CM13225 Rajan sharma

CM13226 Rishabh Nand

 Integerated Marketing Communication
Integrated Marketing Communications is a term used to describe a holistic approach to marketing
communication.
It aims to ensure consistency of message and the complementary use of media.
The concept includes online and offline marketing channels.
company develops its integrated marketing communication programme using all the elements of the
marketing mix (product, price, place, and promotion).
An integration of all these promotional tools along with other components of marketing mix to gain edge
over competitor is called Integrated Marketing Communication.
REASONS FOR GROWTH OF IMC
1) From a manufacturer dominated market to retailer dominated and consumer controlled market.
2) from media advertising to multiple forms of communication.
3) IMC ensures feedback and make the communication two way.
4) many firms are embracing this technology in order to target customers directly through product placement
and online promotion.
1) Advertising
Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor.
PURPOSE OF ADVERTISING
To attract attention
To inform the prespective customer.
To persuade
To remind . TYPE OF ADVERTISEMENT

print media Broadcast media Direct mail Outdoor Auto visual Advertising
media media media on the POP.
Functions of advertising
Advertising performs the following functions:-
1) Advertising helps to increase primary demand.
2) It helps in increasing customer base of an organisation by turning non users into users.
3) It increases usage by highlighting the variety of uses ofa product hence increasing the sales of that product.
eg milkmaid advertisements show various easy steps to make recipies.
4) It helps differentiate products from rival products.
5) It induces consumers to try nw products by highlighting different features of the product.
6) It helps to build brand loyalty and brand preference.
 Advertising Agencies

Advertising agencies offer :-

a full service where they handle all the elements of the client advertising or promotional
compaigns.
limited service where the client retains some responsibility for advertising compaign and the
agency deals with the special element of the compaign.
 Structure of an Advertising Agency
The copywriter is responsible for taking the clients advertsing brief and generating orignal copy ideas that grab the
attention of the target audience. copywriters are responsible for creating taglines , slogans, jingles etc.

It comprises of the technical experts, graphic designers , art directors etc. They are equiped with the latest
techniques and equipments and their work is to create and produce ads.

Media planners are in charge of producing a media plan for the client.. once the plan has been approved, the
media team must purchase advertsing space in a medium that serve the compaigns target audience.

The traffic department regulates the flow work in the agency.

The final reveiw of an advertising is handled by the production team. The production manager oversees print runs
as well as filming of commercials.
 Functions of an Advertising Agency

Advertising agencies are known for their creative output.

Advertising agencies dont just create the advertsing pieces for clients, they also give clients insight as to which
media will be most effective for their product, service, events or cause. They negotiate terms and work to get
clients the best deals to maximize their money and their reach.

Account planners ensures that the client needs are expressed to the research and creative teams . account planning
is where agencies start their initial interaction with the clients.

Advertsing agencies work with the companies to establish the characterstics of their target markets through the
marketing research . Advertising agencies spend a substantial amount of time researching customers to understand
what they buy and what motivates them to buy.
 Types of Advertising Agency

A full service agency is generally a big size advertsing agency having all departments , specialized people
holding each department and no. of subordinates under them.
These agencies are involved in
- planning , creating and producing advertisement
- performing research
- selecting and purchasing media.

ADVANTAGES DISADVANTAGES
1) one stop shop 1) less specialization
2) integeration 2) narrow veiw
3) Media purchasing
4) web marketing
5) Tracking results
Advertsisng agencies specialized in creative work are commonly known as creative boutiques. These agencies
are small and have only few creative people like copywriters, art directors etc. A company that uses a creative
boutique would have to employ an other agency to perform the other functions.

Some big companies prefer to have their own in house advertising agencies. Theses agencies work solely for
the owner company.

There are some agencies who undertake advertising work only in certain areas. There are agencies that
specialize only in financial services or only in publicity or in point of purchase material etc.
:- these agencies
buys place for advertise and sells it to the adverisers
sells time in which advertisement will be placed
schedules slots in which advertisement will be placed
finally supervises or checks whether the ad has been telecasted at opted time or not.

Agencies which Specialize in digital new age media of advertising communiaction.

