IMC Farukh
IMC Farukh
IMC Farukh
Q. Public Relation
Public Relations is an impersonal communication initiated by a company directed towards the
publics of the company with the objective of creating a favourable image of the company and its
products in the minds of the publics or with the objective to dispel off any unfavourable image or
the impact of some negative publicity against the company. ‘Publics’ refers to all the entities with
whom the company interacts. They may include the following type of entities:
1. Customers: These include the current and prospective customers and consumers of the
company.
2. The Trade or Middlemen: They include the members of the distribution channel of the
company and may consist of dealers, distributors, wholesalers and retailers. Agents, franchisees
and merchants of the company may also be included in this category.
3. Suppliers: Suppliers may be suppliers of raw materials, components and parts required for
manufacturing
4. Government: the various government agencies wwhich work in close association with the
company or the industry and the regulators which govern the industry or its functioning are
included in this category.
5. Industry Associations: The industry association to which the company is affiliated or that
formulates the policies for the industry and facilitate its functioning also form an important
publics for the company.
6. Non Government Organisations: Certain NGOs working for a certain cause like environment
conservation and preservation, labour rights, children and women welfare, etc are also the
publics of the company.
7. Financial Institutions: Several banking and non-banking financial institutions are included in
this category. 8. Investors: Individual or institutional investors who have invested in the company
and are interested in the profitable functioning and growth of the company are also very
important for the company.
Process
• Research • Action • Communication and • Evaluation
1. Research: The first step for effective Public Relation is to study and understand the situation
facing the company, find out how the situation happened, know who is responsible for the
situation and understand the nuances, intricacies and implications of the situation.
2. Action: After appreciating the situation, a Public Relation Manager or the Public Relation
Officer is supposed to chalk out a plan of action and make arrangements for the implementation
of the plan. The plan of action should include details about the issues that need to be handles and
the method in which the issues would be handled. It should also include details about the target
audience and how and when the target audience would be reached.
3. Communication: At this stage, the message to be communicated to the publics has to be
structured and designed. The available media has to be identified and the media which would be
able to serve the objective is chosen. Decision has to be taken regarding the specific media
vehicles and channels to be used.
4. Evaluation: After implementation of the Public Relation plan, the progress and result has to be
evaluated. The preceding three steps are evaluation to find out how the process affected the
publics and their perception of the company. Completion of this step again takes the PR
executive to the first step of the Public Relation process.
Q. What are Sales Promotion? Explain in detail importance and types of sales promotion.
Sales promotion refers to a set of marketing activities aimed at stimulating sales of a product or
service by providing incentives or inducements to consumers or trade partners. These promotions
are typically temporary and designed to create a sense of urgency or excitement, encouraging
customers to make a purchase or take a specific action.
Importance of Sales Promotion:
1. **Boosting Sales**: The primary goal of sales promotion is to increase sales volume in the
short term. By offering discounts, coupons, or other incentives, businesses can stimulate demand
and encourage customers to make immediate purchases.
2. **Customer Acquisition and Retention**: Sales promotions can attract new customers to try a
product or service for the first time. Additionally, they can help retain existing customers by
rewarding loyalty and encouraging repeat purchases.
3. **Clearing Excess Inventory**: Sales promotions are effective for clearing excess inventory
or outdated products. By offering discounts or special deals, businesses can quickly move
inventory off the shelves and generate revenue.
4. **Competitive Advantage**: In competitive markets, sales promotions can differentiate a
brand from competitors and attract customers' attention. Offering unique promotions or exclusive
deals can give businesses a competitive edge and increase market share.
5. **Brand Awareness and Visibility**: Promotional activities such as contests, giveaways, or
demonstrations can increase brand visibility and awareness among consumers. This heightened
exposure can lead to increased brand recognition and recall.
6. **Encouraging Trial and Adoption**: Sales promotions provide an opportunity for customers
to try new products or services at a reduced cost or with added incentives. This can help
overcome initial barriers to adoption and encourage trial purchases.
7. **Driving Traffic and Footfall**: Promotions such as limited-time offers, flash sales, or
special events can drive traffic to physical retail locations or online stores. Increased foot traffic
creates opportunities for upselling and cross-selling additional products.
Types of Sales Promotion:
1. **Price Discounts**: This type of promotion involves reducing the price of a product or
service for a limited time. Examples include percentage discounts, buy-one-get-one-free
(BOGO) offers, and clearance sales.
