attention and interest of the target audience.
They are designed to evoke emotions, influence perceptions, and ultimately persuade
consumers to take a desired action, such as purchasing a product or engaging with a brand.
Appeal is defined in many ways, but the most suitable definition for marketing is, ‘a suggestion that
tries to influence somebody’s feelings or thoughts so that he/she will do what you want’. Appeals are
inherent part of every advertisement. Advertising appeals is a strategic tool, commonly used by
marketers to attract the customers, engage them, and trigger a response towards the brand/product
in form of enquiry, purchase, repeat purchase contribute towards VOC i.e., voice of customer. This is
the highest level of success which can be attained by any advertising campaign when the satisfied
customers become the brand ambassadors and endorse the brand/product. Appeals are normally
the central idea of an advertisement and target the customer’s needs, wants, interests and get them
interested in the product and indirectly get the desired action ‘purchase’. Appeal is the connect that
the consumer would feel for the advertisement, and will stay in the mind for a long time. Creation of
such an appeal is a big challenge and need expertise in the understanding the consumers
characteristics. Depending on the advertising theme and message, there can several different
appeals used in the advertisement.
Types of Advertising Appeals:
Emotional Appeals: These appeals aim to connect with consumers on an emotional level,
stirring up their feelings and desires. They can evoke emotions such as happiness, love, fear,
or nostalgia. For example, Coca-Cola often uses emotional appeals in its advertisements,
focusing on themes of happiness, to create an emotional bond with consumers.
Rational Appeals: Rational appeals rely on logic, facts, and practical reasoning to convince
consumers of the benefits and features of a product. They provide information that supports
the product's functionality, quality, or value. An example of a rational appeal is a toothpaste
commercial emphasizing its ability to prevent cavities and provide long-lasting freshness.
Humorous Appeals: Humorous appeals aim to entertain and amuse the audience, using
humor and wit to create a positive association with the brand. They can help make the
advertisement memorable and build a positive brand image. The Old Spice "The Man Your
Man Could Smell Like" campaign is an example of a humorous appeal that effectively
grabbed attention and generated brand buzz. Humour: Humour is light on mind but with heavy
in terms of impact on consumers. Humorous advertisements are popular, easy to remember, can
grab and hold consumer’s attention and in most cases leave a positive impression the customers
both towards the customers as well as the brand. Fevicol has been using humour as an appeal for all
its advertising campaigns. The popular five advertisements are:
https://www.youtube.com/watch?v=da7p 5DpJ5XM . Humour appeal is especially good when the
product, service, or idea being promoted is not highly technical, complex and is easy to use, and the
advertisement is being created with intention to create goodwill for the company. Be careful when
using humour, though, that you don’t alienate the people you are trying to reach. Different types of
humour appeal to different types of people. Recognize what will actually be funny (you never want to
try to be funny and then fail) and take note of what your target audience may find offensive. The
larger your target audience, the more broadly you want your humour to appeal. The narrower your
audience, the more niche kind of humour and even inside jokes you can pull off. The best advertising
must balance being creatively different and strategically smart
Fear Appeals: Fear appeals leverage the fear or anxiety of the audience to persuade them
to take action. They highlight potential negative consequences or risks of not using the
advertised product or service. Anti-smoking campaigns often use fear appeals by showcasing
the harmful effects of smoking to discourage people from smoking.
Celebrity Appeals: Celebrity appeals involve featuring well-known personalities, such as
actors, athletes, or influencers, in advertisements to endorse a product or brand. The
celebrity's popularity and credibility are used to attract attention and create a positive
association with the product. One example is Nike's use of professional athletes like Serena
Williams and Cristiano Ronaldo in their campaigns to showcase the brand's association with
performance and excellence.
Musical: Music touches human soul and has no barriers. Music adds a distinct flavour to an
advertisement and contribute the most to grab attention. Music creates emotional connect and can
motivate people. Music functions as a bridge between the consumers and the brand/product. Music
delivers messages subconsciously to the listener; they casually receive it along with nodding to the
beat and humming the melody while looking at items that the music targets. This becomes enjoyable
and effortless exposure hence is more engaging. The characteristics of music like different tunes,
instruments, tempos, time changes, pitches, and content serves a variety of purpose in advertising
campaign. It plays an influential role in the overall storytelling in the advertisement.
Importance of Advertising Appeals:
Capturing Attention: Advertising appeals help cut through the clutter of advertisements
and capture the attention of consumers who are constantly bombarded with marketing
messages.
Creating Emotional Connection: Appeals that tap into consumers' emotions can create a
strong connection with the brand and influence their attitudes and purchasing decisions.
Differentiating the Brand: Effective advertising appeals can set a brand apart from
competitors by highlighting unique selling points and creating a distinct brand identity.
Influencing Perceptions: Advertising appeals shape how consumers perceive a brand, its
products, and its values. They can help position the brand as innovative, trustworthy, or
socially responsible.
Driving Action: Well-executed appeals can motivate consumers to take action, whether it's
making a purchase, visiting a store, or engaging with the brand on social media.
Examples:
Apple's "Think Different" campaign appealed to consumers' desire for creativity,

