BA 5004

INTEGRATED MARKETING
COMMUNICATION
Dr.C.THIRUMAL AZHAGAN
ASSISTANT PROFESSOR
MANAGEMENT STUDIES
ANNA UNIVERSITY BIT CAMPUS
TIRUCHIRAPPALLI
 HIERARCHY OF
EFFECTS

100% target audience

75% aware of the product
50% show some interest in the product
30% preferred the product
25% tried the product
15% Repurchase
SOME DO’S

 Advertising should be informative.

 Advertising should be entertaining.

 Advertising should be involving.

 SOME
DON’TS
Advertising should never over claim any benefit in a product or a brand.

Never try to put down or talk down your consumers in manner that will
insult them.

Try not to compare your brand with a competitor and try not to show your
competitor in bad light.
In case you do any comparison with your competitor or show your competitor it
should be done in a intelligent and tactful manner that such that it is memorable
and not in bad taste.
 PRINCIPLES OF ADVERTISING

GRAB PEOPLE

Ad can be able to grab someone who

glances for just a second. Force
people to take a second glance
instead of simply moving on.
BE CLEVER AND CREATIVE
Attract people and represent the brand in a positive way. A clever ad
represents a clever company.
SPEAK LOUDLY
The louder you talk, the more
people hear you.
DON’T MAKE THEM THINK ( TOO
MUCH)
You need to get the message across in a clever way, but it shouldn’t
make people think too much. A person should know what the ad is
saying as soon as they look at it.
COLORS THAT POP BUT MAKE SENSE
Colors should work with the feeling of the brand and environment
in which the ad is being placed.

Appeal to the targeted people through color, but don’t make the
colors distracting.

For a “fun” brand, use a collaboration of bright colors. If the ad is

more serious, possibly use a more simple color scheme.
BE
INFORMATIVE
Every advertisement must convey a message. Ads visually represent a
message.
STAND OUT AND BE
MEMORABLE
Your ad should be unique, memorable and completely different than
anyone else. Be original.
GIVE OFF A
FEELING
Someone should be able to tell the company’s tone by looking at an ad.
SHOW,.. NOT TELL
Try using a more visual way of
representing a concept instead
of text.
USE HUMOR
Humor is a useful technique for attracting people to an ad.
Metaphors can be a great way to add humor.
 SOCIAL ASPECTS OF ADVERTISING

Advertising as a part of firm’s marketing effort operates in the society. It has

to therefore follow the social norms.
Key areas of debate regarding society and advertising are:
• Deception
• Manipulation
• Taste
• Effect on our value system
• The subliminal advertising
• Offensiveness
 DECEPTION
• It refers not only to the information content in advertising but
may also arise from misplace emphasis in presentations.

•According to federal trade commission of the USA-

“advertising as a whole must not create a misleading Impression although
every statement, separately considered, may be literally truthful”
 MANIPULATION
The freedom of choice of consumers is restricted by the power of
advertising since it can manipulate buyers into making a decision against
their will or interest.

Manipulation is done through emotional appeals.

These companies can utilize advanced and very scientific advertising
techniques and thus make an impression on consumers.
 TASTE

Sometimes ads are offensive, tasteless, irritating, boring and so on.

b) Sources of distaste
c) Sexual Appeals
d) Shock advertising
• Effect on our value system
• The advertisers use puffing tactics, endorsements from celebrities, and play emotionally,
which makes ads so powerful that the consumers like helpless preys buy those products.
• These ads make poor people buy products which they can’t afford, people picking up
bad habits like smoking and drinking, and buy products just because their favourite actor
endorsed that product. This affects in increased the cost of whole society and loss of
values of our own selves.
• Offensiveness
• Some ads are so offensive that they are not acceptable by the buyers.
• These kinds of ads are irrelevant to the actual product. But here is some ads which are educative
also and now accepted by people.
• The subliminal advertising
• Capturing the minds of the consumers is the main intention of these ads. The ads
are made in such a way that the consumers don’t even realizes that the ad has
made an impact on their minds and this results in buying the product which they
don’t even need.
• But “all ads don’t impress all consumers at all times”, because majority of
consumers buy products on basis of the price and needs.
 SOCIAL ASPECTS OF ADVERTISING