2. **Coupons and Vouchers**: Coupons offer discounts or special offers to customers who
present them at the point of purchase. Vouchers are similar but may require specific actions (e.g.,
signing up for a newsletter) to redeem the offer.
3. **Rebates and Cashbacks**: Rebates offer customers a partial refund on the purchase price
after the sale, usually requiring the submission of proof of purchase. Cashback promotions
provide customers with a refund or credit for future purchases based on the amount spent.
4. **Contests and Sweepstakes**: Contests involve competitions where participants vie for
prizes based on skill or merit. Sweepstakes are random drawings where winners are selected by
chance. Both types of promotions generate excitement and engagement among consumers.
5. **Sampling and Free Trials**: Sampling allows customers to try a product or service for free
before making a purchase decision. Free trials offer a limited period of access to a product or
service without charge, aiming to convert trial users into paying customers.
6. **Bundle Offers**: Bundle promotions combine multiple products or services into a single
package at a discounted price. Bundling encourages customers to purchase complementary items
together, increasing the overall value proposition.
7. **Loyalty Programs**: Loyalty programs reward customers for repeat purchases or other
desired behaviors. Points-based systems, tiered rewards, and exclusive perks incentivize loyalty
and encourage customers to return.
8. **Point-of-Purchase Displays**: These promotions involve eye-catching displays, signage, or
demonstrations at the point of sale to attract customers' attention and prompt impulse purchases.
By leveraging various types of sales promotion effectively, businesses can drive sales, attract
new customers, enhance brand loyalty, and gain a competitive advantage in the marketplace.
However, it's crucial to carefully plan and execute promotions to ensure they align with business
objectives and deliver measurable results.
Q. What are the Digital Marketing, discuss in detail about social media marketing.
Digital marketing encompasses all marketing efforts that utilize digital channels and technologies
to reach and engage with target audiences. It includes a wide range of tactics and strategies
aimed at promoting products, services, or brands through various online platforms and channels.
One significant aspect of digital marketing is social media marketing, which focuses on
leveraging social media platforms to connect with audiences, build brand awareness, and drive
engagement and sales.
Digital marketing encompasses a wide range of tactics and strategies beyond social media
marketing. Here's a more comprehensive overview of digital marketing and its various
components:
1. Search Engine Optimization (SEO):
SEO focuses on improving a website's visibility and ranking in search engine results pages
(SERPs) through organic (non-paid) methods. Key activities include keyword research, on-page
optimization (e.g., meta tags, content optimization), off-page optimization (e.g., link building),
technical SEO (e.g., site speed, mobile-friendliness), and monitoring and analyzing performance
using tools like Google Analytics and Google Search Console.
2. Content Marketing:
Content marketing involves creating and distributing valuable, relevant, and consistent content to
attract and engage a target audience. Content formats may include blog posts, articles,
whitepapers, eBooks, infographics, videos, podcasts, webinars, and more. The goal is to provide
informative, entertaining, or inspiring content that resonates with the audience and drives desired
actions, such as website visits, lead generation, or conversions.
3. Email Marketing:
Email marketing entails sending targeted messages to a subscriber list to nurture relationships,
deliver personalized content, promote products or services, and drive conversions. Effective
email marketing involves segmentation, personalization, automation, A/B testing, and tracking
key metrics like open rates, click-through rates (CTR), and conversion rates.
4. Pay-Per-Click Advertising (PPC):
PPC advertising involves paying for ad placements on search engines (e.g., Google Ads) or
social media platforms (e.g., Facebook Ads, LinkedIn Ads) based on a pay-per-click model.
Advertisers bid on keywords or audience targeting criteria to display ads to relevant users. PPC
campaigns require strategic keyword research, ad copywriting, targeting, budget management,
and ongoing optimization to maximize ROI.
5. Display Advertising:
Display advertising encompasses various visual ads (e.g., banner ads, native ads, interstitial ads)
displayed on websites, apps, or social media platforms to promote products, services, or brands.
Display ads can target specific demographics, interests, or behaviors and are often used for brand
awareness, remarketing, or driving website traffic.
6. Affiliate Marketing:
Affiliate marketing involves partnering with affiliates or publishers who promote products or
services in exchange for a commission for each sale or referral generated. Affiliate networks
facilitate partnerships between advertisers and affiliates, track referrals, and manage payments.
7. Influencer Marketing:
Influencer marketing leverages influencers—individuals with a significant following and
influence on social media—to endorse or promote products or services to their audience.
