Block-4 Public Relation

MJM-020
INTRODUCTION TO
JOURNALISM AND MASS
Indira Gandhi National Open University
School of Journalism and New Media Studies COMMUNICATION
Block
4
INTEGRATED MARKETING COMMUNICATION
UNIT 16
Advertising 243
UNIT 17
Public Relations and Corporate Communication 262
UNIT 18
Event Management 277
UNIT 19
Integrated Marketing Communications 297
241
BLOCK INTRODUCTION: INTEGRATED
MARKETINGCOMMUNICATIONS
Media is a profit driven industry and the last block of the first course and gives a
vivid idea of marketing communication while stressing on the elements to be integrated
in order to plan and execute successful communications.
Unit 16: Advertising focuses on the need, objectives and advantages of advertising.
It also explains the various media used for advertising, advertising techniques, appeals
and models. It also explains advertising management in terms of strategising,
implementation and effectiveness.
Unit 17: Public Relations and Corporate Communication will help you understand
the scope, importance and nature of public relations and the tools for public relations
and corporate communications. You will also understand the nature of job responsibilities
of a PR personnel and government PR. The concepts of corporate branding,
corporate identity, corporate responsibility and crisis communication are also covered
in this unit.
Unit 18: Event Management begins from the basics of what is an event, its types
and the way technology has impacted it. You will also learn the role of an event
manager. You will also learn the strategic planning and budgeting for events alongside
marketing. More importantly, you will learn about analysing an event environment
and sustainable event management.
Unit 19: Integrated Marketing Communications is an interesting unit in sense
that it takes along all the above units as its tools. It will help you in learning the basic
concepts of IMC, its benefits and how advertising, public relations, events and many
others are the tools of accomplishing the communication and marketing goals of an
organisation which takes place through IMC.
This last block of the first course was meant to help you relate communication and
media to corporate and marketing environment. At the end of it and at the end of
this course we hope that you would have ample idea of what every field of mass
communication is about and further courses are designed to help you gain more
knowledge in each field by studying it in greater depth.
UNIT 16 ADVERTISING
Structure
16.0 Introduction
16.1 Learning Outcomes
16.2 What is Advertising?

16.2.1 Definition and Need
16.2.2 Evolution of Advertising
16.2.3 Advertising, Publicity and Propaganda
16.2.4 Objectives of Advertising
16.2.5 Advantages and Limitations of Advertising
16.3 Media for Advertising

16.3.1 Print Advertising
16.3.2 Television Advertising
16.3.3 Radio Advertising
16.3.4 Online Advertising and New Media
16.3.5 Outdoor Advertising
16.3.6 Other Media
16.4 Advertising Techniques

16.4.1 Above the Line Advertising
16.4.2 Below the Line Advertising
16.4.3 Through the Line Advertising
16.5 Different Types of Advertising Appeals

16.6 Advertising Communications: Basic Concepts
16.6.1 Information Processing Model
16.6.2 AIDA and DAGMAR Models
16.6.3 Push and Pull Strategy
16.6.4 What is Brand?
16.6.5 Slogans, Jingles, Trademarks, Logo, Mascot
16.6.6 USP
16.7 The Avertising Management Process

16.7.1 Advertising Strategy
16.7.2 Strategy Implementation
16.7.3 Assessing Advertising Effectiveness
16.8 Let Us Sum Up
16.9 Further Readings
16.10 Check Your Progress: Possible Answers

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Integrated Marketing
Communication 16.0 INTRODUCTION
Advertising is considered as a creative commercial message aimed at selling
services or products. It can also be used to increase sales or publicise social
messages. It is the lifeblood of media for their survival. At the same time, there
is a general belief that advertising is a waste of time, money and resources.
Audiences of different mass media would generally prefer freedom from advertising
but as students of advertising you must learn to romance with advertising just as
shown in some Indian films. Watch these ads closely, connect with the ad characters,
jingle, slogan andadvertising locations. When you are doing this you connect with
the brand emotionally, start loving it and build a long lasting relationship, adore the
brands you purchase, and feel nostalgic.
16.1 LEARNING OUTCOMES

After the successful understanding of this unit, you will be able to:
 discuss principles and practice of advertising;
 understand the advantages, objectives and limitations of advertising;
 help facilitate the use of different media and techniques of advertising;
 analyse the various appeals used in advertising;
 apply various advertising concepts and models; and
 plan and evaluate advertising effectiveness.
16.2 WHAT IS ADVERTISING?

16.2.1 Definition and Need of Advertising
One of the common definitions of advertising considers it as”any paid form of
non-personal communication of information about products or ideas by an identified
sponsor through the media in an effort to persuade or influence behaviour of the
people in such a manner as to induce them to buy.”
In spite of so many other forms of promotion, why do we need advertising?
Production is incomplete without consumption. Customers will consume only when
they are aware of the availability of the product in the market. This gap between
production and consumption is filled by advertising. Through advertisements
manufacturers draw consumer attention towards the product.
16.2.2 Evolution of Advertising in India

You can trace the evolution of advertising in India in the timeline below:
 1780:James Augustus Hickey started Hickey’s Bengal Gazette, the first
newspaper to be published from India. It advertised trade and legal
notices.With this print advertising started. It began with classified advertising.
 1883: Horlicks becomes the first brand to be patented as ‘malted milk’.
1905 onwords  1605: B. Dattaram and Co. started its operations in Mumbai andit is the
oldest ad agency.
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 1618: Tata Publicity, first professionally managed ad agency was started. Advertising
 1620: Foreign owned ad agencies entered the Indian market.

 1629: James Walter Thompson (JWT) ad agency started its India operations.
 1639: The Indian and Eastern Newspaper Society (IENS) were founded.
Lintas advertising agency was started and they launched Dalda, the first
major example of branding.
 1645: Advertising Agencies Association of India (AAAI) wasstarted.
 1648: Audit Bureau of Circulation (ABC) was founded.
 1652: The Indian Society of Advertisers was formed.
 1655: Advertisers’ Club of Bombay (ACB) was set up.
 1659: Telecasting of TV programmes commenced.
 1667: First commercial was aired on VividhBharati, an AIR channel.
 1670: Sponsored programmes on radio were introduced.
 1676: Doordarshan(DD) was separated from AIR, the first TV commercial
seen.
 1682: Bombay Dyeing becomes the first colour TV ad.
1985  1685: Advertising Standards Council of India (ASCI) was set up.
16.2.3 Advertising, Publicity and Propaganda

What are the similarities and differences among three of them? Let us have a look
at it in the table below:
Advertising Publicity Propaganda
Giving information about Giving information about Majorly used as a form

a company or its products a company or its products of political warfare
by non-personal means by personal and / non-
personal means
Always a commercial May not be a commercial May not be a
transaction,it encourages transaction commercial transaction,
sales of products, services it encourages change of
or ideas personal beliefs and
values
Source is always known Source may not be Source is always

always known known
Always a paid form May not be always paid May not be always
for paid for
All publicity may not be All advertising may not

All advertising is publicity be propaganda
advertising
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Integrated Marketing 16.2.4 Objectives of Advertising
Communication
Let us look at the purpose of advertising. Objectives of advertising can be classified
broadly into two types, namely:
16.2.4.1 General Objectives

 To inform:Done to buildprimary demand&inform about new product
availability. E.g. State bank of India.
 To persuade:The objective is to build demand for a particular brand. For
E.g. Vodafone.
 To remind:Established productsadvertise to remind customers about the
brand. E.g. Coca Cola.
16.2.4.2 Specific Objectives
 Induce trial: Advertisers use it to encourage the customer to try the new
product. E.g. Vimgel.
 Intensify usage: It is done to get another consumer segment to try the
product (mostly established brand). E.g. Cadbury’s targeted older people by
using Amitabh Bachchan
 Sustain preference: Established brands advertise to maintain their market
share. E.g. Seagram’s Imperial Blue.
 Confirm image: Established brandswant to retain their image in the minds
of the customer. E.g. Nescafe ad.
 Change habits: It is used to change the buying or consumption pattern of
the target customers. E.g. Johnson and Johnson’s baby wipes.
 Build line of acceptance: Is used to display the entire range of brands. E.g.
Videocon ad.
16.2.5 Advantages and Limitations of Advertising

Advertising indeed is undoubtedly an inseparable part of marketing process.Let
us look at what benefits it has for manufacturers and consumers.
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Pros of advertising for the manufacturer: Advertising
o It creates primary demand for the brands and hence results in increased
sales.
o After the initial sales continuousadvertising will further ensure a steady demand
for the brand.
o Increased demand will ensure steady sales resulting in quicker turnover.
o If the brand is being advertised steadily then over the years it will generate
consumer goodwill for the brand.
o If the demand of the brand is steady in the market then dealers also show
interest in keeping/warehousing the brand.
o Over the years manufacturers can sell the goods directly to the consumer
and reduced dependence on middlemen will increase the profit as the
commission given to these middlemen is saved.
o Advertising will help salespersons in their sales process because it makes the
brand known to maximum number of target consumers.
Pros of advertising for the consumer:
o Advertisements inform the consumers about product availability.
o As many products are advertised simultaneously, consumers can compare
the brands and make a purchase decision. Of course, consumers may not
rely on advertisements solely to do so.
o Advertising increases the competition amongst the brands. Competing brands
will improve the quality of the product in order to attract the target consumers.
Hence, consumers will enjoy better quality of products.
o By eliminating the middlemen consumers will enjoy the benefits of reduced
prices.
o As consumers are well-informed about the product availability and other
details regarding the brand, they save their time in purchase decision making
process.
o Latest and upgraded products are advertised through advertising and
consumers are persuaded to buy these products. This leads to improved
standard of living of consumers.
Cons of advertising for the consumer:
o Too many products on offer makes consumer ending up purchasing them
unnecessarily.
o Advertisements increase the price of the product, making it costlier.
o Most of the advertisements are exaggerated, false, deceptive and misleading,
thus giving wrong notion about the brand.
o Manufacturers who have high advertising budgets advertise more thus side-
lining those manufacturers who cannot afford to spend more on advertising.
This results in brand monopoly and consumers may not be aware of the non-
advertised products.
o Too much of sex appeal is used in ads making them vulgar and demeaning. 247
Integrated Marketing Limitations of advertising:
Communication
 Advertisements can only pull consumers towards initial sale. If the products
are of bad quality then advertising cannot guaranteesales the second time.
 Advertising can only persuade consumers and not compel them to buy.
 It is a one-way communication and as a result does not leave any scope for
consumers to give feedback.
 Exaggerated forms of advertising makes advertisements less believable.
Check Your Progress 1
Note: 1) Use the space provided below for your Answers.
2) Compare your answers with those given at the end of the unit.
1. List three advantages and three disadvantages of advertising for consumers:
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2. List the general and specific objectives of advertising:
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16.3 MEDIA FOR ADVERTISING