individuality, and innovation, positioning Apple as a brand for unconventional thinkers.
Dove's "Real Beauty" campaign used emotional appeals to challenge traditional beauty
standards and promote self-acceptance and body positivity.
Volkswagen's "The Force" commercial showcased a humorous appeal by featuring a
young boy dressed as Darth Vader trying to use "the Force" on the family's VW Passat.
The "Got Milk?" campaign used rational appeals to emphasize the health benefits of
drinking milk and encourage consumption.
These examples illustrate how different advertising appeals can be used to achieve specific
marketing objectives and connect with consumers on various levels, whether through
emotions, logic, humor, or fear.
Q11- WHAT ADVERTISING EFFECTIVENESS IS ALL ABOUT AND APPRECIATE WHY DOES
ADVERTISING EFFECTIVENESS NEEDS TO BE MEASURED. ? (V V V V V IMP).
ANS- MEASURES OF ADVERTISING EFFECTIVENESS
Advertising effectiveness is a method used to determine if a brand’s marketing efforts are hitting the
mark with its target audience and whether it’s getting the best returns. It enables brands to measure
the strengths, weaknesses, and return on investment (ROI) of specific advertising campaigns, so the
company can adjust accordingly. Ad effectiveness is a vital strategy for brands looking to understand
the impact of their ads on the audiences they want to influence. It’s what helps companies truly
understand the reach of their campaigns so they can focus on the elements that were successful and
apply them to future efforts. Biggest advantage of gaining insight into the effectiveness of your
advertising will allow your brand to plan future marketing investments carefully. Consumer
behaviour insights provide information on brand awareness and recognition, allowing you to create
tailored campaigns to engage consumers further down the marketing funnel. In some cases for
current campaigns it helps in identifying what’s working, what’s not working and accordingly, the
marketer can decide to continue, stop or tweak the campaign.
The role of advertising is simple – get new customers for the brand or get existing consumers to buy
more. Whenever any research happens it normally predicts what might happen. For an effectiveness
research, we measure what exactly did happen. It’s looking into the past to determine some
learning’s for the future. Typically a marketing organisation asks for budget at the beginning of the
year. How that budget is utilised and then measuring the effectiveness of it is termed Advertising
effectiveness. Hence, the gap between the results and the objective is termed as Effectiveness.
Lower the gap, higher the effectiveness. The first step of an advertising campaign is to set up an
objective. Advertising Effectiveness is measuring these objectives at the end. Effectiveness makes the
advertising ‘accountable’. It is the measure of return
on investment. What worked and why? Imagine the same marketing dollar being invested in other
sphere – building a new channel, giving consumers discount, opening up a new store, making a new
product etc etc. This advertising effectiveness answers is that the best way to use those funds. The
reasons to evaluate the advertising campaign are as follows:
Q12- MEANING AND PURPOSE OF DIRECT MARKETING AND APPRECIATE THE ADVANTAGES AND
DEMERITS OF DIRECT MARKETING. ? (V V V V V IMP).
ANS-
Direct marketing refers to a promotional strategy that involves communicating directly with
individual customers or target audiences to promote products, services, or causes. It is a form
of advertising that bypasses intermediaries and delivers marketing messages directly to the
intended recipients. The primary goal of direct marketing is to generate a specific response
from the recipient, such as making a purchase, subscribing to a service, or providing contact
information. Direct marketing campaign engages with each customer directly, refrains all the
middlemen. Based on the information a firm has about a consumer's requirements, interests,
activities, and preferences, a direct mail is tailored to that specific consumer need. Thus direct
marketing activities bypass any intermediaries and communicate directly with the individual
consumer. Mail, catalogues, and telemarketing are examples of traditional direct marketing
techniques Direct marketing campaign engages with each customer directly, refrains all the
middlemen. Based on the information a firm has about a consumer's requirements, interests,
activities, and preferences, a direct mail is tailored to that specific consumer need. Mail, catalogues,
and telemarketing are examples of traditional direct marketing techniques. While direct marketing is
evident in the tens of thousands of "junk mail" solicitations from banks, charities, and credit card
firms that clog mailboxes every year
In other words, all facets of the marketing process can be supported by direct marketing. It is a
crucial component and supplements the marketing effort, not a replacement for it. If there is a
distinction between the two, it is because direct marketing is more narrowly concentrated at the
personal level whereas marketing tends to focus at the level of the larger and bigger market. It does
so by utilizing highly developed information management approaches and strategies. Modern direct
marketers give the task of building their marketing databases more importance because these
tactics, in turn, call for the usage of computer systems and software. Fortunately, highly complex
databases and information systems may be run on inexpensive hardware and software, thanks to the
ongoing decline in the price of PCs and the user-friendly current software.
Marketing is the act of identifying the customer’s wants and addressing them in a way that benefits
both the customer and the supplier. Customers feel as though their needs have been acknowledged
and addressed at a reasonable price, while the supplier earns a fair profit. The goal of marketing, in
the words of Peter Drucker, is "to make selling superfluous; to know and understand the consumer
to such an extent that the product or service fits... and sells itself." The purpose of direct marketing is
also adequately described in this statement as the objective of direct marketing is to market products
directly to consumers. In direct marketing, we can more accurately identify consumer needs and
wants by gathering and using customer and prospect data. We can also more effectively explain our
suggested solutions by doing so.
The purpose of direct marketing is to reach and appeal directly to individual consumers and to use
information about them to offer products, services and offers that are most relevant to them and
their needs. Direct marketing can be designed to support any stage of the AIDA model, (from building
awareness to generating interest, desire, and action) can be supported by direct marketing
strategies. Direct marketing, particularly email, also plays a strong role in post-purchase interaction.
Email is commonly used to confirm orders, send receipts or warrantees, solicit feedback through
surveys, ask customers to post a social media recommendation, and propose new offers.The
meaning and purpose of direct marketing can be summarized as follows:
Meaning: Direct marketing focuses on establishing a direct connection with customers

