BBA

Spring 2020

Integrated Advertising, Promotion, and Marketing Communications

Prof. Sunitha Ratnakaram

Email: sratnakaram@jgu.edu.in

INTRODUCTION TO THE COURSE

This course provides students with an understanding and appreciation of various communication tools (traditional
media channels, direct marketing, public relations, sales promotions and personal selling, digital marketing) to make
decisions on planning, research and execution of IMC programs in business contexts so as to maximize the impact
on customers and other stakeholders.

COURSE OBJECTIVES

What should be your learning at the end of this course? You should be able to:

 Identify and discuss the integrated nature of components of the promotion mix: advertising, sales
promotion, public relations, personal selling and direct marketing;
 Critically appraise advertisements;
 Formulate comprehensive communication plans;
 Undertake research and communicate ideas effectively in both written and verbal presentations in
a range of settings and contexts;

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  Communicate ideas using marketing concepts and research by the end of the course.

LEARNING GOALS

In addition to the specific course related objectives, this course is designed to achieve the following learning goals

1. Critical and Integrative thinking: Each student will be able to identify key issues in Integrated Marketing-
Communications related management settings, develop a perspective that is supported with relevant
information and integrative thinking, to draw and assess conclusions. This learning goal will be measured
through assignments and submissions.
2. Awareness of Global Issues affecting Decisions: Each student will be able to identify key relevant global
issues and be able to analyze the impact of the global environment on Integrated Marketing-
Communications related programs, as compared with domestic market related management issues. This
learning goal will be assessed through class discussion on both local and global perspectives.
3. Interpersonal Awareness and Working in Teams: Each student shall demonstrate an ability to work
effectively in a team, exhibiting behavior that reflects an understanding of the importance of individual roles
and tasks and the ability to manage conflict and compromise so that team goals are achieved. (e.g. The
team-based case presentation in class, and a group-assignment will be a major component for
measurement of this learning goal).
4. Effective Presentation Skill: Each student shall be able to communicate verbally in an organized, clear,
persuasive manner and be a responsive listener. (e.g. Case study presentations will be used to assess
effective oral communication.

TEACHING METHOD

The approach of this course is to combine conceptual information with real world practice via in-class discussion,
presentations and assignments. Prescribed readings and books provide information and detail on concepts. The
course emphasises continuous learning through class activities and assessments. You will be expected to familiarise
yourself with sources of marketing information such as industry organisations, publications, academic databases and
journals.

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ATTENDANCE POLICY

“As per the JGU attendance policy.” 

GRADING

The course grade will be determined on the basis of the following:

Evaluation Weightage Nature Explanation Date of Release Date of Submission

Item
Case Study 25% Individual Details found below. 22nd April 2020 15th May 2020
Presentation
Project Work 50% Individual Details found below. 27th April 2020 12th June 2020
Create an 25% Individual Details found below. 27th April 2020 29th May 2020
Advertisement

Assessment Task 1: Case Study Presentation

Deadline for submission of report 15th May 2020

Assessment task 1 is based on an in-depth examination of a case-study.  Students will present case-studies from the
recommended text-book.  Each student will select and present a case-study relevant to each week’s session. 
 
The main purpose of this assignment is to develop understanding of concepts, the ability to apply theory and logic,
undertake research and analysis, and communicate effectively.  Marking criteria is reflected in the mark sheet
provided below. 
 
Each student will identify the problem in the case, think of relevant marketing theories from the chapter, research a
minimum of 5 references, a minimum of 3 of these references must be scholarly articles (journal articles and
conference papers), other references could be from credible online sources. This tasks can be divided between
students. However, each student will carry out independent work.

Each student will analyse the case-study using identified theories, and whether and to what extent they have or not
been applied, finally, providing recommendations.

Your task is also to bring the Case Study up to date by identifying all new and current issues (as of February 2020)
regarding the case study. You will relate your understanding to the relevant theory covered in the chapter.  
 
A suggested structure would include the following sections:
 
1.            Introduction
2.            A brief background on the case, identification of key issues, and current situation
3.            Introduction of relevant theories
4.            Application of theories to the case. If successfully applied, how and to what extent.  If not, whether the
business should have applied identified theories, and how.
5.            Recommendations for future action
6.            Conclusion
7.            References
                      

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Each student will summarise the Case-Study in 150-250 words, along with references for distribution, and will also
make a Power-Point presentation (not exceeding 2 minutes) in a creative and structured format.  Be prepared for a
short Q&A session (between 3-5 mins). 

