Integrated Marketing Communications

Order Description

The Assignment:
Please use any prevalent Internet search engine like Yahoo, Google or Bing or other appropriate resources including your textbook to elaborate the following questions.

Please do not just “Cut and Paste” the content from the online sites. You will be penalized for doing that in terms of grades. You can only put –n-paste any diagrams

or graphs, but not the text. Most importantly, you must cite references from where you get the material / online content.

Each answer MUST contain no less than 100, but not exceed 250 words.

1) What do you understand by the term IMC?
2) What would be the benefits and/or drawbacks of engaging an IMC campaign instead of deploying a conventional advertising campaign?
3) In your opinion, is IMC practice becoming more popular or prevalent for product promotions? Please elaborate your response with examples.
4) Define and explain the “promotional mix”. Briefly describe the role of each component.
5) What are the major steps in an IMC planning process? Briefly describe each.
6) What does target audience mean? How an advertiser can identify and “refine” target audience of his/her product or service from the general population?
7) What is meant by geographic segmentation? How it is different from demographic segmentation.
8) What do you understand by the term “product positioning”? Please elaborate.
9) Why advertisers tend to use FCB planning grid during the product promotions planning phase?
10) Do you agree that better understanding IMC practices than simply advertising may be beneficial for your career advancement. Why and why not? Please explain.