INTEGRATED MARKETING COMMUNICATION | UNIT 4 | ONE SHOT | DU/SOL/REGULAR/NCWEB

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📘 Integrated Marketing Communication (IMC) – Unit 4 One Shot | Complete Detailed Explanation | DU SOL, B.Com, BBA, MBA

Welcome to this high-value One Shot video on Unit 4: The Process of IMC, designed for DU SOL students, B.Com (Hons), BBA, Marketing Management, MBA, and exam preparation for university-level marketing subjects.
In this lecture, we dive deep into the core components, tools, frameworks, and challenges of the IMC Process with simple explanations, real-life marketing examples, and clear conceptual breakdowns.

If you're preparing for semester exams, assignments, viva, or competitive exams, this complete Unit 4 video will help you score maximum marks.


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📌 What You Will Learn in This IMC Unit 4 One-Shot Video

1️⃣ Value Propositions and Appeals

✔ Meaning of Value Proposition in marketing
✔ How brands create value for customers
✔ Emotional vs Rational Appeals
✔ Marketing message appeals: fear, humour, love, social proof, scarcity
✔ Real brand examples (Apple, Nike, Zomato)

This section builds foundational understanding of how IMC messages influence customer decisions.


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2️⃣ Message Structure and Message Sources

✔ How marketers structure messages — opening, body, conclusion
✔ AIDA Model: Attention, Interest, Desire, Action
✔ Message sidedness – one-sided & two-sided messages
✔ Verbal vs Non-verbal message elements
✔ Credibility of message sources – celebrity, expert, typical consumer
✔ Source factors – trustworthiness, attractiveness, power, expertise

You will learn how effective message construction impacts brand communication success.


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3️⃣ Personal & Non-Personal Channels of Communication

✔ Meaning and importance of communication channels
✔ Types of personal channels: salespeople, word-of-mouth, influencers
✔ Non-personal channels: media, events, sponsorships, PR tools
✔ Strengths & limitations of each channel
✔ Role of digital channels in modern IMC
✔ How brands integrate multiple channels for maximum reach

This section highlights why “integration” is the key in IMC.


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4️⃣ Media Selection – Objectives and Scheduling

✔ Criteria for selecting media platforms (TV, print, digital, outdoor)
✔ Media reach, frequency, impact & cost
✔ Types of media scheduling: continuity, flighting, pulsing
✔ Media planning & budgeting
✔ Digital media planning + programmatic advertising
✔ How brands choose the best media mix

Mastering media selection is crucial for scoring high in exams.


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5️⃣ Measuring and Evaluating IMC Performance

✔ Why measurement is important in marketing communication
✔ Qualitative & quantitative evaluation tools
✔ Pre-testing & post-testing techniques
✔ Sales response, recall, brand awareness metrics
✔ ROI of IMC campaigns
✔ Digital evaluation: impressions, clicks, CTR, engagement rate

This section gives you exam-focused, practical evaluation methods.


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6️⃣ Role of Communication Companies in IMC

✔ Types of communication agencies:
– Advertising agencies
– Media buying agencies
– PR agencies
– Digital marketing agencies
– Creative agencies

✔ Their roles in planning, creating, delivering and evaluating IMC campaigns
✔ Benefits of outsourcing communication functions


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7️⃣ Challenges of IMC – Internal & External

✔ Internal challenges:
– Lack of coordination
– Budget limitations
– Conflicting objectives
– Resistance from employees or departments

✔ External challenges:
– Media fragmentation
– Consumer resistance
– Rising advertising costs
– Competition & clutter
– Changing technology

✔ How companies overcome these challenges with strategic IMC planning


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🎯 Why This Video is Important?

This video will help you with:
✔ DU SOL Exam Preparation
✔ B.Com (Hons) Marketing Specialisation
✔ BBA Marketing Management
✔ MBA Marketing Concepts
✔ Assignments & Projects
✔ Viva Exams
✔ Quick Revision for IMC Unit 4
✔ Understanding real-world IMC practices


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📢 Perfect for Students of:

✔ Delhi University (DU SOL, Regular, NCWEB)
✔ IGNOU
✔ B.Com | BBA | MBA | M.Com
✔ Marketing specialization
✔ UGC NET Commerce (Marketing Unit)


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