Advertising and IMC Concepts Quiz

ASCI plays a crucial role in developing ethics in advertising by setting standards and guidelines for truthful and responsible advertising. It monitors ad content, investigates complaints from consumers, and takes actions against misleading or offensive ads. For example, ASCI may require advertisers to modify or withdraw ads that violate its code of ethics.

Advertising can have negative impacts on society by promoting unrealistic beauty standards, encouraging materialism, and perpetuating harmful stereotypes. For example, beauty product ads can lead to body image issues, excessive consumption driven by materialistic ads can contribute to environmental degradation, and gender-biased portrayals in ads can reinforce societal inequalities.

Newspaper advertising offers advantages such as wide reach, local targeting, and flexibility in ad placement. However, it has limitations including declining readership, limited visual impact, and short shelf life compared to other media. Advertisers must consider these factors when choosing newspaper advertising as a communication channel.

Ethos, pathos, and logos are persuasive techniques used in advertising. Ethos appeals to ethics and credibility, pathos appeals to emotions, and logos appeals to logic and reason. An example of ethos in advertising is a celebrity endorsement to establish credibility. An example of pathos is using emotional storytelling to evoke empathy in viewers. An example of logos is presenting statistical data to support the effectiveness of a product.

Guerrilla advertising involves unconventional and creative marketing tactics that aim to surprise and engage consumers in unexpected ways. Examples include using street art, flash mobs, viral stunts, or interactive installations to generate buzz and brand awareness. These tactics often rely on creativity and novelty to make a lasting impression on the target audience.

Integrated Marketing Communication (IMC) is a continuous process that targets marketing and communication goals using various media elements in a creative or formal way. It ensures that every vital form of communication is carefully linked together. IMC plays a vital role in informing, persuading, and reminding the brand to the viewers, and it involves the usage of various elements for effective commercial communication like publicity, advertising, sales promotion, and salesmanship.

The common objectives of IMC include creating awareness, developing attitude, improving brand image, generating brand loyalty, facing competition, and gaining corporate image. For example, IMC aims to create awareness about a new product, improve the brand image through consistent messaging, and develop a positive attitude towards the brand.

IMC plays a strategic role in achieving commercial objectives by providing solutions to questions like what products or services are available, whom to approach, why to approach, how to approach, what has been done, and what can be done to achieve certain commercial objectives. For example, IMC strategies may focus on reaching specific target audiences, creating a competitive edge, and building brand loyalty through consistent communication and promotion.

IMC is a continuous process that gives solutions to questions like what products or services are available, whom to approach, why to approach, how to approach, what has been done, and what can be done to achieve certain commercial objectives. For example, IMC involves continuous monitoring and adaptation of communication strategies to align with changing market conditions and consumer preferences.

IMC involves the usage of various elements such as publicity, advertising, sales promotion, and salesmanship to ensure effective commercial communication. For example, publicity helps in creating buzz around a new product, advertising communicates the brand's message to a wider audience, sales promotion incentivizes purchases, and salesmanship involves personal selling to persuade potential customers.