Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources

within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This integration affects all firms business-tobusiness, marketing channel, customer-focused, internally directed communications.

The move towards integrated marketing communications is one of the most significant marketing developments that occurred during the 1990s, and the shift toward this approach is continuing as we begin the new country. The IMC approach to marketing communications planning and strategy is being adopted by both large and small companies as business-to-business marketers. There are a number of reasons why marketers are adopting IMC approach.

A business' total marketing communications program is called the "promotional mix" and consists of a blend of advertising, personal selling, sales promotion and public relations tool. A business' total marketing communications program is called the promotional mix and consists of a blend of: Advertising Direct marketing Internet/interactive marketing Personal selling Sales promotion Public relations tools

Advertising is an activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. Advertising is a paid form of a non-personal message communicated through the various media by industry, business firms, nonprofit organizations, or individuals. Advertising is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience. Advertising is a marketing tool and may be used in combination with other marketing tools, such as sales promotions, personal selling tactics, or publicity.

According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor."

Kotler and Armstrong provide an alternative definition: Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor

The Five Ms of Advertising

Major Decisions in Advertising

Informative

Objective of advertising is to inform its targeted audience/customers about introduction of new product, update or changes in existing products or product related changes, information regarding new offers and schemes. Informative advertising seeks to develop initial demand for a product. The promotion of any new market entry tends to pursue this objective because marketing success at this stage often depends simply on announcing product availability.

Persuasive Objective of advertising is to increase demand for existing product by persuading new customer for first time purchase and existing customers for repurchases. Persuasive advertising attempts to increase demand for an existing product. Persuasive advertising is a competitive type of promotion suited to the growth stage and the early part of the maturity stage of the product life cycle

Reminder The objective of advertising is to remind customers about existence of product, and ongoing promotional activities. Reminder advertising strives to reinforce previous promotional activity by keeping the name of a product before the public. It is common in the latter part of the maturity stage and throughout the decline stage of the product life cycle.

Mathews, Buzzell, Levitt and Frank have listed some specific objectives of advertising. To make an immediate sale. To build primary demand. To introduce a price deal. To build brand recognition or brand insistence. To help salesman by building an awareness of a product among retailers. To create a reputation for service, reliability or research strength. To increase market share.

ROLES AND TYPES OF ADVERTISING

Marketing Communication Economic Societal

Marketing is satisfying customer wants and needs by providing products (goods, services, ideas). The marketing department. is responsible for selling the product using the 4 Ps (product, price, place/distribution, and promotion) and brand development.

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ROLES AND TYPES OF ADVERTISING

Marketing Communication Economic Societal

Advertising is a message to a consumer about a product, designed to create a response. It is also a form of marketing communication. Uses mass communication to transmit product information to connect buyers and sellers in the marketplace.

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ROLES AND TYPES OF ADVERTISING

Marketing Communication Economic Societal

Because it reaches large groups of people, advertising makes marketing more costefficient and lowers prices for consumers. Advertising creates a demand for a brand using hard sell (persuading) and soft sell (image building) techniques.

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ROLES AND TYPES OF ADVERTISING

Marketing Communication Economic Societal

Informs about innovations and issues Helps us compare products Mirrors fashion and design trends Teaches consumers about new products Helps shape consumer selfimage Facilitates self-expression Presents images about diversity in our world
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ADVERTISING ADVANTAGES

Advertising Good for building awareness Effective at reaching a wide audience Repetition of main brand and product positioning helps build customer trust

DISADVANTAGES Impersonal cannot answer all a customer's questions Not good at getting customers to make a final purchasing decision

ADVANTAGES Highly interactive - lots of communication between the buyer and seller Excellent for communicating complex / detailed product information and features Relationships can be built up - important if closing the sale make take a long time DISADVANTAGES Costly employing a sales force has many hidden costs in addition to wages Not suitable if there are thousands of important buyers

ADVANTAGES

Can stimulate quick increases in sales by targeting promotional incentives on particular products Good short term tactical tool. DISADVANTAGES If used over the long-term, customers may get used to the effect Too much promotion may damage the brand image.

PUBLIC RELATION

ADVANTAGES Often seen as more "credible" - since the message seems to be coming from a third party (e.g. magazine, newspaper) Cheap way of reaching many customers - if the publicity is achieved through the right media. DISADVANTAGES Risk of losing control cannot always control what other people write or say about your product

Sender

Encoding

Message Media

Decoding

Receiver

Noise

Feedback

Response

FACTS
Egyptians made sales messages and wall posters on papyrus-paper. Paper made from the papyrus plant by cutting it in strips, was used by ancient Greeks and Romans too. Commercial messages and political campaign displays have been discovered in the ruins of ancient Arabia. Wall or rock painting for commercial advertising is another example of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock-art paintings that date back to 4000 BC. D

Handbill A small sheet of paper carrying an advertisement message distributed by hand. Handbills are very often white, pink and yellow. Students and newspaper dealers do the work of distributing handbills. Poster A sign posted in a public place as an advertisement. A poster may carry only words, or it may have graphic images and photographs. A poster may be stuck on a wall with glue or fevicol. Leaflet A small book usually having a paper cover. It usually has very few and thin pages.