Influencers can create sponsored content, reviews, endorsements, or collaborations to reach and
engage with their followers authentically.
8. Mobile Marketing:
Mobile marketing targets users on mobile devices through channels such as mobile apps, SMS
(text message) marketing, push notifications, and mobile-responsive websites. With the
increasing use of smartphones and tablets, mobile marketing strategies focus on delivering
personalized, location-based, and contextually relevant experiences to mobile users.
9. Marketing Automation:
Marketing automation involves using software and technology to automate repetitive tasks,
streamline processes, and deliver personalized marketing messages at scale. Automation
platforms enable segmentation, lead nurturing, email drip campaigns, behavior-based triggers,
and analytics to optimize marketing efforts and drive efficiency.
10. Analytics and Performance Measurement:
Analytics plays a crucial role in digital marketing by providing insights into campaign
performance, audience behavior, and ROI. Tools like Google Analytics, Adobe Analytics, and
social media analytics platforms track key metrics, such as website traffic, engagement,
conversions, customer acquisition costs (CAC), and lifetime value (LTV), to evaluate the
effectiveness of marketing efforts and inform decision-making.
By integrating these various components into a cohesive digital marketing strategy, businesses
can reach and engage with their target audience across multiple channels, drive conversions and
sales, and achieve their marketing objectives in today's digital landscape.
Social Media Marketing:
Social media marketing involves creating and sharing content on social media platforms to
achieve marketing and branding goals. It encompasses a variety of activities, including posting
text, images, videos, and other content formats, as well as engaging with users through
comments, messages, and interactions. Here's a detailed overview of social media marketing:
1. Platform Selection: Social media marketing begins with selecting the most appropriate
social media platforms based on the target audience, business objectives, and industry.
Popular platforms include Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube,
TikTok, and Snapchat. Each platform has its unique features, demographics, and user
behavior patterns.
2. Content Creation: Content is at the core of social media marketing. Brands create and
share a diverse range of content tailored to the preferences and interests of their target
audience. This content may include informative articles, entertaining videos, captivating
images, user-generated content, infographics, polls, quizzes, and more. The key is to
create engaging, valuable, and shareable content that resonates with the audience.
3. Audience Engagement: Social media platforms facilitate direct communication and
interaction with followers and users. Effective social media marketing involves actively
engaging with the audience by responding to comments, messages, and mentions
promptly. Engaging content such as polls, questions, contests, and live streams
encourages participation and fosters a sense of community around the brand.
4. Community Building: Social media marketing aims to build a loyal and engaged
community of followers and advocates for the brand. By consistently sharing valuable
content, fostering meaningful conversations, and offering exceptional customer service,
brands can cultivate a positive brand image and establish trust and credibility with their
audience.
5. Influencer Marketing: Influencer marketing involves partnering with influential
individuals on social media (influencers) to promote products or services to their
followers. Influencers have established credibility and a loyal fan base within specific
niches, making them valuable partners for brands seeking to reach and engage with target
audiences authentically.
6. Paid Advertising: Social media platforms offer robust advertising options for businesses
to reach a broader audience and drive specific outcomes, such as website traffic, lead
generation, or sales. Paid advertising options include sponsored posts, display ads, video
ads, carousel ads, and influencer collaborations. Advanced targeting capabilities allow
advertisers to tailor their ads to specific demographics, interests, behaviors, and locations.
7. Analytics and Measurement: Social media marketing efforts are continuously
monitored and analyzed to evaluate performance and measure the effectiveness of
campaigns. Social media analytics tools provide valuable insights into key metrics such
as engagement rate, reach, impressions, click-through rate (CTR), conversion rate, and
return on investment (ROI). Data-driven insights help optimize strategies, refine
targeting, and improve results over time.
8. Strategic Planning and Management: Successful social media marketing requires
strategic planning, consistent execution, and ongoing optimization. Brands develop social
media marketing strategies aligned with their overall marketing objectives, target
audience, brand identity, and competitive landscape. Effective management involves
content planning, scheduling, monitoring, responding to trends, and staying abreast of
platform updates and algorithm changes.
In summary, social media marketing is a dynamic and multifaceted approach to digital marketing
that leverages social media platforms to engage with audiences, build brand awareness, foster
relationships, drive traffic, and achieve business goals. By leveraging the power of social media
effectively, brands can connect with consumers in meaningful ways, enhance brand visibility,
and drive business growth in today's digital landscape.
