Prepared by mrranitha weerarathna assistant lecturer

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Prepared by: Mr.Ranitha Weerarathna Assistant Lecturer: FOB Page 2
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Part B- Answer the questions given below. 1. Define and justify the need for integrated marketing communications (IMC). 2. Imagine that your organisation is going to introduce a new washing machine to the market. In prices, your product is similar to the competitor products. Further, the market is full of reputed brands. You are required to organize promotion for this new product. I. Who will be your target audience? II. What are the stages of consumer adoption process and which stage you need to focus on now? III. Design appropriate promotion mix for this product launch. 3. Compare the situations when advertising and personal selling are most effective in reaching and impacting consumers and their decision- making processes. 4. It is often difficult to determine which of the mass media forms are most appropriate in certain situations. List the advantages and disadvantages for using newspapers, television, radio, and magazines.
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