Integrated Marketing Communication PDF

INTEGRATED MARKETING COMMUNICATION 14MBAMM408
Subject Code: 14MBAMM408 IA Marks: 50

No. of Lecture Hours / Week: 04 Exam Hours: 03 hrs.
Total Number of Lecture Hours: 56 Exam Marks: 100
SYLLABUS
MODULE 1
Role of IMC in marketing process, IMC planning model, Marketing and
promotion process model. Communication process, steps involved in developing
IMC programme, Effectiveness of marketing communications
Advertising: Purpose, Role, Functions, Types, Advertising Vs Marketing mix,
Advertising appeal in various stages of PLC
MODULE 2
Advertising Agency: Type of agencies, Services offered by various agencies,
Criteria for selecting the agencies and evaluation.
MODULE 3
Advertising objectives and Budgeting: Goal setting – DAGMAR approach,
various budgeting methods used.
MODULE 4
Media planning: Developing Media plan, Problems encountered, Media
Evaluation-Print, Broadcast media, Support media in advertising.
Media strategy: Creativity, Elements of creative strategies and its
implementation, Importance of Headline and body copy.
MODULE 5
Direct Marketing: Features, Functions, Growth, Advantages/Disadvantages, And
Direct Marketing Strategies.
Promotion: Meaning, Importance, tools used, Conventional/unconventional,
drawbacks, push pull strategies, Co-operative advertising, Integration with
advertising and publicity
Dept. of MBA/SJBIT Page 1

Public relation/ Publicity:- Meaning, Objectives, tools of public relations, Public

relation strategies, Goals of publicity, Corporate Advertising – Role, Types,
Limitations, PR Vs Publicity.
MODULE 6
Monitoring, Evaluation and control: Measurement in advertising, various
methods used for evaluation, Pre-testing, Post testing.
MODULE 7
International Advertising: Global environment in advertising, Decision areas in
international advertising
Internet advertising: Meaning, Components, Advantages and Limitations, Types
of Internet advertising
Industrial advertising: B 2 B Communication, Special issues in Industrial selling.

INDEX
Contents Page No
Module I ………………........................................... 4-15
Module II ………………………………………….. 16-24
Module III…………………………………………. . 25-32
Module IV…………………………………………. 33-43
Module V……………………………………………. 44-50
Module VI…………………………………………… 51-58
Module VII………………………………………….. 59-64

MODULE I
Role of IMC in Marketing process
MC is defined as customer centric, data driven method of communicating with the

customers. IMC is the coordination and integration of all marketing
communication tools, avenues, functions and sources within a company into a
seamless program that maximizes the impact on consumers and other end users at a
minimal cost. Integrated Marketing Communications is a simple concept. It
ensures that all forms of communications and messages are carefully linked
together.
EVOLUTION OF IMC
• During 1980’s companies realized the need for strategic integration of promotion
tools
• Calls for synergy among the promotional tools by acquiring PR, sales promotion
and direct marketing companies & branding themselves as IMC agents and
offering one stop shopping for all their client’s promotional activities.
American Association of Advertising Agencies defines IMC as
“A concept of marketing communications planning that recognizes the added value
of a comprehensive plan that evaluates the strategic roles of a variety of
communication disciplines.”
This discipline combines general advertising, direct response, sales promotion and
public relations to provide clarity, consistency and maximum communications
impact.
REASONS FOR THE GROWING IMPORTANCE OF IMC
• A shift of marketing – from media advertising to other forms of promotion
particularly consumer – and – trade oriented sales promotion.
• Less reliance on advertisement focused approaches
• A shift in marketplace power from manufacturers to retailers
• Rapid growth and development of database marketing
• Demand for greater accountability
• Rapid growth of internet and the nature of how companies do business,
communicate & interact with consumers.

PROMOTIONAL MIX/ COMMUNICATION MIX / TOOLS FOR IMC
The Marketing Plan

A document that describes the overall marketing strategy and programs developed
for a company, product or brand. The plan includes:
• To examine the overall marketing plan
• Role of advertising in promotion
• To do competitive analysis
• Assess the environmental influence
• Monitoring and evaluating the success of marketing activities.
IMC Program Situation Analysis:

Internal Factors
– Assessment of the firm’s promotional organization and capabilities
– Review of the firm’s previous promotional programs

– Assessment of firm or brand image and implications for promotion

– Assessment of relative strengths and weaknesses of product/service
External Factors
• 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
• 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?
Budget determination
• Setting a tentative objective for marketing communication
• Allocating tentative budget, deciding on the budget strategy
• Calculating the cost of promotion activities, percentage of sales revenue to
allocated towards promotional activities.

Promotion can be the co-ordination of all seller initiated efforts to set up channels
of information and persuasion in order to sell goods & services or promote an idea.
Promotional Mix:
Marketing & Promotion Process Model
Communication Process:
SENDER’S FIELD OF EXPERIENCE RECEIVER’S FIELD of
EXPERIENCE

SOURCE FACTORS
Source refers to person directly / indirectly involved in communicating the
marketing message.
ATTRIBUTES of source:
• Credibility Internalization
• Applying expertise
• Applying trustworthiness
• Using corporate leaders as spokespeople
Limitation: Sleeper effect

• Attractiveness Identification
– Similarity is a supposed resemblance between the source and the receiver of the
message.
– Familiarity refers to the knowledge of the source through exposure

– Likeability is the affection for the source as a result of physical appearance.

