The dawn of
21st century has changed everything around, without sometimes our
own realization. The technological growth all around has grown exponentially
from all previous centuries and this means that communication has also seen
major strides and leaps towards a more inclusive and open world. The avenues of
reaching out to masses had been always present but had never been reimagined in
a way it has been done now. Appealing to masses is the thing from last century,
now brand are trying to appeal to much smaller groups or even individuals.
brought about an essential change in the way a brand tries to communicate and
wants to be seen by people. Companies are trying to out increasingly innovative
and cunning ways to reach out to their customers to have a lasting impression
and effective relationship.
Tools for IMC:
tools are often referred to as promotional mix. According to George E. Belch
& Michael A. Belch,” Traditionally IMC tools had four elements but they
have been grown to increase its reach and accommodate the current needs of the
world.” Following are the IMC tools:-
FCB grid is based on the fact that
left and right side of brain are working differently and perfom different task
ie rational thinking and other part is more towards feelings and emotions.FCB
Grid Model is used for understating what kind of advertising is suitable for
which category. The classification is done on should the advertising be
rational informative or emotional feel. How the target audience behave (buying
behaviour).What are the motivations for buying. What kind of need is fulfilled
by the buying.
FCB grid classifies the advertising
into 4 quadrants. On Y axis is has the factor involvement while buying (High
Involvement or Low Involvement) whereas on X axis it has Thinking or Feeling as
the two extremes.
Brand identity and JNK Prism:
identity is face of a business and forms a complex relation with the customers.
It is everything that the customers perceive the company stands for and crates
a consistency and loyalty. The image projected to public must be consistent
with brand identity. In the year of 1992, Professor Jean-Noel Kapferer
introduced a model for brand identity. It showed six elements to build a brand
identity and strengthen it using the traits.