1. Discuss, using examples, several of the challenges involved in evaluating int
ID: 429957 • Letter: 1
Question
1. Discuss, using examples, several of the challenges involved in evaluating international IMC campaigns.
2. Some advertising students are visiting your agency on a field trip and have asked you to provide some guidance on creating effective direct-response mail. Give and explain to them in detail, using examples, five of the ideas that were given in the text.
3. Four college roommates who were advertising majors are now in New York working in the advertising industry. John is a media planner, Carl is a media buyer, George is a media researcher, and they all work at the same advertising agency. Chuck works at a media buying company and jokes that he will be taking over all of their jobs. Describe, using examples, how their jobs are different and why Chuck can make the joke he did.
Explanation / Answer
1) Intergrated Marketing Communications( IMC) :
Defination : Its an approach for achieving the objectives of marketing compaign through different promotional methods that are used to increase co-operation between each-other.This helps the Organization to maintain close association throughout.
A management concept to make all aspects of marketing communication such as internal and external to the organization.There ar emany levels in Integrated Communications.
International Markets uses these Integrated Marketing Communications to employ the stratagies through multiple marketing communicaations.These use paid advertising,public relations, promotions,owned assests and effecient usage of social media.
Modes Of Integrated Marketing Communications :
Why should we use Integrated Marketing Communications :
Objectives of IMC:
Steps to create a Succesfull Integrated Marketing Communication
Step 1 : Clear understanding on needs of targeted audience.
step 2 : Selection of Proper channel to Transmit the message.
Step 3: Being consistent in the approach.
step 4: Clear consistent content that can be easy to understand and distribution in different channels.
Step 5: The messsage should be intergrated and compact.
Step 6 : Maintaining coordination between marketing teams and agents.
Step 7 : keep tracking the compaigns perodically. Make necessary updations as per the market changes.
Challenges in Integrated Marketing Communication
2) Direct-response marketing mails :
This is the next generation of direct response marketing . Integrated marketing can be done effectively by the usage of direct response mails.
Guidelines for a effective direct response mail :
5 Ideas For effective Direct- Responce Mails:
3) The third quesetioon is related to a real time scenerio . 4 friends John,Carl, George and Chuck.
John : Media planner. As the name suggests , john plans the media advertising and selecting a suitable channel for the transmission of the message.
Carl : Media buyer. He makes a living by buying the media and system of advertising.
George : Media Researcher . He researches on the Media functions and keeps track on all the available channels for transmitting the message.
Chuck : Employee at Media Buying Company.
Chuck makes fun of the other 3 roomates.He jokes that he will be taking over all their jobs
He thinks that the future is all in the hands of Media Buying Companies. He assumes that the market can only run with the help of Buying Companies. The major contribution is done buy the Media Planner, who stands up and plans various ways to transmit the message. At the same time, Media Researcher, also makes it easy for the Media buyers. He gives them a chance to explore ways an dprovides different solutions and alternatives to the problems.
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