– Limitations:
– Overshadowing of the product
– Overexposure
– Risk to advertiser
– Target audiences’ receptivity
• Power compliance
– Perceived control: the source must be perceived to be able to administer
positive/negative sanctions to the receiver
– Perceived concern: the receiver must think the source cares about whether or not
the receiver conforms.
– Perceived scrutiny: the receiver’s estimate of the source’s ability to observe
conformity is also important.
MESSAGE FACTORS
Promotional managers should consider not only the content of the message but
also: - the structure of the information for presentation & the type of message
appeal
Message Structure:
• Message Structure:
– Order of presentation
– Conclusion Drawing
– Message Sidedness

– Refutation
– Verbal Vs Visual Message
Advertiser’s most important creative strategy decisions involves the choice of an

appropriate appeal. Ads are designed to the rational logical aspect of consumer’s
decision making process / or to evoke some emotional feelings.
CHANNEL FACTORS
It is the medium used to deliver the message to the target audience
• Personal Vs Non Personal channels
• Effects of alternative mass media:-
– Differences in information processing
– Effects of context and environment
• Clutter
Develop Integrated Marketing Communications Program

media
Integrate and Implement Marketing Communications Strategies

tional mix strategies.
Internet marketing programs
Monitor, Evaluate and Control Integrated Marketing Communications

Program
• Evaluate promotional program results and determine effectiveness
• Take actions to control and adjust promotional programs
STEPS IN DEVELOPING EFFECTIVE COMMUNICATION

Functions of Advertising
1. Advertising is a way of communicating information to the consumer.
2. It is the economical means by which manufacturer/marketer can communicate to
the audience.
3. Advertising is an inseparable part of free speech.
4. Advertising improves the economies of developing/developed nations.
5. Advertising is an essential and integral part of marketing mix.
Purpose of Advertising
• Facilitates communication with the consumers.
• Persuades prospective buyers to buy a product/service.
• Advertising contributes to the economic growth.

• Acts as a catalyst for change.

Role of Advertising
In a broader perspective the role of advertising can be as that of a
• Information provider
• Brand image builder
• Facilitates innovation
• New product launch
• Facilities growth of media.
Types of Advertising
The type of Demand it attempts to appeal:
– Primary Demand
– Selective Demand
Objective Based Demand:
– Institutional
– Product
– Public Service Advertising
1. Informative
2. Persuasive
3. Reminder Oriented
The audience to which it is directed:

– Consumer advertising
– Industrial advertising
– Trade advertising (wholesaler / retailer)
– Non-profit advertising
– The timing of the response if elicits:

– Direct
– Indirect
The number and type of sponsors of the advertisement:
– Single sponsor ads
– Co-operative ads (Horizontal/Vertical)
The extent of its geographical coverage:

– Local
– Regional
– National
Advertising according to the medium it utilizes:

– TV
– Radio
– Magazine
– Outdoor
– Periodical
– Newspaper
– Direct mail
Advertising Vs Marketing Mix

• Product
• Price
• Place
• Promotion

Advertising appeal in various stages of PLC

Message Appeals:
– Comparative Advertising
– Fear Appeals
– Humor Appeals
Message Recall and Presentation Order
Pros and Cons of Humor:
Advantages Disadvantages
Aids attention and awareness Does not aid persuasion in general
May aid retention of the message May harm recall and comprehension
Creates a positive mood and enhances May harm complex copy registration
persuasion
May aid simple name and simple copy Does not aid source credibility
registration
May serve as a distractor and reduce May wear out faster

the level of counter arguing
MODULE II
Advertising Agency
An advertising agency or ad agency or advert agency is a service based business

dedicated to creating, planning, and handling advertising (and sometimes other
forms of promotion) for its clients.
Types of Agencies

-Service Agency
Full-Services Agencies
• Full Range of Marketing, Communication and Promotion services
– Planning, creating, producing advertising
– Performing research
– Selecting and purchasing media
• Non-Advertising Services
– Strategic market planning
– Sales promotion
– Internet and interactive
– Public relations and publicity
– Production of trade show materials
– Package design
Typical Full-Service Agency Organization

Agency Services
Account service
 the link between agency and client
 Managed by the account executive
Marketing services
 Research department designs and executes research programs
 Media department analyzes, selects and contracts media time and space
Creative services
 Creation and execution of ads
 Copywriters, artists, other specialists
Creative Boutiques
Agencies that specialize in the creative process of advertising

 Provide only creative services

 other functions provided by the internal client departments or outside
agency such as media buying service
Full-service agencies may subcontract with creative boutiques
Media Buying Services

 Specialize in analyzing and buying media, especially broadcast time
 Agencies and clients may develop media strategy
 Media buying organizations implement the strategy and buy time and space
Agency Compensation
The Commission System
 Agency usually receives 15 percent
 Commissions are paid by the media
 Commission system is controversial
 System is becoming less common
Fee Arrangement
 Fixed fee method
 Fee-commission method
Cost-Plus Agreements
Incentive-Based Compensation
Percentage Charge
Participants in the IMC Process

 Advertiser or Client
 Advertising Agency
 Media Organizations
 Marketing Communications Specialists
 Direct Marketing Agencies

 Sales Promotion Agencies

 Interactive Agencies\
 Public Relations Firms
 Collateral Services
Organizational Options for Clients
Advertising and promotion placed alongside other marketing functions such as

sales, research and product planning
Separate marketing, sales, advertising and promotion departments for various

product lines or businesses of the company. Often use product or brand
management system
-House Agencies
Advertising agency set up within the company and is owned and operated
internally
Functions of an Advertising Manager
Client Organization for IMC the Centralized System
Advantages

more top management input
Disadvantages
less Goal Involvement
Client Organization for IMC the Decentralized System

Advantages
Disadvantages
• Ineffective Decision Making
• Internal Conflicts
• Problems with fund allocation
• Lack of Authority
In-House Agencies
Advantages
• Cost savings
• More control
• Better coordination
Disadvantages

• Less experience
• Less objectivity
• Less flexibility
Reasons for Using an Outside Agency
Obtain services of highly skilled specialists
 Artists
 Writers
 Media analysts
 Researchers
 Others with specific skills
Obtain an objective point of view
 Free of internal policy constraints and biases
 Broad range of experience, having worked with:
 Diverse marketing problems
 Various types of clients
Criteria for selecting an advertising agency
• What rates they charge
• What their previous track record is
• Where their expertise lies
• How big is the agency?
• How personal is the service
Agency Evaluation Process
Financial Audit –
Focuses on how the agency conducts its business and includes verification of costs,
expenses, number of personnel hours charged to an account and payments to
suppliers and media
Qualitative audit –
Focuses on the agency’s efforts in planning, developing, and implementing the
client’s advertising and promotion program and the results achieved.

