Question

Define the following four strategic factors in developing an IMC Execution planning strategy

Reach:

Frequency:

Continuity:

Engagement:

Answer 1

INTEGRATED MARKETING COMMUNICATION (IMC) Execution planning strategy

REACH- This can be defined as the total number of people who are exposed from a particular media campaign in a period that can be either in the form of online advertisement or email marketing or through banner ads on different websites or any other means.

New brands often need a large exposure so that people know about there presence also in the latter stage high reach is necessary for the product. a high reach is also necessary if any company is launching a new type of product or wants to improve the image of the company. e.g television channel advertisement reach can be defined as the 'x minutes weekly reach' which can be said number of people who watched the particular ad for at least x minutes.

FREQUENCY- It can be defined as the number of times a particular person/ population is exposed to the message. this can be said as how frequently people come across a particular advertisement i.e in terms of repetition.

The purpose of the frequency is to promote growth for the particular product continuously also it is used for a product having less differentiation from its competitor product and to maintain a presence in the market high frequency is needed so that the message can be remembered by the customers.

CONTINUITY- It can be defined as the logical sequence or connection. to market, a product companies uses often its brand symbol which remains the same throughout. like Cadbury makes chocolates, oreo biscuits but the symbol of Cadbury remains the same in both. To advertise a company continuously exposes itself to the target audience building a brand image in the mind keeping it the same i.e brand symbol. so continuity plays a sole part in driving growth for the company.

ENGAGEMENT- This can be defined as a company level of engagement with the people i.e how much it interacts with the people in the form of advertisement offer or any other campaign e.g companies try to engage with the help of online games, quizzes or any other campaign. Also sometimes companies in the form of new offer give gifts to customers if they collect their brand rapper etc. by doing these deeds the company tries to engage with their customers.