and prospects, typically through various channels such as email, direct mail, telemarketing,
social media, or SMS marketing. It enables companies to tailor their marketing messages to
specific individuals or groups, allowing for personalized and targeted communication.
Purpose: a. Building relationships: Direct marketing aims to develop and nurture
relationships with customers by providing them with relevant and personalized information. It
helps in creating a sense of trust and loyalty, ultimately leading to repeat business and long-
term customer relationships.
b. Driving sales: The ultimate purpose of direct marketing is to generate sales or encourage
desired actions from customers. By delivering compelling offers, promotions, or product
information directly to individuals, direct marketing seeks to motivate immediate responses
and conversions.
c. Gathering customer data: Direct marketing often involves collecting and analyzing
customer data, such as contact information, preferences, and purchase history. This data
helps companies understand their customers better, segment them into specific groups, and
create more targeted and effective marketing campaigns.
d. Testing and measuring: Direct marketing allows companies to test different marketing
strategies, messages, and offers on a small scale before implementing them on a larger scale.
It also provides measurable results, enabling companies to assess the effectiveness of their
campaigns and make data-driven decisions for future marketing efforts.
Advantages of direct marketing:
All this data-driven direct marketing may come off as a little menace but it certainly has the potential
to be that way when advertisers exploit consumers' data insensitively or unethically. Direct
marketing, however, also provides tremendous value to consumers by personalizing their shopping
experience to reflect their requirements and interests. Wouldn't you rather want special deals on
baby supplies if you're expecting a baby (and don't mind people finding out) than on men's shoes or
home improvement items? Certainly a big yes………….. Foreseeing and forecasting customer demands
and actions, direct marketing can be a potent instrument. Companies may create more successful
campaigns and offers over time as they use consumer data to better understand their target
consumers and market dynamics. Businesses can make more individualized offers that cater to
customer requirements and interests, and they can more effectively engage these customers
through direct interaction. Since direct marketing requires a lot of data, it is relatively simple to
assess its success by tying it to specific outcomes, such as whether customers requested more
information or used the coupons that were delivered. Did he read the email with the discount offer?
When and how many products were bought? so on and so forth
Targeted approach: Direct marketing allows for precise targeting of specific customer
segments or individuals, increasing the chances of reaching the right audience with relevant
messages. This targeting can be based on demographics, past purchase behavior, interests,
or other specific criteria.
Personalization: Direct marketing enables customization of messages and offers based on
individual preferences and characteristics. This personalized approach creates a stronger
connection with customers and increases the likelihood of a response or conversion.
Measurability: Direct marketing campaigns are measurable, allowing companies to track
response rates, conversion rates, and other key metrics. This data provides valuable insights
into the effectiveness of marketing efforts, enabling companies to refine their strategies for
better results.
Cost-effectiveness: Compared to traditional mass advertising methods, direct marketing
can be more cost-effective. It allows for efficient use of resources by targeting specific
segments, minimizing wasted advertising expenses.
Demerits of direct marketing:
Privacy concerns: Direct marketing relies on collecting customer data, which can raise
privacy concerns if not handled appropriately. Companies must ensure compliance with
relevant data protection laws and maintain transparent practices to address these concerns.
Intrusiveness: Direct marketing can sometimes be seen as intrusive or disruptive,
especially when individuals receive unsolicited messages or calls. It is essential for companies
to respect individuals' preferences and provide an opt-out mechanism to avoid negative
associations with their brand.
Response limitations: Not all customers will respond positively to direct marketing efforts.
Some may ignore or reject the messages, resulting in lower response rates. It requires
continuous refinement and experimentation to optimize campaigns and improve response
rates.
Channel saturation: With the increasing prevalence of direct marketing channels,
customers may experience information overload or become desensitized to marketing
messages. This saturation can make it challenging for companies to stand out and capture
customers' attention effectively.
It is important for businesses to consider these advantages and demerits when implementing