Q. What do you mean by IMC and also explain Tools and techniques of IMC
IMC stands for Integrated Marketing Communications. It's a strategic approach to marketing that
integrates various promotional tools and communication channels to deliver a unified and
consistent message to target audiences. The goal of IMC is to create a seamless and cohesive
brand experience across all touchpoints, enhancing brand visibility, engagement, and
effectiveness. IMC recognizes that consumers are exposed to multiple marketing messages
through different channels and seeks to align these messages to reinforce brand identity and drive
desired outcomes.
Tools and Techniques of IMC:
1. Advertising:
• Traditional Advertising: Includes TV, radio, print, and outdoor advertising.
• Digital Advertising: Utilizes online channels such as display ads, search engine
marketing (SEM), social media advertising, and native advertising.
• Product Placement: Integrating products or brands into TV shows, movies, or
other forms of media content.
2. Public Relations (PR):
• Media Relations: Building relationships with journalists and media outlets to
generate positive coverage and publicity.
• Press Releases: Distributing news releases to announce new products, initiatives,
or company updates.
• Events and Sponsorships: Hosting events, sponsoring conferences, or
participating in community activities to enhance brand visibility and reputation.
3. Sales Promotion:
• Coupons and Discounts: Offering price incentives or special deals to stimulate
immediate sales.
• Contests and Sweepstakes: Engaging consumers through competitions or
giveaways to generate excitement and participation.
• Loyalty Programs: Rewarding repeat customers with discounts, points, or
exclusive perks to encourage loyalty and retention.
4. Direct Marketing:
• Email Marketing: Sending targeted messages to individuals or segmented lists to
promote products, offers, or content.
• Direct Mail: Sending physical promotional materials, such as postcards or
catalogs, to prospects or customers.
• Telemarketing: Using phone calls to communicate with potential customers and
generate leads or sales.
5. Digital Marketing:
• Content Marketing: Creating and distributing valuable, relevant content to attract
and engage target audiences.
• Social Media Marketing: Leveraging social media platforms to build brand
awareness, engage with customers, and drive website traffic and conversions.
• Search Engine Optimization (SEO): Optimizing website content and structure to
improve visibility and rankings in search engine results.
6. Personal Selling:
• Face-to-Face Sales: Interacting with prospects or customers in person to provide
information, address objections, and close sales.
• Telephone Sales: Using phone calls to initiate or follow up on sales opportunities
and build relationships with customers.
• Online Chat and Video Calls: Providing real-time assistance and support to
customers through chat or video conferencing platforms.
7. Branding and Identity:
• Branding: Establishing a distinctive brand identity, including logo, colors,
typography, and messaging, to differentiate the brand and create emotional
connections with customers.
• Brand Guidelines: Developing guidelines and standards for consistent brand
usage across all communication channels and touchpoints.
8. Measurement and Analytics:
• Performance Metrics: Tracking key performance indicators (KPIs) such as reach,
engagement, conversion rates, and ROI to evaluate the effectiveness of marketing
efforts.
• Analytics Tools: Using tools like Google Analytics, social media analytics
platforms, and CRM systems to gather data, analyze trends, and gain insights into
customer behavior and preferences.
By leveraging these tools and techniques of IMC in a coordinated and strategic manner,
organizations can create impactful marketing campaigns that effectively reach and engage target
audiences, drive brand awareness and preference, and ultimately, achieve business objectives.
Q. Methods of Compensation
In the context of Integrated Marketing Communications (IMC), compensation methods typically
pertain to the remuneration and incentives provided to marketing professionals and agencies
involved in developing and executing marketing campaigns. Here are some common methods of
compensation used in IMC:
1. Agency Fees:
• Retainer: An ongoing, fixed fee paid to an advertising or marketing agency for providing
a range of services over a specified period, such as a month or a year.
• Project-Based: Agencies may charge a flat fee or hourly rate for specific projects or
campaigns, with costs varying depending on the scope and complexity of the work.
2. Performance-Based Compensation:
• Incentive-Based: Agencies may receive additional compensation or bonuses based on
achieving predefined performance targets or key performance indicators (KPIs), such as
sales growth, brand awareness, or ROI.
• Pay-for-Performance: Compensation may be tied directly to campaign performance
metrics, such as impressions, clicks, conversions, or other desired outcomes.
