Explain the two concepts of IMC and Advertising Pyramid and how they are related

IMC refers to the Integrated Marketing Communications. It is a strategy which explains the way through which essential policies can be communicated to the customers in an effective manner. It also includes the communication of necessary ideas and plans to the stakeholders of the company; both internal and external.

Advertising pyramid is a strategy which explains the hierarchy of steps that need to be followed to efficiently advertise a product or service in the market. The steps include making the customer aware about the product, encouraging him/her to have interest which will increase his/her desire. It then involves passing on the valuable information about the product by increasing the product?s credibility.

IMC and advertising pyramid are related in the sense that a close follow of the advertising pyramid will help to achieve the benefits of IMC as both of them are aimed at the same motive, which is, passing on the information about the product or service to the end user.

For example, let there be a clothing brand which is connected through its customers through the internet platforms such as email, blogs and website. It passes on the relevant information about the products to the customers and also handles their queries and complaints. The store is following the advertising pyramid as it is engaged in creating awareness, encouraging interest and creating desire. The handling of queries adds to the credibility of the company and makes the advertising task successful.