How do you decide the appropriate target audience for a product or service?

The appropriate target audience for a product or service can be decided by considering the characteristics of the customer and imagining who you want to address.

Should advertisements be targeted towards specific audiences?

Yes, advertisements should be targeted towards specific audiences, such as pets or caretakers, and the choice of target audience depends on the type of product being promoted.

What is the process of brand decision-making?

The process of brand decision-making involves understanding the target customer and audience, establishing the brand's position within marketing communication, selecting a benefit to support that position, ensuring consistency, setting communication objectives, and identifying appropriate media options to reach the customer.

How can organizations benefit from integrated marketing communication?

Organizations can benefit from integrated marketing communication to structure and expand their business by effectively identifying their target audience, choosing appropriate advertisements, and communicating their brand message through various channels to create demand.

IMC as a Strategic Tool: Target Audience, Ads, and Brand Message

Name: IMC as a Strategic Tool: Target Audience, Ads, and Brand Message
Uploaded: 2023-09-01 10:42:13
Description: Integrated marketing communication (IMC) is a strategic tool that helps businesses identify their target audience, choose appropriate advertisements, and effectively communicate their brand message through various channels to create demand and expand their business.

This article is a summary of a YouTube video "Lecture 19 : IMC as a Strategic Tool Part - II" by IIT Roorkee July 2018

TLDR Integrated marketing communication (IMC) is a strategic tool that helps businesses identify their target audience, choose appropriate advertisements, and effectively communicate their brand message through various channels to create demand and expand their business.

Timestamped Summary

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00:00
Integrated marketing communication (IMC) is strategically oriented and emphasizes the importance of identifying the target audience, which may change over time, starting with parents of infants, shifting to the child themselves, and later involving both the child and parents during important decision-making stages.
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03:40
Decide the target audience based on customer characteristics and choose appropriate advertisements; brand decision-making involves understanding the target customer, establishing brand position, selecting a benefit, ensuring consistency, setting communication objectives, and identifying media options.
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07:32
Integrated Marketing Communication (IMC) can help organizations grow and structure their business by deciding on the appropriate media for advertising, as shown through examples of a popular food shop and the development of pine needles as an energy source.
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10:59
A technology for compressing pine needles was developed for household energy in the Himalayas, and users innovated by using local grass as a mosquito repellent, which became popular when displayed in hotel reception areas.
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15:01
Forest Fragrance became popular through word of mouth, television coverage, and posters, leading to successful sales, while Gharat Organics aims to increase sales and reduce waste through the production and marketing of locally grown plant-based products.
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19:35
A young person has started a brand called Gharat Organics in the Himalayas, utilizing flowing water energy to process local produce, with support from the Government of India and the department of biotechnology.
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22:04
Integrated marketing communication (IMC) strategy is about developing a brand, projecting it through different channels, and targeting specific customers through relevant communication, without heavy reliance on advertisements, in order to create demand and expand the business, as exemplified by Jawa motorcycle and Royal Enfield.
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27:52
Integrated marketing communication is a strategic tool that has made a significant impact in tourism campaigns, showcasing creativity and playing a fascinating role in brand development.

Q&A

What is the key idea of integrated marketing communication (IMC)?

— The key idea of IMC is that it is a strategic tool that helps businesses identify their target audience, choose appropriate advertisements, and effectively communicate their brand message through various channels to create demand and expand their business.
How do you decide the appropriate target audience for a product or service?

— The appropriate target audience for a product or service can be decided by considering the characteristics of the customer and imagining who you want to address.
Should advertisements be targeted towards specific audiences?

— Yes, advertisements should be targeted towards specific audiences, such as pets or caretakers, and the choice of target audience depends on the type of product being promoted.
What is the process of brand decision-making?

— The process of brand decision-making involves understanding the target customer and audience, establishing the brand's position within marketing communication, selecting a benefit to support that position, ensuring consistency, setting communication objectives, and identifying appropriate media options to reach the customer.
How can organizations benefit from integrated marketing communication?

— Organizations can benefit from integrated marketing communication to structure and expand their business by effectively identifying their target audience, choosing appropriate advertisements, and communicating their brand message through various channels to create demand.