             
Group Case Study Mark Sheet
 
Research                               
Minimum - 5 references                   /20
Scholarly articles - minimum 3
Referencing  
APA style of referencing.                  /5
General Structure    
Introduction  
Logical Sections that flow from one to the next as discussed above  
Conclusion                   /10
Case Description   
Background, problem/issues, and current situation in relation to the identified problems/issues  
                 /15
Theories  
Identification of theories relevant to the case; discussion on whether they have  or not been  
applied to the case                  /10
Application  
Evaluation on theory application  
Recommendations for future                  /15
Formatting  
Please include a Title Page clearly stating topic, group-member names, day and date, and page  
numbers at bottom right. Use single-spacing, Times Roman font (size 12) with headings in size   
14                  /5
Communication  
Each student attempts to establish rapport with the audience, and participates and speaks in a  
civil and respectful manner through presentation and discussion  /20
Total                /100
 
 

Assessment Task 2: Individual Written Project

Project Title: The role of IMC (Integrated Marketing Communications) in Company-success.
The delivery deadline for the IMC Written Project is 12th June 2020

The assignment comprises a strategic evaluation on IMC activity. More details as below:

Step One: Each student will:

 Identify a successful IMC campaign within the Indian context;

 Identify statistical and other information that qualifies the company as successful;

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  Identify and source all IMC-related material for this campaign on the (a) company web site, (b) brochures
and any promotional material; and (c) advertisements (company-sponsored as available on various
channels including company website, television, YouTube, Facebook etc) over the past one year;

 Develop categories of content as below:

(a) Company web-site: what kinds of tabs; what kinds of activity and information is covered under these tabs; what is
being communicated to audiences in terms of Company vision and mission; accomplishments; what information is
specific to the Indian context.

(b) Brochures or other information: what kinds and types of information; what is the length of the brochure; if pictures
in brochures; how many pictures; what is the content of pictures; what kinds of images in pictures; colours and
backdrop in pictures; gender and age of protagonists; who is saying what; any objects- what types; note any specifics
relating to the Indian context;

(c) Advertisements – what is being stated; note down the entire transcription (if on digital media, or text if in print),
note images and sounds; characters – how many; who are the lead characters; what are they saying; to whom;
categorise information - what kind of information is being communicated; what is the communication style – is it direct
or is it through a story or some other way; what message does one take away from the advertisement; note specifics
relating to the Indian context;

(d) Note sounds; colours for (a), (b), and (c);

(e) What is the allocation of budget to the different channels? Discuss how content within each category for (a), (b)
and (c) contributes to the company’s goals?

(f) Discuss key considerations in communicating content through various channels to audiences? What aspects are
most relevant and/or significant to the Indian consumer or Indian audiences? Why do you think so?

(g) Identify and discuss what is missing or could have been addressed better? Why?

Step Two: Each student will specifically address and critically review the following aspects:

A. Advertising Management

 Advertising Goals, Objectives and Strategy of the IMC campaign

 Target audience
 IMC-related success factors
 Message theme/s

B. Advertising Design: Theoretical Frameworks and Types of Appeals

 Identification and application of advertising design theories

 Leverage points and taglines to study advertising effectiveness

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  Visual and verbal elements and images
 Advertising appeals

C. Advertising Design: Message Strategies and Executional Frameworks

 Type/s of message strategies

 Type/s of executional frameworks
 Type/s and characteristics of sources or spokespersons
 Advertising effectiveness and principles
 Social and cultural context

Step Three: Evaluation of the role of Integrated Marketing Communications (IMC)

Each student will describe and analyse the function and significance of Integrated
Marketing Communications (IMC) for the selected company.

ASSIGNMENT STRUCTURE

The assignment must be organised as follows:

(1) Introduction: Your Introduction must clearly identify the topic and outline the
structure.

(2) Literature Review: Your literature review should address (a) the significance of
advertising messages, theoretical frameworks and appeals and strategy in
marketing communications; (b) factors contributing towards a successful IMC
campaign; and (c) the role of IMC in Company-success.

