COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES

Week No: 4 Period: Test 1 / Test 2  / Final,

Trimester: 1st / 2nd / 3rd, AY 2021-2022
FA 3

COURSE CODE BSIB 621 COURSE TITLE International Advertising Media

SECTION FC TIME 3-4 pm DAYS THD ROOM CAFS 320
STUDENT NAME ID NO.
TEACHER’S NAME Dr. Samrena Jabeen DATE 17 Oct 2021

TOPIC IMC, Communication

ACTIVITY TITLE Explanation of IMC and communication

ACTIVITY
DIRECTION&
REQUIREMENT/
1. Define IMC and what are its components?

2. Explain each of the components of communication.

ACTIVITY Q1:
OUTPUT
Integrated Marketing Marketing (IMC) is a method of brand communication in which
diverse means of communication work together to give the customer a smooth
experience. Customers are given the same tone and style, which reinforces the brand's
main message. The ultimate goal is to have all components of marketing communication,
including advertising, sales promotion, public relations, direct marketing, personal
selling, internet communications, and social media, function together as a single force
rather than separately. The cost effectiveness of diverse marketing elements is
maximized thanks to this synergy.

1
 COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
Week No: 4 Period: Test 1 / Test 2  / Final,
Trimester: 1st / 2nd / 3rd, AY 2021-2022
FA 3

COURSE CODE BSIB 621 COURSE TITLE International Advertising Media

SECTION FC TIME 3-4 pm DAYS THD ROOM CAFS 320
STUDENT NAME ID NO.
TEACHER’S NAME Dr. Samrena Jabeen DATE 17 Oct 2021

Due to fragmentation, the cost effectiveness of mass media has pushed integrated
marketing communications to the forefront of modern marketing. As consumers spend
more time online and on mobile devices, marketing teams should strive for consistency
across all brand exposures so that the brand is more likely to be remembered. Brand
strategies are becoming increasingly difficult to identify merely from their advertising.
Instead, they may be comprehended by looking at how all components of their
communications ecosystem interact, particularly how communications are tailored for
each consumer and react in real time.

Components of IMC include:

the foundation, the corporate culture, the brand focus, consumer experience,
communications tools, promotional tools, and integration tools.

Q2:

Communication process as such must be considered a continuous and dynamic inter-

action, both affecting and being affected by many variables.

(1) Sender: The person who intends to convey the message with the intention of
passing information and ideas to others is known as sender or communicator.

(2) Ideas: This is the subject matter of the communication. This may be an opinion,
attitude, feelings, views, orders, or suggestions.

(3) Encoding: Since the subject matter of communication is theoretical and

intangible, its further passing requires use of certain symbols such as words,
actions or pictures etc. Conversion of subject matter into these symbols is the
process of encoding.

(4) Communication Channel: The person who is interested in communicating has

to choose the channel for sending the required information, ideas etc. This
information is transmitted to the receiver through certain channels which may be
either formal or informal.

2
 COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
Week No: 4 Period: Test 1 / Test 2  / Final,
Trimester: 1st / 2nd / 3rd, AY 2021-2022
FA 3

COURSE CODE BSIB 621 COURSE TITLE International Advertising Media

SECTION FC TIME 3-4 pm DAYS THD ROOM CAFS 320
STUDENT NAME ID NO.
TEACHER’S NAME Dr. Samrena Jabeen DATE 17 Oct 2021

(5) Receiver: Receiver is the person who receives the message or for whom the
message is meant for. It is the receiver who tries to understand the message in the
best possible manner in achieving the desired objectives.

(6) Decoding: The person who receives the message or symbol from the
communicator tries to convert the same in such a way so that he may extract its
meaning to his complete understanding.

(7) Feedback: Feedback is the process of ensuring that the receiver has received the
message and understood in the same sense as sender meant it.

FACULTY
FEEDBACK