Advertising is a mediated form of communication and therefore it reaches consumers
through some kind of media. One needs to understand the properties of these
different media in order to optimally utilise them.
16.3.1 Print Advertising

This can be further classified into newspapers, magazines and yellow pages. All
these three forms deal with literate people and hence providethe benefit of literate
consumers.Newspaper advertisements are one of the oldest and popular forms of
advertising. Newspapers help advertisers reach a large number of audiences. On
the downside, it is a costly proposition as it does not give choice of niche’audiences
unlike magazine advertisements. Magazine contentsare designed keeping select
target readers hence advertisers can also choose target consumers strategicallythus
making it costly.Newspapers have limited shelf life, may be not more than 24
hours but magazines ads can be viewed again and again till the magazines are
disposed of.Newspaper’s paper quality is not very good hence the colour
reproduction of advertisements is not very good whereas magazine ads give a
better output due to glossy papers.
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16.3.2 Television Advertising Advertising
This is one of the most popular and dominant media used by the masses. It is
widely available, helps advertisers reach a large number of audiences in a short
span of time and gives the maximum exposure. Due to its audio-visual feature,
advertisements can be absorbed more quickly and in an elaborate manner by
consumers.On the downside, it does not give choice of literate audiences, is one
of the most expensive media to advertise in and therefore big businesses enjoy
monopoly. Most ads are 30-45 seconds long and thus consumers get limited
exposure and time to engage in the communication.
16.3.3 Radio Advertising

It is an audio medium and therefore messages need to be designed accordingly.
As compared to TV it is less expensive. Advertising duration over here is also
very short and audiences are not segmented properly. Possibility of switching the
channel compared to TV is less as people listen to radio while engaging in another
activity.
16.3.4 Online Advertising and New Media

This is the most recent yet one of the popular media. Internet is growing day by
day and with this opportunities to advertise are also increasing. It has the power
to blend print as well as television media that reaches unlimited audience in an
inexpensive manner, audiences can be tracked and messages can be personalised.
Audiences of these media are literate and global in nature. They can access more
detailed information about the product in a single click. Orkut, Facebook, Twitter,
YouTube, LinkedIn, Fropper and Ibibo are some social media platforms.
16.3.5 Outdoor Advertising

This medium works best when your target customers are not consuming media
indoors. Advertisers use different outdoor tools such as hoardings, pole ads,
electronic displays, wall paintings, banners, posters, and transit advertising. Transit
advertisements are used in buses, trains and rickshaws. As compared to other
media it is cost effective, can be easily used in crowded places, and very flexible
in terms of placing the advertisements. Since the customers are mobile, longer
messages cannot be used in these media and does not give advertisers choice of
choosing the audiences.
16.3.6 Other Media

Includedirect mail, telemarketing, film advertising, and window display. Catalogues,
brochures, sales letters and prospectus and others are used through direct mails.
Telemarketing and direct mails help in reaching to customers directly and in a
personalised manner, the message is in complete control of the sender and can
be hided from the competition. Local products can be best advertised through
film advertising. The limitation is film viewers seldom watch these advertisements
as they are busy talking. Viewers visit the cinema hall just before the film starts
and go out for snacks during interval when these ads are actually played.
Window display works best at point of purchase (POP). Carefully and creatively
displayed products often catch customer’s attention and create demand for that
product. The trick is shop keepers must keep changing them regularly and price
details must be mentioned to increase customer inflow. 249
Integrated Marketing Check Your Progress 2
Communication
1. Name different media of advertising:
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2. Give some examples of new media:
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16.4 ADVERTISING TECHNIQUES

A good advertising technique is one that focuses on society at large and
individuals(potential buyers) in particular while keeping the basic communication
intact. The key to it lies in understanding the product, the market and the customers.
16.4.1 Above the Line Advertising (ATL)

Is advertising done at macro levelthrough mass media. It is a conventional method
of advertising and is highly impersonal. ATL uses TV, radio, newspapers, magazines
and outdoor mediahence is very expensive. Brands are built through ATL and then
later on with the help of BTL potential customers are influenced to take action.
16.4.2 Below the Line Advertising (BTL)

Is advertising done at micro level that uses unconventional brand building techniques
and is a direct means of communication. BTL uses public relations, direct mail,
sales promotion, personal selling, various types of price incentives and promotional
offers e.g. coupons, gift with purchase, competitions, price refund and frequent
buyer programs. BTL helps break through the advertising clutter and reach target
groups (TG) ina cost effective manner.
16.4.3 Through the Line Advertising (TTL)

Traditional advertising techniques such as ATL and BTL are now blended by the
marketers and advertisers to design a customised bouquet in the form of TTL or
popularly known as Integrated Marketing Communications (IMC) activities. When
marketers are combining both the techniques they are actually crossing the line
hence the term TTL.
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Check Your Progress 3 Advertising

1. Expand the following:
a. ATL
b. BTL
c. TTL
2. What do you mean by IMC?
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16.5 DIFFERENT TYPES OF ADVERTISING

APPEALS
Ads essentially carry an appeal in them and communicate with the audiences
through them. These appeals work at the subconscious level of the customers.
Appeals are distinctive claim of an advertisement used by advertisers to emphasize
product features and attract customer attention and can be broadly categorized
as emotional and rational.These appeals can be further classified as:
 Fear appeal:Uses moderate levels of fear to position the products work
especially for products such as insurance, cosmetics, fairness cream etc. E.g.
Himalaya Neem facewash advertisement.
 Humour appeal is very commonly used and has high ad recall as humour
catches audience attention quickly. E.g. Emami Fair and Handsome cream
featuring a well-known film actor.
 Music appeal:Music has some inherent value that helps in capturing audience
attention.E.g. Lux advertisementsonglet(Bekabu)featuring Shahrukh Khan and
Katrina Kaif.
 Sex appeal: Sensuality raises audience curiosity, but it needs to be
strategically used. Improper usage may result in negative effect and may
make your ad look vulgar. E.g. Wild stone deodorant advertisement.
 Masculine feminine appeal:Thisemphasises on product features that will
be imparted to the consumer if he/she starts using your product. E.g. Hero
Glamour ad.
 Scarcity appeal:It is often used to announce promotional and limited time
period offers. E.g. Nano special edition.
 Adventure appeal:Advertisers associate product features and usage with
fun and adventure and emphasise that customers’ life will change drastically
after the product use. E.g. Mountain Dew.
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Integrated Marketing  Bandwagon appeal: It focuses on peer pressure. Since ‘everybody is
Communication consuming a particular product you should too’ is the theme of such ads. E.g.
Airtel advertisement.
 Testimonial appeal:Here satisfied customers talk about good qualities of
the product and share their positive experiences. E.g. all ads of Dove soap.
They have used the same technique with their launch of new hair oil Dove
Elixir.
 Slice of life appeal: The advertisement shows a real life problem faced by
thecustomerthat can be solved by using advertiser’sproduct. E.g. Harpic ad.
 Snob appeal: This creates a feeling of desire and envy for those products
that have luxury and elegance associated to them. E.g. Volkswagen Polo and
Vento ads.
 Weasel words appeal : Advertisers here claim that their product is the
best wherein actually the claim is superficial and ambiguous. E.g. Kelloggs
special K.
Fill in the blanks:
a) _________ appeal is often used to announce promotional and limited
time period offers.
b) When the ad shows a real life problem faced by the customer that can
be solved by using advertiser’s product, it is using __________ appeal.
c) ___________ appeal focuses on peer pressure.
d) In ___________ appeal advertisers associate product features and usage
with fun and adventure and emphasise that customers’ life will change
drastically after the product use.
e) When advertisers claim that their product is the best wherein actually the
claim is superficial and ambiguous, it is called ________ appeal.
16.6 ADVERTISING COMMUNICATIONS: BASIC

CONCEPTS
16.6.1 Information Processing Model (IPM)
In 1640s William McGuire prepared this model and connected it to the concept
of persuasion in ad effectiveness. IPM essentially discusses the behaviour and
attitudinal changes in response to persuasive communication.Let us have a look
at the outline of the model:
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
Advertising
Exposure
Various stimulus:
Attention 
Market
dominated Comprehension  Memory
or other types
Acceptance 
Retention
The above diagram explains information processing in five steps.

 Exposure:Customers are exposed randomly to brand related information
through various media and non-media activities by all the market players
simultaneously. The objective is to inform them about the product attributes.
 Attention:As per customers’ interest they choose their ad message. Here,
marketers face the challenge to attract TG’s attention in the limited span of
time.
 Comprehension: Based on the selective attention and interest area, customers
will develop understanding of the brand. This is the stage where TG is
curious about the brand and wants to know more about it.
 Acceptance: Out of the various shortlisted choices, customers accept a
particular brand and reject another. This acceptance does not ensure that the
decision will remain so forever andsuch scepticism can change their decision.
 Retention:In this phase, disbelief converts into stronger belief and customers
adhere to their decision. Consumersare more determined to continue with
the shortlisted brand.
Most importantly when information is travelling through these five stages, various
stimuli generally marketer and advertiser dominated, must reach through them in
order to create a long term memory. Memory plays an important role especially
at stage two, three and four.
16.6.2 AIDA and DAGMAR Models

AIDA and DAGMAR are two models of consumer response to advertising and
marketing activities. The AIDA model organizes the response into four stages,
namely:
 Attention:Here advertisers encourage the audience to hear about the main
idea of the advertisement. This is the first step to response; consumers’
attention must be captured by emphasising on product’s strong features, a
genuine solution to the problem, the promise of savings through discounts
etc. and by providing any common angle that can attract consumer attention.
E.g. Lifebuoyhand wash advertisement.
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Integrated Marketing  Interest:Once the attention is captured, then further interest is generated in
Communication the minds of the customer and more detailed picture of the message is
painted. E.g. MamyPoko pants advertisement.
 Desire:It helpscustomers embrace the central idea by explaining how the
change will benefit them.E.g. Fortune Rice Bran Oil advertisement.
 Action:The advertisement suggests the action advertisers want consumers to
take.E.g. Fair and Lovely fairness cream and face wash advertisement featuring
YamiGautam.
In 1661, Russel Colley proposed DAGMAR model. It is expanded asDefining
Advertising Goals for Measured Advertising Results. As per this model, consumers’
purchase decision goes through four stages, namely:
 Awareness: Consumers must be first made aware of the existence and
availability of the brand and the company. Once this awareness is attained
then companies must utilise it immediately. E.g. JustDial.com endorsements
by Amitabh Bachchan.
 Comprehension:Here advertisers must focus on product benefits and give
deeper understanding of the product. E.g. Colgate Super Flexi advertisement.
 Conviction:At this stage ads must build confidence in the minds of the
customer so that they are compelled to buy the product. E.g. Sugarfree
Natura ad.
 Action: In this, the focus is on buying and therefore ads emphasize on
benefits of purchase by customers. E.g. Godrej Ezee advertisement.
16.6.3 Push and Pull Strategy

