Integrated Marketing Communication (IMC)

Sec: A
Mid: 2
Name: Md. Sharier Jaman
Id: 41941053

Answer the question no “A”

Integrated marketing communications (IMC) is a communication approach by organizations to promote
their brand. Before the IMC tools are print media, TV advertisement, brochures, radio, and other media.
That was a one-way communication approach. But today the area of IMC has increased. Nowadays
social, media, websites, blogs are popular tools are IMC. Basically, these digital tools are more popular
than other traditional tools. Companies are given more focus to the digital platform to promote their
products. In digital platforms, companies are easily communicating with their customers and get
feedback very easily and quickly. That’s why these channels are more effective and popular. At this
point, I totally agree that IMC is transforming into digital IMC. Because companies are very much
focusing on the digital platform to introduce their brand or promote than other traditional media.

Answer the question no “B”

Today the modern era, people leave their digital footprint in every sector. With the use of technology,
digital advertising agencies can analyze consumers buying behavior and decide to reach the targeted
audience. Now I explain some ways that they trace customers. If we buy a product from a super shop
then they track our buying behavior from money receipts. For example, if a customer continuously buys
the same product then advertising agencies send similar products advertisement to that particular
customer. If a customer buys baby foods frequently then they understand that this customer has a Baby
and they send some Baby product advertisements through email or other channels. Sometimes they
trace which product we looking at the most. When we browser a product on a particular website or
internet, the algorithm automatically traces our record that sometimes we are not aware. So from this
system, the agencies trace our buying behavior and take proper decisions.
 Answer the question no “C”
The process where consumers become aware and identify their need that is called Consumer Decision
Making. There are 5 steps in the consumer decision-making process.

1. Problem recognition

2. Information search

3. Alternatives evaluation

4. Purchase decision

5. Post-purchase evaluation

So if I need to target the upper-end customer (who buys luxury products) then how I will analyze their
behavior is given below:

First I identify the need of the customer and motivate to solve the problem. For example, the Product is
Cellphone. Then I motivate my customer that this phone has built up with the latest processor for this
you can do multitasking on your phone very smoothly.

To buy luxury products customer research and gather much information like product specification,
product review, etc. So I have to give the potential customers access to the information that they want.

A customer always thinks of alternative options. So as a marketer I have some alternative similar
products that I can offer them if they face any difficulty. Like other models mobile phone.

I should recognize my customer that my mobile phone is the best phone in the market, that’s why
customer takes the decision to buy my product.

In post-purchase evaluation stage my job is to ensure my customer continues to have a positive

experience with our mobile phone.