Integrated Marketing communication

IMC-
IMC is a strategic business process used to plan develop execute and
evaluate coordinated measurable persuasive brand communication programs
with consumers customers prospects employees and other relevant external
and internal audiences.
Integrated marketing communications (IMC) is the process of unifying a brand’s
messaging to make it consistent across all media that the brand uses to reach its
target audience.

IMC Tools:
https://www.hitechnectar.com/blogs/integrated-marketing-communication-
tools/
https://www.deskera.com/blog/integrated-marketing/

ROLE OF IMC IN MARKETING MIX.

http://marketingcommunique.blogspot.com/2012/10/the-role-of-imc-in-
marketing-process.html

ADVERTISING APPEAL AND TYPES:

https://www.mbaskool.com/business-concepts/marketing-and-strategy-
terms/10912-advertising-appeal.html

COMMUNICATION PROCESS:
https://onlinenotes1.wordpress.com/2019/03/07/002-what-is-
communicationexplain-communication-process/
AIDA MODEL:

https://www.siegemedia.com/creation/aida-model
https://www.lucidchart.com/blog/what-is-aida-model
AIDA EXAMPLE:
https://www.feedough.com/aida-model-explanation-examples-variants/

INNOVATION ADOPTION MODEL

https://studiousguy.com/response-hierarchy-models/
https://www.studentnotes.in/2021/10/innovation-adoption-model-
awareness-interest-evaluation-trial-adopt.html

Hierarchy of needs: Maslow Model

https://www.masterclass.com/articles/a-guide-to-the-5-levels-of-maslows-
hierarchy-of-needs
https://www.simplypsychology.org/maslow.html
Decision making process model

IMC Planning Process:

https://www.visiolearning.co.uk/integrated-marketing-communication/
http://www.srj.net/6-steps-in-the-imc-planning-process/

IMC planning Targeting and positioning zero based planning, segmentation:

http://www.ccsfmarketing.com/section-4-imc-planning-process-target-
product-positioning--communication-objectives.html

Advertising agency:
Advertising goals:
https://www.indeed.com/career-advice/career-development/goals-of-
advertising
https://smallbusiness.chron.com/goals-objectives-advertising-25273.html
https://studiousguy.com/advertising-objectives/

Goal setting- DAGMAR Approach:

https://www.wallstreetmojo.com/dagmar/
https://www.geektonight.com/dagmar-approach/

Various budget methods:

https://corporatefinanceinstitute.com/resources/accounting/types-of-
budgets-budgeting-methods/

Selection of ad agency:
http://www.drypen.in/advertising/selection-of-an-advertising-agency.html
https://www.enotesmba.com/2012/06/mba-notes-selection-of-
advertising.html

Pitch process:
https://blog.hubspot.com/agency/perfect-pitch-process

Ad campaign management:
https://www.oracle.com/in/cx/marketing/campaign-management/what-is-
campaign-management/

campaign design process the big idea in advertising:

https://www.smartinsights.com/traffic-building-strategy/campaign-
planning/four-steps-developing-big-idea-campaign/
https://digitalstrategyconsultants.in/blog/four-steps-to-developing-a-big-
idea-for-your-campaign-case-study/#gref

Copy in Advertising:
https://studiousguy.com/advertising-copy-definition-types-examples/
https://www.mbaskool.com/business-concepts/marketing-and-strategy-
terms/11710-advertising-copy.html
Design Process:
https://discoverdesign.org/handbook
IMC & message execution:
https://www.slideshare.net/LeanneRoss/imc-advertising-message-strategies
https://marketingcommunications.wvu.edu/industry-insights/marketing-
communications-today-blog/2019/03/20/9-tips-for-executing-integrated-
marketing-communications-today#:~:text=Integrated%20Marketing
%20Communications%20help%20brands,and%20stories%20with%20an
%20audience.