These are two main types of promotional strategy. In the push strategy, the
producer lures wholesalers and retailers in the form of trade shows, direct selling,
subsidies, high commission rates, POP displays and others to stock their products
and push it towards the customer as explained in the figure below:
Producer Wholesaler Retailer Customer
Customers may not experience the push strategy as it is directed towards

distributors whereaspull strategy aims at the end customer. Through various
promotional strategies such as advertising, word of mouth, etc. the product is
pulled through the channel by customer demand as explained below:
Producer Wholesaler Retailer Customer
Push strategy is comparatively more interactive and works best in impulse buying
product categories. Companies generally use combination of both the strategies
to increase sales.
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16.6.4 What is Brand? Advertising
A positive brand image is a valuable asset of the company. Brands are visual
identity of the product in the form of logo, colour, labelling, name, tagline, shapes,
and graphics among others. It helps customers identify brand ‘A’ versus brand
‘B’. This process of creating a unique brand name and position in the market
through advertising and marketing campaigns is called branding process. A good
brand name must be unique, easy to pronounce, identifiable, must have recall
value, talk about product’s qualities and benefits, have legal protection, and must
not have wrong meanings associated to that word especially when it is extending
in other market.
16.6.5 Slogans, Jingles, Trademarks, Logo, and Mascot

These are important ingredients of branding process and distinguisha company
with that of its competition. A well designed logo enhances the brand value, gives
a unique identity to the product, must be easily recognisable, build trust, make
product look more professional, and helpconsumers to associate the brand with
the company.
A slogan is a watchword, short catchy phrase or motto used in advertising,
generally along with the logo. It is one of the most appealing tools to be used in
the branding process and is often called fingerprint of the brand. It connects
consumers with the brand and can change their perception. Slogans may change
depending on the campaign. E.g. Coca Cola keeps changing their slogans quite
often. In 2000’s their ‘ThandaMatlab Coca-Cola’ campaign with Amir Khanwas
worth noticing. In 2012 they launched their ‘Open Happiness’ with Coke campaign.
In between they had three more slogans namely ‘PiyoSarUthake’, ‘Jo Chaheho
Jaye Coca-Cola Enjoy’ and ‘Burrrrrr’.
Slogans are sometimes paired with jingles, a short tune used in advertising. Like
slogans, jingles also need to be catchy, must be memorable, and be able to create
familiarity and desire for the product.It happens with many of us, we hear a jingle
on the radio or television and it gets into our head and the effect is long lasting.
Jingles are one of the classic examples of sound branding.
Many a times companies use mascots also in advertising campaigns. Mascots are
a highly visible part of the brand and can take the advertising campaign to a next
level. It gives the brand a personality. While designing mascots, one has to ensure
that the imagemust be associated with the brand image.
The most important legal shield of the brands is trademarks. These can be symbols,
logos, words or slogans. Companies register them and create ownership and
exclusive right to use them. Companies may extend trademark protection to
packaging, colours, numerical, shape of goods, smell, sound, movement
andholograms.Basically, it is anything that distinguishes goods of one company
from another. Anybody who infringes them, legal action can be taken against
them.
16.6.6 USP
Unique Selling Proposition or Unique Selling Point is a marketing conceptwhich
was introduced by Rosser Reeves. It can be a real or perceived benefit that
customers seek from the product than that of its competitor. The purpose of
having a USP is that the target audiencemust be convinced of the reasonto buy 255
Integrated Marketing a product. This proposition must be something that has not been claimed yet by
Communication other marketers and only your product is offering or claiming to offer it first.
Generally, the advertising campaign is built around USP.
1. What are the steps involved in information processing model:
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2. What is USP?
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3. Expand AIDA and DAGMAR:
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4. What do you mean by brand?
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5. Fill in the blanks:
a. A well designed logo enhances the __________ and gives a unique
identity to the product.
b. ______ is a watchword, short catchy phrase, motto used in advertising,
generally along with the logo.
c. A short tune used in advertising is called ________.
d. While designing mascots, one has to ensure that the image is happy and
______ colours are used.
e. ______ provides legal shield to the brands.
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Advertising
16.7 THE ADVERTISING MANAGEMENT
PROCESS
16.7.1 Advertising Strategy
A company’s advertising strategy should always support its marketing strategy
and the company plans. When doing strategic planning advertisers need to be
creative and flexible. A rigid strategy may often lead to loss of market share.
Depending on the goals of the business one may choose push or pull techniques
to set the strategies. Strategic planning goes through following steps:
16.7.1.1 Setting Objectives
The first and foremost step in strategic planning is setting objectives. Objectives
are statements that explain what needs to be attained by taking benefit of
opportunities and overcoming any barriers. When setting objectives, advertisers
need to understand the goal of the campaign. Depending on the goals of the
company, it can be short term or long term. Short term objectives focus on
customers’ action i.e. on the purchase and long term objectives focus on change
in brand attitude. These objectives are further classified as direct and indirect.
Direct objectives focus on increased sales, development of new distribution
channels, increased profitabilitywhereas indirect objectives focus on changing
attitudes and increasing awareness.
16.7.1.2 Formulating Budget
The advertising budget is actually one of the important components of marketing
budget. Advertisers must first analyse the expected results and then only invest in
any campaign. Campaign goals and objectives must be first determined and budget
should be set accordingly. A well planned budget helps in effective utilization of
funds and avoids wastage. There are different techniques of setting the ad budget
which are discussed below:
 Based on previous years’ expenditure on advertising.
 Percentage of sales technique, here advertisers assess the annual sales and
then set budget.
 At par with competition, meaning whatever is spent by the competition equal
budget is set by the advertisers.
 Objective-based budget, here advertisers first consider the available funds
and then either cut the number of objectives or prioritize them according to
the existing funds.
16.7.1.3 Creating Advertising Messages
Designing an advertising message is considered as the most creative part of the
campaign. Creativity does not have any limitation and therefore the messages can
be designed in multiple ways beyond imagination. One has to take cue from the
objectives to write a precise message.
16.7.1.4 Selecting Media and Vehicles
Selecting media and vehicles is also known as ‘media scheduling’. It is a strategic
process where media planners do a lot of research before taking final decisions. 257
Integrated Marketing The key here is to choose the most cost effective media to reach to the focussed
Communication target audience. Media planners make a ‘media mix’ as their own customized
recipes as the needs arise. Media mix simply means the right combination of each
medium to reach to its target audiences. The choice of media can be from both
print (newspapers, magazines and direct mail) and electronic media (radio, television,
and internet). While preparing media mix, one has to check these simple tips:
 Optimum utilisation of your resources: try to make a mix that shall reach to
as much large audience as possible while reducing wastage.
 Reach with high frequency: Constantly making your presence felt will have
high register and recall value.
 Know your customer: Understand his/her media consumption for better reach.
 Do your homework: Research well before going on floor. The duration of
advertising campaign along with the timing of advertisements needs to be
strategically planned for campaign success. Check reach and coverage, cost
of the media vehicles, nature of your product, business goals, campaign
goals, and your audience profile.
 More money spent will not always ensure success of the advertising campaign.
 Negotiate with media houses for competitive prices.
16.7.2 Strategy Implementation

Once an effective plan is made it needs to be carefully executed and that is when
strategic implementation comes into picture. At the end of the day, any organization
is people oriented and any strategy cannot be executed without active involvement
of the employees of the organization. The second step is to assess the budget
requirements and match it with strategy implementation.Then, assign roles and
responsibilities to designated people and most importantly give deadlines to them.
Put simply, have a meticulous communication plan ready before implementation.
16.7.3 Assessing Advertising Effectiveness

Measuring and evaluating advertising effectiveness is extremely important not only
for the current campaign but it also gives direction for all future campaigns. The
ultimate goal of any advertising is either to assist sales team in increasing sales or
help marketing team in increasing brand awareness. This is measured by calculating
R3: Reach, resonance and reaction. Reach is the penetration of your advertisement
amongst your target audience. Resonance will tell you how effectively and in a
qualitative manner you have reached them. Reaction is how your target responded
to your message.
1. Name different types of setting of advertising budget?
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2. What is media mix? Advertising
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3. R3 stands for:
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16.8 LET US SUM UP

In this unit we discussed basic principles and practices of advertising. We learnt
about key concepts that are commonly used in advertising business and tried
learning about prime objectives, advantages and limitations of advertising.
Advertising cannot reach people without mass media tools and therefore we took
an overview of various media vehicles and looked at strengths and weaknesses
of each of them. To understand advertising in depth one has to know the techniques
and appeals used in ads, we also learnt about it.
We tried discussing few important advertising models followed by advertising
management process wherein we had an overview of strategy planning, setting
budget, implementing and assessing effectiveness of it.
16.9 FURTHER READINGS

Broadbent, Simon (1989), The Advertising Budget: The advertisers’ Guide to
Budget Determination, London, NTC Publications for the Institute of Practitioners
in Advertising.
Chaudhuri, Arun (2007), Indian Advertising from 1780 to 1950 A.D., Delhi, Tata
Mc Graw-Hill Educatio.
Gupta, Oma (2005), Advertising in India: Trends and Impact, Delhi, Gyan Publishing
House.
Mc GuireWJ (1996), Information processin Model of Ad Effectiveness, Journal
of Business Research, Amsterdam, Elsevier, Inc
Mac Rur, Ian (2009), Advertising: Routledge Introductions of Media and
Communication, London, Routledge Publications.
Mohan (1989) Advertising Management: Concepts and Cases. Delhi, Tata Mc
Graw Hill Education
Jefkin and Jefkin, Frank (1992), Advertising : The M & E Handbook series, New
Delhi Pearson Education India
259
Integrated Marketing Petly, Julian (2003), Advertising Media wise, Mankato, Black Rabbit Books.
Communication
Sutherland, Max (2009), Advertising and the Mind of the Consumer: What Works,
What Doesn’s, and Why, New South Wales, Allen & Unwin.
Tellis Gerard J (2004) Effective advertising : Understanding whem, how and why
advertising works: Marking for a New Century, New York, SAGE Publications.
Vilanilam, JV and Verghese AK (2004), Advertising Basics: A Resource Guide
for Begineers, New Delhi, SAGE Publications.
Wells (2007), Advertising : Principles and Practice, New Delhi, Pearson Education
India
16.10 CHECK YOUR PROGRESS: POSSIBLE

