INTEGRATED

MARKETING
COMMUNICATIONS

SUBMITTED TO: MOHITKANT KAUSHIK

SUBMITTED BY: UTKARSH BALAMWAR

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Q1) Discuss the strengths and weakness of major Integrated Marketing
Communication Tools in detail

Answer

1. Advertising

2. Direct marketing

3. Internet marketing

1. Advertising

The technique of bringing attention to a product or service through paid announcements

made by a specific sponsor is known as advertising.

Paid Form: In paid advertising, the advertiser (also known as sponsor) is responsible for the
production of an ad message, the purchase of an ad media slot, and the tracking of
advertising efforts.

Advertising is a part of a company's marketing strategy.

Advertising is a one-way communication method in which brands communicate with

customers through a variety of mediums.

Personal Or Non-Personal: Which Is It? Advertising can be impersonal, like on television,

radio, or in newspapers, or exceedingly personal, like on social media and other cookie-
based adverts.

Strength

 Reduces Per-Unit Cost: Because advertisements appeal to a large audience, they raise
demand for the product, which benefits the company because it takes advantage of
economies of scale.
 Aids in Brand Building: Advertisements are beneficial in establishing a brand.
Advertised brands are preferred over those that do not.
 Aids in the Launch of New Products: When a new product is backed by advertising, it
is much easier to launch it.

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 Existing Consumers' Confidence In The Brand Is Boosted: Advertisements increase
existing customers' confidence in the brand because they feel proud when they see an
advertisement for the product or brand they use.

Weaknesses

 Increases Product Costs: Advertising is a business expense that is added to the

product cost. The end user is ultimately responsible for this expenditure.
 Confuses the Consumer: Too many commercials with similar claims might make it
difficult for the buyer to decide what to buy and whether or not to buy the goods.
 Is Occasionally Misleading: Some commercials employ clever tactics to deceive
customers.
 Only Huge Businesses Can Afford Advertising: Advertising is a pricey event that only
big businesses can afford. As a result, small enterprises are no longer in competition with
large corporations, which gain a market monopoly.

Direct marketing

Direct marketing is a type of advertising campaign that seeks to achieve a specific action
in a selected group of consumers (such as an order, store or website visit, or a request
for information) in response a communication action done by the marketer. This
communication can take many different formats, such as postal mail, telemarketing, point
of sale, etc.

Strength of Direct Marketing

 Targeting: Based on demographics and purchasing behaviour, you can send targeted
messages to certain groups of current and potential customers. The more focused your
campaigns are, the more likely they are to be successful.
 Personalization: Make an effort to connect with your audience on a personal level. A
specific person can be addressed via direct mail or email, and details such as previous
orders can be included. A phone call can start a dialogue with a consumer and help you
create a relationship with them.
 Effortless: Techniques like email marketing and leafleting can be relatively inexpensive.
For SMEs, most direct marketing will be less expensive than mass media advertising
initiatives.
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 Measurable: You can easily track the success of campaigns if your marketing messages
require the recipient to do a specific action or use a certain voucher code. This can aid in
the planning of future campaigns.

Weaknesses of Direct Marketing

 Direct marketing can be annoying and intrusive to many people. Telemarketing and door-
to-door sales are two examples of this. Some people despise marketing letter, referring to
it as "junk mail." Customers may form a bad brand connection and be less likely to
purchase if they find your marketing efforts irritating. With less targeted campaigns, this is
more likely.
 Environment: Using leafleting or direct mail campaigns that rely heavily on paper can be
harmful to the environment. Use recyclable materials or attempt email advertising to
avoid this and any bad impact on your company image.
 Low response rates: direct marketing response rates typically range from 1% to 3%. It's
a waste of money to reach out to a customer who isn't interested in your products or
services, and they're likely to find it irritating. To reduce this, use more focused lists rather
than sending out mass communications.
 Competition: It can be hard to make your messages stand out when the recipient
receives high number of marketing emails or direct mail.

Advantages Of Online Marketing

 Global reach - for a minimal investment, a website allows you to discover new markets
and trade abroad.
 Lesser cost - When compared to traditional marketing tactics, a well-planned and well-
targeted digital marketing campaign can reach the relevant customers at a far lower cost.
 Results that are trackable and measurable – using web analytics and other online
metric tools to measure your online marketing campaign makes it easy to determine how
effective it was. You can get extensive information about how customers interact with
your website or respond to your advertising by using Google Analytics.
 Personalization - If your client database is linked to your website, you can greet visitors
with targeted offers whenever they visit. The more they buy from you, the better you'll be
able to develop your client profile and promote to them more successfully.

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 Openness - by getting involved with social media and managing it carefully, you can
build customer loyalty and create a reputation for being easy to engage with.

Disadvantages Of Online Marketing

 Skills and training - You'll need to make sure that your employees have the necessary
knowledge and experience to successfully implement digital marketing. Tools,
platforms, and trends evolve at a quick pace, so staying current is critical.
 Time-consuming - duties like optimising internet advertising campaigns and developing
marketing content can consume a significant amount of time. To secure a return on
investment, it's critical to track your progress.
 High competition - while internet marketing allows you to reach a global audience, it
also exposes you to global competition. Standing out from the crowd and grabbing
attention amid the various messages aimed to consumers online can be difficult.
 Complaints and feedback - any bad comments or criticism of your brand might be
seen by your target audience on social media and review sites. It might be difficult to
provide excellent customer service online. Negative feedback or a failure to respond
appropriately might tarnish your brand's image.
 Security and privacy concerns - there are several legal issues to consider when
collecting and exploiting client data for digital marketing. Take care to follow all privacy
and data protection regulations.

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Q2) Discuss the communication pattern of Shannon and Weaver with an example of
your choice.

Ans: Sender (Source) - The sender is the person who creates the message, selects the
channel and sends the message.

Encoder (Transmitter) - Encoder is a machine sender, which converts messages into

signals or binary data. It can also refer directly to the machine.

Channel - Channel is a method used to send a message.

Decoder (Receiver) - Recording a machine used to convert signals or binary data into a
message or receiver that translates a message from signals.

Recipient (Location) - Recipient is the person who receives the message or the place
where the message should be received. The recipient gives a response according to the
message.

Noise - Sound is a physical disorder such as location, people, etc. which does not allow the
message to reach the recipient as sent.

For example: - Sushmita leaves a voicemail for her friend Aditi, informing her of a meeting
regarding the promotion of their product. Due to background noise, Aditi does not receive
the entire message. This is how it goes:

Sushmita: We have a college test tomorrow (“at 10 am” is missing due to telephone or
noise disruption)

Aditi (reply): At what time? Here,

Sender: Sushmita

Encoder: Phone network company

Channel: Mobile network

Audio: Missing text due to interruption

Decoder: Mobile

Recipient: Aditi