2 .

Advertising &
Sales Promotions 3 . Public Relations,
Direct Marketing &
Merchandising
1. Integrated
Marketing
Communications
Strategy

5 . Marketing
Channels & SCM
4 . Pricing

6 . Retailing &
Wholesaling
 What is Integrated Marketing
Communication?
A Marketing mix element used to
INFORM, PERSUADE &
REMIND
Customers about the products
Of a company
 The Foundation
involves detailed analysis
of both the product as well as target market.
Define the brand, its offerings and end-users.
Identify the needs, attitudes and
expectations of the target customers.
Keep a close watch on competitor’s activities.
 The Corporate Culture
The features of products and services ought
to be in line with the work culture of the
organization.
Marketers should keep in mind
the Vision before designing products and
services.
 Brand Focus

Brand Focus represents

the corporate identity
of the brand.
 Consumer Experience
Marketers need to focus on consumer
experience which refers to what the
customers feel about the product.
A consumer is likely to pick up a product which
appeals to them – Place / point of purchase
packaging.
 Communication Tools
Message & Medium
PR stunts, Endorsers messages.
 Integration Tools
Organizations need to keep a regular track on
customer feedbacks and reviews.

Customer Relationship Management (CRM)

which helps in measuring the effectiveness of
various integrated marketing
communications tools.
 Identify
The Target Audience
 Determine Communication Objectives
 Buyer Readiness Stages
 Designing the message
 Content
 Structure
 Format
 Choose The Media
 Non Personal Communication Channels
 Selecting the Message Source – (Endorsements)
 Collecting Feedback
 Affordable Method Percentage of Sales
Method
The budget that the % of Current or
company can afford. Forecasted Sales

Promotional
Budget

Competitive Parity Objective & Task

Method Method
Matching with Defining Objectives,
Competitors Outlay Tasks, Costs
Advertising & Sales
Promotions
 American Marketing
Association (AMA)
Advertising means any paid form
of non-personal presentation and promotion
of ideas, goods, or services
by an identified sponsor
 Message
Decisions
• Strategy &
Execution

Objectives Budget Advertising

Setting Decisions evaluation
• Communication • Affordable • Communication
Objectives approach impact
• Sales Objectives • Percent of Sales • Sales & Profit
Impact
• Competitive Media Decisions • Return of
Parity
• Reach, Frequency, Advertising
• Objective & impact, Media
Sales types, Vehicles &
Timings
 Informative Persuasive Reminder
Advertising Advertising Advertising
• Communicating • Building Brand • Maintaining
Value Preference Customer
• Building Brand • Encouraging Relationships
Image switch • Place of
• New Product • Changing Purchase
• Utility of a perceptions of • Off-Seasons
Product product value presence
• Instructions • Persuading • Product may be
• Informing Price Action needed in the
Change • Receiving Sales future
• Services & call
Support • Build of Word of
• Addressing Mouth
rumors/false
impressions
Awareness Interest

Desire Action
Indoor Outdoor
• In Store Display • Hoardings
• Brand Merchandise • Roadside Display
• Office Accessories • Murals
Electronic Print
• Tele Marketing • Large Format – Banners,
• TVC, A/V commercial Hoardings, Roadside
• Display Ad Display, Signage
• Online – Website, SMM, • Small Format – Brochure,
Email, Apps Pamphlets, Handbills,
 An advertising agency or ad agency
is a service business
dedicated to
creating, planning
and handling advertising
(and sometimes other forms of promotion)
for its clients.
 An advertising agency or ad agency
works for clients
to create an effective
and goal oriented advertising campaign
aimed at
representing the Company positively
in the eyes of its target customers
 According to American Association of Advertising
“An advertising agency
is an independent organization of creative people
and business people
who specialize in developing and preparing market
plans, advertisements, and other promotional
tools”.
 The agencies are expert in this field. They have a
team of different people for different functions like
copywriters, art directors, planners, etc.
 The agencies make optimum use of these people,
their experience and their knowledge.
 They work with an objective and are very
professionals.
 Hiring them leads in saving the costs up to some
extent.
 Creating an advertise on the basis of information
gathered about product
 Doing research on the company, product and target
consumers.
 Creating an appealing and innovative advertisement.
 Planning regarding type of media to be used, when &
where to be used, and for how much time.
 Taking the feedbacks from the clients as well as the
target consumers and then deciding the further line of
action
 Handle billing and payments
 Integrate other marketing communications
 Creating an advertise on the basis of information
gathered about product
 Doing research on the company, product and target
consumers.
 Creating an appealing and innovative advertisement.
 Planning regarding type of media to be used, when &
where to be used, and for how much time.
 Taking the feedbacks from the clients as well as the
target consumers and then deciding the further line of
action
 Handle billing and payments
 Integrate other marketing communications
 Full Service Agencies
 Large size agencies.
 Deals with all stages of advertisement such as
copywriting, artwork, production of ads, media
planning etc.
 Different expert people for different
departments.
 Starts work from gathering data and analyzing
and ends on payment of bills to the media
people.
 In House Agencies
 Owned by the advertiser.
 Big organization prefers these types of agencies
which are in built and work only for them.
 Performs almost all functions that an outside full
service does.
 Interactive Agencies
 Modernized modes of communication are used.
 Uses online advertisements, sending personal
messages on mobile phones, etc.
 The ads produced are interactive, having new
concepts and very innovative.
 Creative Boutiques
 Small sized agencies with their own copywriters,
directors, and creative people. No other function
is performed other than creating actual ads.
 The specialized creative functions include copy
writing, artwork and production of
advertisement.
 Most of them convert into a full service agency or
merge with other agencies to provide a wide
range of services.
 These are shop agencies that provides only
creative functions and not full-service.
 Specialist Advertising Agency
 There are some agencies who undertake
advertising work only in certain areas. There are
agencies that specialize only in financial
services.
 Buys place for advertise and sells it to the
advertisers.
 Sells time in which advertisement will be placed.
 Schedules slots at different television channels
and radio stations.
 Finally checks whether the ad has been placed at
opted time and place or not.
 The study of signs
and how they are interpreted.
Advertising has
many hidden signs and meanings
within brand names, logos, package designs,
print advertisements, and television
advertisements.
 A form of advertising
which is used to promote
banned products
like cigarettes and alcohol,
in the disguise of another
product
 Advertising Sales Promotion

General Inducement to Specific Inducement to

Change Attitude Change Action / Behavior

Long Term & Short Term Usually Short Term Goals

Goals

Media Types Indoor & Media types – Contests,

Outdoor Premium Prizes, Flash Sales,
Schemes

Effects are repetitive and Effects are stand alone and

cumulative non cumulative