ANSWERS
1. a) Three advantages of advertising to the customers are that it informs
about product availability, helps make purchase decision and improves
the standard of living.
b) Three disadvantages of advertising are that customers end up purchasing
unnecessarily, it increases product price and advertisements may be
false and misleading.
2. a) General objectives are to inform, to persuade and to remind.
b) Specific objectives are to induce trial, to intensify usage, to sustain
preference, to confirm image, to change habits and to build line of
acceptance.
1. Print, television, radio, online and new media, outdoor, direct mail,
telemarketing, film, and window display.
2. Facebook, Orkut, YouTube, LinkedIn, Fropper, Twitter, Ibibo and others.
1. (a) Above the Line (b) Below the Line (c) Through the Line
2. In Integrated marketing communication campaigns, marketers blend both
above the line and below the line techniques i.e. they use mass media tools
along with public relations, direct mail, sales promotions and personal selling
to reach their target customers.
a) Scarcity (b) Slice of life (c) Bandwagon (d) Adventure (e) Weasel words
Check Your Progress 5:
1. Exposure, attention, comprehension, acceptance, retention.
2. Unique Selling Proposition is a marketing concept which can be a real or
260
perceived benefit that customers seek from the product than that of its Advertising
competitors and the target customers must be convinced of the proposition
to buy the product.
3. AIDA stands for Attention Interest Desire Action and DAGMAR stands for
Defining Advertising Goals for Measured Advertising Results.
4. Brand is a name, term, design, symbol, or a combination of them, intended
to identify the goods and services of one seller or group of sellers and to
differentiate them from competitors.
5. (a) Brand value (b) Slogan (c) Jingle (d) Bright (e) Trademarks
1. Based on previous years’ expenditure on advertising, percentage of sales
technique, at par with competition, and objective-based budget.
2. Right combination of media to reach the target audience.
3. Reach, resonance and reaction.
261
Communication UNIT 17 PUBLIC RELATIONS AND
CORPORATE COMMUNICATION
Structure
17.0 Introduction
17.2 Definition of Public Relations
17.3 Public Relations and Journalism
17.4 Public Relation Officer: Duties and Responsibilities
17.5 Tools of Public Relations
17.6 Government Public Relations
17.7 Corporate Communication-Definition
17.8 Corporate Communication: Tools and Methods
17.9 Let Us Sum Up
17.10 Keywords
17.0 INTRODUCTION
This unit introduces the concept of public relations and several definitions of
public relations in an attempt to clarify the parameters of the discipline. The
distinctions are made between public relations and corporate communication. The
evolution of public relations is recounted to give context to the profession. Public
relations and corporate communications are comparatively the same, though the
objectives and tactics of both are different – even conflicting. Public relations
creatively promotes the favorable image of its client to the public, corporate
communication adheres to the complicated bylaws of compliance in both internal
and external communication, promoting the integrity of a corporation with very
little room for creativity. And while they are very different, both types of
communication play pivotal role in any company’s success.
Public relations is a way for individuals or companies to heighten and strengthen
their position. This is the professional task of Public Relations Department or
associated firms for the sake of their clients. Public Relations usually implicate
communicating with the media or professionals to introduce the clients in the most
passive way possible. It also involves coordinated efforts with independent society
and organisations to create kindness within the society and propagate the client’s
image.
Managing the flow of information between individuals or an organization is good
public relations. Public relations may include an institutions or organisation or
262
individual getting benefit of exposure to their society using issues of interest of Public Relations and
public and news items that are not advertisement means it does not require direct Corporate Communication
payment to anyone. The aim of public relations by a company or any one or
individual or organisation often is to believe something that is interested to the
public, investors, stake holders, partners, employees, to maintain a certain point
of view about it, it may be belongs to leadership, products, companies profit or
of political type any decisions.

After studying this unit you will be able to:
 explain the scope and importance of public relations;
 differentate between public relations and corporate communication;
 describe the nature of duties of public relations officer;
 explain tools and tips of public relations and corporate communications; and
 explain the need for corporate communication.
17.2 DEFINITION OF PUBLIC RELATIONS

Managing the flow of information/ knowledge or data between individual,
organisation, society or within the public is the practice of public relations. Public
relations may include an organisation, establishment, or individual or any one
getting benefit to their society using chapters or issues to related societies interest
and news stories that do not require any type of payment or any type of commercial
dealing. The aim of public relations by a company or individual or any organisation
often is to induce the public, investors, partners, employees, and other stakeholders
to maintain a certain viewpoint about it, its leadership, products, any type of
decisions, or orders. Basic and routine activities included in this are speaking at
conferences or special gathering, winning any type of awards, working with the
media persons, and employee (staff) communication. Public relations is a
professional and commercial practice dedicated to promoting effective two-way
communication between some organisation or entity, such as an industry,
organisation, political party or leadership and persons whose opinions can make
or break the future success of the supporter.
Public relations has been defined in various ways, the definition often evolving
alongside public relations’ changing roles and technological advances. The earliest
definitions stressed media agency and publicity, while more modern definitions
included the concepts of ‘involvement’ and ‘building of good relations’ it also
called image building.
Ivy Lee and Edward Louis Bernays both are called the Father of Public
Relations. They have established the first definition of public relations in the early
1900s as, “A management function, which tabulates public attitudes, defines
the policies, procedures, and interests of an organization... followed by
executing a programme of action to earn public understanding and
acceptance.” PRSA (Public Relations Society of America) in 2011 initiated a
crowdsourcing campaign and public vote that produced the following definition of
Public Relation; “Public relations is a strategic communication process that
263
Integrated Marketing builds mutually beneficial relationships between organizations and their
Communication publics.”
In simple way we have to say that, the above definition is focusing on the basic
concept of public relations is a communication, conversation or discussions process,
this conversation may be one way or two way or in any way. This process may
be strategic in nature and stressed on ‘interdependent relationships’, “procedure”
is preferable to “any type of management function,” which can evoke ideas of
top-down, one-way communications. “Inter association” relates to public relations’
role in helping to bring together organisations , institution or individuals with their
key shareholders. “Publics or society” is preferable to “shareholders,” as the
former relates to the very “public” nature and work of public relations, whereas
“shareholders” has connotations of publicly-traded companies or society based
companies.
As a management function, public relations also covers the following:
 Anticipating, reviewing, calculating, expecting and explicating public or society’s
opinion, attitudes and issues that might impact, for good or ill, the operations
and plans of the organisation.
 Discussions and counselling are an important part of the management at all
levels in the organisation or institutions with regard to policy decisions, courses
of action and communication, taking into account their public implications
and the institution’s social or citizenship responsibilities.
 Research is the most important part of any organisation, with the help of
research any institution can change its plans at any time. Conducting research
and evaluating the report is an important task of institutions it is continuing
task, after the research programmes of action, and communication to achieve
the informed public understanding is necessary to the success of any institutions
or organisation’s aims. These may include marketing; financial; fund raising;
employee, community or government relations, personal level or and other
programmes.
 Planning and implementing the objectives are also one of the important parts
of organisations or institutions. With the help of planning any one can change
public policy. Setting objectives, planning, budgeting, recruiting and training
staff and developing facilities are the other aspects to consider.
17.3 PUBLIC RELATIONS AND JOURNALISM

As everyone knows that the role of public relations is to promote image in the
eyes of society, everyone related or without related to the client. Public relations
is free to make use of any words, stories, news items, photographs, new media
in to innovative and interesting newspaper release. As for corporate communication,
a profession that prides itself for glorying compliantly within the lines, there is
almost no chance to spin any word, stories, photographs or any information
related with the media. In such case if we consider public relations and corporate
communication as sister professions a person might consider one as younger and
another as older. It is important in public relations that the objective is newsworthy
for news room, media or press. Here we should know that the newsworthiness
depends upon the client.
264
With corporate communication it may take a complicated approval process as Public Relations and
long as your arm to get a short company email out to the press or to its employee- Corporate Communication
base. And though the two businesses are vastly different, they both serve a very
specific and useful purpose when it comes to communicating to the public or
society or stakeholders. The specialist of corporate communication and the
specialist of public relations are the invaluable advocates of any organisation or
institution whose reputation and profitability can often depend upon these persons.
The role of both persons can be an exciting and lucrative field to get into since
both media marketing and business technology are growing fields of opportunity.
The work of corporate communication specialists is about more than to flourish

organisations’ story to the society or the people connecting with the organisation.
It is often the subject of issue of society, environment, health and satisfaction of
the company’s staff. The job of corporate communicator is to spread ultra-fine
messages to society or company workers. Corporate communication has a
responsibility to the industry or its business, to its workers, it means employee,
to its shareholders or stake holders and most important part of the any commercial
organisation is to its customers - the mission is very responsible.
On the contrary, the public relations has many more responsibilities. The main
responsibility is to make headlines for the media and its house journals. These
news items and stories play an important role in attracting the attention of the
media and the public, stakeholders, and related people -often by any means
necessary. This means it is not true that public relations firms are underhanded and
lacking integrity. Public relations are directed to the media houses or press. This
means newspapers, magazines, radio, television and the internet, social media and
new media. Publicity materials reach media through many channels. After briefing
the information any organisation generally has very little control over the message
or given information or news item or stories that get out into the media. After
giving information, news or any item for the media house it is the journalists and
reporters or media house, editor or his representative who process the message.
For corporate communications, most of the information, article or messages are

directed internally to its employee-base, customers and partners, stakeholders or
inter-related persons via email, memos and the occasional press releases or media
briefing.

