College Of Business Department Of

Management and Marketing

MGT 263 : Section 263

Submitted to: Dr Hisham

Date of submission: 26-10-2020

Submitted by: Memoona Shahzad:

(20160347)

Assignment-1

Question 1: In a short essay, describe your understanding of

the Role of Advertising in our daily lives.
Ans: Marketing refers to activities which a company undertakes to promote buying or
selling of products or services. Marketing is all about understanding the needs of
customers and maintaining relationships with them. Marketing is like a conversation
between two unknown people who try to understand each other by talking. This is the
same in marketing the brands understand the needs of their customers and care for
them and try to maintain long-term relationships with their customers.

A marketing exchange is what happens when two or more people trade goods. The
exchange process allows both the traders to estimate the trade-offs and satisfy their
wants and needs. Both parties must feel that the offer is worthy and valuable. For
example if a man wants to buy an umbrella from a shop he should have enough money
with him to buy it and the shopkeeper must have enough stock of umbrellas. If the man
buys the umbrella he gives the money to the shopkeeper and the shopkeeper gives him
the umbrella. This is called an exchange. But if the man does not not have enough
money and decides not to buy it then the exchange will be cancelled. If the conditions
are not met then the exchange will not take place but if the conditions are met the
exchange will take place.

Customer value is the perception of whether a product or service is of enough worth to

a customer versus possible alternatives. Worth means if the customer feels that he/she
got benefit from the services for what he/she has paid. Costs and benefits are also
expressed in terms of time, attention, reputation, comfort and ease. For example, if you
have created an online game with grids and your customers are very eager to play it.
Granting them access won't cost you anything and in return you want their personal
information. The information is of high value to you but it won't cost any money to the
customer.

Marketing Mix is referred to as tactics or marketing tools which companies uses to sell
products or services to consumers. There are four Ps of marketing mix:

1. Product
2. Price
3. Place
 4. Promtion

The four Ps together make up the mix a company needs. Each of these elements can be
examined independently but each of these are often dependent on each other. For
example, Garnier which is a cosmetics product. Garnier has spread to various parts of
the world. Because of the competition Garnier had to offer discounts and this brings
down the actual prices and the prices seem reasonable. As Garnier follows all these 4 Ps
the brand is successful.

Brand identity is the collection of correct elements a company or brand creates to show
its image to the consumers. For example, the brand identity of Coca Cola is a red logo
with script text. The logo itself shows confidence in a person who drinks Coca Cola.
Because of its logo, Coca Cola has made an identity in the world.

Question 2: In your own word, explain the role IMC plays in

the process of developing and sustaining Brand Identity

Ans: Integrated Marketing Communications is defined as a concept in which a company

integrates and coordinates its communication channels to deliver a clear and consistent
message. IMC is an integration of all marketing tools and resources in a company. It uses
various innovative ways to make sure that the customer gets the right message at the
right place and time. Although IMC takes a lot of effort, it also has many benefits. It can
increase and boost sales and profits and save time and money. IMC wraps conversation
around the customers and helps them move through the several stages of the buying
process. Integrated Marketing Communications is referred to as a concept in which a
company coordinates its communication channels to deliver a clear and consistent
message. IMC also makes messages more credible and clear and this reduces risk in the
mind of buyers and helps to outcome brand comparisons. Consistent and credible
images, data or information can help nurture relationships with customers and the
customers can easily identify information throughout their whole buying process.
Brand identity refers to the logo, sign, color of the brand. It is the collection of right
elements a company or brand creates to portray its image to the consumers. NESCAFE
wants to unify its brand in the whole world.

Sustainability is defined as the promotion of environmental and socially responsible

products and brand values. For example, IKEA has created their own sustainable
strategy. IKEA got many marketing rewards for their green efforts and hard work.

Question 3: In a short essay describe your understanding of

Promotion as an element of the Marketing Mix.

Ans: Promotion is defined as a type of marketing communication which is used to

attract target audiences. The main purpose of promotion is to convince and persuade
the target consumers to buy. Promotion is an important element of marketing mix. For
example, if a company launches a new mobile phone, and they are very assertive about
their new product. They will promote the product to attract maximum target audience
and persuade them to buy it. This helps to attract loyal customers and they become
motivated to buy it.

