1.

Traditional media refers to the conventional forms of mass communication that have been in use for
decades, such as print, television, and radio. These channels are typically one-way communication,
with the audience being passive receivers of information. Traditional media channels may include
newspapers, magazines, billboards, television commercials, and radio advertisements.

On the other hand, New Media refers to the digital channels of communication that have emerged
with the advent of the internet and mobile technology. These channels allow for interactive and two-
way communication, where the audience can engage with the brand and share their own content.
Examples of new media channels include social media platforms, websites, blogs, mobile apps, and
email marketing.

Both traditional and new media channels offer various avenues for the promotion and
communication of brands. Some of the most used channels for brand promotion and communication
include:

1. Advertising: This involves paid promotions of brands through traditional media channels such as
TV, radio, newspapers, and billboards, as well as digital channels such as social media and online
display ads.

2. Public Relations: This involves managing the reputation of the brand through various activities
such as media relations, event management, and crisis communications.

3. Content Marketing: This involves creating and sharing valuable and relevant content to attract and
retain a target audience and ultimately drive profitable customer action. This may include blog posts,
videos, infographics, and e-books.

4. Social Media Marketing: This involves leveraging social media platforms such as Facebook,
Instagram, and Twitter to build brand awareness, engage with customers, and drive website traffic
and sales.

5. Influencer Marketing: This involves partnering with individuals who have a large following on
social media to promote the brand and its products.
6. Email Marketing: This involves sending promotional emails to a targeted list of subscribers to
promote the brand and its products.

7. Search Engine Marketing: This involves optimizing the brand's website to rank higher on search
engine results pages, as well as using paid search ads to promote the brand.

The choice of channel(s) to use for promoting and communicating a brand depends on various
factors, including the target audience, the nature of the brand and its products, the budget, and the
overall marketing strategy.

2.

Internal communication is a strategic initiative that involves creating effective channels of

communication within an organization to facilitate the exchange of information, ideas, and feedback
among employees. Effective internal communication can help foster a positive workplace culture,
build trust and transparency, and improve employee engagement and motivation.

When internal communication is used as a strategic initiative, it can help employees feel more
involved and engaged with the company's mission and goals. By providing regular updates and
information about the company's vision, strategy, and performance, employees can better
understand their role in contributing to the success of the organization. This can create a sense of
ownership and accountability among employees, which can ultimately lead to increased motivation
and productivity.

Effective internal communication can also foster a sense of community and collaboration within the
workplace. By encouraging open and transparent communication, employees can feel more
comfortable sharing ideas and feedback with one another and with management. This can lead to
more innovation and creativity, as well as a better understanding of the needs and perspectives of
different stakeholders within the organization.

In addition, internal communication can help employees feel more connected to the company and its
values. By sharing stories and examples of how the company is making a positive impact on the
community or the environment, employees can feel proud to be associated with the brand and its
mission. This can contribute to a sense of purpose and fulfillment in their work, which can translate
into improved motivation and job satisfaction.

Overall, internal communication is a strategic initiative that can have significant benefits for both
employees and the organization. By fostering a culture of open and transparent communication,
companies can improve employee engagement and motivation, and ultimately drive better business
results.

3.

External communication for a corporate refers to the process of sharing information, messages, and
ideas with stakeholders outside the organization. These stakeholders may include customers,
investors, suppliers, regulators, media, and the general public. Effective external communication can
help build brand reputation, improve stakeholder relationships, and ultimately contribute to business
success.

The external communication process typically involves the following steps:

1. Define Objectives: The first step in the external communication process is to define the objectives
of the communication. This may include promoting a new product, addressing a crisis, building brand
awareness, or establishing thought leadership.

2. Identify Target Audience: The next step is to identify the target audience for the communication.
This may include customers, investors, suppliers, regulators, media, or a combination of these
stakeholders.

3. Craft the Message: Once the target audience has been identified, the message needs to be crafted
in a way that is relevant and engaging to the target audience. The message should be clear, concise,
and consistent with the brand values and messaging.