1. What are the functions of public relations?
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265
Integrated Marketing 2. What tools of media can be employed for a company’s public relations?
Communication
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17.4 THE PUBLIC RELATIONS OFFICER: DUTIES

AND RESPONSIBILITIES
The spokesperson or media specialist is known as public relations officer. He
works for a company or private organisations or institutions. The main role of the
public relations officer is to convey the policies and interest stories of any
organisation or company to the society or target oriented public through various
modes or available best modes to the media.
In almost all sectors the need of public relations officer can be found. This need
is not for only organisations but also for private agencies, advertising agencies or
companies, government agencies, (Govt. includes State and Central). His main
duty is to maintain the reputation of the institution, organisation or any company
in the eyes of media or society. The major responsibility of the any public relations
officer is to work for the organisation and his duty is to promote the services of
establishment where he is working. For the promotion of the establishment he has
to organise press conferences, exhibitions, publishing articles, use website and
decorate it. At the time of launching new products of the any company the main
job of the public relations officer is to arrangement promotion of products, he has
to plan for promotional strategies keeping target audience in his mind.
A public relations officer has the ability to interact with lots of people at the same
time and that is why he is called an outgoing person. He has to interact with
potential clients, media persons, stakeholders and so on. He is responsible to
answer the questions of the public and the media persons regarding any issue that
arises about products or services of the company. The public relations officer is
supposed to be the head of communication because he is supposed to be an
expert of the communication, public relations and public affairs in any organisation
or institution. His primary duty is to manage communication risk and opportunities
of any business institutions. He is responsible for stakeholders, media, shareholders,
bloggers, officers, influential members of institutions, society or community, media
persons, public, analysts, customers, invertors, company board members and all
factors related with the institution. His duty is also not limited to advise the
institution. He is responsible for the given suggestions about impact of ongoing
reputation of the institution.
A PR officer is not limited to any particular job; it is an ever-expanding area of
concern. Apart from all of these, he has to perform the tasks listed here:
1. He has to monitor issues related to the company and give his opinion to the
organisation as to certain issues.
2. Advise the management on policy issues and communication strategies
regarding new products or any issues related with the company’s image.
3. Preparation of budget and planning public relations programmes.
4. On behalf of the company he has to present arguments to others and special
266 interest groups.
5. He is responsible for public and must respond to any inquiries related with Public Relations and
the company or organisation. Corporate Communication
6. Liaising with the media is the main responsibility of the public relations officer.
He is responsible to inquire, arrange, interview with media persons, journalists,
editors and make statements or distribute the press release. He is also
responsible for organising exhibitions, print broachers, and magazines, house
journals and any work related with the image building of the company or
organisation.
7. He is supposed to assist in preparing documents of the institution or company
such as annual reports, edit and submit them to concerned authorities.
8. Writing speeches regarding the company’s work, products, and preparation
of advertisements, may be visual or print and make public presentations or
in front of the company or institution’s body or in front of society.
9. Production of visual (film or video) and audio material, including managing
a website, and publishing it on the web.
10. Organisation of special events such as visits of workers, stakeholders,
exhibitions, special functions, opening days and anniversary.
117. Media training is an important part and public relations officer has to prepare
such type of training to company workers every year for good communication
skill.
12. Planning for the future is an important task which is supposed to be done by
the PRO.
17.5 TOOLS OF PUBLIC RELATIONS

The things actively prepared and used by PR professionals for the promotion of
company or organisation or individuals or for the use of their client and stakeholders.
For the powerful presentation or for good communication following are the
important tools of public relations.
Fig. 1 267
Integrated Marketing 17.5.1 News Release
Communication
Press release is also called news release. Some people describe it as media
release or press statement. The release is in the form of written or recorded
communication means the visuals as directed by board members for the purpose
of declaring something. It is important that the information given has news value.
In the field of public relations, the written news release is the most used tool. So
many times, the organisations, institutions, company or any individual send news
release to give out information or organising the press conferences. The news
release is often included in the media “kit”. The main object is to distribute news
and it is supposed to be news worthy. The press release is used for issuing
information of a particular matter to the press. The way of communicating the
release is by email, written communication or by fax to the concerned editors of
newspapers, news magazines, radio stations, TV stations. Now in the corporate
world most of the companies are using their web sites, blogs, WhatsApp or new
media channels for publishing the news item or information to the target customers
or the stakeholders of the company or any organisation.
17.5.2 Media Kit
Usually a media kit is known as press kit. Basically this kit is a set of promotional
materials and is distributed to press/media persons before the press briefing or
press conference.
Such kits are distributed at the time of announcement of new products or service.
Normally, such kits are distributed before the press conference or media briefings.
Content of such kits often depend on the purpose of the press meet or press
briefing. The content, need of the organiser of the conference, the goal of the
client and the target media group are the important factors in preparing the media
kit. The main features of the media kit are:
 Importance to be given to individuals, and company‘s product.
 Give a brief history or background of the company or organisation.
 Provide information in written or in video or audio format.
 Provide details about the company or your organisation with information of
board of managers.
 If necessary, make power point presentations.
 Give report of the company with photographs of officers and products.
 Provide all information related to the press briefing, if possible, on a CD or
in pen drive.
17.5.3 Blog
This is a form of new media, usually used by corporates. In a blog on the web
site of the company of any organisation or any individual can create and publish
information about the company or individual. The use of internet is essential for
the blog. Typically, it is run by an individual or any firm or group. This may be
written or in video format. It can be in conversational mode also. In the blog the
items are posted or displayed with the newest style at the top or on the new page.
This is one of the popular means of communication. Since 1995 blogging has
been popular. Blogging is a two way communication. It means anyone can comment
on the information given by the blogger or the company or the institution. Blogs
affect public opinion and it is a new way of communication and it does not have
268 any physical barriers to reach people all over the globe. It has its own limitations.
Blogs are created to focus on the special issue or to promote a special product Public Relations and
or transmit news. Blogs combine text, images, videos, audios, music and any Corporate Communication
other. Because of these functions, blogs are popular amongst users of new
media. It is a powerful means of communication. Some of the companies provide
blog postings on sites such as myspace.com and blogger.com among others. They
allow users free access to create and edit the blogs sitting in any part of the world.
Yahoo team allows a type of blogging in which photos, pictures and files can be
uploaded and viewed by visitors. A blog has public relations applications as a
communication tool between internal publics or between internal and external
publics. Some of the important uses of the blogs are as follows:
 The important feature of the blog is it has a feedback system. Blog is an
official web page. It is the head of the company who communicates and
takes feedback from the client or employees.
 Blogs can be used for promoting new products, announcing any new
information related to people or society.
 Blogs have been effectively used by media persons to interact with the
readers and check the responses to stories, news items, photos and editorials.
 It is a useful media tool at the time of crisis management.
On the flip side using the internet can be dangerous for the corporate world
because of hacking and threats from parallel organisations. Some of the threats
are:
 This is a totally free form of information and communication it is very difficult
to judge the response at each level.
 Professionally any one can use, edit, or comment on blogs of the company
and comment badly on the blog. Such comments are harmful to the company.
 Blogger has to be attentive at every stage on the blog.
 There is no control over anonymous postings.
 The threat is also from disgruntled employees who can make comments
against the administration.
 It can spread rumors quickly and due to this anxiety may increase and create
bad impression of the company.
 Information in blogs tends to remain online forever.
 It is easy to manipulate information in the digital world.
17.5.4 Media Relations

In public relations the most important task is to maintain media relations. Media
relations means not only connect with the media persons but also includes giving
out information about the company’s products, or any information which is useful
for the promotion of the company or the institution and its services to the press
and media industry who publicise the information on the TV, radio, Internet, in
newspapers and other publicity agencies. The public relations practitioners connect
with the media people on the social matters of the company or organisation.
269
Integrated Marketing 17.5.5 Publicity
Communication
The publicity plan is always adventurous. The news media constitute a major
factor in public relations. Proper selection of mass media is essential in preparing
and placing news release or news, article or any other publicity material. The
material is designed to create attention for client or to publicise larger event. A
carefully planned campaign is used for publicity. News, article or any form of
information given for publicity needs to be value-based so that it can be published
by media persons. The major tools used for the publicity are newspapers,
magazines, radio and television, new media, handouts, posters and handouts. The
basic types of publicity are news releases, business features, articles, service
features, financial and background editorial material. Such material is read-worthy
and useful for the media.
17.5.6 Media Tours

Such types of tours are organised by the company or any other organization for
to show their success stories. These tours are useful to promote or advertise
company’s newly launched products. This is one of the effective publicity tools
for promoting the product or to achieve the set goals. The spokesperson goes
to other important cities to meet media persons for introducing new products. In
such meeting he offers goods kit or gift of the products to media persons.
Sometimes the public relations officer calls the media persons to visit the company
for showing new products or the progress of company through an organised
media tour of the company. Most of the time celebrities can also be used for the
media tours. At the time of such tour it is the responsibility of the public relations
officer to attend the media persons. For the tour, the PRO can call senior
journalists, editor or specialists.
17.5.7 Special Events

At the time of launching of the new products or special day such as foundation
day of the company, or birth anniversary of any national leader, the company or
the business firm organises a special event. In such events, the company may
launch new products or show their profit or their social responsibility activities to
media persons. This can improve the organisation’s reputation in the society. In
such events, the arrangement of party, dinner or any other hospitality is offered.
This attracts the attention of media persons and it gets good coverage. It is the
responsibility of public relations persons to organise such events in a planned
manner. These are some of the effective and mostly used public relations tools
and methods which are implemented and followed by organisations and individuals.
1. List a few qualities of a public relations person.
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270
2. What are the tools of public relations? Public Relations and
Corporate Communication
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17.6 GOVERNMENT PUBLIC RELATIONS

As discussed earlier, public relations is the practice of managing the information
between an individual and an organisation or government agencies. Government
is a non-profit entity, which works for the society. Public relations involves
communication between various organizations and the public. This is useful
for building public opinion, educate people and convey particular message to
society.
The government public relations contributes to:
1. Effective implementation of public policy towards society
2. Assisting in all types of media in coverage of government activities.
3. Reporting and providing information to the citizenry on its activities.
4. Increasing the internal cohesion of the agency.
5. Increasing the sensitivity of its publics or society.
National objectives of public relations for government: To educate, inform and
instruct the society is the basic function of government public relations department.
The indirect or direct motivation should be to discharge these functions in a
purposeful manner. The main object of national public relations is nonpolitical,
non-controversial and in national interest. The objectives should further the interests
and the well-being of the public as a whole and promote the many-sided
development of the country. The objectives should be long term ones and need
not necessarily change with political vagaries.
17.7 CORPORATE COMMUNICATION -

DEFINITION
Any communication activity undertaken within or by an organisation to create
a favorable perspective by its stakeholders is called corporate communication.
It usually comprises of various messages created and issued to its employees,
media and channel partners and general public.
Some of the key responsibility areas of the corporate communication
department or personnel are:
1) To create a brand identity
2) To promote the brand and company
3) To devise a communication strategy within and outside the company
4) To put the strategy into action within and outside the company 271
Integrated Marketing To simplify further, corporate communication includes media relations, corporate
Communication advertising and employee communication as well. The communication could
be aimed at handling an internal crisis, making a new employee feel welcome,
creating safety booklets or films for workers of a factory facility or even
communicating with various vendors and retailers for better business
relationships.
Corporate communication can be further divided in three segments:
1) Management communication: It is the communication by the managers.
The various components include planning, organising, leading and getting
reports. Any communication done for these purposes can be categorised
as management communication.
2) Marketing communication: Any sort of communication that aims to market
the brand, the company or the products to the stakeholders is known as
marketing communication.
3) Institutional communication: Any communication done to strengthen the
institute, relationship between management and employees is known as
institutional communication.
Following are the key feature areas related to corporate communications:
17.7.1 Corporate Branding