(3) Methodology: This part will describe and include mode of sample selection;
please provide copies of print ads; URLs for selected advertisements; process of
content analysis (what content did you select; how did you categorise for
purposes of analysis; how did you evaluate); justification of steps

(4) Findings: All your research-related findings will come here. Please include
content-analysis in the form of tables/charts with clearly specified categories.

(5) Discussion and analysis on:

(a) Categorisations - the application of relevant theory and linkages with

academic literature;

(b) Advertising Management and Design (Theoretical Frameworks; Advertising

Strategy) - linkages with relevant theory and references to journal articles
mentioned under the literature review;

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 (c) Evaluation of IMC-success

(6) References (at least 20) - For the purposes of this assignment, you must include
a minimum of twenty references as sources of your information; majority must be
from peer reviewed scholarly journal articles (search on Google Scholar to find
these).

DELIVERABLES

Each student will turn in a maximum ten-page report (500-750 word) (1.5 spaced, 12-point font, Ariel Narrow; exhibits
extra) and submit over UMS. These project report submissions are only in MSWORD format. All written reports must
adhere to University guidelines pertaining to plagiarism.

All word documents should be in standard report formats with required headings to make for easy reading. They
should be as per the above guidelines and on an A4 paper with 1-inch default margin. In general appendices and
tables do not count towards the page limit. Please use the tables and appendices in the report; otherwise the reader
would get the impression that there just there to add ‘weight’ to the report.

Assessment 3: Create an Advertisement

The delivery deadline for the Advertisement is 29th May 2020

From the learning you had from assessment task two, you are required to create an advertisement. Come up with an
idea, create a story board and shoot if it’s feasible. (Shooting is optional, evaluation is based on ideation, concept
development and storyboard creation).

TEXT BOOK, COURSE PACKAGE AND OTHER READINGS

The required text book for the course is (Clow, K.E., & Baack, D.E. (2014). Integrated Advertising, Promotion, and
Marketing Communications. 6th Edition. New Delhi: Pearson.

Chapters from this book are assigned as required readings in the class schedule below- I will assume that you have
done those readings when you come to the class. The lectures will take the book material as a starting point and
probe deeper into the issues- it will not regurgitate the book material. If something in the book is not clear to you,
please don’t hesitate to ask.

CLASS SCHEDULE (Each session is of 90 minutes’ duration)

PART A – Pre COVID – 19 classes

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Session No-1 Integrated Marketing Communications (IMC)

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Objective of the session At the end of this session you will learn:
 How communication takes place; what an integrated marketing
communications program is; trends affecting IMC; creating value; and the
IMC program.
Readings Chapter 1: Integrated Marketing Communications
Pedagogy Lecture/ class discussion

Session No-2 Corporate Image and Brand Management

Objective of the session At the end of this session you will learn:
 How a corporate image affects consumers, other businesses, and the
company itself; and the elements involved in identifying, creating,
rejuvenating, or changing a corporation’s image; and the different types of
corporate names; and the characteristics of effective logos.
Readings Chapter 2: Corporate Image and Brand Management
Pedagogy Lecture/ class discussion

Session No-3 Buyer Behaviours

Objective of the session At the end of this session you will learn:
 The elements involved in internal and external information searches by
consumers, as part of the purchase process; the three models that explain
how individuals evaluate purchasing alternatives; and how roles played by
various members of the buying center and the factors that influence them
impact business purchases.
Readings Chapter 3: Buyer Behaviors
Case Title and Number Chap. 3 - Buyers Behaviours - The Choice or Choosing a Phone Company: pgs. 85-
87
Pedagogy Lecture/ class discussion/ group case presentation

Session No-4 The IMC Planning Process

Objective of the session At the end of this session you will learn:
 How the marketing communication objectives interact with the other
elements of the IMC planning process; relationships between
communications expenditures and company sales; and other IMC
components that are selected as part of the IMC planning process, in
addition to advertising.
Readings Chapter 4: The IMC Planning Process
Case Title/ Number Chap. 4 - The IMC Planning Process - Platinum Motorcars: Market Segmentation and
Repeat Purchases or Bose: High-End Sound Reproduction pgs. 119-121
Pedagogy Lecture/ class discussion/ group case presentation