Some examples of the Advertisements with social aspects:-

 Grow-more-trees advertisements
 Drink milk
 Eat healthy food, eat eggs
 Mother’s milk is best for the baby
 Say no to drugs every time
 Get your child vaccinations in times
 LEGAL ASPECTS OF ADVERTISING

The government in each country has to make sure that advertisements

appearing do not flaunt of their rules & regulations.
It should not:-
 show anti-national feelings
 contain misleading information about the product
 Violate government rules
 LEGAL ASPECTS OF ADVERTISING

Some examples of the Advertisements with legal aspects:-

 Get your car checked for pollution
 Drinking & driving do not mix
 Weight, price, manufacturing date, date of expiry should be mentioned
on the packing case.
 ETHICAL ASPECTS OF ADVERTISING

Ethics are the moral standards against which behavior is judged

Key areas of debate regarding ethics and advertising are:

 Truth in advertising
 Advertising to children
 Advertising controversial products
 ETHICAL ASPECTS OF ADVERTISING

► Truthin Advertising
 Deception is making false or misleading statements.
 Puffery (commercial exaggeration) is legal.
 Cannot legislate against emotional appeals
•Advertising to children—issues
 Advertising promotes superficiality and materialism in
children.
 Children are inexperienced and easy prey.
 Persuasion to children creates child-parent conflicts.
 What does the literature say about kid’s abilities to process
persuasive information?
•Advertising controversial products
 Critics question the “targeting” of minorities.
►Tobacco, alcohol, gambling and lotteries are product categories
of greatest concern.
 How does the concept of “primary demand” provide insights
here?
 What does the literature say about advertising’s impact on these
product categories?
 ECONOMIC ASPECTS OF ADVERTISING
► Making consumers aware of products and services
► Providing consumers with information to use to make purchase
decisions
► Encouraging consumption and fostering economic growth.
Effects on consumer choice – Differentiation and Brand loyalty
Effects on competition - Barriers to entry and Economies of scale
Effects on product cost and prices - Advertising cost and
Increased differentiation
 ADVERTISING AGENCY

An advertising agency is a service business dedicated to creating, planning

and handling advertising and other promotional activities for its clients.
An ad agency is independent from the client and provides an outside point of
view to the effort of selling the client's products or services.
An agency can also handle overall marketing, communication, sales
promotions oriented and branding strategies for its clients.
 BEST ADVERTISING AGENCIES IN INDIA

• DDB MUDRA COMMUNICATIONS.
• GREY INDIA.
• REDIFFUSION (Y&R)
• MCCANN-ERICKSON INDIA LTD.
• OGILVY & MATHER.
• JWT-INDIA.
• TRIVERSE ADVERTISING.
• FCB-ULKA ADVERTISING LTD.
BEST ADVERTISING AGENCIES IN THE WORLD
• OGILVY & MATHER (O&M)

• MULLENLOWE U.S.

• MCCANN WORLDGROUP

• PUBLICIS GROUPE

• DENTSU (JAPAN)
 ADVERTISING AGENCY

Typical advertising agency include the following clientele:

1. Businesses and corporations
2. Government agencies
3. Non profit organizations
Agencies may be hired to produce a complete overall advertising campaign and
promotional activities to build awareness and fulfill advertising goals and objectives
 TYPES OF ADVERTISING COMPANIES
Advertising agencies come in all sizes as stated below:
1. One or two-person shops (which rely mostly on freelance talent to perform most
functions)
2. Small to medium sized agencies
3. Large independents and multi-national, multi-agency conglomerates like O&M and
Lowe Lintas.
 TYPES OF ADVERTISING COMPANIES

Limited-service advertising agencies

Some agencies usually offer only one or two of the basic services. For example, although
some agencies that specialize in "creative" also offer strategic advertising planning service.

