Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
organizational
objectives.”
Direct
Public Relations
• Marketing
Marketing
communication mix
Integrated marketing communication
A concept of marketing
communications planning Advertising
these disciplines to
tools Marketing
communications impact.
The growth of advertising & promotions (India)
Advertising in India Media Estimates
Growth of Digital Advertising in India
Reasons for the Growing Importance of IMC
From Toward
Media advertising Multiple forms of communication
• Objectives
– Inform
– Persuade
– Remind
– Reinforce
Advertising
Strengths Weaknesses
Informs,
persuades,
Expensive
reminds,
reinforces
Builds brand
Cluttered
equity
Selective-
Brand-building Public service
demand
Retail Primary-demand …
Quick Q!
Ramroti Ltd. has come up with a first-of-its-kind
portable device that can make up to 500 rotis at
a time. Which of the following types of
advertising is most important to sell the
product?
a. Trade advertising
b. B2B advertising
c. Primary-demand advertising
d. Selective-demand advertising
e. Brand-building advertising
Sales promotion
Increases Increases
value value
OR OR AND
Decreases Decreases
price price
Sales promotion tools
Rebates Contests
Sampling Sweepstakes
Loyalty
Coupons
points
Consumer
Price Point-of-
discounts sales purchase
promotion Price deals Trade shows
Sales Training
contests programmes
Trade
Cooperative
Allowances sales advertising
promotion
CONTESTS
PRICE PACKS
FREE TRIALS BONUS PACKS
PREMIUMS PRODUCT WARRANTIES
CONTESTS COUPON
EVENT SPONSORSHIP
POINT OF PURCHASE DISPLAYS CROSS PROMOTION
Balancing sales promotion:
How much is too much?
Strengths Weaknesses
Immediate results Short-term results
Strengths Weaknesses
Highly targeted Expensive
Two-way communication
Relationship building
Publicity
• Non-personal Tools
communication by • Press releases
third-party sources • Press conferences
• Special events
regarding an
• Opinion polls
organization’s products
• Interviews
• Contests
• Weblog writeups…
Public relations
• Positively influencing Tools
public opinion to build • Publicity tools
goodwill, and earn • Community affairs
appreciation and
acceptance • Events and
conventions
• May result in publicity
• Corporate advertising
• Lobbying…
The publics of PR
Community
Media Customers
PR
Government Employees
Shareholders
Publicity/PR
Strengths Weaknesses
Builds goodwill Little control
Strengths Weaknesses
Direct, interactive Smaller audiences
Personalized
Targeted
Up-to-date
Less intrusive
Internet tools
Websites
Emails
Blogs
Discussion forums
Online games…
3 Idiot Promotion through interactive media
Aamir went about marketing ‘3 Idiots’ online without having least understanding of
the social network products available.
“An interactive website was launched in alliance with Zapak.com with a college set-up
as the homepage. The website is designed keeping in mind the college atmosphere,
complete with a hostel, classroom, toilet, canteen and a few special added features.
On the day the website was launched, Aamir Khan along with R.Madhavan, Sharman
Joshi and Kareena Kapoor chatted with their fans online at a specific time, giving
them exclusive information about the film” –Source.
Axe creates a sensation!
Personal selling
• Personal presentation by a
representative of an Strengths
organization with the • Targeted, flexible,
purpose of influencing interactive, measurable,
consumer buying decision, offers immediate
making a sale, or building feedback, ideal for high-
value & high-deliberation
long-term relationships products & niche
audiences
Weaknesses
• Expensive, not suitable
for large audiences
Unconventional media
Packaging
Customer
POP
service
Novel
Events, Media Advertising
Trade shows Specialties-printed
Sponsorships
Tide-P&G Integrated marketing
communication through
unconventional media
• Put up 5.5 km long clothsline with 2,400 clothes
hanging on it.
• Tide branding dotting it intermittently
• Put up on June 15,2007 in the city of Hyd at its
historical Hussain Sagar Lake.
• Efforts shocked people (‘Chaunk Gaye’) & passers by
taken photos and uploaded on various sites.
• Won Limca Book of Records as India's longest
clothsline.
• Ad-agency – Arc Worldwide
Quick Q!
Which of the following tools of
communication is likely to create the
highest credibility among consumers?
a. Advertising
b. Publicity
c. Sales promotion
d. Packaging
e. Personal selling
Integrated marketing communication
(IMC)
Encourage kids
Pepsodent
to brush teeth Contest to
commercials at night write lyrics
Promotion
Integrated Price
Advertising Marketing
Low control
Sales Promotion
messages
Place
IMC
Direct
Interactive tools
Marketing
Public
Unconventional
Relations/
tools
Publicity
Cadbury manages a crisis with IMC
Corporate objectives & IMC objectives &
strategies strategies
Situational Marketing
analysis objectives Budget Communication
determination objectives
Implementation Marketing
tactics strategies Implementation
IMC strategies
tactics
Monitor/evaluate Monitor/evaluate
performance The IMC planning process perfomance
The Marketing Plan
Budget Determination
• Environmental analysis
– Technological Political/Legal
– Demographic Socio/Cultural
– Economic
• Competitive Analysis
– Direct and indirect competitors
– Position relative to competitors
– Size of competitors’ advertising/
promotional budgets
– IMC strategies being used by competitors
IMC Program Situation Analysis
External Factors
Customer Analysis
• Who buys our product or service?
• Who initiates and makes the decision
• to purchase and who influences the process?
• How is the purchase decision made?
• What attributes or criteria are important to customers?
• What are customers’ perceptions of and attitudes
toward our company, product/service or brands?
• What factors influence the decision making process?
• Contact points where customers can be reached?
Analysis of Communications Process