4. Choose the Communication Channel: The next step is to choose the appropriate communication
channel to reach the target audience. This may include traditional channels such as press releases,
media interviews, and advertisements, or digital channels such as social media, email marketing, and
online content.

5. Develop a Communication Plan: Once the communication channel has been chosen, a
communication plan needs to be developed. This should include the timing, frequency, and content
of the communication, as well as any key messages or talking points.

6. Execute the Plan: The communication plan is then executed, with the messages being
communicated to the target audience through the chosen channels.
7. Evaluate and Adjust: Finally, the effectiveness of the communication should be evaluated, and the
plan adjusted as necessary. This may involve gathering feedback from stakeholders, monitoring
media coverage, or analyzing engagement metrics.

Effective external communication requires a deep understanding of the target audience, as well as
the ability to craft compelling messages and choose the appropriate communication channels. By
following a structured external communication process, companies can build strong relationships
with stakeholders and drive business success.

4.

Integrated Marketing Communication (IMC) is a strategic approach to marketing that seeks to

integrate all aspects of a company's marketing communications to create a consistent, unified
message that resonates with the target audience. IMC combines various marketing communication
tools, including advertising, public relations, direct marketing, sales promotion, and personal selling,
to create a seamless and cohesive brand message.

The goal of IMC is to create a consistent and compelling message that reinforces the brand's values
and resonates with the target audience. This can be achieved by using a range of communication
channels, including traditional media such as television, radio, and print advertising, as well as digital
channels such as social media, email marketing, and content marketing.

IMC involves a number of key elements:

1. Branding: Developing a strong brand identity that reflects the company's values and resonates
with the target audience.

2. Consistency: Ensuring that all marketing communications are consistent in terms of messaging,
tone, and visuals.

3. Integration: Using a range of communication channels to create a unified message that resonates
with the target audience.

4. Measurement: Measuring the effectiveness of marketing communications to ensure that they are
delivering the desired results.

IMC has several benefits for companies, including:

1. Greater efficiency: By integrating all aspects of marketing communications, companies can avoid
duplication and waste, and create a more efficient and effective marketing strategy.

2. Consistent messaging: By ensuring that all communications are consistent, companies can create a
more cohesive brand message that resonates with the target audience.

3. Increased brand awareness: By using a range of communication channels, companies can reach a
wider audience and build greater brand awareness.

4. Improved customer engagement: By creating a more compelling and unified message, companies
can improve customer engagement and build stronger relationships with their target audience.

Overall, IMC is a strategic approach to marketing that can help companies create a more efficient and
effective marketing strategy, while also building a stronger and more compelling brand message that
resonates with the target audience.

5.

Effective planning and development of marketing communication requires careful consideration of

several key factors. These factors include:

1. Target audience: Understanding the target audience is critical to developing effective marketing
communication. This includes understanding their needs, preferences, and behaviors, as well as their
media consumption habits.

2. Brand positioning: The brand's positioning should guide the development of marketing
communication, ensuring that all messaging and visuals are consistent with the brand's values and
personality.

3. Communication objectives: Clearly defining communication objectives is essential to developing

effective marketing communication. This may include building brand awareness, driving sales, or
educating consumers about a product or service.
4. Message development: Developing the right message is critical to engaging the target audience
and achieving communication objectives. Messages should be tailored to the target audience, and
should be clear, concise, and compelling.

5. Channel selection: Selecting the right channels to reach the target audience is essential to the
success of marketing communication. This may include traditional channels such as television and
print advertising, as well as digital channels such as social media, email marketing, and online
advertising.

6. Budget: Effective marketing communication requires adequate budget allocation to ensure that
messaging is consistent, impactful, and reaches the target audience.

7. Evaluation and measurement: Measuring the effectiveness of marketing communication is

essential to understanding what is working and what is not. This may include tracking metrics such as
brand awareness, customer engagement, and sales.

