Concept of (IMC): - (IMC) is a strategic approach that organizations use

to ensure all forms of communications and messages are carefully

linked together. It involves coordinating and integrating various
marketing tools, channels, and sources within a company into a
seamless program that maximizes the impact on consumers .
Key aspects of IMC include: 1.Consistency: Ensuring that all brand
messages reinforce each other. 2.Clarity: Making communications
easy to understand and free of contradictions. 3.Customer focus:
Designing communications based on the customer's perspective. 4.
Synergy: Combining different channels and tools to amplify the
brand's impact.
Q) communication tools of /Role of Promotional Mix Elements in IMC
Organizations use a variety of communication tools, often within an
Integrated Marketing Communication framework, to reach target
audiences. The promotional mix is a combination of tools used by
businesses to communicate with their target audience.
1.Advertising: This involves paid, non-personal communication using
various media like print, radio, television, and digital
platforms. 2.Public Relations (PR): PR focuses on building
relationships with media and influencers to generate positive
coverage and enhance brand reputation. 3.Sales Promotion:- This
involves short-term incentives or promotions to encourage immediate
sales, like coupons, discounts, or contests. 4.Direct Marketing:- This
involves direct communication with potential customers, such as
through email, direct mail, or telemarketing. 5.Digital and social
Marketing:- This utilizes online channels like social media, content
marketing, search engine optimization, 6.Personal Selling:- Direct
interaction between a sales representative and a potential customer
to build relationships and persuade them to make a
purchase. 7)Mobile marketing 8)Social media marketing
9.Sponsorships
Q.Types of Advertising - 1. Print Advertising – Ads in newspapers,
magazines, brochures, or flyers to reach a local or broad audience. 2.
Direct Mail Advertising – Printed ads like catalogs or newsletters sent
directly to targeted households. 3. Television Advertising –
Commercials aired on TV to reach a wide audience with visual
storytelling. 4. Radio Advertising – Audio ads broadcast on radio
stations during program breaks. 5. Podcast Advertising – Sponsored
messages or ads played during podcast episodes. 6. Mobile
Advertising – Ads shown on mobile devices through apps, games, or
websites. 7. Social Media Advertising – Promotions on platforms like
Instagram, Facebook, or TikTok targeted by user data. 8. Paid Search
Advertising (PPC) – Search engine ads charged per click based on
keyword bids. 9. Native Advertising – Ads that match the form and feel
of the surrounding content. 10. Display Advertising – Banner or pop-
up ads displayed on websites and videos. 11. Outdoor Advertising –
Billboards and posters in public spaces like streets or buses. 12.
Guerrilla Advertising 13. Product Placement – 14. Public Service
Advertising – 15.Corporate Advertising-
Q) Functions of an Advertising Agency- 1.Client Servicing – Acts as a
link between the client and the agency, understanding client needs .
2.Research – Conducts market and consumer research to plan
effective ad strategies. 3.Creative Development – Designs ad concepts,
messages, slogans, visuals, and content. 4.Media Planning and Buying
– Selects the right media channels and buys space/time for ad
placement. 5.Advertising Production – Produces the final ads in
formats like print, TV, digital, radio, etc. 6.Campaign Management –
Executes and monitors the advertising campaign across all chosen
platforms. 7.Public Relations – Manages public image and creates
positive press for the client. 8.Digital Marketing – Handles online
marketing, including social media, SEO, and email campaigns.
9.Budgeting and Billing – Manages the financial aspects, including cost
estimation, budgeting, 10.Evaluation and Reporting – Measures the
effectiveness of campaigns
Q) A.Global Advertising- 1.Uses a standardized message across all
countries. 2. Focuses on a unified brand image worldwide. 3. Saves
costs due to mass production of ads. 4. Works well for universal
products (like tech or luxury brands). 5. May ignore local cultures and
preferences. 6. Easier to manage with a centralized strategy.
B.Localized Advertising- 1. Tailors messages to fit local culture,
language, and preferences. 2. Creates more relevant and appealing
ads for each market. 3. Often more expensive due to customized
campaigns. 4. Suitable for products that need to meet local tastes. 5.
Helps build stronger local customer relationships. 6. Requires
decentralized management or local teams.
Q) The client-agency relationship in advertising means the partnership
