Integrated Marketing

Communication
MBA III, JLU
What is a brand?

“a name, term, sign, symbol, or

design…intended to identify the goods or
services of a seller…and to differentiate them
from those of competitors.”
But it’s more than that…..

• A promise.

• Beliefs in your target’s mind about your product

or service.

• Driven by what your company says and does.

• A relationship.
Why is branding so important?

• For the Consumer

– Simplifies their decision making.
– Provides benefits above and beyond the product or
service itself

• For the Producer

– Provides a process to grow share, revenue, and profit
over the long-term
Marketing Communications

• Advertising
• Sales Promotion
• Publicity
• Personal Selling
• Direct Marketing
• E-marketing
• Tele-marketing
Integrated Marketing Communications (IMC)

• It is the communications mix adopted by a

company to derive synergies from the various
types of marketing communications available.
Functional Areas of IMC

Television Radio

Telephone Newspapers
Media
Mail Magazines

Internet Outdoor
 Definitions of Advertising

• Advertising is any paid form of non-personal presentation and

promotion of ideas, goods and services by an identified sponsor.

• Anything that calls attention to a product or service.

• Advertising is a paid, mass mediated attempt to persuade.

• Substitute for a human salesman.

Role of Advertising in Marketing Process

• Can reach a mass audience

• Preparation of ground for sale of new product.
• Introduces products
• Explains important changes
• Reminds and reinforces
• Persuades
• Moves from being informational to creating demand
• Informs consumers about innovations and issues
• Teaches consumers about new products
• Neutralizing competitors advertising
The Five M’s of Advertising

• Mission
• Money
• Message
• Media
• Measurement
 Advertising Objectives

• Information about the product or brand

• Creates a brand image
• Persuades people
• Provides brand reminders
• Reinforces past purchases and brand experiences
 Stakeholders

• Advertiser
• Facilitating Institutions
Model of Communication

What is Communication?
Communication can be defined as the passing of information, the
exchange of ideas, or the process of establishing a commonness or
oneness of thought between a sender and a receiver.

This definition suggests that: -

• There must be common thinking between two person (Parties).
Wilbur Schramm - Model of Communication

“We can accurately think of communication as passing

through us – changed, to be sure, by our interpretations,
our habits, our abilities and capabilities, but the input still
being reflected in the output.”
 Functions of an agency
• Client servicing
• Media
• Creative
• Accounts
Types of Ad Agencies
1. Full Service Agencies: - These agencies offers full range of marketing
and promotional services like: -
• Planning advertisement
• Creating advertisement
• Producing advertising
• Performing research
• Selecting media.
2. Account Services: - It is the link between ad agency and its clients.
3. Marketing Services: - It includes Research department, Media
department to obtain media space and time
4. Creative Services: - Creation and execution of advt., Copywriters,
artists, other specialists
5. Media Buying Services: - These are specialized agencies for buying of
media time or space.
 Building a great agency-client
relationship
• Inculcate a spirit of friendship.
• Be cautious of change for change’s sake
• Ensure the agency is making a fair profit on
your account
• Make the agency totally absorbed in the
company’s product, people and culture.
• Create an environment for experimentation
and be prepared to pay for failure.
 Cont’d
• Treat the agency people well.
• Agree on clearly defined objectives.
• Keep approvals simple and disapprovals kind.
• Give the responsibility and authority to the
agency to produce good advertising.
• Give the agency a formal evaluation annually.
 Agency Selection

Agency selection is normally a

top management decision.
 Agency Compensation
The key issue is that compensation should be
commensurate with workload.
• Commission
• Fee
• Payment by Results (PBR)
 Criteria for selection
• No. of people assigned to the account
• Quality of people assigned to the account
• Creative abilities ( Past work of the agency)
• What kind of accounts are presently being handled by the agency
• Culture/style fit
• Ability to deliver and adhere to deadlines
• Reputation for integrity
• Ability to defend and justify recommendations
• Degree of understanding of the client’s business
• Market research and media buying abilities
 Indian Ad Agencies
• DDB Mudra
• Dentsu Communications Pvt Ltd
• FCB Advertising Agency
• Group M
• JWT
• Madison Communications
• McCann Erickson India Pvt Ltd
• Ogilvy & Mather Pvt Ltd
• Rediffusion – Y&R Pvt Ltd
Thank you.