ASSIGNMENT

Q.1 Discuss how the integrated marketing communications perspective differs from traditional
advertising and promotion.

Ans 1:

Integrated Marketing Communication Traditional Advertising and Promotion

Integrated marketing communications (IMC) uses It consist of mass media forms like TV,radio and
promotional elements such as social media, public print media to communicate to their customers.
relations and direct marketing, to communicate
to their customers.
Basic goal of IMC: short term financial return and Basic goal : short term profits and focus
long term brand value

IMC is recognized as a Traditional advertising and promotion uses mass

business process that helps in segmenting
valuable customers and targeting prospective
consumers.
IMC helps businesses coordinate their marketing
communication efforts, take advantage of
synergy.
it uses promotion mix of sale promotion,
advertising direct marketing, interactive, personal
selling and public relations as one thing.
media to communicate with the target
audience.
Entire business depends on the how good the
advertising company makes the TV ad for
promotions.
it deals sale promotion, advertising
direct marketing, interactive, personal selling and
public relations as separate entities.

Q.2:What are some of the reasons more marketers and more companies are taking an integrated
marketing communications perspective in their advertising and promotional programs?

Ans :

 IMC helps in better audience assessment and helps in targeting only prospective consumers.
 It is more effective in reaching consumer of varying demographic which helps marketers in
profitability of business.
 IMC helps marketers to avoid duplication, take advantage of synergy among promotional
tools, ad develop more efficient and effective marketing communications programs.
 It also helps in increasing return on investment in marketing and promotion.
 IMC basically helps in long term progress and return rather than like traditional method of
promotion.
 Marketers use IMC because it helps in achieving consumer satisfaction and bottom line
profitability.
 IMC helps in customer focus, customer empowerment,brand resonance, emothinal bonding
with consumers.

By Bikramdeep Singh
PG20181363