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  • IMC Analysis of TOI - Report 2 WWW - Marketingboulevard.blogspot

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    Suchitra Thapaliyal
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    This document provides an analysis of the integrated marketing communications (IMC) strategies of The Times of India newspaper over several years from 1970-2009. It summarizes various print and television advertising campaigns conducted by TOI focused on social issues like education ("Teach India") and national pride ("India Poised", "Lead India"). It also discusses TOI's use of billboards, event sponsorships, and other non-traditional marketing tactics to target youth and capture readers across North and West India. The overall IMC approach analyzed is TOI's heavy emphasis on social campaigning through multiple media channels.

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    This document provides an analysis of the integrated marketing communications (IMC) strategies of The Times of India newspaper over several years from 1970-2009. It summarizes various print and television advertising campaigns conducted by TOI focused on social issues like education ("Teach India") and national pride ("India Poised", "Lead India"). It also discusses TOI's use of billboards, event sponsorships, and other non-traditional marketing tactics to target youth and capture readers across North and West India. The overall IMC approach analyzed is TOI's heavy emphasis on social campaigning through multiple media channels.

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    16 views2 pages

    IMC Analysis of TOI - Report 2 WWW - Marketingboulevard.blogspot

    Uploaded by

    Suchitra Thapaliyal
    This document provides an analysis of the integrated marketing communications (IMC) strategies of The Times of India newspaper over several years from 1970-2009. It summarizes various print and television advertising campaigns conducted by TOI focused on social issues like education ("Teach India") and national pride ("India Poised", "Lead India"). It also discusses TOI's use of billboards, event sponsorships, and other non-traditional marketing tactics to target youth and capture readers across North and West India. The overall IMC approach analyzed is TOI's heavy emphasis on social campaigning through multiple media channels.

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    of 2

    JBS

    BM 502 INTEGRATED MARKETING COMMUNICATION


    9/26/2009

    Project - IMC Analysis for Times of India (Report 2)


    Submitted By Nikunj Jain Final Year MBA Student Department of Marketing and operations Jaypee Business School, A constituent of JIIT University, Noida nikunj262@gmail.com http://www.linkedin.com/in/nikunjjain262

    1. India vs. India 2007-08 2. Print ads of India 3. Do Print Ad Poised 2007-08 Under India Poised campaign - 2008 1. Akhada, Mela, 4. A day in the Station - 1999 life of India 2. Dog & Cat, Einstein, Hair, 5. Teach India 2008, 2009 Scare Crow Print Ads. 2003 3. Table Tennis, Paint Brush, Soup Print Ads - 2004

    6. Lead India 09 Print Ads 4. Rohit bawa, I Swear Inderjit Singh etc 2007

    The IMC study of TOI leads Us to the integrating factor that

    1. India vs. India Commercial 2. A day in the life of Gulzar, Amitabh India Tree, 100 Rs. - 2007 3. Teach India with Ad, etc. Aamir Khan - 2008 1. TOI Road 4. Each one teach Digging - 1970 2. TOI Garage, one Ad - 2008 Station, Arch 5. Teach India 1999 Road Cross Ad 3. TOI Sachin - 2008 2000 6. Lead India 4. TOI Paper Pushing - 2001 Abhishek Bachchan Ad - 2009 7. Lead India Various celebrities Ad and many more2009

    - Over the years their main focus has been the youth - They believe that if they can capture the youth they capture

    5. TOI Currency 2003

    2007-09
    1. Reminder Ads like billboards

    India By 2007 - All the social campaigns and events are focused in north, West India mainly 1. Free News paper
    distribution on highways 2. Commercial Billboards

    By 2007
    1. Celebrate various festival, events etc.

    2007-09
    1. Mr. and Mrs. DT 08, 09 2. India Poised Event 2007

    - TOI mainly focused on Social Campaigning TV, Print Media was used by TOI mainly

    2. Lead India, India Poised campaigns Billboards

    2. Media sponsor of annual fest of various colleges

    3. TOI World largest newspaper Billboards on Highways

    3. Teach India Event in collaboration with NGOs 08, 09

    4. Billboards of teach India in Metro Cities Delhi etc.

    5. Lead India event - 09 6. Celebrate various festivals e.g. TOI Lohri event at bandra09

    4. Sponsorship to various events as a media sponsors

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