Similarly, some "media-buying services" offer media planning service but concentrate on
media buying, placement, and billing.

Thus, the advertiser who uses limited-service agencies usually gives greater strategic
direction to specialist creative or media agencies, and exercises greater control over the
product of these agencies.
 TYPES OF ADVERTISING COMPANIES
Specialist advertising agencies

There are agencies that specialize in particular kinds of advertising: recruitment, classified,
industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment,
etc

Specialization occurs for a variety of reasons. Often, as in recruitment advertising, specialized

media are involved that require knowledge / expertise not ordinarily found in general-line agency.

In industrial advertising, the subject is technical and requires that writers and artists have training
in order to write meaningful advertising messages about it.
 TYPES OF ADVERTISING COMPANIES

Branded content agencies

branded content agencies don’t produce advertising in the ‘traditional’ sense. Rather, they
aim to incorporate their client’s brands into popular culture — e.g. Creating a TV
commercial for the brand or developing a rich message content of the brand or
designing an event people want to attend.

The idea is to make brands synonymous with an enjoyable experience, thereby making
them better known and recognized in consumers’ minds.
 TYPES OF ADVERTISING COMPANIES

Interactive agencies
Interactive agencies may differentiate themselves by offering a mix of web development, search
engine marketing, internet advertising/marketing, or e-commerce consulting.

Interactive agencies rose to prominence offering a wide range of services. Today, the most successful
interactive agencies are defined as companies that provide specialized advertising and marketing
services for the digital space.

The recent boost in the interactive agencies can also be attributed to the rising popularity of web-
based social networking sites like MySpace, Facebook and YouTube
 TYPES OF ADVERTISING COMPANIES

Digital agencies

most digital (or online) agencies are structured and work in much the same way as offline agencies.

There are some agencies that work mainly on media planning and buying, some work solely on the
creative side, and others will be full service incorporating all of the above.

However what binds them is that their specialty will lie across all mediums of digital
communication, including banners, viral emails, games, interactive tv, mobile and email
marketing.
 TYPES OF ADVERTISING COMPANIES

Direct marketing agencies

a direct marketing agency typically provides strategic / creative solutions to a client's

business objectives by using ‘direct’ marketing channels that are measurable in terms of
the responses created

Direct channels include the likes of direct response tv and radio, direct mail, inserts,
door-drops and online advertising.
 TYPES OF ADVERTISING COMPANIES

Outdoor (out of home) agencies

outdoor agencies are specialists in ‘out-of-home’ media, such as posters in all their
various forms.

They provide objective planning, buying and related technical support for advertisers and
their agencies to promote better understanding and more effective use of ooh media.
 ADVERTISING AGENCY: ORGANIZATION STRUCTURE

• An advertising agency has a very different structure from that of a regular organization.
On a general front, an advertising agency consists of the following departments:
• The account management department.
• The account planning (strategy) department.
• The internal services department (inclusive of the traffic department, the creative
department, the print production cell
• The human resources department
• The finance and administrative department
• The media-planning department.
 ADVERTISING AGENCY: ORGANIZATION STRUCTURE

• President / CEO -- the guy at the top who usually ensures that the client planning and
creative are of good quality.
• Account management -- these are the people who assist clients plan their marketing,
help determine budgets, set schedules.
• Business development team: procuring business through innovative sales strategies
and enhancing business prospects
• Media buyers – supervise client budget and determines the most cost effective media
 ADVERTISING AGENCY: ORGANIZATION STRUCTURE

• Creative and design -- business consisting of copywriters and art directors.

• Traffic / production management – team who make sure work is being done on time
and on budget.

• Support -- typically financial, administrative and other functions.