Session No-5 Advertising Management

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Objective of the session At the end of this session you will learn:
 How to review the role of advertising in IMC efforts; how to select an in-
house or external advertising agency; developing an advertising campaign
management strategy; and how to write a complete creative brief.
Readings Chapter 5: Advertising Management
Case Title and Number Chap. 5 - Advertising Management - Advertising Jeans to Teens or Name Your Hero:
pgs. 151-153
Pedagogy Lecture/ class discussion/ group case presentation

Part B Post COVID-19

Session No-6 Advertising Design: Theoretical Frameworks and Types of Appeals
Objective of the session At the end of this session you will learn:
 Advertising design theories; visual and verbal imaging; and advertising
appeals.
Readings Chapter 6: Advertising Design: Theoretical frameworks and types of appeals
Case Title/ Number Chap. 6 - Advertising Design: Theoretical Frameworks and Types of Appeals - Ecko
Enterprises Or Lighting Up Kindle: pgs. 183-185
Pedagogy Lecture/ class discussion

Session No-7 & 8 Advertising Design: Message Strategies and Executional Frameworks
Objective of the session At the end of this session you will learn:
 How the three main types of message strategies used to increase
advertising effectiveness; and the types of executional frameworks help to
deliver quality advertising messages.
Readings Chapter 7: Advertising Design: Message strategies and executional frameworks
Case Title and Number Chap. 7 - Advertising Design: Message Strategies and Executional Frameworks -
Peerless Marketing Or Black-Eyed Marketing: pgs. 217-219
Pedagogy Lecture/ class discussion

Session No-9 Traditional Media Channels

Objective of the session At the end of this session you will learn:
 What a media strategy is; the elements and individuals involved in media
planning; the advantages and disadvantages associated with each of the
traditional advertising media; and how the marketing team can use the media
mix to increase advertising effectiveness.
Readings Chapter 8: Traditional Media Channels
Case Title/ Number Chap. 8 - Traditional Media Channels - Domino’s Mea Culpa and “No” Campaigns Or
After Unleashing: pgs. 253 – 255
Pedagogy Lecture/ class discussion

Session No-10 Digital Marketing

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Objective of the session At the end of this session you will learn:
 What is digital marketing; how the transition to Web 4.0 has affected the field
of marketing communications; how online social networks, blogs, consumer-
generated reviews, e-mail, and viral marketing have become key
components of market communication programs; and the methods that can
be used to effectively employ product placements and branded
entertainment.
Readings Chapter 9: Digital Marketing
Case Title and Number Chap. 9 - Digital Marketing - Black Friday and Cyber Monday Or Bing Challenges
Google’s Search Engine Dominance: pgs. 287- 289
Pedagogy Lecture/ class discussion

Session No-11 Sales Promotions

Objective of the session At the end of this session you will learn:
 The differences between consumer and trade promotions; and how various
forms of consumer promotions help to pull consumers into the stores and
push products onto the store shelves.
Readings Chapter 11: Sales promotions
Case Title and Number Chap. 11 - Sales Promotions - Marketing Sports Equipment Or Newman’s Own
Organics: Sales Promotions and Retail Relationships: pgs. 351-353
Pedagogy Lecture/ class discussion

Session No-12 Public Relations and Sponsorship Programs

Objective of the session At the end of this session you will learn:
 The relationships that exist between public relations and the marketing
activities performed by the company; and what types of positive, image-
building programs are used by companies as part of a public relations
program.
Readings Chapter 12: Public relations and sponsorship programs
Case Title/ Number Chap. 12 - Public Relations and Sponsorship Programs - Olive Garden: Meet the Girls
Next Door Or New Drug Faces Public Relations and Marketing Challenges: pgs. 381-
383
Pedagogy Lecture/ class discussion

Session No-13 Evaluating and Integrated Marketing Program

Objective of the session At the end of this session you will learn:
 The three broad categories of evaluation tools used to evaluate IMC
systems; how marketing teams match evaluation methods with IMC
objectives; and the forms of message evaluations conducted to assess IMC
programs.
Readings Chapter 14: Evaluating an integrated marketing mix

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 Case Title/ Number Chap. 14 - Evaluating an Integrated Marketing Program - Spych Market Analytics Or
Hanes: Evaluation and Brand Loyalty: pgs. 440 – 443
Pedagogy Lecture/ class discussion

DELIVERY DEADLINES FOR PROJECTS/ASSIGNMENTS

As indicated.

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