MMPM 007 Solved Assignment 2023-24


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.

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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.

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