Why Agencies Lose Clients?

 Poor performance
 Poor communication
 Unrealistic demands
 Personality conflicts
 Personnel changes
 Changes in size
 Conflict of interests
 Changes in strategy
 Declining sales
 Payment conflicts
 Policy changes
How Agencies Gain Clients?
Direct Response Agencies

Agencies that specialize in providing direct marketing services to their clients
Services include:

Sales Promotion Specialists

Agencies that specialize in developing and administering sales promotion
programs
Services include
– Contests/sweepstakes
– Refunds and rebates
Public Relations Firms

Firms that develop and implement programs to manage an organization’s publicity,
image and affairs with consumers and publics.
Interactive Agencies
Agencies that specialize in the development and strategic use of various interactive
marketing tools.
Services include:

– Web sites
– Web banner ads
– Digitized content (audio, video, animation)
– CD-ROMs
– Kiosks
MODULE III
Advertising objectives and Budgeting
Goal Setting:

They help to orient everyone involved toward one, common goal.
and Decisions
They serve as criteria for developing plans and making decisions.
They provide the standards and benchmarks for evaluating results.
Types of Objectives
Marketing Objectives
Statements of what is to be accomplished by the overall marketing program within

a given time period.
IMC Objectives
Statements of what various aspects of the IMC program will accomplish based on
communication tasks required to deliver appropriate messages to the target
audience.
Problems with Sales Objectives
advertising often occur over an extended time

period.

developing the IMC program
Many Factors Influence Sales
When Sales Objectives Are Appropriate

 For promotional efforts that are direct action in nature and can induce an
immediate behavioral response.
 When advertising plays a dominant role in a firm’s marketing program and

other factors are relatively stable
 When sales effects of an IMC variable can be isolated.
Sales Objectives are Appropriate for Direct Response Advertising
Communication Objectives
The primary goal of an IMC program is to communicate and planning should be
based on communications objectives such as brand awareness, knowledge, and
interest, attitudes, image and purchase intention

Advertising and Movement toward Action
Inverted Pyramid of Communications Effects
DAGMAR Approach
Define
Advertising

Goals for
Measuring
Advertising
Results
An advertising goal is a communication task that is specific and measurable.
The communication task has four stages:

– Awareness:” I know it”
– Interest: “I know what need it satisfies”
– Desire:”I will buy it”
– Action: “I have purchased it”
DAGMAR Difficulties
Legitimate Problems
Doesn't always define the process people use to reach purchase/use.

- Behavior Relationship
Attitude change doesn't always lead to change in actions or behavior.
Sales are all that really counts, not communications objectives.
The research and efforts cost more than the results are worth.
Too many rules and structure curb genius.

Advertising-Based View of Communications
Budgeting Decisions
Budgeting decisions involve determining how much money will be spent on
advertising and promotion each year and how the monies will be allocated
Two major decisions
• Establishing the size of the budget
• Allocating the budget
Marginal Analysis

BASIC Principles of Marginal Analysis

Increase Spending . . . IF:
The increased cost is less than the incremental (marginal) return.
Decrease Spending . . . IF:
The increased cost is more than the incremental (marginal) return.
Hold Spending Level. . . IF:
The increased cost is equal to the incremental (marginal) return.
Problems with Marginal Analysis
Sales are the principal objective of advertising and/or promotion.
Sales are the result of advertising and promotion and nothing else.
Various budgeting methods used
There are two Approaches in Advertising Budgeting:
1. Top Down: Budget is fixed
2. Bottom Up: It is objective & task method
Top-down approach purely based on top management discretion Subjective and
judgmental in nature.
Bottom-up approach Based on advertising objectives to be achieved Objective and
data oriented in nature
Top-Down Budgeting

1. Top-Down Approaches
a. The Affordable Method
 What we have to spare. What's left to spend?
This approach means that the advertising budget will be decided on the basis of
whatever money is left after all other fixed and unavoidable expenses have been
allocated. New entrepreneurs have no other option but to follow this method when
they are short of funds
b. Arbitrary Allocation Method
No system. Seemed like a good idea at the time.
c. Percentage of Sales Method
Set percentage of sales or amount per unit.
d. Competitive Parity Method
Match competitor or industry average spending.
This is the most controversial method and few executives admit that they use it
while preparing the budget. In this approach an advertiser bases his budget
decision primarily on the expenditures of competitors. That is they try to keep pace
with their competitor’s advertising budgets.
e. Return on Investment Method
Spending is treated as a capital investment.
2.
Bottom-
Up
Budgeti
ng

a. Objective and Task Method

This method is gaining more popularity because it provides a more logical basis for
deciding advertising appropriation. The objective task method concentrates on the
marketing/advertising objectives that are pre-decided and ask these questions: what
is the role of advertising in obtaining these objectives? How much should we spend
to achieve these objectives?
Thus under this method a company launching a new product will decide to spend
more money as it has to create immediate awareness amongst consumers.( for
example Ranbaxy will spend more on its new product Olean). For an existing well
know brand, the company may spend less on advertising (for example Ranbaxy
will spend less to advertise its product Garlic Pearls.)
As it is obvious in the above example, the objective task approach directs the
efforts of manufactures to think through the objective while setting the budget.
b. Payout Planning
Payout Planning Payout plan determines investment value of advertising Follows a
3-year Plan 1st Year promotion expenses are high and hence low or negative profits
2nd year it goes Break-even 3rd year it starts showing profit .To determine how
much to spend, marketers develop a payout plan that determines the investment
value of the advertising and promotion appropriation
Allocating the IMC Budget

Factors Affecting Allocation to Various IMC Elements
 Client/Agency Policies,
 Size of Market
 Market Potential
 Market Share Goals
 Market Share and Economies of Scale

 Organizationalcharecterstics
MODULE IV
Media Planning & Media Strategy
Problems Encountered in Media Planning
 Lack of information
 Inconsistent terms
 Serious time pressure
 Measurement problems
Developing the Media Plan

Brand and Category Analysis:
BDI=Brand development Index
CDI=Category development Index

Media Terminologies:
 Media Planning - A series of decisions involving the delivery of messages to

audiences.
 Media Objectives - Goals to be attained by the media strategy and program.
 Media Strategy - Decisions on how the media objectives can be attained.
 Media - The various categories of delivery systems, including broadcast and
print media.