This is the process of creating a perception of the company that could be
producing a number of products or services. The perception is usually defined
by a name or symbols and ideas. For e.g. Reliance as a brand name has a
unique identity from, let us say, Tatas and it has further different branches
such as Reliance Digital, Reliance Fresh and Reliance Jio.
17.7.2 Corporate Identity

Three types of identities that can be distinguished are:
Perceived identity: One that is assumed to be by its members and other
stakeholders.
Projected identity: One that is manifest through various communication practices
of the company.
Desired identity: One that is aimed for by the management and the
communication department.
17.7.3 Corporate Responsibility

There are few practices that help the organisations work for the society and
win trust of their stakeholders. It also creates a respect for the company in
the market. For e.g. you must have seen ads telling you that when you buy
this particular product some amount is donated to charity.
17.7.4 Corporate Reputation

Reputation basically means an assessment of organisation by the stakeholders.
It is built over ages with philanthropy, quality assurance and adopting best
practices in the industry.
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17.7.5 Crisis Communication Public Relations and
Corporate Communication
It is considered to be a sub-specialty of corporate communication. It deals
not only with how in-house catastrophes are dealt with by the company but
also how various situations of concerns are avoided and handled externally as
well.
17.7.6 In-house Communication

For the functioning of any organisation, good communication practices are
required within units and departments. In-house communication happens in
two ways:
Vertical communication: It takes place when communication happens
between departments or people with hierarchy. Superiors send information to
the subordinates through oral or written means. Oral methods would include
face to face conversation, telephonic conversation, speeches and meetings
while the written forms would include mails, displays, manuals and handbooks.
Subordinates would also use these methods to convey their opinions, report
and raise concerns.
Horizontal communication: When communication happens between
departments or unit of same hierarchy is called horizontal communication. Let
us look at a few definitions: Ricky W. Griffin has written that, “Horizontal
communication involves colleagues and peers at the same level of the
organization. “On the other hand, Bartol and Martin opine: “Horizontal
communication is lateral or diagonal message exchange either within work –
unit boundaries, involving peers who report to the same supervisor or across-
work unit boundaries, involving individuals who report to different supervisors.”
While the major purpose of vertical communication is to delegate tasks and
report, the horizontal communication serves the purpose of coordination
between departments.
17.7.7 Investor and Vendor Communication

Strategies used to keep various vendors, partners and investors involved are
categorised under this. It may include organising special events and sending
seasonal and festival greetings as well.
17.8 CORPORATE COMMUNICATION: TOOLS

AND METHODS
Various tools may be employed to communicate within the corporate structures:
meetings, emails, presentations, films, events and messages may be utilised as
per the need and the gravity of the message.
Here are a few tips for effective corporate communication:
1) Keep the corporate brand and its intent in mind while framing the
communication.
2) Think of a favorable tool. Sometime a meeting would waste time where
a mail could have sufficed.
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Integrated Marketing 3) Frame your message according to the target audience.
Communication
4) Keep all the people in loop who are even peripherally related to the
issue.
5) Keep a difference between personal and professional.
6) Document every step of the communication process.
1. What are the two types of in-house communication process?
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17.9 LET US SUM UP

In this unit we learnt about the practice and the need for building public relations
by an organisation. We discussed various methods, tools and techniques about
establishing favorable public relations. Elaborating on media relations and journalism
in the time of public relations, this unit also stressed on the need of creating media
kits and other ways of getting the media involved.
We also touched upon the need and importance of corporate communication.
Covering various areas and aspects a corporate organisation would need through
it communication processes, we also talked about vertical and horizontal
communication patterns within an organisation. Lastly we learnt about the need
and the process of maintaining good communication within and outside the corporate
structures.
17.10 KEYWORDS
Angle : Particular emphasis of a story or broadcast; also called “slant”.
Campaign : Organised efforts to plan, formulate, or alter the opinion of any
group or groups on a selected subject.
Coverage : Extent of distribution of publicity or opinion-affecting material.
Debrief : Originally, to interrogate a serviceman after return from combat
area. Now includes interviewing members of an organization or
their readings of public attitudes.

 Christensen, Lars Thoger, Morsing, Mette and Cheney, George (2008),
Corporate Communications: Convention, Complexity and Critique.
274 London: Sage.
 Balan, KR (2004), What the Management Defines. Public Relations Refines, Public Relations and
New Delhi, Sterling Publishers Corporate Communication
 Cutlip, Scott M, Center, Allen H and Broom, Glen, 2000), Effective Public
Relations, New Delhi, Prentice Hall of India Private Limited
 Carroll, C. E. (Ed.). (2011), Corporate reputation and the news media:
Agenda-setting within business news coverage in developed, emerging, and
frontier markets. New York: Routledge.
 Fombrun, Charles and Van Riel, Cees (2004), Fame and Fortune: How
Successful Companies Build Winning Reputations. London: FT Prentice Hall.
 Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image.
Boston: Harvard Business Review Press.
 Lev, B. (2011). Winning investors over: Surprising truths about honesty,
earnings guidance, and other ways to boost your stock price. Boston: Harvard
Business Review Press.
 Morris, K. M., & Morris, V. B. (2004). The Wall Street Journal guide to
understanding money and investing (3rd ed ). New York: Lightbulb Press
and Dow Jones & Co.
 Select a company with which you are familiar. Describe the company’s
corporate communication in terms of its corporate identity, image and
reputation.
 Write a press release for the launch of Honda’s first diesel car ‘Amaze’.
Refer to course material on how to write a press release and also prepare
a power point presentation.
 Develop a PR programme for an organisation of your choice (organisation
may be of government owned or public welfare) it should cover development
of public relations objective, communication programme, content / message
development, media co-ordination and impact / result monitoring.

ANSWERS
1. Various functions of public relations are:
 Measuring public opinion that might impact the operations and plans of
the organisation.
 Discussions and counseling of all parties involved aligned to the institution’s
social or citizenship responsibilities.
 Conducting the research and evaluating the marketing; financial; fund
raising; employee, community or government relations, personal level
or/ and other programmes.
 Planning and implementing the objectives.
2. Following are various tools of media which can be utilised for public relations:
newspapers, magazines, radio, television and the internet, social media and
new media.
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Communication
1. A good public relations officer must be a loyal and dedicated worker who
understands the brand and its responsibilities. He/ she must be good with
communications skills and should be able to draft messages in accordance
with the company’s image.
2. Following are the few of the tools for public relations: News releases, media
kits, blogs, media relations, publicity, media tours and special events.
1. Corporate communication happens in two ways:
a) Vertical communication: When communication happens between
departments or people with hierarchy.
b) Horizontal communication: When communication happens between
departments or units of same hierarchy.
276
UNIT 18 EVENT MANAGEMENT
Structure
18.0 Introduction
18.2 What is Event Management?
18.2.1 What are Events?
18.2.2 Role of Event Manager
18.2.3 Types of Event Management
18.2.4 Technology and Event Management
18.3 Event management Strategies

18.3.1 What is Strategic Planning?
18.3.2 Conceptualising and Planning the Event
18.3.3 Elements of the Planning Process
18.3.3.1 Staging Events
18.3.3.2 Logistics Management
18.3.3.3 Crowd and Risk Management
18.3.4 Human Resource Management and Events
18.4 Event management Budgeting

18.4.1 Constructing the Budget
18.4.2 How to Reduce Costs?
18.4.3 Return on Investment
18.5 Marketing Planning for Events

18.5.1 Communication Objectives of Event Marketing
18.5.2 Event Management as a Marketing Tool
18.5.3 Event marketing Research
18.5.4 IMC: Elements and its Application for Events
18.6 Analysing Event Environment

18.6.1 PEST Analysis
18.6.2 SWOT Analysis
18.6.3 Internal Resource Analysis
18.6.4 Competition Analysis
18.7 Sustainable event Management (SEM)

18.7.1 Benefits of SEM
18.7.2 Practices in SEM
18.8 Post-Event Evaluation

18.9 Let Us Sum Up
18.10 Keywords
18.12 Check Your Progress: Possible Answers 277
Communication 18.0 INTRODUCTION
Be it a small family function or a grand event, I am sure most of us have attended
at least one event in our lifetime. Have you ever wondered how a Filmfare awards
ceremony or Miss India beauty pageant comes to life? Were you one of the
spectators of Indian Idol or Dance India Dance grand finale? Did you enjoy the
laser show, the fireworks, and loved the beautiful décor of any of the recent
events you’ve attended? Behind every such show there is a team work; professional
event manager works tirelessly behind the stage so that you can enjoy your show
without a glitch. What appears to be so simple from afar actually needs strategic
planning and management?The objective of this unit is to make you aware of the
process of event management.

After the successful understanding of this unit, you will be able to:
 describe the process of event management and the role of event managers;
 discuss principles and practices of event management;
 describe the budgeting process, and elements of event management;
 plan and evaluate events; and
 analyse event environment and its role in marketing.
18.2 WHAT IS EVENT MANAGEMENT?