between an advertiser (client) and an advertising agency. A strong
relationship built on trust and mutual respect is crucial for effective
communication and collaboration, allowing the agency to work with
freedom and creativity to achieve the client's goals.
Key Elements of a Strong Client-Agency Relationship:
1.Commitment : Both parties should be committed to the relationship,
with the agency refraining from working for competitors. 2.Prior
Approval: The agency should obtain client approval for all advertising
work and expenses, ensuring alignment with the client's vision and
budget. 3.Payment: Clients are responsible for paying the agency in
accordance with the contract, ensuring timely 4. Transparency and
Communication:- Open communication and honest feedback between
the client and agency are essential for building trust and
understanding. 5.Realistic Expectations:-Both parties should have
clear expectations and goals for the campaign, with the agency
managing client expectations and the client providing accurate
information. 6.Mutual Respect:- The client and agency should treat
each other as partners, fostering a collaborative environment where
both parties feel valued. 7.Long-Term Perspective: Building a long-
term relationship allows for consistent communication .
Q) Concept of Sales Promotion. Sales promotion refers to short-
term incentives or activities designed to encourage customers
to buy a product or service. These promotions are often used to
boost sales quickly, attract new customers, or move excess
stock. Examples: discounts, coupons, buy-one-get-one-free
(BOGO), contests, free samples.
√Growth of Sales Promotion-- Sales promotion has grown
rapidly in recent years due to several reasons: 1.Increased
competition: Businesses use promotions to stand out. 2.Shorter
product life cycles: Companies need to sell products quickly.
3.Demand for instant results: Promotions provide quick boosts
in sales. 4.Better technology: Easier to send digital coupons,
SMS offers, etc. 5.More informed customers: Shoppers look for
deals and compare prices online.
√ Types of sales promotion- 1.Consumer-Oriented Promotions:
These target the end-user and aim to influence them to buy a
product. 2.Trade-Oriented Promotions: These target
intermediaries in the distribution channel (retailers,
distributors, wholesalers) to encourage them to stock and
promote the product. 3.Sales Force Promotions: Incentives for
a company’s own sales team to boost performance.
Q) What is advertising? Advertising is a component of a
company's marketing strategy. Companies use advertising to
share information about their products or services through
various media. The advertising landscape has changed with
technology, with print and broadcast advertising serving as the
traditional format and digital advertising serving as a more
modern option
Q) direct mkt advantages and disadvantages
Direct Marketing is a type of marketing where businesses
communicate directly with individual customers to promote their
products or services—without using intermediaries like retailers or
media channels.
--Advantages - 1. Targeted Audience – Reaches specific customers who
are more likely to respond. 2. Measurable Results – Easy to track
responses and ROI (e.g., from coupon codes ). 3. Cost-Effective – Lower
cost compared to mass advertising. 4. Personalization – Messages can
be customized for each customer. 5. Quick Response – Generates
immediate customer feedback or action. 6. Builds Direct Relationships
– Helps in building customer loyalty and retention.
--Disadvantages - 1. Intrusive – Some customers may find it annoying
or spammy (e.g., unwanted emails or calls). 2. Low Response Rate –
Many recipients may ignore or delete the message. 3. Data
Management Required – Needs up-to-date and accurate customer
data. 4. Legal Restrictions – Must follow privacy laws like GDPR, Do
Not Call, etc. 5. Costly if Poorly Targeted – Waste of money if the
message goes to the wrong audience. 6. Brand Image Risk – Too much
direct marketing may harm the brand’s reputation.
Q). Social media marketing and types of Social media marketing
encompasses various strategies to build brand awareness, engage
audiences, and drive sales using social media platforms.

1.Content Marketing: Creating and sharing valuable, relevant, and

consistent content to attract and engage a target audience. 2. Social
Media Advertising: Using paid campaigns to reach a wider audience
and target specific demographics. Examples: Facebook Ads, Instagram
Ads, LinkedIn Ads, Twitter Ads. 3.Influencer Marketing: Collaborating
with individuals who have a large and engaged following to promote
products or services. Examples: Partnerships with Instagram
influencers for product reviews or promotional content.