Southeast Business School

Assignment Based Mid Term Examination

MBA Program

Semester: Summer-2020, Section: 1

Course Code: MKT-6163/660
Course Title: Advertising & Promotion
WELCOME TO MY PRESENTATION
Prepared By
Md. Rana Khan
ID: 2019010001018
1.a) What do you mean by Integrated Marketing
Communication?

Integrated Marketing Communications is a

simple concept. It ensures that all forms of
communications and messages are carefully
linked together.
Integrated marketing communications can be defined
as the process used to unify marketing communication
elements, such as public relations, social media, and
advertising, into a brand message that remain
consistent across distinct media channels.
b) Different elements of promotional mix
2.a) What do you understand by Targeting and
Positioning?

Targeting: Targeting in marketing is a strategy that

breaks a large market into smaller segments to
concentrate on a specific group of customers within that
audience.
Positioning: Positioning defines where your product (item or
service stands in relation to others offering similar products and
services in the marketplace as well as the mind of the consumer.
b)Marketing and promotions process model with
relevant diagram
3.a)Mention the arguments for growing
importance of IMC
b) What are the reasons of losing clients of an
agency?

Here is why agencies lose clients:

1. Miscommunication
2. Disorganized plan
3. Different goals
4. Lack of industry trends
5. Unrealistic demand by clients
c) How should a marketer position for his / her
products or services?

 Know Your Target Audience

 Value Proposition
 Segment Your Market
 Know Your Competition
 Focus on Competitive Advantages
d)What differentiates the retail advertising and
primary advertising?

Retail Advertising: Retail Advertising refers to advertising for

the retail business, in connection of the private business of branches.
Furthermore, the designation retail is used also in the tourism and
banking industry.

Primary advertising: Advertising that emphasizes the basic

attributes of a product category and not that of any particular
brand or producer. Used by industry groups or trade-
associations, its aim is to build demand for the entire product
category, or to enhance an industry's image.
4.a) Various considerations before setting up
pricing of products.

 Costs
 Customers
 Positioning
 Competitors
 Profit
b) Define the terms- Benefit based segmentation and
Usage based segmentation.

Benefit Based Segmentation: Benefit segmentation is dividing

your market based upon the perceived value, benefit, or advantage
consumers perceive that they receive from a product or service. You
can segment the market based upon quality, performance, customer
service, special features, or other benefits.

Usage Based Segmentation: Benefit segmentation is dividing your

market based upon the perceived value, benefit, or advantage
consumers perceive that they receive from a product or service. You
can segment the market based upon quality, performance, customer
service, special features, or other benefits.
c) What are the major activities performed by Sales
Promotion Agencies?

Major activities performed by Sales Promotion

Agencies:

 Promotional Planning
 Creative work and research
 Premium design & manufacturing
 Catalog Production
 Contest Management
 Advertising Budget
Thank You