Name: Edlyn Theo

NIM: 20110240251
Class: MKTC24-2SP
Lecturer: Mr. Alppy Valdez, MMC

LSPR OMNI 4th Session: Integrated Marketing Communication

Lecturer: Prof. Rajkamal Pandey

1. According to Prof. Rajkamal Pandey, why is IMC important for any business?
As stated by Prof. Rajkamal Pandey, IMC is an effective tool to convey a story in a
unified manner behind the product/service utilizing various media channels in the
optimal way to reach out to the maximum potential customer. According to Prof.
Pandey, IMC is important not for businesses or corporations but mainly for brands to
determine the brand's facility, which will eventually lead to the brand's sales.
2. According to Prof. Rajkamal Pandey, how best would any company/ business
make the maximum use of any IMC strategy?
In the opinion of Prof. Rajkamal Pandey, since IMC is an expensive marketing
movement, this should be carefully planned to specify the target audience's needs to
create the best performance and finally increase sales. To achieve a successful
IMC-Marketing, we need to consider the expected outcome and results to create a
parameter to create the best campaign for the brand. For that reason, it would be
easier to build the strategies once we know what to expect in the future. In the
presentation given by Prof. Pandey, he demonstrated how to create an effective IMC
with a pyramid. Starting from the bottom of the pyramid,
- Measuring the outcome,
- Media planning or scheduling,
- Decide on the media mix,
- Selecting the channels or media vehicles,
- Key communication proposition,
- Identify target audience,
- Establish the budget, and finally
- Determine the objectives.
Name: Edlyn Theo
NIM: 20110240251
Class: MKTC24-2SP
Lecturer: Mr. Alppy Valdez, MMC

3. According to Prof. Rajkamal Pandey, what differentiates the digital Marcom

strategy from the previous modern era?
In the opinion of Prof. Pandey, the digital Marcom strategy used nowadays can
target a specific portion of the consumers. Unlike the previous modern era where
everything is mass communicated, like on the radio or television. The digital age
allows brands to anticipate the targeted media's response, capture feedback, and
understand consumers' media consumption (what media the targeted consumer
spent most of their time with). Why the digital Marcom is most renowned nowadays
is because the target audience is coming from social media. Moreover, the brand
could expect feedbacks and interaction with their consumer. Campaign objective,
product category, and target audience are the factors to consider when choosing
which media to use in an IMC strategy.
4. Please give an example of one of the best IMC: Content Marketing discussed
during the session of Prof. Rajkamal Pandey.
One of the best strategies mentioned by Prof. Pandey in this session is Dove's Real
Beauty campaign. Their campaign is considered a storytelling method. Companies
could communicate better with their audience and ultimately stimulate their feelings,
ideas, and attitudes to align with their promotional goals. According to Prof. Rajkamal
Pandey, compelling storytelling is coming up with a gripping campaign idea that will
resonate with the audience. Dove launched this campaign in 2004, intending to
spread awareness that all women's bodies and looks, imperfections, and their unique
differences should be transformed into a source of confidence rather than anxiety.
This message was delivered through various communication means, including TV
commercials, magazine spreads, talk shows, and a worldwide conversation via the
Internet. "Dove inspires women to want to look like the best version of themselves –
1
because looking and feeling your best makes you feel happier."

1
Author, D. (2021, January 26). The 'Dove Real Beauty Pledge'. Dove US. Retrieved November 12, 2021, from
https://www.dove.com/us/en/stories/about-dove/dove-real-beauty-pledge.html.