3. Commission:
• Media Commission: Media buying agencies may receive a commission from media
outlets based on the amount of advertising space or time purchased on behalf of the
client.
• Sales Commission: Agencies involved in driving sales or lead generation may receive a
commission based on the revenue generated or leads acquired through their marketing
efforts.
4. Markup:
• Markup on Media Buys: Agencies may add a markup or margin to the cost of media
placements to cover their overhead costs, management fees, and profit margins.
• Markup on Production Costs: Agencies may also charge a markup on production costs
for creating advertising materials, such as print ads, digital banners, videos, or website
designs.
5. Equity or Stock Options:
• Equity Stake: In some cases, agencies may negotiate for equity stakes or stock options in
client companies as part of their compensation, particularly in startups or high-growth
ventures.
• Stock-Based Incentives: Agencies may receive stock options or equity grants based on
performance or longevity of the relationship, providing the opportunity for financial
upside if the client company succeeds.
6. Performance Bonuses:
• Bonus Structure: Agencies may be eligible for performance-based bonuses or incentives
based on achieving specific milestones, objectives, or campaign outcomes.
• Recognition Awards: Clients may provide recognition awards or bonuses to agencies for
exceptional work, creativity, or contributions to campaign success.
7. Fee-for-Service:
• Hourly Billing: Agencies may charge clients based on the number of hours worked by
their team members on specific tasks or projects.
• Fee Structure: Agencies may have a fee structure based on the level of expertise or
seniority of their team members, with higher rates for more experienced professionals.
8. Hybrid Models:
• Blended Approach: Some compensation models combine elements of retainer fees,
performance-based incentives, and commission structures to provide a balanced and
mutually beneficial arrangement for both clients and agencies.
• Customized Solutions: Compensation methods may be customized based on the unique
needs, objectives, and preferences of clients and agencies involved in the IMC process.
The choice of compensation method in IMC depends on factors such as the scope and
complexity of the project, the level of risk and reward desired by both parties, the client-agency
relationship, and industry norms. It's essential for both clients and agencies to align on
compensation terms that are fair, transparent, and conducive to achieving shared objectives in
driving successful marketing campaigns.
Q. Creativity Process
The creativity process in Integrated Marketing Communications (IMC) involves generating
innovative ideas and concepts to develop compelling and effective marketing campaigns that
resonate with target audiences and achieve campaign objectives. Here's a step-by-step overview
of the creativity process in IMC:
1. Orientation:
• Understanding the Context: This stage involves gaining a clear understanding of the
problem or challenge at hand, as well as the goals and constraints associated with it.
• Setting Objectives: Define the specific objectives and desired outcomes of the creative
process to provide direction and focus.
2. Preparation:
• Research and Information Gathering: Collect relevant data, information, and insights
that are pertinent to the problem or opportunity. This might involve market research, user
feedback, or industry trends.
• Mind Mapping: Use techniques such as mind mapping to organize and visualize ideas,
connections, and potential solutions.
3. Analyzing:
• Breakdown and Examination: Analyze the problem or challenge from different angles
to identify its underlying components, patterns, and root causes.
• Identify Patterns and Trends: Look for patterns, trends, and relationships within the
data and information gathered during the preparation stage.
4. Adaptation:
• Flexibility and Openness: Remain flexible and open to new ideas, perspectives, and
possibilities throughout the creative process.
• Iterative Approach: Be willing to adapt and modify your approach based on new
insights, feedback, or changes in the external environment.
5. Incubation:
• Unconscious Processing: Allow time for ideas to incubate and develop in the
subconscious mind. This stage involves stepping away from the problem and giving your
mind space to process information and make connections.
• Creative Rest: Engage in activities that promote relaxation, creativity, and divergent
thinking, such as taking walks, meditating, or pursuing hobbies.
6. Synthesis:
• Integration of Ideas: Bring together diverse ideas, insights, and perspectives to create
innovative and holistic solutions.
• Creative Combination: Combine and recombine elements from different sources to
generate novel and unique solutions to the problem.
7. Evaluation:
• Assessment and Reflection: Evaluate the potential solutions generated during the
creative process against the objectives and criteria established in the orientation stage.
• Feedback and Iteration: Gather feedback from stakeholders or peers, refine ideas based
on evaluation criteria, and iterate on solutions as needed.
By following these stages of the creativity process, individuals and teams can systematically
navigate through the complexities of problem-solving and innovation, leading to the
development of creative and effective solutions.