 Broadcast Media - Either radio or television network or local station

broadcasts.
 Print Media - Publications such as newspapers and magazines.
 Media Vehicle - The specific message carrier, such as the Washington Post
or 60 Minutes.
 Coverage - The potential audience that might receive the message through
the vehicle.
 Reach - The actual number of individual audience members reached at least
once by the vehicle in a given period of time.
 Frequency - The number of times the receiver is exposed to vehicle in a
specific time period.
Developing & Implementing Media Strategy
 The media mix

 Target market coverage
 Geographic coverage
 Scheduling
 Reach versus frequency
 Creative aspects and mood
 Flexibility
 Budget considerations
Effects of Reach and Frequency

1. One exposure of an ad to a target group within a purchase cycle has little or no

effect in most circumstances.
2. Since one exposure is usually ineffective, the central goal of productive media
planning should be to enhance frequency rather than reach.
3. The evidence suggests strongly that an exposure frequency of two within a

purchase cycle is an effective level.
4. Beyond three exposures within a brand purchase cycle or over a period of four
or even eight weeks, increasing frequency continues to build advertising
effectiveness at a decreasing rate but with no evidence of decline.
5. Although there are general principles with respect to frequency of exposure and
its relationship to advertising effectiveness, differential effects by brand are equally
important
6. Frequency response principles or generalizations do not vary by medium.
7. The data strongly suggest that wear out is not a function of too much frequency.
It is more of a creative or copy problem.
Marketing Factors Important to Determining Frequency
 Brand history
 Brand share
 Brand loyalty
 Purchase cycles
 Usage cycle
 Competitive share of voice

 Target group
Message or Creative Factors Important to Determining Frequency
 Message complexity
 Message uniqueness
 New vs. continuing campaigns
 Image versus product sell
 Message variation
 Wear out
 Advertising units
Media Evaluation
 Clutter
 Editorial environment
 Attentiveness
 Scheduling
 Number of media used
 Repeat Exposures
Broadcast media: Television Characteristics
Advantages
erage

Disadvantages
Radio Characteristics
Advantages
-segmented audience
Disadvantages

Print media:
Magazines Characteristics
Advantages
Disadvantages
Newspapers Characteristics
Advantages
Low cost

Disadvantages
-getting capabilities
ity
Support Media:
Outdoor Characteristics
Advantages
Disadvantages

Direct Mail Characteristics
Advantages
Disadvantages
Internet / Interactive Media Characteristics
Advantages
selects product information
Disadvantages

measurement techniques
Creativity is a phenomenon whereby something new and valuable is created (such

as an idea, a joke, an artistic or literary work, a painting or musical composition, a
solution, an invention etc.).
Creative Process
 Immersion: Concerned with ad problems

 Ideation: Concerned with pilling up alternatives
 Incubation: Thinking period on ideas
 Illumination: Flashing stage of ideas
 Verification: Testing and verifying
Elements of creative strategies and its implementation
1. Rational Appeal
2. Emotional Appeal
Rational appeal concentrates on function features, benefits & utility.
Emotional Appeal concentrates on social or psychological need or want of

customers.
Importance of Headline and body copy

A headline's purpose is to quickly and briefly draw attention to the story. It is

generally written by a copy editor, but may also be written by the writer, the page
layout designer, or other editors
Without a powerful headline, your message stands little chance in an increasingly
competitive marketplace. If your headline doesn’t capture attention and pull
prospects inside, the rest of your marketing effort is meaningless.
1. Headlines Are Natural Attention-Getters
2. Headlines Serve As Valuable Guides
3. Headlines Prepare the Reader for What’s Coming
4. Headlines Simplify the Learning Curve
5. Headlines Allow You to Deliver Your Biggest Bang Up-Front
Body copy
In the body copy of your advertisements, this is where you want to sell the reader
on taking action. And this is different from creating a good headline. Your
headline's job is to get the reader to read more, and this is where your body copy
comes into play.
Now obviously what you say in your body copy will vary depending on the size of
the ad that you run. If you run a full page ad, you have ample space to sell your
reader on buying something, or contacting you for your free offer. But if you run a
display or classified ad, your ad space is totally limited - so what you say in this
small space is incredibly important.
Try to use bullet points, numbers, testimonials, or any kind of proof of credibility
that will allow you to look like you know what you're talking about. With good
body copy, you can convince a reader to act upon your call to action -- which is
what I will talk about in another post.
MODULE V

Direct Marketing, Promotion & Publicity

Introduction
Direct marketing is concerned with establishing an individual relationship between
the business offering a product or service and the final customer.
Direct marketing has been defined by the Institute of Direct Marketing as:
The planned recording, analysis and tracking of customer behavior to develop a
relational marketing strategies
The process of direct marketing covers a wide range of promotional activities you
may be familiar with.
Features:
 Direct-response adverts on television and radio
 Mail order catalogues
 E-commerce (you bought this marketing companion following tutor2u’s
direct marketing campaign!)
 Magazine inserts
 Direct mail (sometimes also referred to as “junk mail”)
 Telemarketing
Of the above direct marketing techniques, the one in most widespread use is direct
mail.
Direct mail is widely thought of as the most effective medium to achieve a
customer sales response.
Functions
 The advertiser can target a promotional message down to an individual level,
and where possible personalize the message.
 There are a large number of mailing databases available that allow
businesses to send direct mailing to potential customers based on household
income, interests, occupation and other variables
 Businesses can first test the responsiveness of direct mailing (by sending out
a test mailing to a small, representative sample) before committing to the
more significant cost of a larger campaign
 Direct mailing campaigns are less visible to competitors – it is therefore
possible to be more creative, for longer
 However, direct mail has several weaknesses:

 A piece of direct mail is less “interactive” than a television or radio advert,

although creative packaging can still stimulate customer response
 Lead times to produce direct mailing campaigns can be quite long
 There is increasing customer concern with “junk mail” – the receipt of
unsolicited mail which often suggests that the right to individual privacy has
been breached.
Advantages
There are some advantages to direct marketing campaigns. Typically, direct
marketing campaigns request responses from potential customers, making the
results tractable and allowing companies to quickly determine if the campaign is
successful. Direct marketing campaigns are also beneficial to test consumer
responses with a small campaign before scaling up and launching a full, expensive
campaign. This method of marketing also builds brand loyalty as some customers
enjoy receiving information on deals and discounts, and easily become repeat
customers.
Disadvantages
Direct marketing also carries disadvantages. One of the main disadvantages of
direct marketing is the demand from consumers to end unsolicited contact from
companies. Consumers do not appreciate privacy intrusion or the sheer mass of
communication, referred to as spam or junk mail, received on a daily basis. Other
disadvantages include generating poor quality leads and failing to bring a high
number of repeat customers.
Direct Marketing Strategies
 Identify prospects
 Decide when a customer needs a specific offer.
 Enhance customer loyalty
 Stimulate repeat purchases
Access to a customer database is the first step. The next set of criteria includes
enhancing customer value through one or more of the following factors:
 Customized product and service solutions
 Personalized interaction before or during the actual transaction
 The development of expertise within an industry or based on specific issues
 Individualized distribution processes accompanied by customized marketing
offerings

Meaning
Promotion: Any form of communication a business or company uses to inform,
persuade, or remind people about products and to improve its image
Importance:
 Developing & Managing an Advertising Program
 Deciding on Media & Measuring Effectiveness
 Sales Promotion
 Public Relation
 Principles of Personal Selling
Tools used for Promotion:

• Advertising
• Sales Promotion
• Personal Selling
• Publicity/ Public Relations
• Visual Merchandising
Conventional v/s Unconventional:
Conventional advertising can make a brand popular for years. The public tends to
view television advertising and major newspaper advertising as a sign that a
company is doing well. However, some unconventional advertising methods can
allow your small business to sneak into the consciousness of your potential
customers. You have to learn to walk the line between being gimmicky and
reaching people in unusual, but credible ways.
Push Pull strategies
 A push strategy places the product in front of the customer to make sure the
consumer is aware of the existence of the product. This can work well when
manufacturers have an established relationship with customers or when the
product is an impulse purchase-type item.
 Push strategies include trade shows, showrooms, getting retailers to stock a
product, and creating a supply chain to facilitate distribution.

 A pull strategy motivates customers to actively seek out a specific product

and it best for new products or in the case when a manufacturer has a strong
and visible brand.
 Pull strategies include mass media advertising, referrals, customer
relationship management, and sales promotions.
Co-operative advertising
Agreement between a manufacturer and a member of distribution chain
(distributor, wholesaler, or retailer) under which the manufacturer shares a certain
percentage of the member's advertising and promotion costs, or contributes a fixed
sum.
Agreement between two or more marketers with complementary products (such as
cosmetics and toiletries) or different seasonal sales cycles (such as raincoats and
winter coats) to promote or sell each other's products with their own. Also called
cooperative marketing or co-marketing.
Integration with advertising and publicity
Advertising specialties are a good way for a company to increase awareness of its
name, phone number, and or brands. It can be a way to keep the company's name
or logo in front of the customer for hours every day (e.g., on a mouse pad, mug, or
pen). I know a very successful air conditioner/refrigerator/stove repairperson.
The advantage of publicity, besides the fact that it is free, is that it tends to more
credible than advertising. On the other hand, there is no guarantee that the media
will find the story newsworthy. Also, they might change the press release around
so that it does not help the organization in any way. One product that received an
incredible amount of publicity was Viagra. Sometimes, a film – especially one that
is controversial – can generate a great deal of publicity.
Public relation/ Publicity
Meaning
Recently in the marketing world, the terms “publicity” and “public relations” are
often thought of and discussed in the same breath. These terms are also often used
interchangeably. However, they shouldn’t be. They are in fact quite different – a
difference many people do not fully understand. KPS|3 would like to shed some
light on this mystery.
Publicity is simply just one arrow in the quiver that is public relations. Publicity is
the effort to garner media coverage or exposure about a brand, product, event, etc.

Its focus is narrow. Public relations, on the other hand, is the higher level
development of an over-arching strategy for furthering a marketing or
communications goal of an organization. It is often associated with the term
“reputation management.”
It is true that publicity is a tool that PR professionals can use, but it is only a single
tool. If your PR firm is limited to just creating publicity, then you do not truly have
a PR firm.
Other aspects of PR (beyond publicity) might include: community outreach,
corporate social responsibility programming and sponsorships, government
relations, grassroots communications and engagement efforts, “public”
presentations and other tools used to position the organization as thought leaders,
new media tactics, and many more.
Public Relations objective Include:
1. Press relations.
2. Product promotions.
3. Internal and external corporate communications.
4. Lobbying to promote, defeat, or circumvent legislation and regulations.
5. Advising management about public issues and company positions and
image.
Publicity:
The generation of information by a company to the news media; has a narrower
focus than public relations.
Public Relations Tools Are:
*Press release
*Video news releases (VNRs) „ Press conference
*Exclusives
*Interviews
*Community involvement - sponsor events „ Company newsletter
Strategies of Public Relations
 Credibility
 Low cost
 Breaks through the clutter
 Image building

 Get over consumer resistance

Goals of Publicity
Everybody claims that they "just want more publicity," but to be effective you
must have a message that the press will find newsworthy and timely. The word
"message" sounds very big and daunting, but do not worry. The message can be as
simple as announcing a gala screening, or as grand and complex as raising
awareness of the value of arts education in public schools. No matter what the
message is, it must be timely and newsworthy to garner press attention. And you
have to be confident in your message and let it lead your efforts at all times.
Event-based publicity is somewhat easier to do, given its short-term nature. Getting
broader, organizational attention is a much tougher achievement. By doing a good
job with the short-term goals, you can develop the relationships necessary for the
long run, when you will need deeper, harder-hitting stories.
Corporate Advertising
Promoting the firm by enhancing its image, assuming a position on a social issue,
or seeking involvement from the market
Types of Corporate Advertising
Image advertising
… Promote the organization’s image through ads, sponsorship, recruiting
Advocacy advertising
… Promote a position on an issue rather than the firm directly
Cause- related advertising
… Sponsor of a charity or non-profit organization
Limitations, Role of Corporate Advertising
*Boost employee morale and improve relations
* Give investors information and reduce uncertainty
*Help diversified companies establish an identity
*Helps position the firm and reach target markets not reached through other forms
of advertising

