MMPM 007 Solved Assignment 2023-24
Integrated Marketing Communication
MMPM 007 Solved
Assignment 2023-24 : All assignments are in PDF format which would be send
on email/WhatsApp (9958676204) just after payment.
Assignment Code: ASST/ MMPM 007/2023-24
Marks: 100
Attempt all the questions.
Q1. a) Define
Integrated Marketing Communication (IMC). With the help of online resources
trace the evolution of IMC and its strategic importance for businesses.
Integrated
Marketing Communication (IMC) is a strategic approach to marketing that aims to
create a seamless and unified experience for consumers across various channels
and platforms. It involves coordinating and integrating different communication
channels to deliver a consistent message to the target audience. The goal of
IMC is to ensure that all aspects of a company's marketing efforts work
together harmoniously to convey a cohesive and compelling brand message.
Evolution of
IMC:
The concept of
Integrated Marketing Communication has evolved over time as a response to the
changing landscape of media and communication. Here is a brief overview of its
evolution:
1950s-1960s:
Advertising Dominance: During this period, traditional advertising channels
such as print, radio, and television dominated the marketing landscape.
Companies focused on creating separate advertising messages for different
media.
1970s-1980s:
Rise of Marketing Mix: The concept of the marketing mix (product, price, place,
promotion) gained prominence. Marketers recognized the need to coordinate these
elements to create a consistent brand image.
1990s:
Emergence of IMC: The 1990s saw the formalization of the Integrated Marketing
Communication concept. The proliferation of new communication channels,
including the internet, prompted the need for a more integrated approach. Don
Schultz is often credited with coining the term "Integrated Marketing
Communication" during this period.
2000s-Present:
Digital Transformation: The rapid growth of digital technologies and the
internet has significantly impacted IMC. Social media, content marketing,
email, and other digital channels have become integral parts of the
communication mix.
Strategic
Importance for Businesses:
Consistency:
IMC ensures consistency in messaging across various channels, helping to build
a strong and recognizable brand identity. Consistent communication fosters
trust and loyalty among consumers.
Cost-Effectiveness:
Integrating marketing efforts can lead to cost savings. Instead of running
disjointed campaigns, companies can streamline their efforts, optimizing
resources for maximum impact.
Customer-Centric
Approach: IMC allows businesses to adopt a customer-centric approach by
understanding and addressing the needs and preferences of their target
audience. This leads to more effective and relevant communication.
Competitive
Advantage: A well-executed IMC strategy can provide a competitive advantage by
creating a unique and memorable brand image. This can differentiate a company
from its competitors in the minds of consumers.
Adaptability:
In the rapidly changing landscape of marketing and communication, an integrated
approach allows businesses to adapt quickly to new channels and technologies.
This flexibility is crucial for staying relevant in a dynamic environment.
Measurable
Results: IMC facilitates the measurement of marketing performance across
different channels. This data-driven approach enables businesses to assess the
effectiveness of their campaigns and make data-informed decisions for future
strategies.
In conclusion,
Integrated Marketing Communication is essential for businesses in today's
complex and interconnected world. It allows companies to navigate the diverse
media landscape, connect with their audience effectively, and build a strong
and resilient brand presence.
b) Select and discuss
any two products/brands where the role of IMC has largely contributed to their
success stories.
Q2. a) What is an
advertisement? Discuss the steps involved in advertising campaigns planning for
the following:
i) a mobile brand
trying to regain the market share.
ii) Launch of a new
OTG brand.
b) Explain the following
terms:
i) Advertising
campaign planning creative considerations
ii) Advertising
campaign planning media considerations
What is your advice to
an adverting manager handling a new range of unisex bathing soaps targeted at
young working professionals the creative considerations that he should consider
and why?
Q3. a) Define and
explain the term marketing communication mix. What elements constitute marketing
communication mix? Briefly discuss each of these elements the role and
advantages in promoting a product/service.
b) Distinguish
publicity and public relation. Discuss the role and their importance in the promotion
of a firm product/ services offering with an example.
Q4. a) What is media?
Why it assumes critical importance in the context of IMC? Highlight the major trends
in media buying.
b) Identify and
discuss the various legal issues faced by marketers involved in IMC.
MMPM 007 Solved
Assignment 2023-24 : All assignments are in PDF format which would be send
on email/WhatsApp (9958676204) just after payment.
MMPM 007 Solved
Assignment 2023-24, MMPM 007 Solved Assignment 2023-24, MMPM 007 Solved Assignment
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