Imc Report
BY:
Urooj Iqbal
Ibrahim
Zohaib
Asma Aijaz Khan
AGENCY PERSPECTIVE
THE PRACTICE OF IMC IN THE CORPORATE SECTOR OF PAKISTAN
Table of Contents
Executive Summary 3 Introduction 4 Process for Developing Advertising Campaign 5 Details of IMC Advertising Camapign 6 Process of Campaign Integration 7 Media Planning and Execution 8 Agency Assessment of Advertising Campaign 9
References…………………………………………………………….10
EXECUTIVE SUMMARY
In today’s time, when the trends among people keep changing with a rapid pace and new wants and desires keep replacing the old ones, change is the only constant. Under this situation it is becoming ever increasingly difficult to capture the attention of the audience and persuade them to purchase a brand.
The main objective of any advertising campaign is to inform the people about a brand and convince them to purchase it. However, the market is over saturated with local and international competitors, making it very difficult to achieve the objectives of advertising. In order to break this vicious circle of competition, advertisers now plan integrated marketing communication based campaigns.
Integrated marketing campaigns communicate a consistent message through all the marketing communication tools in 360o advertising. However, 360o advertising is not a feasible option for all due to the budget limitations as well as difficulty in creation and execution of an IMC campaign.
Yet, with the increase in the number of competitors in the market, each client wants to sink their brand message into the minds of the target audience to a level where they purchase the brand. They want to position their brand as top of the mind brand. Thus, it is very important for them that all their advertisements communicate a consistent message that says the same thing through every medium.
This enables the target audience to remember the brand message as their retention power has been reduced by the bombardment of
Urooj Iqbal
Ibrahim
Zohaib
Asma Aijaz Khan
AGENCY PERSPECTIVE
THE PRACTICE OF IMC IN THE CORPORATE SECTOR OF PAKISTAN
Table of Contents
Executive Summary 3 Introduction 4 Process for Developing Advertising Campaign 5 Details of IMC Advertising Camapign 6 Process of Campaign Integration 7 Media Planning and Execution 8 Agency Assessment of Advertising Campaign 9
References…………………………………………………………….10
EXECUTIVE SUMMARY
In today’s time, when the trends among people keep changing with a rapid pace and new wants and desires keep replacing the old ones, change is the only constant. Under this situation it is becoming ever increasingly difficult to capture the attention of the audience and persuade them to purchase a brand.
The main objective of any advertising campaign is to inform the people about a brand and convince them to purchase it. However, the market is over saturated with local and international competitors, making it very difficult to achieve the objectives of advertising. In order to break this vicious circle of competition, advertisers now plan integrated marketing communication based campaigns.
Integrated marketing campaigns communicate a consistent message through all the marketing communication tools in 360o advertising. However, 360o advertising is not a feasible option for all due to the budget limitations as well as difficulty in creation and execution of an IMC campaign.
Yet, with the increase in the number of competitors in the market, each client wants to sink their brand message into the minds of the target audience to a level where they purchase the brand. They want to position their brand as top of the mind brand. Thus, it is very important for them that all their advertisements communicate a consistent message that says the same thing through every medium.
This enables the target audience to remember the brand message as their retention power has been reduced by the bombardment of