PR Vs Publicity
Publicity is the act of getting ink. Publicity is getting unpaid media to pay attention
PR is the strategic crafting of your story. It's the focused examination of your
interactions and tactics and products and pricing that, when combined, determine
what and how people talk about you.
If you send out a boring press release, your publicity effort will probably fail, but
your PR already has.
A publicity firm will tell you stories of how they got a client ink. A PR firm will
talk about storytelling and being remarkable and spreading the word. They might
even suggest you don't bother getting ink or issuing press releases.

MODULE VI
Monitoring, Evaluation and Control
Measure Ad Effectiveness
 Avoid costly mistakes
 Evaluate alternative strategies
 Increase efficiency of advertising in general

Reasons Not to Measure Effectiveness
 Cost of measurement
 Problems with research
 Disagreement about what to test
 Objections of creative personnel
 Lack of time
Methods used for evaluation
 Source factors
 Message variables
 Media strategies
 Budget decisions
 Pre-testing
 Post-testing
 Laboratory tests
 Field tests
 Testing guidelines
 Appropriate tests

Pretest measurements
 The pre tests are done before he campaign is implemented
 Pretesting may occur at a number of points, from as early on as idea
generation or rough execution to testing the final version before
implemented.
Pretesting
1] Laboratory Methods
 Consumer juries
 Portfolio tests
 Physiological measures
 Theater tests
 Rough tests
 Concept tests
 Reliability tests
 Comprehension tests
 Reaction tests
2] Field Methods
 Dummy ad vehicles
 On-air tests
1. Laboratory methods
 Under this method people are brought to a particular location where they are
shown ads and /or commercials.
 The major advantage of this is control. Changes in copy formats, colors etc.
can be done easily with inexpensive.
 The major disadvantage of this is the lack of realitism
2. Field methods
 Under field tests the testes of ad or commercial is tested under natural
viewing situations, complete with realism of noise, distractions and the
comforts of home.
The testing process
1. Concept generalization research (focus groups)

2. Rough prefinished art, copy, and /or commercial testing (comprehension,

reaction tests, consumer juries)
3. Finished art or commercial pretesting (portfolio tests, analysis of reliability, and
dummy advertising vehicles, theater tests, on air tests)
4. Market testing of ads or commercials (post testing)
1. Concept generalization research
 Which is conducted very early in the campaign development process in
order to explore the targeted consumer’s response to a potential ad or
campaign.
 Positioning statements copy, headlines, and/or illustrations may be under
scrutiny.
 The material to be evaluated may be just a head line or a rough sketch of the
ad. The colors to be used, typeface, package designs, and even point of
purchase materials may be evaluated.
2. Rough prefinished art, copy, and /or commercial testing
 Because of the high cost associated with the production of an ad or
commercial advertisers are increasingly spending on more money testing a
rendering of the final ad at early stages.
 The most commonly used tests are comprehension and reaction tests,
Comprehension and reaction tests
 Comprehension and reaction tests are designed to assess the responses.
 One key concern for the advertiser is whether the ad or commercial conveys
the meaning intended.
 The second is the reaction the add generates.
Consumer juries
This method uses consumers representative of the target market to evaluate the
probable success of an ad. Consumer juries may be asked to rate a selection of lay
outs or copy versions presented in paste-ups on separate sheets.
3. Finished art or commercial pretesting
At this stage, a finished advertisement or commercials is used; since it has not been
presented to the market, changes can still made.
The methods used in print media include

 Portfolio tests,
 Analysis of readability and
 Dummy advertising vehicles.
The methods used in broad cast media include
 Theater tests,
 On air tests.
a. Portfolio tests
Problems with portfolio tests
Factors other than advertising and presentation may effect recall
 Interest in the product or product category
 The fact that respondents know they are participated in a test
 Interviewer instructions
b. Readability tests
 This method eliminates the interviewer bias
 Avoids gross errors in understanding
 Norms offer an attractive standers for comparison
c. Dummy advertising vehicles
 Here the recall, readership, and interest-generating capabilities of the ad are
addressed
 It provides more natural setting than portfolio tests
 One of the disadvantage is testing effect is not eliminated, and product
interest still bias the results.
Pretesting finished broadcast ads
Methods used
 Theater tests
 On air- tests
 And physiological measures
Theater tests
Participants vary from 250 to 600
In theater tests in addition to product/brand preference, the form may request other
information

 Interest in and to the commercial

 Overall reaction to the commercial as measured by an adjective checklist
 Recall of various aspects of the commercial
 Interest in the brand under consideration
 Continuous reactions throughout the commercial
The advantages of pretesting

Feedback is relatively inexpensive
before delivered and identified before large amounts of money spent on the
development.
The disadvantages of pretesting
 The disadvantage is that mock-ups, story boards or animates may not
communicate nearly as an effectively the final product. The mood-enhancing
and /or emotional aspects of the message are very difficult to communicate
in this format.
 Time delays- many marketers believe being first in the market offers them a
distinct advantage over competitors so that they forgo research to save time
and ensure this position.
Market testing of ads (post testing)
Posttest of print Ads
 Inquiry tests (bingo cards)
 Recognition tests
 Recall tests
Inquiry tests
 Used in both consumer and business to business market testing, these tests
are designed to measure advertising effectiveness on the basis of inquires
generated from ads appearing in various print media often referred as bingo
cards
 The may take in the form of the number of coupons returned, phone calls
generated, direct enquires through reader cards.
Disadvantages: time constraints, lack of a need for product
Advantages: inexpensive to implement
Recognition tests