Media planning:
https://blog.hubspot.com/marketing/media-planning
https://www.similarweb.com/corp/blog/marketing/media-buying/what-is-
media-planning/
different mediums of advertising:
https://www.feedough.com/types-of-advertising-mediums/
https://www.yourarticlelibrary.com/advertising/7-advertisement-mediums-
for-advertising-your-products-with-merits-and-demerits/27985
https://www.marketingtutor.net/types-of-advertising-mediums/
The media planning process:
https://www.bionic-ads.com/media-planning/
ATL BTL
https://www.face2face-marketing.com/atl-btl-ttl-marketing-definitions-
examples/
https://www.feedough.com/atl-btl-ttl-marketing/
Media planning digital
https://mediatool.com/blog/the-six-key-steps-to-effective-digital-media-
planning

Media planning point of purchase:

https://www.investopedia.com/terms/p/pointofpurchase1.asp
Media Evaluation:
https://www.smartcapitalmind.com/what-is-a-media-evaluation.htm
Content writing:
https://blog.hubspot.com/marketing/professional-content-mistakes

Other IMC tools:

Consumer and trade sales promotion techniques:
https://smallbusiness.chron.com/consumer-sales-promotion-techniques-
1035.html

Growth of sales promotion:

http://www.drypen.in/sales-promotion/reasons-for-growth-of-sales-
promotion.html

consumer oriented sales promotion:

https://accountlearning.com/9-types-consumer-sales-promotion-tools/
https://saylordotorg.github.io/text_principles-of-marketing-v2.0/s14-07-
sales-promotions.html
https://www.yourarticlelibrary.com/sales/sales-promotion-tools-consumer-
oriented-and-trade-oriented-sales-promotion/32305

trade oriented sales promotion:

https://www.yourarticlelibrary.com/sales/sales-promotion-tools-consumer-
oriented-and-trade-oriented-sales-promotion/32305
https://qsstudy.com/trade-oriented-sales-promotion/

Direct marketing, PR, Social media marketing, Sponsorship, Public relation

https://www.mbaknol.com/marketing-management/different-tools-of-
integrated-marketing-communications-imc/
https://www.hitechnectar.com/blogs/integrated-marketing-communication-
tools/
corporate advertising:
https://www.marketing91.com/corporate-advertising/
https://www.mbaskool.com/business-concepts/marketing-and-strategy-
terms/10553-corporate-advertising.html
https://influencermarketinghub.com/influencer-marketing/
Meme marketing:
https://khatabook.com/blog/meme-marketing/
https://devrix.com/tutorial/meme-marketing-2022/#:~:text=What%20Is
%20Meme%20Marketing%3F,their%20shareability%20and%20carefree
%20nature.

Co-branding:
https://www.investopedia.com/terms/c/cobranding.asp
https://www.thebrandingjournal.com/2020/10/what-is-co-branding/
https://www.indeed.com/career-advice/career-development/co-branding
https://www.feedough.com/co-branding-definition-importance-types-
examples/

Film advertising:
https://www.entlifeonline.com/film-advertising-advantages-disadvantages/

In app advertising:
https://www.smaato.com/guide-to-in-app-advertising/
https://www.appsflyer.com/resources/guides/in-app-advertising/
https://www.applovin.com/blog/what-is-in-app-advertising/

branding content:
https://www.cyberclick.net/numericalblogen/what-is-branded-content-
definition-advantages-and-examples
https://bluewatermarketing.com/what-is-branded-content-marketing-and-
how-does-it-work/

IMC and measuring effectiveness:

https://www.business2community.com/integrated-marketing/6-ways-
measure-integrated-marketing-01722901
https://www.studocu.com/row/document/jagannath-university/marketing-
management/measuring-the-effectiveness-of-integrated-marketing-
communication/24981484

Measurement in advertising:
https://smallbusiness.chron.com/measure-advertising-messages-36417.html
https://www.cint.com/blog/how-to-measure-advertising-effectiveness

Pretesting and post-testing

https://www.businessmanagementideas.com/advertisement/how-to-
measure-the-effectiveness-of-advertising/8842

IMC QUESTION BANK:

Q.1) Choose IMC mix for promotion of event T20.
https://courses.lumenlearning.com/suny-hccc-introbusiness/chapter/
promotion-integrated-marketing-communication-imc/
https://electricalworkbook.com/promotion-mix/

Q.2) Which types of advertising can be used in PLC.