Promotional mix is defined as the tools, applications or processes which we use to

promote our products or offerings. It is a very big challenge to decide and select the
right type of promotional activities to accomplish an outcome. There are six types of
Promotional Mix:

1. Advertising:

Advertising is defined as a type of paid communication which is non-personal. The term

non-personal means that advertising is done through mass media (television, radio,
newspapers, posters, applications etc.). Advertising campaigns are arranged by
advertising agencies in which they invite famous celebrities, who promote various
brands and its products. The main purpose of advertising is to draw the target
audience’s attention. Let's take Nike as an example, Nike invites celebrities who prove
to be an ideal consumer. This makes people trust the brand and motivates them to buy
its products. This also improves the brand image.

2. Direct Marketing:

Direct Marketing is defined as a type of communication in which an organization

communicates directly with a customer to get a direct response. The delivery systems
used in this type of communication are mail, email, social media, phone texting,
postcards etc. However direct marketing has not been considered an element of
promotional mix. But as a result it has become an important and vital part of the IMC
program of many organizations so we consider direct marketing as an element of
promotional mix. It includes a variety of activities like telemarketing, database
management, direct selling and direct response advertising. A good direct marketing
campaign helps to build nice relations with customers. The main purpose of Direct
marketing is to promote products to those customers who need them the most. For
example, Reebook uses direct marketing to promote its products among sports
organizations, colleges, schools etc.

3. Digital/Internet Marketing:

Digital marketing is defined as a type of advertising which allows the promotion of

brands and products through digital media like social media, search engines, websites
etc. In many businesses, there are a particular target audience and digital marketing
helps to reach them through different internet platforms. Organizations use email,
marketing technology and even mobile electronics like smartphones, Pcs etc. The main
purpose of digital marketing is to gather new sales for business by reaching customers
who are looking for services. For example, American Express uses digital marketing to
create a sense of community. American Express advertising campaigns are very
effective. They use different types of technologies to convey their messages. Their
advertisements are short but meaningful.

4. Sales Promotion:
Sales promotion is defined as a process of convincing the customer to buy the product.
Sales promotion is used to increase sales. Sales promotion is designed to attract
customers and enhance sales. Sales come in the form of discounts, vouchers, buy one
get one etc. The types of savings can affect the way consumers think and increase sales.
For example, Coca Cola uses sales promotion to give consumers special discounts.

5. Publicity/ public relations:

Public relations can be defined as a communication process that builds beneficial

relationships between companies and their customers. It is a practice of managing
communication between companies and customers. The main purpose of public
relations is to convince customers, public to maintain positive views about the brand
and its products. Public relations specialists establish relations with the media,
customers etc. There are many ways to gain publicity for example press releases,
interviews etc. Publicity generally means the movement of information to the public
through different sources. For example, Nike sponsors many sport events, which help
them build their brand’s image in the eyes of people.

6. Personal selling:

The last element of promotional mix is personal selling. Personal selling is defined as a
type of selling in which companies sell products after meeting face-face to face with the
customers. The sellers promote their brand products with their appearance, knowledge
and their attitude. A great example can be cosmetics and perfume shops in which sellers
persuade their customers to buy products, which suit their needs. The salesperson
highlights the important features of the product to the customer and tries to create
interest in the mind of the customer. For example Adidas is selling takes place in their
stores. Trained personnel assists the customers, which give them information about the
products and convince them to buy it.

Question 4: Illustrate your understanding of the Integrated

Marketing Communication (IMC) Audience Contacts.
Ans: Another name for Audience contact is touch point. A touch point can be defined
as a way in which consumers can communicate with a company, either face-to-face or
through social media platforms like websites or any application. Touch Points are
meaningful only if the company understands them. If the company does not understand
touch points then they are meaningless. These points mean that the person can see or
hear the ads by the company and get the opportunity to experience the product or
service they provide. There are some categories of touchpoint:

1. Company created touchpoint:

Company created touchpoints are defined as planned marketing communication

messages which are created by the company such as ads, press releases, brochures and
sales promotion. These touch points have the advantage of being under the control of
the marketer.

2. Intrinsic touch points:

Intrinsic touch points are communications that occur with a brand while buying or using
a service such as discussions with customer service representatives. These are not under
the direct control of the IMC program.

3. Unexpected touchpoints:

Unexpected touch points are unpredicted information about a company or brand that a
customer receives which is not beyond the control of the organization. For example,
these messages are messages of personal communication which comes from the mouth
of friends, neighbours etc.

4. Customer-initiated touchpoints:
Customer initiated touchpoints are conversations that take place when a customer
contacts a company. These include inquiries/complaints which customers might have
from the services provided by the company.