18.2.1 What are Events?
Human beings are social animals and therefore they keep interacting with each
other through various means of communication and on different platforms.
Celebrations and entertainment are an integral part of social existence. We need
reasons to come together hence need for events arises both in public and private
life. Events are not only planned for entertainment but also for official purposes.
For example, NGOs do it for fund raising, governments for announcing their
policies or to reach the citizens, educational institutions for meeting and interacting
with likeminded people, and corporate houses use it as an important marketing
tool to reach their consumers.
The word ‘event’ has its origin from the Latin term ‘eventus’ which mean occurrence
or outcome. The Oxford dictionary defines events as, “a thing that happens or
takes place, especially one if importance”.
18.2.2 Role of Event Manager

As the title suggests, the event manager has to manage the events. But what does
that mean exactly? Let us have an overview of the same. Event managers will
have to understand the nature of the event and its target audiences first. Then he/
she will have to plan strategically to meet the management goals. The plan will aim
at optimum utilisation allocated resources andtheir minimum wastage. He/she will
have to develop, produce and deliver the project right from the proposal level.
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One also has to adhere to deadlines, understand the budget constraints, manage Event Management
suppliers, and ensure customer satisfaction. The event manager must be an excellent
communicator, a team builder, have leadership qualities, creative, ability to initiate
things, strong problem solving skills, and have multitasking abilities.
18.2.3 Types of events
The above list is not exhaustive but most important

event categories are included in the table.
18.2.4 Technology and Event Management

With the advent and advancement of technology, event management industry is
also booming and flourishing. Technology is becoming an integral part of events;
be it social media or handheld devices and mobile phones. Right from organizing
and planning an event for reaching potential audience to collecting feedback from
them; technology has a role to play at each stage. Following are some examples:
a) Social media: Event managers can make their official Facebook pages, write
blogs, tweet about their event announcements and reach the target audience
in real time.
b) Live meetings: Webinars and live meetings have broken the shackle of space
and people from all corners of the world who have internet access can
attend these virtual events.
279
Integrated Marketing c) Smart phones: These are designed to take care of almost all our communication
Communication problems. They enable communication, virtual presence and participation in
form of text, audio and video from anywhere at any time.
d) Websites/online registration apps: They can be used as a one stop shop
point. Information can be updated, announcements can be made in real time,
invitations/cancellations can be managed and also payments can be made
online.
This advancement in technology has resulted in increased event life; one can
immediately post the event schedule and it will be accessed by people in real time.
Besides, any last minute changes can be updated or errors can be rectified
immediately. With social media and smart phones more personalised communication
is becoming possible thereby resulting in better communication between the
organizers and the attendees.
1. What are the qualities of a good event manager?
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2. List different types of event management.
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18.3 EVENT MANAGEMENT STRATEGIES

18.3.1 What is Strategic Planning?
For successful accomplishment of any project, one has to have an effective plan.
Plans define goals and also identify ways of achieving goals. Please note that
strategic planning is not a onetime activity but is a process and therefore needs
to be continually observed.
18.3.2 Conceptualizing and Planning the Event

Conceptualizing is an art as well a science; one has to use asystematic schema
creatively to devise a sound plan. One should evaluate the opportunities and try
to encash them. Have a clear understanding of the objectives before conceptualizing
the event. Understand your 5 W’s and 1 H i.e. why is the event organized, for
whom is it organized, what will be your plan of action, whenis it scheduled, where
will it be organized and how will you go about it?
280
18.3.3 Elements of the Planning Process Event Management
Planning should be done well in advance to avoid crisis. Elements of event planning
are:
 Check the feasibility of the event
 Situation analysis and brainstorming
 Identify sponsorship opportunities
 Find out venue and other logistics availability
 Form your team and assign roles
 Set deadlines keeping event dates in mind
 Evaluate budget provisions
 Marketing of the event
 Media co-ordination
 Execution of the event
 Post-event evaluation and feedback
18.3.3.1 Staging Events
The Oxford dictionary defines staging as, “the method of presenting a play or
other dramatic performance or organizing of a public event or protest.” Simply
it means bringing all the elements of a planned event together in order to present
them in front of its audience. Let us have a look at what are the different elements
that need to be brought together in order to stage an event?
The first and foremost amongst the elements is choice and organization of a
venue. Before finalising any venue one has to first understand the number of
expected audiences, the budget, nature of event, who are the invited speakers
and dignitaries, security risks, timing of the event, weather conditions, availability
and arrangement of sound and light system, and whether there is any need for
special effects, for example, laser work and firework.
Once the venue is final, the event manager has to keep the event theme in mind
and decorate and arrange things accordingly. Event theme will depend upon the
nature of the event. Circus, Hollywood, Bollywood, Nostalgia, Wild and Retro
are some examples of event themes. Even the sound and lights should be arranged
in accordance to the event theme. Pay attention to the seating arrangements, entry
and exit of the audiences. Proper navigation of people should be planned in order
to avoid chaos. Make the venue accessible if physically handicapped people will
be amongst your audiences. Basic facilities such as toilet, drinking water, first-aid
kit and parking facility should be arranged.
Keep plan B ready in case of crisis and emergency and also have provision for
emergency exit. Make one point communication contact to avoid any confusion.
The message or the content that needs to be passed on to the audiences is the
next big thing and therefore logical arrangement of performances and speeches
must be finalised and executed accordingly. Performances should be planned
281
Integrated Marketing keeping audience taste, sponsor’s requirements and event theme in mind. If you
Communication are planning to record the event, then make necessary arrangements.
Catering is another important element of staging. While planning catering, identify

whether it is formal or informal dinner, then find out number of people and their
food preferences, requirement of service staff and others. Care should be taken
for obvious reasons if you are planning to serve alcohol. And lastly, check and
double check everything before going on board.
18.3.3.2 Logistics Management
When managing logistics for events, event managers must understand that it will
differ from event to event basis and therefore one cannot have a uniform logistics
management (LM) strategy for all. The elements of LM are:
 People management: It may comprise of audience of the event or the sponsors

or the team behind managing the event. If the event entry is ticket/fee based
then needed arrangements should be made. You may use internet for selling
of tickets and registering for the event along with the counters at the venue.
 Transportation: Are you planning to provide a pick and drop facility to the
audience? If yes, then plan properly. What would be the mode of
transportation public or private vehicles? Their arrival and departure schedules
should be maintained. What are the provisions to control the traffic flow?
 Product management: Make note of what possible products may be required

for the event at different stages. Right from a safety pin to huge generators
to first-aid box to CDs/DVDs, it can be anything and therefore logistic
managers must prepare the product requirement list meticulously.
 Accommodation: It can be arranged if needed for participants or performers.
 Infrastructure and communication: Stall set ups, kiosks and booths. if required
need to be made. Ensure that your infrastructure is disabled person friendly.
There should be proper communication happening between the organizers,
with the audiences and also with the performers. One can arrange for walkie-
talkie, sign boards, microphones for announcements, CCTV, or similar
equipment for communicating with each other.
 Solid waste management: It will be unethical and unprofessional if you leave

the place messy and chaotic after the event is over. It is your responsibility
to make sure that the place is organized just like it was before the event took
place.
18.3.3.3 Crowd and Risk Management
The business dictionary defines risk management (RM) as “the identification,

analysis, assessment, control, and avoidance, minimization, or elimination of
unacceptable risks.” An organization may use risk assumption, risk avoidance,
risk retention, risk transfer, or any other strategy (or combination of strategies) in
proper management of future events.
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Events are audience oriented and therefore there is no doubt that there will be Event Management
pool of people to attend these. In such situation overall safety and security becomes
the prime concern. Event managers must evaluate all the possible situations where
crowd can go out of control. Clear guidelines should be given on code of conduct.
Security check posts should be arranged at various points. Make rules and ensure
that they are passed on to its publics. Hire trained crowd management personnel.
If needed, local police can be called for patrolling and surveillance.
There may be gas leakage resulting in choking, have plans ready in case of natural
disasters; keep all emergency contact numbers handy. Arrange for necessary
equipment in case of fire or electricity accidents. Get approval from fire and
police departments. Overcrowding should not be allowed. Barricades or rope
lines can be placed for proper navigation of people. In short, crowd and risk
management is all about identifying, eliminating and controlling risks and ensuring
smooth functioning of the event.
18.3.4 Human Resource Management and Events
Planning human resources for an event is a task in itself. Before selecting your
personnel, you need to understand the event strategies and objectives. Human
resource management (HRM) includes assessing the actual human force needed
for the event, identifying skilled people, assigning tasks to them, job analysis and
job description, motivating them to increase productivity, training, making them
aware of the work culture, their duties and responsibilities, planning towards
reducing absenteeism, and promoting positive work environment.
Recruitment and selection: Many a time the human resource is hired on a temporary
basis i.e. till the execution of the event. In such a situation it is very important to
keep your staff motivated and committed. Event managers will have to train the
staff/ volunteers as per the event requirements. Pulling the right talent for your
event is extremely challenging. One of the prime factors in deciding HR is the total
budget allocated for HRM. With internet and social networking sites, it has become
much easier and cost effective to reach to prospective employees. You may ask
them to fill an application form to understand their qualification, work experience
and orientation towards the job. Once initial scrutiny of forms is done, then the
shortlisted candidates may be called for an interview. If everything goes off well,
then they may be given an offer letter mentioning details of the key responsibility
areas (KRA). Remember that all the formalities should be on paper duly signed
by the authorities and candidates consent should be taken before proceeding
further. An appointment letter may be then issued to the candidates giving details
of job title, their code of conduct, salary and allowances details, job timings and
responsibilities, termination procedure and leave details. If you are planning to hire
volunteers instead of employees then a simple letter in a contract form may be
given.
HRM will not work if your staffs are not motivated enough to work towards the
task. You may think of giving incentives in order to increase productivity. These
incentives may be financial (for example, cash, and increase in basic salary or
allowances) or non-financial (gifts, picnics, or simply words of appreciation).
Ensure that you acknowledge their efforts and arrange a ‘Thank You’ party for
all the volunteers and staff members after the successful completion of the event.
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Communication
1. What does logistics management comprise of?
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2. State whether following statements are True or False:
a. Organising event is a team work.
b. Planning should not be done in advance.
c. Event theme depends upon the nature of the event.
d. Safety and security of audiences is not important.
e. Human resources are always hired on a voluntary basis.
18.4 EVENT MANAGEMENT BUDGETING

This section will help you understand the financial implications of organizing an
event. Budget is the backbone of any event and therefore care should be taken
while utilizing it. There are two aspects in budgeting i.e. income and expenditure.
Let us see how one can use resources optimally to minimise expenses and maximise
income.
18.4.1 Constructing the Budget

Scale of the event dictates the budget requirement. Be it any type of event, careful
utilization is very necessary. Budgeting primarily involves preparation and
presentation of financial accounting. Keep the overall objectives of the event in
backdrop while planning the budget.
Setting budget enforces a discipline and therefore event managers are compelled
to plan and execute accordingly. If it is a sponsored event, then there may be
demands from the sponsors to allocate budget in a specific manner. The first step
in planning a budget is to identify the areas of expenditure and income. By doing
this, one will get a fair idea of the total cost. Let us have a look at it in the table
given below:
Sr No. Income Sr No. Expenditure

1 Sponsorships: from 1 Venue cost
associations, companies,
federations, trusts
2 Sales:tickets, anyother item 2 Salaries/wages:volunteers,
such as food and beverages technicians, employees,
artists, labours, co-
284 ordinators, supervisors
Event Management
3 Registration fees 3 Insurance
4 Donations 4 Administration: Office rent,
stationery, telephone
5 Grants 5 Food, travel and

accommodation
6 Rents (from stalls and others) 6 Equipment purchase/hire:

Sound and light system,
stage, tents, tables, chairs,
kiosks, generators, uniforms
7 Individual contributions 7 Contingencies and

miscellaneous
8 Fundraising 8 Permissions:Parking, fire,

police, liquor
9 Publicity: Printing and
artwork, print, radio and TV
advertisements, media kit
18.4.2 How to Reduce Costs?