By carefully considering these key factors, companies can develop a comprehensive marketing
communication plan that effectively reaches and engages the target audience, builds brand
awareness, and ultimately drives business success.

6.

Promotional tools are a set of marketing tactics that companies use to promote their products or
services to potential customers. These tools include advertising, sales promotion, personal selling,
direct marketing, and public relations. The primary goal of these promotional tools is to create
awareness about the product or service, generate interest among potential customers, and
ultimately drive sales.

In developing markets for new products, promotional tools play a critical role in creating awareness
and generating interest. Since these products are often new to the market, potential customers may
not be aware of their existence or the benefits they offer. By using promotional tools, companies can
educate potential customers about the product, highlight its unique features and benefits, and
create a sense of excitement and urgency around its launch.

Advertising is one of the most common promotional tools used in marketing. Companies use various
media channels, such as television, radio, print, and digital, to showcase their products or services to
potential customers. Advertising can be used to create brand awareness, generate interest, and drive
sales.
Sales promotion is another popular promotional tool that companies use to incentivize potential
customers to buy their products or services. This may include offering discounts, free samples, or
special deals to customers. Sales promotions can be an effective way to generate interest in new
products, create excitement around their launch, and drive sales.

Personal selling involves direct one-on-one communication between a salesperson and a potential
customer. This can be an effective promotional tool for new products since it allows salespeople to
educate potential customers about the product and answer any questions they may have.

Direct marketing involves reaching out to potential customers directly through channels such as
email, direct mail, or telemarketing. This can be an effective way to target specific audiences with
personalized messaging and offers.

Public relations involves managing the company's public image and reputation through media
channels, such as press releases, events, and social media. Public relations can be used to generate
buzz around new products, build credibility, and create a positive brand image.

Overall, promotional tools play a critical role in the marketing of new products in developing
markets. By using a combination of advertising, sales promotion, personal selling, direct marketing,
and public relations, companies can create awareness, generate interest, and ultimately drive sales
of their new products.

7.

An effective model for Integrated Marketing Communication (IMC) approach is the 4Cs model, which
stands for Customer, Cost, Convenience, and Communication. The 4Cs model places the customer at
the center of the marketing communication strategy and ensures that all communication is tailored
to their needs and preferences.

1. Customer: The first C in the 4Cs model represents the customer. Effective IMC requires a deep
understanding of the customer's needs, wants, and behaviors. This includes demographic
information, such as age, gender, and income, as well as psychographic information, such as interests
and values.

2. Cost: The second C in the 4Cs model represents the cost. Cost refers to the total cost of ownership,
which includes not only the initial purchase price but also ongoing costs such as maintenance and
repairs. Effective IMC requires companies to consider the cost of their products or services in relation
to the perceived value to the customer.

3. Convenience: The third C in the 4Cs model represents the convenience. Convenience refers to how
easy it is for the customer to purchase and use the product or service. Effective IMC requires
companies to consider factors such as accessibility, availability, and ease of use when designing their
marketing communication strategy.

4. Communication: The fourth C in the 4Cs model represents the communication. Effective IMC
requires companies to use a mix of communication channels, including advertising, public relations,
direct marketing, and personal selling, to reach their target audience. The key is to ensure that all
communication is consistent, relevant, and engaging.

By focusing on the 4Cs - Customer, Cost, Convenience, and Communication - companies can develop
an effective IMC approach that is tailored to the needs and preferences of their target audience. This
can help to build brand awareness, drive customer engagement, and ultimately, drive business
success.

8.

A brand is a name, term, design, symbol, or other feature that identifies a product or service and
distinguishes it from those of other companies. A brand represents the overall experience and
perception that customers have of a company and its products or services. A strong brand can help
to build customer loyalty, increase sales, and improve business performance.

There are several salient brand elements that contribute to the development and success of a brand.
These include:

1. Brand name: The brand name is the most basic and fundamental element of a brand. It is the word
or phrase that identifies the brand and distinguishes it from other brands.

