Introduction:The dawn of21st century has changed everything around, without sometimes ourown realization. The technological growth all around has grown exponentiallyfrom all previous centuries and this means that communication has also seenmajor strides and leaps towards a more inclusive and open world. The avenues ofreaching out to masses had been always present but had never been reimagined ina 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. This hasbrought about an essential change in the way a brand tries to communicate andwants to be seen by people. Companies are trying to out increasingly innovativeand cunning ways to reach out to their customers to have a lasting impressionand effective relationship.Tools for IMC:The IMCtools are often referred to as promotional mix. According to George E.
Belch& Michael A. Belch,” Traditionally IMC tools had four elements but theyhave been grown to increase its reach and accommodate the current needs of theworld.” Following are the IMC tools:-1) Advertising2) DirectMarketing3) Interactive/Internet marketing4) Salespromotion5) Publicity/public relations6) Personalselling FCB Grid FCB grid is based on the fact thatleft and right side of brain are working differently and perfom different taskie rational thinking and other part is more towards feelings and emotions.FCBGrid Model is used for understating what kind of advertising is suitable forwhich category. The classification is done on should the advertising berational informative or emotional feel. How the target audience behave (buyingbehaviour).What are the motivations for buying. What kind of need is fulfilledby the buying.
FCB grid classifies the advertisinginto 4 quadrants. On Y axis is has the factor involvement while buying (HighInvolvement or Low Involvement) whereas on X axis it has Thinking or Feeling asthe two extremes. Brand identity and JNK Prism:A brandidentity 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 cratesa consistency and loyalty. The image projected to public must be consistentwith brand identity. In the year of 1992, Professor Jean-Noel Kapfererintroduced a model for brand identity.
It showed six elements to build a brandidentity and strengthen it using the traits.