The advertiser assess the impact of an ad in a single issue of a magazine, over

time, and/or across different magazines.
Here the advertiser measures:-
 Noted score: the percentage of readers who remember seeing the ad.
 Seen associated score: the percentage of readers who recall seeing or reading
any part of the ad identifying the product or brand.
 Read-most score: the percentage of readers who report reading at least half
of the copy portion of the ad.
Advantages:
 The pulling power of various aspects of ad can assessed
 The effectiveness of competitor’s ad can be assessed
 Alternative executions can be tested
 Know the degree of involvement of customers to the ad campaign
Disadvantages:
 False claiming
 Interviewer sensitiveness
 Reliability of recognition tests
Recall tests
Test magazines are placed in participants homes and respondents are asked to read
the magazine that day. A telephone call is conduced the second day to assess recall
of ads, recall of points and consumer impressions of the adds.
The measures are:-
 Proven name registration: the percentage of respondents who can accurately
recall the ad.
 Idea communication- the number of sales points the respondents can recall.
 Favorable buying attitude- the extent of favorable purchase reaction to brand
or corporation
Post tests for Broadcast commercials
 Day after recall tests
 Persuasive measures
 Diagnostic Tests
 Test marketing
 Single Source Tracking Studies

 Day after recall tests
Disadvantages:
 Limited samples
 High costs
 Security issues
 May favor unemotional appeals because respondents are asked to verbalize
he message
 Program content may influence the call
 A prerecruited sample
Persuasive measures
A measure of commercial persuasive effectiveness is gathered by asking
consumers to choose a brand that they would want to win in drawing and then-
after expose they will ask again.
Diagnostics
The measure is designed to garner viewers’ evaluations of the ads, as well as how
creative is understood and how well the position is communicated rational and
emotional reactions to the ads are also examined
Test marketing
 The markets are chosen are representative of the target market.
 The various of factors are tested the effects of various budgets sizes, special
offers
 The advantage is that realism
 The disadvantage is that the cost and time, Fear of competitors may discover
and intervene in the research process
Single source tracking studies
 Single source tracking methods track the behavior of consumers from the
television set to the super market.
 Here the participants who are having a cable TV is selected and given a card,
to use when they are purchases is going.
 Here the selected participants are divided in to two groups some will expose
the ad. And some other alternative ads are too sent to them.
Advantages: control and ability to measure directly the ad’s effects on sales.

Disadvantages: Short term sales effects. Overcrowded information, high cost of

collecting information.
Tracking studies
 This tests was done on regular intervals.
 This was used to measure the effectiveness of advertising on awareness,
recall, interest, attitudes towards the ad/brand as well as purchase intentions.
 This was done through personal interviews, mall intercepts, and mail
surveys.

MODULE VII
International, Internet, & Industrial Advertising
International Advertising
• Decisions involving advertising are those most often affected by cultural
differences among country markets.
• Consumers respond in terms of their culture, its style, feelings, value systems,
attitudes, beliefs, and perceptions.
• Advertising’s function is to interpret the qualities of products in terms of
consumer needs, wants, desires, and aspirations, the emotional appeals, symbols,
and persuasive approaches.
• Reconciling an international advertising campaign with the cultural uniqueness of
markets is the challenge confronting the international or global marketer.
Global environment in advertising:
1. Perform marketing research
2. Specify the goals of the communication
3. Develop the most effective message(s) for the market segments selected
4. Select effective media
5. Compose and secure a budget
6. Execute the campaign, and
7. Evaluate the campaign relative to the goals specified
Global Advertising and the Communications Process
The international communications process consists of the following seven steps:
1. An information source. An international marketing executive with a product
message to communicate.

2. Encoding. The message from the source converted into effective symbolism for
transmission to a receiver.
3. A message channel. The sales force and/or advertising media that convey the
encoded message to the intended receiver.
4. Decoding. The interpretation by the receiver of the symbolism transmitted from
the information source.
5. Receiver. Consumer action by those who receive the message and are the target
for the thought transmitted.
6. Feedback. Information about the effectiveness of the message that flows from
the receiver (the intended target) back to the information source for evaluation of
the effectiveness of the process.
7. Noise. Uncontrollable and unpredictable influences such as competitive
activities and confusion that detract from the process and affect any or all of the
other six steps.
International Communications Process
Legal Constraints
1. Advertising campaigns must comply with legal regulations around the world.
2. Comparative advertising is heavily regulated in other parts of the world.

3. A variety of restrictions on advertising of pharmaceuticals is restricted in many

countries.
4. Advertising on television is strictly controlled in many countries, e.g., in
Germany, for example, commercials must be spaced at least 20 minutes apart and
total ad time may not exceed 12 minutes per hour. Commercial stations in the
United Kingdom are limited to 7 minutes per hour.
Decision Areas in International Advertising
There are Decisions involving advertising are those most often affected by cultural
differences among country markets some of these include:
1. Cultural Diversity: Ad campaigns and product brand names being
communicated may mean different things to different cultures.
2. Media Limitations: in some underdeveloped countries, there is a shortage of
advertising media such as radio stations, print media (newspapers, magazines), and
television stations, cable TV, and satellite TV.
3. Production and Cost Limitations: In some markets costs are prohibitive to
advertise on conventional advertising media; other countries may have low quality
paper to print advertising.
4. Coverage: In large, less developed countries advertising media such as
television may not be geographically dispersed.
5. Lack of Market Data: This makes it difficult to reach specific target markets.
6. Direct Mail: Even if direct mail is available, it may not work due to high
illiteracy rates in some countries.
7. The Internet: Though advertising via the internet is fast increasing, the WWW is
not widely available in many countries where computers are considered expensive.
Internet Advertising-Meaning
Internet Advertising The fastest growing media outlet for advertising is the
Internet. Compared to spending in other media, the rate of spending for Internet
advertising is experiencing tremendous growth. However, total spending for
Internet advertising remains relatively small compared to other media. Yet, while
Internet advertising is still a small player, its influence continues to expand and

