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Integrated Marketing Communications - Question 1

1. When any marketer prepares themselves to advertise new products or service for its customer, it is important to rely on in depth research to consider type of media for the launch. Different media offers different benefits, the goal is to select the best medium which fulfils the needs of the product or services (Geskey, 2014). The factors for choosing right mediums are the objective of the organization, nature of the product, what is the potential market, budget of the advertisement campaign, cost of the medium, classification of the audience based on demographic, psychographic and behavioural factors and the extent of the coverage.
2. GRP stands for gross rating point, which is a standard measure in advertising which measures the impact of the advertising campaign within a particular period (Neijens & Voorveld, 2015). One gross rating point is equivalent to reaching one per cent of the potential custome....