• Advertising interns: comprise university students who are interested in advertising.

Internships commonly fall into one of six areas of expertise: research & analysis,
account services, interactive, media planning, public relations and traffic control
 AGENCY SELECTION: MAIN CRITERIA

1. Full service agency or part- time agency

The full-service agency is involved completely in the advertising functions. It has a large
number of expert employees.
The part-time agency offers service on free of cost or project basis. These agencies
perform various outside activities and co-ordinate the activities of the advertiser and
media personnel
2. Compatibility
Selection of an advertising agency depends on the compatibility of the agency. The needs
of the company determine the fitness of the agency on the basis of its merits, demerits,
accreditation, etc
 AGENCY SELECTION: MAIN CRITERIA

3. Agency team
This includes market researchers, copywriters, media experts, production managers and
art directors. The attitude, thinking, experience and personalities of the team members
have positive effects on the selection process.
4. Agency stability
An agency, which has been long in existence generally, performs efficiently and
effectively. The personnel, finance, experience, brand recognition, management and
credit are examined before selecting a suitable advertising agency.
 AGENCY SELECTION: MAIN CRITERIA

5. Services
The services rendered by the agency are evaluated with a view to choosing the best advertising
agency.

6. Cost accounting, general agreements, project estimates, selling attitudes and other services
performed by the advertising agencies are considered to evaluate their efficiency and credibility.

The greater the range of an agency’s services, the more complete it can serve the clients’ needs.
The agency can serve the clients by its capacity for advertising, sales promotion, media
placement, public relations, market research, etc
 AGENCY SELECTION: MAIN CRITERIA

7. Creativity
Creativity is the main element in advertising. If the advertising agency is capable of great
creative efforts, it is selected for the purpose. Artwork, design, style, clarity, impact,
memorability and action- these are considered while evaluating creativity.

8. Problem-solving approach
The agency which has a problem solving approach is considered to be superior and
useful. Compatibility, balanced services, responsiveness, -these are important factors in
selecting an advertising agency.
 AGENCY SELECTION: OTHER CRITERIA

Agency's motivation to take your business to the next level :

a client's business success is important. The value based advertising philosophy i.e. One
that is based on becoming recognized for creating increased sales, profitability and
ultimately shareholder value for your business.

Agency capability of integrating traditional and new media?

Integrated, media-neutral marketing is concerned with a holistic, solutions-based
approach that consistently delivers results on an ongoing basis. We need an agency which
spans these media arenas
 AGENCY SELECTION: OTHER CRITERIA
Agency ability to differentiate your business?

Is agency capable of producing big ideas and delivering results?

Do they possess the insight into the core essence of your brand?

Can they produce a proposition that your target audience will find irresistible?

Can they position your business effectively and create ‘market space' for your brand to fulfill its potential.
POPULAR ADVERTISING CAMPAIGNS ATTRACT CUSTOMERS
ATTENTIONS AND CAN HELP GENERATE SALES

Ye dil maange more

Connecting People

The Best A Man can get

Daag Acche Hain

Desh Ki Dhadkan
 COMMUNICATIONS EFFECTS PYRAMID

5% Use

e
tiv
na
Co
20% Trial

e
25% Preference

tiv
fec
Af

40% Liking
ve

70% Knowledge/Comprehension
iti
gn
Co

90% Awareness
ADVERTISING PLAN: KEY COMPONENTS

The components of advertising plan are :

1. Identifying target audience/ segment

2. Setting up advertising objectives
3. Finalize advertising budget
4. Create message strategy
5. Develop media strategy
6. Create image and personality of products
 THE DAGMAR APPROACH

Define Awareness

Advertising
Goals for
Comprehension

Measuring Conviction

Advertising
Results Action
 DAGMAR APPROACH

DAGMAR: stands for defining advertising goals for measuring advertising results.
It is basically an approach to advertising planning for quantifying goals and using those
goals to measure performance.