 Role of Advertising Agencies
1) They have the ability to buy media in bulk at a rates that a single business cannot obtain.
2) They are educated as to the best times and place to run ads to reach the target market, ultimately
minimizing wastage
3) They can help to tap target market so that best message is designed to reach those an organisation want to
reach.
4) Easily administerd.
following points reflect the role of advertising agencies:
Expertise and Expereince
Objectivity and professionalism
Cost effective
Enhancing brand image
Creative strategy
Reserach
Monitoring feedback
 Disadvantages of Using an Advertising Agency
A main disadvantage of using an advertising agency would be the communication factor. if an agency does
not communicate or relay its client goals then problems can ocur within a contract and lawyers may have to
become involved.
Another disadvantage would be the media buying discounts you may not be able to take full advantage of
due to commision barriers within an agency.
WHY AGENCY LOSS CLIENTS?
poor performance or service.
poor communication
change in policies
declining sales
change in client corporate/ marketing strategy.
change in size of the clien or agency
personnel changes.
 Client Agency Relationships

1. . The best agency people are 100 percent committed to

the same goal. Their commitment is evidenced by their time, enthusiasm, work, etc

2. . Agency people, particularly the account group, cannot solve your

advertising problems unless they have understood and evaluated the market in which you compete. Assess how
keen they are in understanding the essence and details of your business and communication strategy objectives.
3. . Good agency people are committed to the importance of a good idea, no matter what
its source. Non Cooperative and opinionated attitude, fixed ideas, etc has no place in a collaborative
relationship.
4. .: Open, Frank, Transparency, Delivery, Billing, etc

5. . Account people are your primary contact and your source of

communication within the agency.
Advertising in India
 Legal Scenario In India
Consumer Protection Act, 1986
Cigarettes and other Tobacco Products Act, 2003
Cable Television Networks Act, 1995 and Cable Television Networks Rules, 2006
Drug and Magic Remedies Act, 1954
Drugs and Cosmetics Act, 1940
Food Safety and Standards Act, 2006

Regulatory authorities
Advertising Standards Council of India (ASCI)
Set up in 1985
Voluntary and Self Regulatory Council
Non- Profit Company
Objective
Truthful and Honest
Not Offensive
Not Hazardous to Society
Fair with Competitors
Problems of Advertising in India
The Rs 15000 crores (US $3.5 Biln) Indian Advertising Industry ( a good part of revenue portion is run of the
mill 'print ads' in news papers) is also suffering several problems:
The rules of game are changing fast for traditional (not below-the-line) advertising which was bread winner or
major revenue source for most ad companies, like:
1. Falling audience of channels and broadcasters
2. Ingress of internet slowly but surely (online sales have several limitations though like credibility, tangiblity
and goods return and refund) It also concerns with data security on internet like credit card details.
3. Problems of Zipping and Zapping ( in future ,TV recording by customer for leisure viewing/interactive TV, may
eliminate advertsiing totally-Microsoft Vista has some features incorporated already for home theatre and
recording convenience).
4. Emergence of Direct Marketing networks led by companies like Amway,Eureka Forbes, Tupperware and so
onThe list is growing fast.It is proving better and more effective and cheaper too in some cases.
5. Advertisement cluttering .
6. Rising costs of advertising both in electronic and Print media despite reduced number of exposures and
clutter. You can't see your own matrimonial ad in news paper easily.
7. Intense competition between brands and product and suppliers.
8. Re arragement of Indian Madison Avenue by mergers and take overs by foreign ad companies
(BBDO,Rediffusion,JWT and almost every name)
9. Need for global advertising strategies thus changing criteria for agency selection.
10. Little margins for advertising clients and limited role of advertsing in building brands
( A painful long term process as now realised).
 2) Personal Selling
The art of personal persuasion employed by the seller to induce others to buy what he wishes to sell.
NATURE OF PERSONAL SELLING
Give marketers the greatest freedom to adjust a message to satisfy customer informational needs.
Discover thr strengths and weaknesses of new products and pass thsi information on to the marketing
department.
High cost, business spend more on personal selling than any other form of promotional mix.
TYPES OF SALES PERSON

order takers order getters suppourt personnel

1) inside order taker 1) missionary sales people
2) field order taker 2) Trade salespeople
3) service salespeople
1) Direct feedback of the customer is
availaible
2) Objections can be resolved and in danepth
discussions of certain selling ponts can be
made.
3) Message can be tailored according to the
convenience of the receiver.
4) Information can be collected o competitors
product and services, prmotion, pricing and
so on.
5) it is a good way of getting across large
amounts of technical or other complex
product information.
1) Personal selng canot reach a large
number of customers or target audience
as other elements can reach.
2) cost of personal selling is very high.
marketer may find mass communication
as a more cost effective alternative.
3) Through personal selling a consistent
message cannot be conveyed to the
target audience .
4) Managers does not have complete
control over the messages.
 3) Sales Promotion
Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumers
and can stimulate immediate sales.