direct marketing strategies and to strike a balance between personalization, relevance, and
respect
Q13- WHAT IS IMC BUDGET? AND HOW TO PREPARE IMC BUDGET ? (V V V V V IMP).
ANS-
IMC stands for Integrated Marketing Communications. A structured procedure for planning,
monitoring, and evaluating the results of your spending on marketing communication activities like
advertising, direct marketing, online, or events is provided by a marketing communication budget.
The budget outlines the cash necessary to accomplish your communication goals and offers a way to
control spending during the budget year. The marketing communication budget serves this purpose
as a component of a larger marketing planning process. The marketing plan outlines how you'll carry
out your marketing goals. Your chosen methods for communicating with your target audience's
essential messages are outlined in your marketing communications strategy. The budget for
marketing communications should be designed to fulfill communication goals as competitively as
feasible and show a positive return on investment. However, since in Integrated Marketing
Communication, companies use variety of communication channels to convey their message it’s not
easy to decide and forecast a realistic budget. IMC switches from one communication medium to
another to better tap the consumers thus allocating budget is a difficult task.IMC budget refers to
the allocation of financial resources for implementing an integrated marketing
communications plan. An IMC budget outlines the projected expenses and investments
required to execute various marketing communication activities and strategies to achieve the
marketing objectives of a company.
Preparing an IMC budget involves several steps. The final budgetary allocation for integrated
marketing communication for a particular period/year would lead to the annual advertising road plan
for that period/year. Having a written budget in place provides you full control over your marketing
endeavors and allows you to carefully examine where your advertising budget is being used. You may
more quickly evaluate your return on investment and determine which marketing efforts were
successful and unsuccessful if one keeps detailed records and keep track of all expenditures
incurred.Here is a general framework to help you prepare an IMC budget:
Set clear marketing objectives: Define the specific goals you want to achieve through your
marketing efforts. These objectives could include increasing brand awareness, driving sales,
expanding market reach, or launching a new product/service.
Determine target audience: Identify the target audience for your marketing
communications. Understand their demographics, preferences, behaviors, and media
consumption habits. This information will help you select the most effective communication
channels and allocate resources accordingly.
Select communication channels: Based on your target audience's characteristics,
determine the most appropriate channels to reach them effectively. These channels may
include advertising (TV, radio, print, online), public relations, social media, content marketing,
direct marketing, events, or sponsorships.
Estimate costs: Research and estimate the costs associated with each communication
channel you plan to use. This could include media buying costs, production costs (for
advertisements or content creation), agency fees (if applicable), event expenses, and other
related costs. Consider both one-time costs and ongoing expenses.
Prioritize and allocate resources: Prioritize the communication channels based on their
expected impact and relevance to your target audience. Allocate resources accordingly,
ensuring that the budget aligns with your marketing objectives. Consider allocating more
resources to channels that have a higher potential for generating desired outcomes.
Consider contingency and testing budgets: Set aside a portion of the budget as a
contingency fund to account for unforeseen expenses or last-minute opportunities.
Additionally, allocate a budget for testing new strategies or channels to evaluate their
effectiveness before scaling up.
Monitor and track expenses: Regularly monitor and track your actual expenses against the
budgeted amounts. This will help you identify any deviations or areas where adjustments may
be needed. Use appropriate tools or software to manage and analyze your budget
throughout the implementation period.
Evaluate and adjust: Assess the effectiveness of your marketing communications activities
based on the results achieved. Analyze key performance indicators (KPIs) such as reach,
engagement, conversion rates, and ROI. Based on the insights gained, make necessary
adjustments to your IMC budget for future planning cycles.
Remember that the process of preparing an IMC budget may vary depending on the
company's size, industry, target market, and specific marketing objectives. It is crucial to
regularly review and update your budget to reflect changes in market conditions, consumer
behavior, and business goals.
Q14- WHAT UNDERSTAND THE LEGAL ASPECTS IN INTEGRATED MARKETING COMMUNICATION ?

