Name: Humayun Shahzad Reg. No.

: L1S17MBAM0047

Which IMC Tools to Use?

ACTIVITY/TASK
Select from this simplified list of IMC Tools for each organization:

TV advertising

Personal selling

Radio advertising

Publicity

Internet advertising/web site

Brochures

Direct mail

Coupons (with special offers)

In-store displays

Telemarketing (phone)

Local letterbox drops

Discounts/sales promotions

A new hairdresser in a busy shopping mall

 Personal Selling

In a busy shopping mall there will be a lot of customers and the owner of the hairdresser can take
advantage of this to talk to the customers directly and persuade the customers to visit his/her shop and have
experience.

 In-store Display

The owner of the hairdresser should show the photos of the beautiful hair cut in his/her shop to convince
the customers. It will help the owner to promote or advertise the newly opened shop.

A large firm introducing a new line of candy bars

 In-store displays

Retail displays and visual merchandising are — and will always be — essential in driving attention and
conversions. It will help the firm to increase its sale of the new line of the candy bars.

 TV advertising

TV advertising is commonly used for the marketing of the candies by very famous and large firms. So
alongside the in-store display the TV advertising also help the firm to increase its sale for the candy bars.
Name: Humayun Shahzad Reg. No.: L1S17MBAM0047

A 5-star hotel on the beach, starting to offer business conference services

 Personal selling

The hotel representative at the counter can directly deliver the message about the new offers to the
customers. In this way message will conveyed to all the customers of the hotel.

 Brochures

Hotel can print its own brochures about the new offerings and spread them through different mediums
such as through magazine, newspapers etc. Through this techniques hotel can delivers its message about
the new offerings to large number of the customers.

A charity launches its pre-Christmas drive

 TV advertising

When Christmas comes every one watches TV for different offerings and launches, so charity can reach
a large number of people through TV advertisement.

 Publicity

Publicity includes all possible ways to advertise the product or event so charity can also use different
type of publicity techniques to reach large audience.

How similar/different is each of your IMC plans?

When a company or organization introduces new product or services, it is very important that all the
marketing techniques or ways should be coordinated and integrated. In these above cases all the IMC tools
are similar such as a frim introduces new candy bars, its shows the in-store displays and at the same time
the ad of these candy bar is running on the TV.

Other than to assist with communication, in what other ways would the choice of IMC
(media choice and message) affect the brand's/firm’s positioning?
IMC is no longer just a communication process, but a process associated with brands/firm’s positioning.
The process of choosing IMC tools to promote a product or services matters a lot and affect the firm’s
positioning.
Name: Humayun Shahzad Reg. No.: L1S17MBAM0047

IMC Tools for a Major Campaign

Advertising Tools: Cinemas
Cinemas ads running 30 minutes before the show starts, and there are even 15 minutes of ads after the lights
are dimmed therefore the credit card can play while audience are “forced” to watch until the actual movie
starts.

Corporate Communication Tools: Media Conferences

A media conference helps to communicate important news connected with an organization or company and
involves the participation of journalists and representatives of the company.

Personal Selling: Professional Promotions Teams

A Professional promotions team is a group of people who 'hit the streets' promoting an event or a product
which would be the new credit card. The group can go to the city because there would be a lot business
people and costumers who would be interested.

In Brach Merchandising Tools: Posters

Posters provide a logical and cost-effective way of communicating to a particular target
market. Posters also catch the viewer’s attention and posters have the ability to stick in the viewers' minds.
Customers will concentrate and see the poster while waiting for their turn to the cash counter.

Sale Promotion Tools: Double warranty (on purchase)

The promotional tools are pre-approval of credit card and double warranty. The double warranty is a written
guarantee that assures a customer purchasing the new credit card that if something goes wrong with it they
can come and replace it with no worries.

Direct Marketing Tools: Message with phone banking

This is used by banks to send messages (notifications or alerts) to customer’s mobile phones using
SMS which allows customers to perform some financial transactions. So this will help the bank to promote
its new credit card.

How hard would it be to effectively integrate and coordinate your overall campaign?
A campaign can be quite hard to integrate or put together. Integrated campaigns produce promotional
campaigns across channels like public relations, digital, social, email, print, etc. while maintaining a constant
message to the target audience. This is harder than it sounds, especially when the teams making and delivering
those campaigns are not on the same page or are disagreeing. Another challenge that could be faced is where or
how to start the campaign?
Name: Humayun Shahzad Reg. No.: L1S17MBAM0047

To what extent did you consider ‘internal marketing’ issues?

We considered it to a limit where there is a link between employee satisfaction and organizational
performance. We will be selective when recruiting employees and properly train them in a way they will
know how to answer and help all customers’ questions and needs. The best way to promote the image of
our brand is for every employee to represent that image when communicating with customers. The
employees should be experts in the products we are selling and willing to answer an endless number of
questions to show off the brand image.