Consumer-oriented Trade-oriented
Targeted to the ultimate users of a Targeted toward marketing
product or service intermediaries such as retailers,
Coupons wholesalers, or distributors
Sampling Promotion allowances
Premiums Merchandise allowances
Rebates
Price deals
Contests
Sales contests
Sweepstakes
POP materials Trade shows
 Importance From customer Point of veiw

1) The customer gets the product at a cheaper rate.

2) It gives financial benefit to the customer by way of providing benefits and sending them to visit different
places.
3) Certan schemes like money back offers create confidence in the mind of customers about the quality of
goods .

Importance From manufacturer Point of veiw

1) It helps to increase sales in a competitive amrket and thus increase profits.
2) It helps to introduce new product to the market by drawing attention of potential customers.
3) When a new product is introduced or there is a change of fashion or taste of consumers, existing stocks can
be quickly disposed off.
4) Various incentives under sales promotion scheme helps to retain the customers.
 4) Public Relations
The management function which evaluates public attitudes, identifies the policies and procedures of an
individual or organization with the public interest, and executes a program of action to earn public
understanding and acceptance.
ELEMENTS OF A PUBLIC REALATION
It is a social management philosophy and evaluates and interprets the attitude of various public bodies
concerned with the organisation.
Defining objectives for increasing public understanding.
Equate these objectives with the intrests of publics.
Developing a programme to secure mutual understanding and goodwill.
BENEFITS OF PUBLIC RELATIONS
To gain goodwill and favourable image of an organistaion.
Promote products and services.
Overcome misconception and prejudices regarding product.
Generate demand for the product.
 5) Direct Marketing
Direct marketing involves direct communication with targeted individual customers to obtain immediate
response and cultivate lasting consumer realtionship.
Direct marketing is directly reaching a market on personnel basis or mass media basis.
Direct marketing methods
Direct mail
Catalogs
Telemarketing
Direct response ads
Direct selling
Internet
 Changes in society have made consumers
more receptive to direct-marketing
Allows marketers to be very selective and
target specific segments of customers
Messages can be customized for specific
customers.
Effectiveness easier to measure
Lack of customer receptivity and very low
response rates
Clutter (too many messages)
Image problems particularly with
telemarketing
 All aspects of marketing communication such as advertising, sales promotion, public
relation, direct marketing and personal selling work together as a unified force rather
than working in isolation.
Role of Integerated Marketing Communication
IMC Create competitive advantage hence boosts sales and profits
IMC helps make more consistent and therefore more credible. IMC helps in saving both money and time
IMC nurtures good realationship with customers and hence creates loyalty among customers
Carefully linked messages also helps buyers by giving timely remainders , updated information and special
offers which, when presented in a planned sequence helps them comfortably through the stages of their
buying process.
IMC play major role in process of developing and sustaining brand identity and equity. with more and more
products and services competing for consideration by customers who have less time to make choices , well
known brands have a major competitive advantage in today,s market place.
IMC increases profits through increased effectiveness of communication due to synergy among
promotional tools.
Marketers Can easily adapt changing environment with the help of IMC . these changes may related to
demographics ,buying and shopping patterns.
The success of IMC will depend on how well companies make
the transition from the fading age of mass marketing to new era of micro marketing.
Objectives of Integerated Marketing Communication

Provide necessary information for consumers to help the make buying decision.

To stimulate people to desire what they do not have and inspire them to earn the money to acquire tems.

convey a product benefits in a memorable way.

illustrate the brand unique qualities to build prefrence in their target markets.

move buyers to action the first time and reinforce their positive expereince.
 Desigining/ Steps in IMC Program
1)
The first decision in developing the Promotion program is identifying the target audience, the group
of prospective buyers toward which a promotional program is directed. The target audience for the Promotion
program is the target market for firms product, which is identified from marketing research and marketing
segmentation studies.
2)
After the target audience is identified, a decision must be reached on what the promotion should accomplish.
AWARENESS - The consumer ability to recognize and remember the product or brand name.
INTREST - An increase in the consumers desires to learn about the some of the features of product or brand.
EVALUATION- The Consumers apraisal of the product or brand on important attributes.
TRIAL- The consumers first actuak purchase and use of product or brand.
ADOPTION- through favourable expereince on the first trial, the consumers repeated purchase and use of
the product or brand.
After determining the promotion objectives, a company must decide on how much to spend.