https://smallbusiness.chron.com/advertising-life-cycle-product-1510.html
https://www.drypen.in/advertising/the-product-life-cycle-plc-and-strategies-
at-different-stages.html

Q.3) What are the types of appeals used by toothpaste brands. Give
examples of five brands
https://www.linkedin.com/pulse/top-10-advertising-appeals-really-work-
sumit-saurav/

Q.4) List the steps in IMC planning process

https://www.visiolearning.co.uk/integrated-marketing-communication/
http://www.srj.net/6-steps-in-the-imc-planning-process/
https://www.businessmanagementideas.com/marketing/integrated-
marketing-communication-planning-process-management/8084

Q.5) Which types of consumer sales promotion and trade sales promotion
used by FMCG companies
https://accountlearning.com/9-types-consumer-sales-promotion-tools/
https://www.yourarticlelibrary.com/sales/sales-promotion-tools-consumer-
oriented-and-trade-oriented-sales-promotion/32305
https://www.indeed.com/career-advice/career-development/trade-
promotion
Q.6) What are the advantages and disadvantages of internet advertising
https://smallbusiness.chron.com/advantages-disadvantages-advertising-
internet-4029.html
https://www.mbaknol.com/marketing-management/internet-advertising-
definition-advantages-and-disadvantages/
Q.7) Relate with the advertising of brand Cadbury and explain how it has
helped in building brand equity
https://iide.co/case-studies/cadbury-marketing-strategy/
Q.8) Explain the journey of any brand of your choice and how communication
has helped to create brand identity
https://blog.hubspot.com/agency/develop-brand-identity
https://www.forbes.com/sites/forbescommunicationscouncil/
2017/08/30/12-ways-to-communicate-your-brand-to-customers-for-
increased-recognition/?sh=63d86ee1b5f6
Q.9) Illustrate the use of AIDA model in B2B selling with a suitable example
https://www.smartinsights.com/traffic-building-strategy/offer-and-message-
development/aida-model/
Q.10) Compare ATL and BTL strategies of a cellphone brand and infer the
effectiveness of these strategies in creating brand awareness
https://keydifferences.com/difference-between-atl-and-btl-marketing.html
Q.11) Extend the concept of Maslow hierarchy of needs to marketing
communication for launch of a new deodorant
https://www.eclipsemediasolutions.com/blog/maslows-hierarchy-needs-
marketing
https://www.masterclass.com/articles/a-guide-to-the-5-levels-of-maslows-
hierarchy-of-needs
https://www.simplypsychology.org/maslow.html
Q.12) Show how you can make use of sales promotion and trade strategies to
establish any brand of electric vehicle
Q.13) Develop a cross media strategy to launch touch screen series of HP
laptop. State reasons for selection of different media. Choose at least five
different types of media
https://lapaas.com/cross-media-marketing/
https://www.indeed.com/career-advice/career-development/types-of-
media
Q.14) Analyse any IMC campaign of Nike/Apple brand so that they are able
to deliver the brand promise.
https://studycorgi.com/integrated-marketing-communication-plan-for-nike/
Q.15) Construct multiple advertising objectives for IMC campaign for
launching low priced detergent in rural market.
https://bizfluent.com/info-8526492-imc-objectives.html
https://courses.lumenlearning.com/suny-marketing-spring2016/chapter/
reading-determining-imc-objectives-and-approach/
Q.16) Select advertising mediums to launch a new water purifier. Apply the
concept of big idea in advertising.
https://www.marketingevolution.com/marketing-essentials/advertising-
media-guide
https://www.yourarticlelibrary.com/advertising/7-advertisement-mediums-
for-advertising-your-products-with-merits-and-demerits/27985
https://www.marketingtutor.net/types-of-advertising-mediums/
Q.17) Develop a creative message using message strategies for a automatic
hand wash dispenser
Q.18) Are Indian consumers ready to accept breakfast cereals. Analyze this
statement in context of brand Kellogs, it's failure and win in Indian market
https://toppandigital.com/translation-blog/how-kelloggs-failed-and-then-
won-in-india/#:~:text=But%20are%20Indian%20consumers%20ready,sales