2. Logo: A logo is a graphic representation of the brand. It can be a symbol, design, or emblem that
represents the brand visually.

3. Tagline: A tagline is a short and memorable phrase that communicates the brand's value
proposition or key message. It helps to reinforce the brand identity and can be used in marketing and
advertising materials.
4. Packaging: Packaging is an important brand element that can influence customer perception and
purchasing decisions. It includes the design, materials, and functionality of the product packaging.

5. Brand colors: Colors play an important role in brand identity and recognition. Consistent use of
colors can help to build brand recognition and recall.

6. Brand voice: The brand voice refers to the tone, style, and language used in all brand
communications. A consistent brand voice can help to build trust and credibility with customers.

7. Brand personality: A brand personality is the set of human characteristics that are associated with
a brand. It helps to create an emotional connection with customers and differentiate the brand from
competitors.

All of these brand elements work together to create a cohesive and memorable brand identity that
can help to build customer loyalty, increase sales, and drive business success.

9.

Corporate branding refers to the process of creating and managing a company's brand identity. It
involves establishing a unique brand image, positioning, and personality that sets the company apart
from its competitors. The goal of corporate branding is to create a strong and consistent brand
identity that is easily recognizable and memorable to customers.

There are several factors that lead to corporate branding, including:

1. Brand reputation: A company's reputation plays a key role in its corporate branding efforts. A
positive reputation can help to build trust and credibility with customers, while a negative reputation
can damage the brand's image and reputation.

2. Brand values: A company's brand values reflect its core beliefs and principles. These values help to
shape the company's culture, identity, and overall brand image.

3. Brand positioning: A company's brand positioning refers to its unique value proposition and how it
differentiates itself from its competitors. This helps to establish the company's position in the market
and create a distinctive brand identity.
4. Brand messaging: A company's brand messaging includes its tagline, mission statement, and other
communication materials. This helps to communicate the brand's message and create a consistent
brand identity.

5. Brand experience: A company's brand experience refers to the overall experience that customers
have with the brand, including their interactions with employees, products, and services. A positive
brand experience can help to build brand loyalty and advocacy.

6. Brand design: A company's brand design includes its logo, color scheme, and other visual
elements. This helps to create a distinctive and memorable brand identity.

By focusing on these factors, companies can develop a strong and effective corporate branding
strategy that helps to establish a unique and memorable brand identity. This can help to build
customer loyalty, increase brand awareness, and ultimately, drive business success.

10.

Corporate branding is the process of creating and managing a company's brand identity. It involves
developing a unique brand image, positioning, and personality that sets the company apart from its
competitors. The advantages of corporate branding include:

1. Builds trust and credibility: A strong and consistent brand identity can help to build trust and
credibility with customers. By establishing a positive reputation and creating a consistent brand
image, companies can build trust and loyalty with their customers.

2. Differentiates from competitors: Corporate branding helps to differentiate a company from its
competitors. By establishing a unique brand identity and value proposition, companies can stand out
in the marketplace and attract customers.

3. Increases brand recognition: A strong corporate brand identity can help to increase brand
recognition. By creating a consistent brand image across all channels and touchpoints, companies
can increase brand awareness and recognition.

4. Drives customer loyalty: A positive brand experience can help to drive customer loyalty. By
creating a positive and consistent brand experience, companies can build a loyal customer base that
will continue to support the brand over time.
5. Enhances employee engagement: Corporate branding can also enhance employee engagement
and motivation. By establishing a clear brand identity and values, companies can create a sense of
purpose and pride among their employees, which can lead to increased motivation and productivity.

6. Supports business growth: A strong corporate brand identity can also support business growth. By
attracting new customers, increasing customer loyalty, and enhancing brand recognition, companies
can drive business growth and increase revenue.

In summary, corporate branding is an important strategic initiative that can provide significant
advantages to companies. By creating a strong and consistent brand identity, companies can build
trust and credibility, differentiate from competitors, increase brand recognition, drive customer
loyalty, enhance employee engagement, and support business growth.