each year more major marketers shift a larger portion of their promotional budget
to this medium.
Components:
1) Narrowly target an advertising message and,
2) Track user response to the advertiser’s message.
The Internet offers many advertising options with messages delivered through
websites or by email.
Advantages & Limitations:
 Information available 24/7
 Customers access at their convenience
 Relatively cost effective
 Target ability
 Message can be timely
 Ads can be interactive
Types:
Website Advertising - Advertising tied to a user’s visit to a website accounts for the
largest spending on Internet advertising. For marketers, website advertising offers
many options in terms.
Creative Types – Internet advertising allows for a large variety of creative types
including text-only, image-only, multimedia (e.g., video) and advanced interactive
(e.g., advertisement in the form of online games). Size – In addition to a large
number of creative types, Internet advertisements can be delivered in a number of
different sizes (measured in screen pixels) ranging from full screen to small square
The most popular Internet ad sizes include banner ads (468 x 60 pixels),
leaderboard (728 x 90 pixels) and skyscraper (160 x 600 pixels).
Placement – The delivery of an Internet advertisement can occur in many ways
including fixed placement in a certain website location (e.g., top of page),
processed placement where the ad is delivered based on user characteristics (e.g.,
entry of words in a search box, recognition of user via Internet tracking cookies),
or on a separate webpage where the user may not see the ad until they leave a site
or close their browser (e.g., pop-under).

Delivery – When it comes to placing advertisements on websites marketers can, in

some cases, negotiate with websites directly to place an ad on the site or marketers
can place ads via a third-party advertising network, which has agreements to place
ads on a large number of partner websites.
Email Advertising – Using email to deliver an advertisement affords marketers the
advantage of low distribution cost and potentially high reach. In situations where
the marketer possesses a highly targeted list, response rates to email
advertisements may be quite high. This is especially true if those on the list have
agreed to receive email, a process known as “opt-in” marketing. Email
advertisement can take the form of a regular email message or be presented within
the context of more detailed content
Industrial Advertising
B 2 B Communication
B2B describes commerce transactions between businesses, such as between a
manufacturer and a wholesaler, or between a wholesaler and a retailer. B2B is also
used in the context of communication and collaboration. There are tools within the
business so employees can connect with one another.
When communication is taking place amongst employees, this can be referred to as
"B2B"communication.
More than 94 percent of all Internet sales are B2B transactions opens up foreign
markets to sellers. Largest segment of the business market. The volume of B2B
(Business-to-Business) transactions is much higher than the volume of B2C what is
the primary reason
Functions of Industrial Advertising
• ‘Behind the scenes’ contribution to standard of living
• Reduces selling costs and increases productivity
• Reach the inaccessible influences
• Encourages the favorable contacts required before purchase is done
Communication must be such to motivate and make eminent sense for hard core
technical people to adopt usage of the product for their applications.

Must be conservative in communicating product prowess. It is better to under

commit and over deliver
What constitutes good industrial advertising?
• Application of the product
• Technical literature to support claim
• Cost and economy
• Availability
• Offer of more information or demonstration
• Installation service/commercial use trial
• After sales service assurance
• Company name and address
Special Issues in industrial advertising

• Identity of manufacturer, his reputation, credibility, workmanship, infrastructure,
resources
• Never deal frivolously with industrial products
• Do not be afraid to use technical jargon
• Use diagrams, illustrations, drawings to explain
• Formatted catalogues are better than qualitative copy

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INTEGRATED MARKETING COMMUNICATION 14MBAMM408

Subject Code: 14MBAMM408 IA Marks: 50

Dept. of MBA/SJBIT Page 1

Public relation/ Publicity:- Meaning, Objectives, tools of public relations, Public

Dept. of MBA/SJBIT Page 2

Module I ………………........................................... 4-15

Module II ………………………………………….. 16-24

Module III…………………………………………. . 25-32

Module IV…………………………………………. 33-43

Module V……………………………………………. 44-50

Module VI…………………………………………… 51-58

Module VII………………………………………….. 59-64

Dept. of MBA/SJBIT Page 3

Role of IMC in Marketing process

MC is defined as customer centric, data driven method of communicating with the

Dept. of MBA/SJBIT Page 4

PROMOTIONAL MIX/ COMMUNICATION MIX / TOOLS FOR IMC

The Marketing Plan

IMC Program Situation Analysis:

Dept. of MBA/SJBIT Page 5

– Assessment of firm or brand image and implications for promotion

Dept. of MBA/SJBIT Page 6

Marketing & Promotion Process Model

Dept. of MBA/SJBIT Page 7

Limitation: Sleeper effect

Dept. of MBA/SJBIT Page 8

– Likeability is the affection for the source as a result of physical appearance.

Dept. of MBA/SJBIT Page 9

Advertiser’s most important creative strategy decisions involves the choice of an

Develop Integrated Marketing Communications Program

Dept. of MBA/SJBIT Page 10

Integrate and Implement Marketing Communications Strategies

Internet marketing programs

Monitor, Evaluate and Control Integrated Marketing Communications

STEPS IN DEVELOPING EFFECTIVE COMMUNICATION

Dept. of MBA/SJBIT Page 11

Dept. of MBA/SJBIT Page 12

• Acts as a catalyst for change.

The audience to which it is directed:

Dept. of MBA/SJBIT Page 13

The extent of its geographical coverage:

Advertising according to the medium it utilizes:

Advertising Vs Marketing Mix

Dept. of MBA/SJBIT Page 14

Advertising appeal in various stages of PLC

Pros and Cons of Humor:

Dept. of MBA/SJBIT Page 15

the level of counter arguing

An advertising agency or ad agency or advert agency is a service based business

Dept. of MBA/SJBIT Page 16

Typical Full-Service Agency Organization

Dept. of MBA/SJBIT Page 17

Dept. of MBA/SJBIT Page 18

 Provide only creative services

Media Buying Services

Participants in the IMC Process

Dept. of MBA/SJBIT Page 19

 Sales Promotion Agencies

Organizational Options for Clients

Advertising and promotion placed alongside other marketing functions such as

Separate marketing, sales, advertising and promotion departments for various

Functions of an Advertising Manager