%20growth%20in%20the%20subcontinent.
Q.19) Case study
Q.20) Compare different advertisement campaigns of Airtel and Vodafone.
Infer on effectiveness of the campaigns
Q.21) Discover the marketing promotion process model in relation to launch
of any brand
https://sabkepasand.wordpress.com/chapter-2-the-role-of-imc-in-
marketing-process/
Q.22) Examine the communication of festive offers of e commerce companies
and list parameters to measure effectiveness of campaign
https://www.indeed.com/career-advice/career-development/how-to-
measure-success-of-marketing-campaign
Q.23) Assume you are brand manager for Saffola. Apply concepts of targeting
and segmenting to create creative message for Saffola Oodles for different
market segments
https://iide.co/case-studies/saffola-marketing-strategy/
https://www.voxco.com/blog/how-to-segment-the-market-for-a-new-
product-in-5-steps/
Q.24) Recommend five different types of sales promotion campaign for a
fashion apparel retailer like Lifestyle to be carried out for new year
https://www.vendhq.com/blog/sales-promotion/
Q.25) Select any brand to analyze the statement ‘To fully appreciate IMC
perspective one has to look through consumer eyes
Q.26) Evaluate the corporate advertising of any two companies for B2B and
consumer product. Interpret the effectiveness of the ad.
Q.27) Determine the publicity vehicles for promotion of online pharmacy and
online consultation service.
https://www.digitalpharmacist.com/blog/pharmacy-advertising-ideas/
https://granicus.com/blog/7-strategies-to-promote-your-online-
consultation/
Q.28) Decide sales promotion campaigns for different products and services
like a moisturizer, laptop and online food delivery service
https://www.americommerce.com/the-top-10-most-popular-types-of-sales-
promotions
https://www.wordstream.com/blog/ws/2020/07/29/how-to-promote-a-
product
https://www.bizadmark.com/digital-advertising-food-delivery/
Q.29) Measure the effectiveness of social media campaigns and suggest the
methods to increase sales of a edtech products
https://www.litmusbranding.com/blog/effective-marketing-strategies-for-
edtech-business/
https://rocketium.com/academy/edtech-marketing-strategies/
Q.30) Elaborate the creative communication strategies of Fevicol or Ambuja
Cement brand
https://iide.co/case-studies/ambuja-cement-marketing-strategy/
https://www.mbaskool.com/marketing-mix/products/17027-ambuja-
cement.html
https://www.mbaskool.com/marketing-mix/products/17026-fevicol.html
Q.31) Choose any two brands whose communication strategies can be
improved. Design creative message for these brands.
https://elearningindustry.com/7-tips-to-improve-your-brand-
communication-strategy
https://activebusinessgrowth.ca/brand-communication/
Q.32) Elaborate concepts like In-App advertising, Meme Marketing,
Influencer Marketing and social media marketing with suitable examples
https://www.smaato.com/guide-to-in-app-advertising/
https://www.adpushup.com/blog/in-app-advertising/
https://devrix.com/tutorial/meme-marketing-2022/
https://influencermarketinghub.com/influencer-marketing/
https://sproutsocial.com/insights/influencer-marketing/
https://blog.hootsuite.com/influencer-marketing/
https://www.investopedia.com/terms/s/social-media-marketing-smm.asp
https://neilpatel.com/what-is-social-media-marketing/
https://blog.hubspot.com/marketing/social-media-marketing

Q.33) Discuss ASCI code of conduct and functioning

https://www.yourarticlelibrary.com/advertising/advertising-standards-
council-of-india-asci-objectives-and-mission/22490
Q.34) Formulate a IMC mix for launch of electric four wheeler like Tiago EV in
urban markets
https://www.marketing360.in/integrated_marketing_communication_mix/
Q.35) A new range of air conditioners is being launched before the summer
hits. Develop a creative strategy for the advertisement campaign of such a
brand explaining the typical creative process in an advertising agency.
https://www.bmediagroup.com/news/creative-strategy-in-advertising/
#:~:text=What%20is%20a%20Creative%20Strategy,steer%20your
%20business%20towards%20growth.
https://profiletree.com/what-is-creative-strategy/