Percentage of Competitive All you can Objective and

Sales Parity Afford Task

once the budget has determined , the comibination of five basic IMC tools can be specified. while many factors
provide direction for selection of appropriate mix these are
The traget audience
The product life cycle
Channel strategies
The central element of the promotion program is the promotion itself.
Adveritisng consists of advertsing copy and the artwork that the target audience is intended to see or hear.
personal selling efforts depend on the characterstics and skills of the sales person.

The promotion schedule describes the order in which each promotional tool is introduced and frequency of its
use during the compaign.

IN developing IMC programme, a company combines the various promotional mix elements , balancing the
strength and weaknesses of each to produce an efficent program which will reach the target audience
effectively.
Barriers To Integerated Marketing Communications

1) Rigid organizational structure are infested with managers who protect both the budgets and their power
base. some org structures isolate communications, data and even managers from each other eg the public
relation dept. often does not report to marketing.

2) IMC can restrict creativity.

3) Most managers and agencies lack expertise in IMC. There is a proliferation of single discipline agencies. very
few people and agencies have real expereince of all the marketing communication disciplines. this lack of know
how is a big barrier to the path of IMC.
Strategies For Developing effective Communication

Nothing can take the place of honest-to-goodness data gathering and analytics when it comes to really getting to
know what makes your customers hearts beat a little bit faster.

When was the last time you asked your most valuable customers what they thought of your brand? There are
reasons why your consumers choose your products and services over the multitude of other options available to
them in our packed marketplace. And while the Four Ps of marketing (product, price, placement, and promotion)
are great places to start your investigation, dont forget to enlist good, old-fashioned market intelligence (again, via
marketing and customer data, as well as competitive analysis) to truly uncover your brands USP.

Know yourself (including your strengths, but also your weaknesses), and let that guide how you represent your
brand in the public eye.
Get out there and show that you know what youre talking about. Amping up your case studies, thought-
leadership pieces, and social media exposure will help.
Measure the public perception of your brand. Google Analytics is a must-have in your toolkit, but also consider
cross-platform social monitoring solutions like Hootsuite, Topsy, and Sprout Social.
With attention-spans at an all-time low these days, its vitally important that the brand message and
impression that consumers engage with is consistent across all channels and platforms you use. But the core
message of your brand should be strong and clear, and should promote a sense of familiarity among your
target audience members.

its far cheaper to maintain loyal customers than to win new ones. The concept of lead nurturing is all about
cultivating trusted relationships with your most qualified and valuable clients, so theyll perform the actions
that your business goals require to set your company ahead of its competition.
 Mass Communication

According to LittleJohn and Foss:

The process whereby media organizations produce and transmit messages to large publics and the process by
which those messages are sought, used and consumed by the audiences.
Mass Communications
Process of creating shared meaning b/w mass media and large, undifferentiated mass audiences.
Managing Mass Communications
Classification of advertisement objective:
Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising

Five specific factors to consider when setting the advertising budget:

Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Advertisers go through three steps:
Message generation and evaluation
Creative development and execution
Social-responsibility review

The steps here are deciding on desired reach, frequency, and impact
choosing among major media type
selecting specific media vehicles
deciding on media timing and geographical media allocation
Then the marketer evaluates the result of these decisions
 Events and Experiences
Event is a promotional strategy that involves face-to-face contact between companies and their customers at
special events like concerts, fairs, and sporting events. Brands use event marketing entertainment (like shows,
contests, or parties) to reach consumers through direct hand-to-hand sampling or interactive displays.
OBJECTIVES OF EVENTS AND EXPEREINCES

To identify with a particular target market or lifestyle.

To increase salience of company or product name
To create or reinforce perceptions of key brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to the community or on social issues
To entertain key clients or reward key employees
To permit merchandising or promotional opportunities
 Advertising and Promotion An Integerated Marketing Communication
Prespective.
-George E. Blech and Michael A. blech
Integerated Marketing Communication and Brand equity
-Dr kirandeep kaur and Ruby