Integrated Marketing Communications
(IMC) with complete solutions
2025/2026
IMC is... - correct answer ✔✔a strategic process that is used to plan, develop, execute &
evaluate marketing communications to audiences
Functions of IMC - correct answer ✔✔Persuade consumers, remind, inform, build relationships,
assist with elements of the marketing mix
Steps in the IMC - correct answer ✔✔1. Identify the target audience
2. Establish the communications objectives
3. Develop the IMC mix
4. Establish the budget
5. Evaluate the IMC campaign
Push and pull strategy - correct answer ✔✔Push - focus on channel members, push the product
into the market
Pull - focus on end-customers, create a demand for the products
Hierarchy of effects - correct answer ✔✔Awareness, inform, create desire, encourage trial, build
loyalty
6 IMC mix - correct answer ✔✔Advertising, sales promotion, interactive marketing, direct
marketing, personal selling, public relations
(IMC) with complete solutions
2025/2026
IMC is... - correct answer ✔✔a strategic process that is used to plan, develop, execute &
evaluate marketing communications to audiences
Functions of IMC - correct answer ✔✔Persuade consumers, remind, inform, build relationships,
assist with elements of the marketing mix
Steps in the IMC - correct answer ✔✔1. Identify the target audience
2. Establish the communications objectives
3. Develop the IMC mix
4. Establish the budget
5. Evaluate the IMC campaign
Push and pull strategy - correct answer ✔✔Push - focus on channel members, push the product
into the market
Pull - focus on end-customers, create a demand for the products
Hierarchy of effects - correct answer ✔✔Awareness, inform, create desire, encourage trial, build
loyalty
6 IMC mix - correct answer ✔✔Advertising, sales promotion, interactive marketing, direct
marketing, personal selling, public relations
