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Assignment 1

This document outlines 10 assignments for a marketing communications course. The assignments ask students to analyze topics like how the military uses promotional marketing for recruitment; how integrated marketing communications enables relationship marketing and mass customization; how companies communicate with customers at different levels; and how the internet can be used to execute various promotional mix elements. Students are also asked to discuss why brands, positioning strategies, and segmentation require an integrated approach and how traditional advertising agencies are developing more integrated marketing capabilities.

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565 views1 page

Assignment 1

This document outlines 10 assignments for a marketing communications course. The assignments ask students to analyze topics like how the military uses promotional marketing for recruitment; how integrated marketing communications enables relationship marketing and mass customization; how companies communicate with customers at different levels; and how the internet can be used to execute various promotional mix elements. Students are also asked to discuss why brands, positioning strategies, and segmentation require an integrated approach and how traditional advertising agencies are developing more integrated marketing capabilities.

Uploaded by

sanjeev05
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Department of Management Studies

Graphic Era University, Dehradun


Integrated Marketing Communications
Assignment-1
1. Analyze the role of integrated marketing communications in the recruitment efforts
of various branches of the military such as the Indian Army. How can each element
of the promotional mix be used by the military in its recruitment marketing?
2. Discuss the role integrated marketing communications plays in relationship
marketing. How might the mass customization of advertising and other forms of
marketing communication be possible?
3. Choose a company or organization and discuss how it communicates with its
customers at the corporate, marketing and the marketing communications levels.
4. Discuss how the integrated marketing communications perspective differs from
traditional advertising and promotion. What are some of the reasons more
marketers and more companies are taking an integrated marketing
communications perspective in their advertising and promotional programs?
5. Why are marketers putting so much emphasis on developing strong brands?
Choose one of the top 10 brands and discuss how the company has used
integrated marketing communications to build a strong brand image.
6. Analyze the role of the Internet in the integrated marketing communications
program of a company. Discuss how the Internet can be used to execute the
various elements of the promotional mix.
7. Why is it important for those who work in the field of advertising and promotion to
understand and appreciate all various integrated marketing communications tools,
not just the area in which they specialize?
8. A number of approaches to segmentation have been cited in the text. Provide
examples of companies and/or brands that employ each.
9. Describe how the positioning strategy adopted for a brand would need to be
supported by all other elements of the marketing mix.
10. Discuss some of the reasons why traditional advertising agencies have been
developing more integrated marketing communication capabilities. Changes
might traditional agencies have to make to improve their IMC capabilities?

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