Question 1: Duncan defined Integrated Marketing Communication (IMC) as the process for managing

the customer relationships that drive brand value. In this context, discuss the various factors
responsible for the growing importance of IMC!

The factors leading to the growth of IMC are changing consumer demographics, intensity of competition,
and the emergence of new medium like the Web, Internet, short messaging (SM S), and multimedia
messaging (M MS). Another factor that has contributed to the growth of IMC is new media buying
practices. At the same time, developments in packaging, store displays, and growing importance of
semiontics in communication, have also contributed to IMC's growth in the last ve years. The client (i.e.
the marketer) today feels more comfortable in dealing with integrated marketing communication
agencies, rather than just stand-alone advertising, PR, or direct marketing agencies.

Question 3: How companies do their advertising campaign planning? Explain each step in detail!

An advertising campaign is a series of advertisement messages that share a single idea and theme which
make up an integrated marketing communication (IMC). Advertising campaigns appear in different media
across a specific period. An advertising campaign is an organized series of advertising messages with
identical or similar messages over a particular period. It is an orderly planned effort consisting of related
but self-contained & independent advertisements. Though the campaign is conveyed through different
media, it has a single theme & unified approach. General Steps in Developing and Implementing an Adv.
Campaign:

1. Identify and analyze target audience

2. Define advertising objectives
3. Create advertising problem
4. Determine advertising budget or appropriation
5. Develop media plan
6. Create advertisement message
7. Execute campaign
8. Evaluate advertisement effectiveness
9. End of advertisement campaign.

Question 4: Explain the five functions of advertising!

Function1: Informing where the company discusses information about its organization or product.
Informing is important when promoting new products or services.
Function2: Influencing which helps convince consumers to purchase products from accompany, build
demand through influence, companies often use comparisons to change consumers perceptions.
Function 3: Increasing Salience when consumers see a product or service in everyday life, they remember
it.
Function 4: Adding Value as there are three basic Ways by which companies can add value to their
offerings: innovating, improving quality, and altering consumer perceptions.
Function 5: Assisting Other Company Efforts as advertising is just one member of the marcom team.
Advertisings primary role is at times to facilitate other marcom efforts. For example, advertising may be
used as a vehicle for delivering coupons and sweepstakes and attracting attention to these and other
promotional tools. Another crucial role is to assist sales representatives.