An advertising objective involves a communication task, intended to create awareness,

impart information, develop attitudes or induce action.
 DAGMAR APPROACH
UNAWARE

AWARE

COMPREHENSION &
IMAGE Communication Process
under DAGMAR MODEL

ATTITUDE

ACTION

57
 DAGMAR : COMMUNICATION PROCESS

At some point of time, the individual will be unaware of the product or offer in the market. The
initial communication task of the advertising activity is to increase consumer awareness.
The second step of the communication process is comprehension of the product or offer and
involves the target audience learning something about the product or offer. In what way does it
differ from its competitors? Whom is it supposed to benefit?
The third step is the attitude (or conviction) step. The action phase involves some move by the
buyer such as trying a brand for the first time, visiting a showroom, or requesting information.

The important concept of the approach is that the advertising goal be specific. It should be a
written, measurable task involving a starting point, a defined audience, and a fixed time
period.
 DAGMAR : MEASURABLE OBJECTIVES
For a promotional campaign, there must be an objective, which is measurable.

E.G. A YELLOW PAGE/ JUST DIAL advertisement, the measurement could be the
number of phone calls received before and after the ad was published or the
number of referrals through yellow pages.

The measurable objective must be written, clear & unambiguous.

E.G. Increase awareness of our store by 10% - not any vague statement
 DAGMAR : BENCHMARK CHANGE
The objectives/ GOALS should specify how much change or movement is being
sought such as increase in awareness levels, creation of favorable attitudes or
number of consumers intending to purchase the brand, etc.

A benchmark is also a prerequisite to the ultimate measurement of results, an

essential part of any planning program and DAGMAR in particular.

E.G. Increase awareness of our store from the current level of 20% to 30%
 DAGMAR : DEFINED TARGET AUDIENCE
Not everyone is going to buy your product. So, CRUCIAL TO identify your
target audience, to whom you are going to aim your ad campaign.

E.G. If you are selling premium cars. High value consumer durables you should
target customers who have high net worth and are sophisticated.

The specific goal may be defined as follows:

E.G. Increase awareness of our store from the current level of 20% to 30%
among the owners of product A
 DAGMAR : DEFINED TIME PERIOD
An advertising campaign CANNOT run for eternity. There should be a
fixed time period, six months or a year, within which you should aim at
attaining certain goals. There should also be some time allocated td to
test the campaign, make amendments, if required to the campaign.

E.G. Increase awareness of our store from the current level of 20% to
30% among the owner of product X within the next six months.
 DAGMAR : MEASURING RESULTS
Awareness:

Awareness of the existence of a product is necessary before the purchase

behavior can be expected.

Awareness needs to be created, developed, refined or sustained, according to

the characteristics of the market and particular situation facing an organization
at any point of time.  
 
63
 DAGMAR : MEASURING RESULTS
AWARENESS – INVOLVEMENT TRADE OFF Involvement

High Low

   
Sustain current levels Refine awareness
of awareness  
HIGH    
 

Awareness
  Create association of
Build awareness awareness of product
quickly. with product class
LOW need
 DAGMAR : MEASURING RESULTS
Comprehension
  Awareness on its own may not be sufficient to stimulate a purchase.
In attempting to persuade people to try a different brand, it may be necessary to compare the product with other
products and provide an additional usage benefit, such as cost reduction e.G. Pharma products, automobiles,
beverages, telecom, etc

Conviction
buyers are convinced that a particular product in the class should be tried at the next opportunity. To do this, audience’s
beliefs about the product have to be molded and this is often done through messages that demonstrate the product’s
superiority over a rival.

Action
Communication must finally encourage buyers to engage in purchase activity, and this really tests the success of an
advertisement campaign.
Measures: use of toll free numbers, direct mail activities and coupons.
E.G. Tupperware, aqua guard, are famous in Indian cities as a result of its personal selling efforts.