(V V V V V IMP).
ANS
As we understand the field of IMC is multi-disciplinary, multi-dimensional, complex, multi-faceted,
and volatile. Today, we see how traditional media has merged with the new media practices and
hence there exist various legal, ethical, and human challenges. IMC, the part of holistic marketing
approach plays a key role in the success of an organisation, as it plays important roles at each stage
of strategic decision-making. As we know strategic decisions are taken at the top level of
management and conveyed to the middle and lower management for implementation, it requires
communication channels to be well-oiled and aligned. The integration of communication requires
integration understanding and inter-dependency of various teams involved in the organisation to
ensure the flow of right information, instructions, and aspirations between different levels of
management. This integration is not just internal, rather it is equally important and involves the
external partners like suppliers and distributors and intermediaries, and finally the customers as well.
The challenge is further exacerbated (intensified) with the involvement of new technologies like
Artificial Intelligence (AI), Machine Learning (ML), Virtual Reality (VR) and virtual space like
Metaverse. The legal and ethical issues have become even more relevant in today’s world. Marketing
department must give due consideration to the legal and ethical issues before designing the message
and sharing it with stakeholders. Understanding the roles and responsibilities of each link in the
integrated communication network and fixation of accountability is important, especially during
conflicts and controversies. Legal issues in IMC (Integrated Marketing Communications)
encompass various areas that organizations need to consider to ensure compliance and
avoid legal disputes. Here are some key legal considerations in IMC:
Intellectual Property Laws and Trademarks: Organizations must respect and protect
intellectual property rights, including trademarks, copyrights, and patents. Unauthorized use
of trademarks or copyrighted material can result in legal consequences.
Terms and Conditions of Contracts and Sales Deeds: When engaging in IMC activities,
organizations should ensure that their contracts and sales deeds have clear and enforceable
terms and conditions. These documents should outline the rights and obligations of both
parties and protect the organization's interests.
Advertising Rules and Regulations: Advertisements are subject to various rules and
regulations set by governmental bodies or industry-specific organizations. These regulations
may include requirements for truthfulness, substantiation of claims, disclosure of material
information, and restrictions on certain types of advertising (e.g., tobacco, alcohol).
Consumer Data and Privacy Issues: Collecting and using consumer data for IMC purposes
must comply with relevant data protection and privacy laws. Organizations should have
transparent policies regarding data collection, usage, storage, and sharing, and obtain
necessary consents from consumers.
Consumer Laws and Consumer Rights: IMC efforts must align with consumer protection
laws, which aim to ensure fair and ethical treatment of consumers. Organizations should be
aware of regulations governing areas such as pricing, product labeling, warranties, refunds,
and unfair trade practices.
Competition Regulations: IMC activities should adhere to competition laws and
regulations to ensure fair competition in the market. Organizations must avoid engaging in
anti-competitive practices such as price fixing, collusion, or misleading advertising that may
harm competition or consumers.
Point of Purchase Norms, Intermediaries, and Distribution Channels: Organizations need
to consider legal aspects related to their distribution channels, including agreements with
intermediaries, franchise laws, and regulations regarding pricing policies, exclusivity
agreements, and geographical restrictions.
It is essential for organizations to consult legal professionals or experts familiar with the
specific laws and regulations in their jurisdictions to ensure compliance with all relevant legal
requirements in IMC activities. Failure to comply with these laws can result in legal penalties,
damage to reputation, and potential lawsuits.