Ad An advertisement is also called an ad.

The history of advertising in India parallels the history of the Indian Press. first issue of the first newspaper of the Indian subcontinent, was the Bengal Gazette or the Calcutta General Advertiser, started by James Augustus Hicky on January 29, 1780. During the early years the newspapers announced births, deaths, appointments, arrival and departure of ships and sale of furniture. By the beginning of the 19th century the pattern of advertising revealed a definite change.

The first Indian ad agency, the Indian Advertising Agency, was launched in the very early years of the 20th century. On the other hand, B Dattaram & Co, located in Girgaum in Mumbai and launched in 1905, also claims to be the oldest existing Indian agency! By the 1920s a number of Indian agencies were working from the major Indian cities, the most important being the Modern Publicity Company in Madras, Central Publicity Service in Bombay and Calcutta and the Oriental Advertising Agency in Tiruchirapalli. In 1931, the first fullfledged Indian ad agency, the National Advertising Service, was established.

Out-Door Advertisement In-Door Advertisement Non-Product Advertisement Radio Advertisement T.V Commercial National Advertisement International Advertisement Retail Advertisement Classified Advertisement Local Advertisement

Brand Advertisement Covert Advertisement Infomercials Advertisement Celebrities Advertisement Online advertising Surrogate Advertising Broadcast advertising Public Service Advertising

Emphasizes the specific retail outlet as the place to buy a specific range of brand. It can be local store advertising in local newspaper.

Classified Advertisement
Is a product or services advertising that appears in

specific section of newspaper under the heading classifying the product or service being offered.

This kind of advertisement is advertised from political parties trade fraternal and social group for the purposes of safeguard ideologies, social betterment and institution.

Public Service Advertisement The same advertisement techniques use to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues such as HIV/AIDS, Political ideology and Energy

Bill-board and message painted on the side of buildings are common forms of out-door advertising, which is often used when quick, simple, ideas are being promoted.

Covert advertising Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports.

It is advertising with a strong emphasis on the company brand (logo and/or company name) also known as integrated marketing communications (IMC).

Broadcast advertising Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel

Geographically speaking national advertisings range is extended to the territorial limits of the country. The advertiser use the national media to inform the consumer about the product. The advertiser use the national local or regional language but prefers the national language. It can be available in everywhere of country and easily purchased it.

International advertising Advertising a product or service in a country other than where it originates.

Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.

Infomercials Advertisement

There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing.

Any advertising placed by a company, organization, or individual operating in a limited geographical area such as a city or within a state.

Online advertising is the newest and fastest growing way to advertise. The Internet now provides everything from links on sites, to banner ads on sites, to small ads on sites, to pay per click advertising.

Surrogate Advertising Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same

Institutional Advertising

These ads are directed at creating a good public image of a company. The ads focus on the organizations work in areas of research, development and quality control. Often the ads concentrate on the social work done by the company by its sponsorship of educational, cultural and sports events. The purpose of these ads is to sell a positive image of the company rather than a product manufactured by the company. The TATA Steel ads in the 1980s with the tag line Ispat bhi hum banate hain or` we also make steel, is a good example of institutional advertising.

Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote products to their patients or customers. Industrial Advertising Advertising directed at commercial business customers. The advertised products are raw materials, components, or equipment needed in the production or distribution of other goods and services.

Pioneering advertising tries to develop primary demand, that is demand for a product category rather than a specific brand. It's needed in the early stages of the adoption process to inform potential customers about a new product. The first company to introduce a new technology to its industry doesn't have to worry about a competitive product since they alone have the technology. They have to sell the industry on the advantages of the new technology itself. Pioneering advertising is usually done in the early stage of the product life cycle by the company which introduces an innovation.

tries to develop selective demand; demand for a specific manufacturers product rather than a product category. An innovating company is usually forced into competitive advertising as the product life cycle moves along. After pioneering technology is accepted and most manufacturers are supplying competing products, the innovator is forced to sell the advantages of his specific design over that of the competition. This is usually the situation in a mature market.

Is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing

. In-Door Advertisement This kind of advertisement provide the best opportunity of putting over a reasoned selling argument. The advertisement are addressed to the reader, listener and viewer at a time of leisure when he or she can observe the message.

It is a small business advertising. Radio advertising can be a very effective means to attract customer to some business.

T.V Commercial Is a generally considered the most effective mass-marketing advertising format as is reflected by the high prices. T.V network charge for commercial airtime during popular events.