Answer to the question no 1

A) What do you mean by Integrated Marketing Communication?

Integrated Marketing Communications is a simple concept. It ensures that all forms

of communications and messages are carefully linked together. At its most basic level, Integrated
Marketing Communications, or IMC, as we'll call it, meansintegrating all the promotional tools, so
that they work together in harmony.

B) Explain the characteristics of different elements of promotional mix with special emphasis

Of a large modern organization.

 Advertising. Advertising is any paid form of media communication. This includes print ads in
magazines, trade journals and newspapers, radio and TV announcements, Web-based visibility-building,
and billboards.
 Sales Promotions. In-store demonstrations, displays, contests and price incentives (50% off, buy-one-
get-one-free) are sales promotion techniques.
 Public Relations. These activities promote a positive image, generate publicity and foster goodwill with
the intent of increasing sales. Generating favorable media coverage, hosting special events and
sponsoring charitable campaigns are examples of public relations.
 Direct Marketing. A form of advertising aimed directly at target customers (usually in their homes or
offices) that asks the receiver to take action, such as ordering a product, clipping a coupon, phoning a
toll-free number or visiting a store. Catalogs, coupon mailers and letters are common forms of direct
marketing.
 Personal Selling. Face-to-face communication between buyer and seller.
 Answer to the question no 2

a) What do you understand by Targeting and Positioning?

 Targeting

Targeting, also known as multi segment marketing, is a marketing strategy that involves identifying
specific personas or markets for specific content. Companies use target marketing to learn more about
their consumers and thus create advertisements for specified groups to maximize response.

 Positioning

Positioning defines where your product (item or service) stands in relation to others offering similar
products and services in the marketplace as well as the mind of the consumer.

b) “The Marketing and promotion process model consist of four major components-the
Organization’s marketing strategy and analysis, the target marketing process, the
Marketing planning program development and the target market.” Discuss the marketing
And promotions process model with relevant diagram and realistic examples.
 Answer to the question no 3

a) Mention the arguments for growing importance of IMC.

Integrated marketing communication scores over traditional ways of marketing as it focuses on not only
winning new customers but also maintaining long term healthy relationship with them.

1. To Deliver a Consistent Message

If your integrated marketing communications strategy achieves nothing more than delivering one
message across all channels with consistency, it will still have been successful.

2. To Build Your Brand’s Image

Not only will your message always be the same, but the elements of your brand will also line up more
seamlessly. When your style guides, logos, headers, content, and voice are all working in tandem, you’re
able to maximize your impact and carve out your own lane within your niche or industry.

3. To Generate Cost Savings

A well-oiled strategy will save your business money in a number of areas. Naturally, having a single
message helps you conserve resources and reduce waste.

4. To Create a Consumer Experience

In a digital world, people aren’t just looking for their next new favorite product or service. Customers
want an immersive experience that is delivered on their own terms. In other words, your customers
might not want direct mail or TV ad campaigns.

5. To Focus on Results

Not only does integrated marketing communications reinforce the same message in the minds of your
consumers, but it also keeps the message and goal crystal clear within your own organization!
 b) What are the reasons of losing clients of an agency? Explain those.

Reasons why Agencies Lose Clients

Miscommunication

Communication is the key to solve any problem! You and your clients need to have open communication to
share every possible idea and thought. This provides the right platform to share new ideas.

Disorganized plan

A disorganized plan and lots of goals is not a good combination.

Categorize and plan your goals according to the priority and benefits associated with it.

Different goals

Many times, the agency and the clients have different goals. Let’s say the expertise of the agency tells that the
client should initially target lesser customers, however, for the client it’s just the opposite.  

Lack of industry trends

As the needs and demands of the clients are changing, so is the scenario in the market. Therefore, it is important
that the agency is updated about the trends that are buzzing in the market. The only way to know about these
trends is possible by thorough market research.  

No evident results

The chances of losing a client are higher if they are unsatisfied with the results. If you as an agency are unable
to show them evident results, you might lose the client.

C) How should a marketer position for his / her products or services?

PRODUCT POSITIONING WILL IMPROVE YOUR MARKETING

 Know Your Target Audience

 Tell Them Who You Are
 Provide Evidence
  Value Proposition
 Unique Selling Proposition
 Segment Your Market
 Carefully Craft Your Message
 Know Your Competition
 Showcase Your Expertise
 Focus on Competitive Advantages

d) What differentiates the retail advertising and primary advertising?

There are actually many differences between marketing and advertising. In basic terms, 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 or services through paid channels. In other words, advertising
is a component of marketing. But the differences do not end there. 

Answer to the question no 4

A) Explain shortly various considerations before setting up pricing of products.

Pricing is often one of the most difficult things to get right in business. There are several factors a business
needs to consider in setting a price:

Competitors – a huge impact on pricing decisions. The relative market shares (or market strength) of
competitors influences whether a business can set prices independently, or whether it has to follow the lead
shown by competitors

Costs – a business cannot ignore the cost of production or buying a product when it comes to setting a selling
price. In the long-term, a business will fail if it sells for less than cost, or if its gross profit margin is too low to
cover the fixed costs of the business.

The state of the market for the product – if there is a high demand for the product, but a shortage of supply, then
the business can put prices up.

The state of the economy – some products are more sensitive to changes in unemployment and workers’ wages
than others.
The bargaining power of customers in the target market – who are the buyers of the product? Do they have any
bargaining power over the price set? An individual consumer has little bargaining power over a supermarket
(though they can take their custom elsewhere).

Other elements of the marketing mix – it is important to understand that prices cannot be set without reference
to other parts of the marketing mix. The distribution channels used will affect

Price – different prices might be charged for the same product sold direct to consumers or via intermediaries.
The price of a product in the decline stage of its product life-cycle will need to be lower than when it was first
launched.

B) Define the terms- Benefit based segmentation and Usage based segmentation.

Segmentation divides consumers according to behavior patterns as they interact with a company.

Advantages:

1. Personalization: Understanding how to target different groups of customers with different offers

— at the most appropriate times, through their preferred channels — increases personalization,
allowing you to nurture them further along their buying journey
2. Predictive: Historical behavioral patterns help predict and influence future customer behaviors and
outcomes
3. Prioritization: Identifying high-value prospects with the greatest potential business impact enables
you to make smarter decisions on how to best allocate time, budget, and resources
4. Performance: Monitoring growth patterns and change in segments over time helps gauge business
health, and track performance against goals

Usage-based segments include:

 Heavy users (aka Super users) — Your most avid and engaged customers that spend the most time
using your product or service, and purchase most frequently
 Medium users (aka Average users/Mid-level users) — Customers that semi-regularly, but not very
frequently, use or purchase your products (often time- or event-based)
 Light users — Customers that use or purchase much less than other customers, sometimes even
only once
c) What are the major activities performed by Sales Promotion Agencies?

What is a Sales Promotion

A sales promotion is any undertaking by an organization designed to increase sales or encourage the use or trial
of a product or service. Sales promotions take many different forms, but they all focus on persuading a target
audience to make a purchase or become a client of a business.

1. Google Promotions

2. Free Gifts

3. Free Samples

4. Discounted Prices

5. Joint Promotions

6. Vouchers and Coupons

7. Social Media Contests and Giveaways

8. Fair-Trade, Made in the USA, and Cause-Related Products

9. Buy One, Get One Free

10. Customer Loyalty Programs