ADVERTISING

MANAGEMENT
IMC

Prof. Joydeep Mukherjee

 WHAT IS IMC
‘ A concept of marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines (e.g. general advertising, direct response, sales
promotion, and public relations) and combines these
disciplines to provide clarity, consistency, and maximum
communication impact. ’

Prof.Joydeep Mukherjee
 MARKETING COMMUNICATION MIX TOOLS

Personal Selling

Direct Marketing

Advertising

Sales Promotion

Public Relation & publicity

Events & Experience

Word of Mouth Marketing

Prof.Joydeep Mukherjee
 FACTORS IN SETTING THE MARKETING COMMUNICATIONS MIX

Companies must consider several factors in developing their promotion mix:

Type of product market

Promotional allocations vary between consumer and business markets. Although advertising
is used less than sales calls in business markets, it still plays a significant role in building
awareness and comprehension.
Buyers readiness stage
Promotional tools vary in cost effectiveness at different stages of buyer readiness.

Prof.Joydeep Mukherjee
 FACTORS IN SETTING THE MARKETING COMMUNICATIONS MIX

Product life cycle stage

Promotional tools also vary in cost effectiveness at different stages of the product life cycle.
Advertising and publicity are most cost effective in the introduction stage; then all the tools
can be toned down in the growth stage because demand is building word of mouth. Sales
promotion, advertising, and personal selling grow more important in the maturity stage. In the
decline stage, sales promotion continues strong.

Company market rank

Market leaders derive more benefit from advertising than from sales promotion. Conversely,
smaller competitors gain more by using sales promotion in their marketing communications
mix.

Push-versus-pull strategy
A push strategy involves the manufacturer using sales force and trade promotion to induce
intermediaries to carry, promote, and sell the product to end users. A pull strategy involves the
manufacturer using advertising and consumer promotion to induce consumers to ask
intermediaries for the product, thus inducing the intermediaries to order it.

Prof.Joydeep Mukherjee
THE 4ES AND 4CS OF INTEGRATED
MARKETING COMMUNICATIONS

The 4Es of integrated marketing communications are:

● Enhancing – improve; augment; intensify.

● Economical – least cost in the use of financial and other

resources; not wasteful.

● Efficient – doing things right; competent; not wasteful.

● Effective– doing the right things; producing the outcome

required; not wasteful.
THE 4ES AND 4CS OF INTEGRATED
MARKETING COMMUNICATIONS

The 4Cs of integrated marketing communications are:

● Coherence – logically connected; firmly stuck together.

● Consistency– not self-contradictory; in agreement,

harmony, accord.

● Continuity – connected and consistent over time.

● Complementary communications – producing a

balanced whole; supportive communications.
THE INTEGRATED MARKETING COMMUNICATIONS
(IMC) PROCESS MODEL
 STEPS IN IMC PLANNING PROCESS

Reviewing the marketing plan

Identify the appropriate target audience

Determining how decisions are made

Establish how the brand will be positioned

Set communication objectives

Identify appropriate media options

consistent with communication objectives
Prof.Joydeep Mukherjee
 REVIEWING THE MARKETING PLAN
Key Considerations

 What is being marketed ?

 What is known about the market where the brand will compete ?

 What is known about major competitors ?

 Where will sales and usage come from ?

 What are the brand ’ s marketing objectives ?

 How is marketing communication expected to contribute to the

marketing objective?

Prof.Joydeep Mukherjee
 SELECTING A TARGET AUDIENCE
Key Considerations

 What are the relevant target buyer groups?

 What are the target group’s demographic,

lifestyle, and psychographic profile?

 How is the trade involved?

Prof.Joydeep Mukherjee
 DETERMINING HOW DECISIONS ARE MADE
 What are the stages consumers go through in making a
decision ?

Need arousal Brand Consideration Purchase Usage

 Whom all is involved in the decision and

what roles do they play ?

 Where do the stages occur;

 What is the timing;

 How is it likely to occur?

Prof.Joydeep Mukherjee
 ESTABLISHING BRAND POSITIONING
Key Considerations

 Central Position or Differentiated Position?

 Product oriented or User oriented benefit?

Prof.Joydeep Mukherjee
 SETTING COMMUNICATION OBJECTIVES
 Communication objectives are quite simply the
communication effects one is looking for.

Category need

Brand Awareness

Brand attitude

Brand purchase intention

Prof.Joydeep Mukherjee
 MATCHING MEDIA OPTIONS
Key Considerations

 What media options are appropriate for recognition

versus recall brand awareness strategies?

 What media options help facilitate the brand

attitude strategy?

 What media make the most sense, given the size

and type of business?
Prof.Joydeep Mukherjee
 BARRIERS TO IMC

 1. Organizational structure

 2. Low standing of marketing communication

 3. Specialization

 4.Culture of the organization

 5. Management perception

 6. Resistance to change

 7. Financial emphasis
Prof.Joydeep Mukherjee