What is the impact of segmenting, targeting and positioning on IMC and why is it important?
What are some considerations when selecting a positioning platform for an IMC campaign?
Hello! I just finished a MBA class on IMC so I can help you out!
An IMC campaign should be targeted at a specific segment of the population. If you are selling a product, you don't want to expose your message to everyone in the population. There are many reasons for this:
1) You will bombard people who are uninterested in your product. This is due to the fact that the average consumer sees thousands of ads a day and they do not want to see anymore.
2) You message is diluted. If you send the message out to everyone, it will be too generalized, and the people who are actually in your target audience might not even receive the message because it was directed at them
3) It is expensive to advertise to everyone. If you are doing a print ad campaign, and you place print ads in all major newspapers, it would be way too expensive. A better alternative is to place ads ...
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