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01 LONG IMP QUESTIONS

02 EXTRA LONG QUESTIONS

03 VERY IMP SHORT NOTES

04 EXTRA SHORT NOTES

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MMPM 07- : INTEGRATED MARKETING COMMUNICATION

Now, let's discuss the website as a marketing technique:

A website is a vital component of digital marketing and serves as a powerful marketing

Online Presence: A website establishes a business's online presence, acting as a virtual

In summary, a website serves as a critical marketing technique within digital marketing,

In conclusion, advertising is a vital component of the business world. It allows businesses to

ADVERTISING CAMPAIGN PLANNING

The importance of sales promotion for marketers can be summarized as follows:

In conclusion, sales promotion plays a significant role in a marketer's toolkit by driving

Consumerism and British Rule in India:

Colonial Exploitation: The British colonial administration focused on extracting resources

In conclusion, consumerism in ancient India was shaped by trade, craftsmanship,

Consumer Movement in Ancient India:

Pre-Independence Consumer Movement in India:

Post-Independence Consumer Movement:

Post-Economic Reforms (Liberalization, Privatization, Globalization):

THE THREE TYPES OF MEDIA

The three types so mentioned are discussed below:

Enhancing Employee Relations: Public relations activities also extend to internal

Importance of Publicity and Public Relations in an Organization:

Publicity and public relations are vital components of an organization's overall

CONCEPT OF INTEGRATION IN IMC

Q10- EXPLAIN THE CONCEPT OF THEMES IN ADVERTISING CAMPAIGN PLANNING. ? (V V V V V IMP).

Types of Advertising Appeals:

Importance of Advertising Appeals:

Apple's "Think Different" campaign appealed to consumers' desire for creativity,

Meaning: Direct marketing focuses on establishing a direct connection with customers

Advantages of direct marketing:

Demerits of direct marketing:

Q14- WHAT UNDERSTAND THE LEGAL ASPECTS IN INTEGRATED MARKETING COMMUNICATION ?

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