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IMC Brand India Report

IMC Brand India Report

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Published by Kritika Sirohi

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Published by: Kritika Sirohi on Jul 01, 2011
Copyright:Attribution Non-commercial

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07/01/2011

 
 
VIVEKANAND EDUCATION SOCIETY COLLEGE OF ARTS, SCIENCE AND COMMERCE
IMC BRAND INDIA
A project in the subject of Agency Management
ByBhavya Agarwal, 4Gautam Anand, 5
Kevin D’Mello, 12
 Karan Bhatia, 9Janani Balakrishnan, 17Kritika Sirohi, 32TYBMM (Advertising)
 
Page | 1
Table of Contents
 
Page | 2
IMC BRAND INDIA
I.
 
AGENCY PROFILE
 
Name: Jugaad
The Way Out
 
Type: Full Service
 
Client: Ministry of Tourism & Culture
 
Portfolio: Cadbury, Badshaah Masala, Indian Railways, AidsAwareness, VICCO, Bisleri
II.
 
INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications (IMC) is the coordination andintegration of all marketing communication tools, avenues, functions andsources within a company into a seamless program that maximizes theimpact on consumers and other end users at a minimal cost.
This integration affects all firms’ business
-to-business, marketing channel,customer-focused, and internally directed communications. It is a processfor managing customer relationships that drive brand value primarily through communication efforts.
III.
 
IMPORTANCE OF IMC
Several shifts in the advertising and media industry have caused IMC todevelop into a primary strategy for marketers:1.
 
From media advertising to multiple forms of communication.2.
 
From mass media to more specialized (niche) media which arecentered on specific target audiences3.
 
From a manufacturer-dominated market to a retailer-dominated,consumer-controlled market.4.
 
From general-focus advertising and marketing to data-basedmarketing.5.
 
From low agency accountability to greater agency accountability,particularly in advertising.

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