The success of planning a budget depends upon how effectively you are able to
reduce costs without compromising on the quality of the output. Event managers
must have very good negotiation skills. Apart from this, he/she can strategise the
budget by looking at following aspects of the budget and reduce costs:
 Try to include more volunteers than the paid staff. Also ensure that their skills
are fully utilised.
 Understand exact requirements of equipment to avoid over hiring of them.
 Publicity is one area where you spend the most. One can reduce costs on
unnecessary spending by targeting precise audiences and saving on wastage.
If you know exactly where your target audiences would be then you should
be using that media to reach to them.
 Try to have program partners instead of paying them i.e. sign a contra deal
with them. For example, you may associate with a radio channel for radio
advertisements and a beverage company for free supply of beverages. Against
which they get free publicity at your event or stalls where they can sell their
products or services.
18.4.3 Return on Investment (ROI)

Some events fetch good profits while others barely cover the total cost price. In
some cases you may also undergo losses. Therefore, the event managers must
know whether the event had any returns on investment. One of the commonly
used formulas for calculating ROI is:
Total revenue
ROI =
Total investment
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Integrated Marketing Here are a few tips to increase revenue:
Communication
 You can provide merchandising facilities at the venue. You may also want to
hold auctions.
 If you have established yourself in the industry then you can also offer
franchising opportunities.
 When there is more demand for the tickets, ticket prices can be increased.
If your last event was successful then people are waiting for the next event,
in such as case, they don’t mind paying more than regular prices.
1. Divide the following items as income or expenditure:
a. Salaries
b. Rent received
c. Grants
d. Permissions
e. Insurance
f. Rents payables
g. Publicity
2. Expand ROI.
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3. What is the formula for calculating ROI?
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18.5 MARKETING PLANNING FOR EVENTS

The American Marketing Association defines marketing as “the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.”
Like any other product/service marketing, this one too demands application of
principles of marketing. Event managers need to first understand the target audience,
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understand the profile of target audiences, find out any event that is competing Event Management
with your theme and dates, understand your audiences’ spending power and the
price at which they are willing to attend this event, and finally choose your media
mix accordingly.
18.5.1 Communication Objectives of Event Marketing

Events are services and not tangible products. While preparing your communication
objectives, event managers must understand 5 W’s i.e. ‘Why, Who, When, Where,
and What’ and 1 H i.e. How as explained below:
 Why would anybody be interested in attending your event? Why will he/she
spend time, energy and resources for the same? Rather than simply inviting
them you must give them a reason whether rational or emotional to them to
come to the event.
 Who you are planning to invite and who will come to attend it? Event
managers may have to call participants, performers, keynote speakers, panel
lists and workshop organisers and, on the other hand, they will have to also
co-ordinate with potential audiences who would be interested in listening/
watching these invitees.
 When are you planning to hold the event? This will give you an idea about
how much time you have to reach to your audiences and also choose your
media mix.
 The location of the event as well as your audiences should complement each
other for the success of the event. This will also help you plan your marketing
techniques. Also many people decide to attend based on where the event is
taking place.
 What should the people expect from the event? Good packaging, affordable
pricing, or may be something completely innovative. ‘What’ will help marketers
position their events.
 And finally ‘How’ will you go about it? What will be your methods? Are you
planning to cook a secret recipe with a magic potion? Sometimes the
effectiveness of a message depends more on how it is presented rather than
what the message actually is?
18.5.2 Event Management as a Marketing Tool

Event management is one of the forms of BTL i.e. Below the Line marketing
strategies. It helps marketers to reach directly to the audiences and they too have
realised the potential of this marketing tool. Events have the ability to call potential
target group at one place where your message can be communicated to them.
The advantages of using events as a marketing tool are:
 You can spend quality time with your target group
 Better face to face interaction
 It is a controlled activity
 It is cheaper than mainstream media
 Very effective in case of niche marketing
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Integrated Marketing  The outcome as compared to the traditional media is measurable and tangible
Communication
 Events can be more useful to SME’s i.e. small and medium enterprises who
do not have huge marketing budgets
18.5.3 Event Marketing Research
The American Marketing Association defines marketing research as, “the function
that links the consumer, customer, and public to the marketer through information—
information used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions; monitor marketing performance;
and improve understanding of marketing as a process. Marketing research specifies
the information required to address these issues, designs the method for collecting
information, manages and implements the data collection process, analyses the
results, and communicates the findings and their implications.”
Research helps event managers to plan and execute more strategically and reduce
liability. Market research will help them find out precise solutions, understand
current trends and expectations of the audiences and the market, segmenting
audiences, understand demand and supply, budget requirements, vendor profiles,
assess competition and find out prospective clients.
Some of the resources to gain information about industry trends are government
documents, company white papers, newspapers, historical data, event magazines,
websites and other sources. Research may be conducted both at pre and post
event stages. Broadly there are two main research approaches/methodologies i.e.
quantitative and qualitative. Let us understand these in detail:
 Quantitative: It focuses on numerical data. When the research is conducted
to find out percentages and objective data, quantitative approach is suggested.
The conclusions can be generalised to a larger population. Some of the data
collection methods are survey and content analysis.
 Qualitative: It focuses on subjective data. Looks at patterns and themes
rather than percentages. Findings from such research efforts cannot be
generalised to a larger population but are close to reality. Some data collection
methods are focus group discussion, field observation, and in-depth interviews.
18.5.4 IMC: Elements and their Application for Events
American Association of Advertising Agencies defines IMC i.e. Integrated
Marketing Communications as “a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines advertising, public relations, personal
selling, and sales promotion and combines them to provide clarity, consistency
and maximum communication impact.”
288
The above figure gives an overview of elements of IMC campaign. Event Management
The rules governing market have changed and consumers have more options now.
Therefore, any single form of promotion will not work and it has to be an
integrated one. Events are direct form of communication; they are not a product
but a service. Maintaining and enhancing customer relations is more important as
the success of events relies heavily on audience inflow. Both the market and the
market forces are very dynamic and the result of this is that consumers will not
react in a specific order every time. They may like your event now and dislike
it later or vice-versa.
When planning an IMC campaign for the events, one must realize that all IMC
campaigns have a golden rule i.e. one message, one look, and one feel. For
example, to promote your event a message can be drafted and advertised in
different media, a press release may be sent to news channels and newspapers,
a press conference may be organized for announcement of the event and brochures/
leaflets/pamphlets can be distributed, viral can be made to put it on internet, and
social media can be used effectively.
Before deciding on your choice of media, understand the strengths and weaknesses
of them and also your budget constraints.
1. What is marketing?
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2. Expand SME
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3. What is IMC?
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4. Name two commonly used research methodologies.
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Communication 18.6 ANALYSING EVENT ENVIRONMENT
18.6.1 PEST Analysis
The business dictionary defines PEST analysis as, “A type of situation analysis in
which political-legal, economic, socio-cultural, and technological factors are
examined to chart an organization’s long-term plans.” Let us look at each of these
factors in detail:
 Political-legal: This includes government stability, spending, taxation,
employment law, environmental regulations, trade policies, and tariff decisions.
 Economic: The are a includes inflation, interest rates, unemployment, exchange
rates, and stock markets.
 Socio-cultural: Factors included are demographics, education, health and
safety, income and age distribution and population growth rate.
 Technological: The domain includes research and development activity,
inventions, discoveries, patents, licensing, and innovations.
PEST analysis will give detailed understanding of the macro environment of the
business. This will lead to better strategic planning, forecast future issues that may
arise and take timely action for the same.
18.6.2 SWOT Analysis

It is advisable to conduct SWOT analysis after PEST analysis. Investopedia
defines SWOT as “a tool that identifies the strengths, weaknesses, opportunities
and threats of an organization. The SWOT analysis is to take the information from
an environmental analysis and separate it into internal (strengths and weaknesses)
and external issues (opportunities and threats).” Let us look at each of the
component in context of event management:
 Strengths: These can be the location of your event, innovative product or
USP of your event, marketing expertise, a specific performance, design,
experienced and skilled human resources, quality processes, high capital,
strong goodwill, suppliers, timing of the event or simply any other aspect that
will add value to the event.
 Weaknesses can be lack of marketing expertise, location of your event, and
lack of quality output, damaged reputation, lack of capital, suppliers, lack of
goodwill, lack of skilled human resources, timing of the event, or any other
aspect of event that will reduce value of it.
 Opportunities may be in the form of an emerging marketplace, expansion in
new set of audiences, mergers and acquisitions, a market that was previously
occupied by your competition, or change in trend.
 Threats: Competitors offering better prices, or innovative product and having
better channels of distribution, sudden changes in government taxation policies,
import-export policy change, or change in trend are some of the possible
threats.
SWOT will help in determining not only the objectives but will also the ways of
achieving it.
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18.6.3 Internal Resource Analysis (IRA) Event Management
The event managers must understand their internal resources before they start
planning it. IRA will help you understand the budget, man-power, raw materials,
venue requirements, software and hardware requirements, and knowledge
management.
18.6.4 Competition Analysis

Larry Ellison, co-founder and CEO of Oracle once mentioned, “It’s not enough
that we win; all others must lose.” This statement is very apt in today’s cut-throat
competition. With globalisation and liberalisation you will hardly find any business
sector where businesses enjoy monopoly. Therefore, understanding competition is
really vital.
Competitive analysis involves identifying and assessment of your strengths and
weaknesses vis-a-vis your competition, understanding your own product and
customers, its brand value, and the market place. The possible threat points are:
 Parallel events: Here customers may get divided between two parallel events
happening. As event managers you have to ensure that your event dates are
not clashing with any other important event.
 Substitutes: available to the customers for entertainment and recreation can
also pose a threat. For example, if you are organising a music show, then any
other means of entertainment (like a movie) can become a substitute product.
If customers start enjoying substitutes more than your product, it will be soon
out of market. Ensure that you have a USP i.e. Unique Selling Proposition
to enjoy an added advantage.
1. Match the following:
a. Prime location of your business a. Threat
b. Change in taxation policy b. Strength
c. Mergers and acquisitions c. Weakness
d. Lack of goodwill d. Opportunity
2. Explain what is PEST.
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18.7 SUSTAINABLE EVENT MANAGEMENT (SEM)

Like all businesses, event management too has social and environmental obligation.
Event manager must understand that profit making should not overpower 291
Integrated Marketing environmental degradation. It is suggested that SEM should be taken up at an
Communication early stage of the event. Inform about your sustainable objectives to your team
and motivate them to follow it or set the rules.
18.7.1 Benefits of SEM

Here are some of the benefits of organizing a green event:
 Consuming optimally will obviously reduce costs and hence more returns on
investment.
 If more and more number of events are organised in green manner than the
importance of green products will increase.
 You will enjoy more goodwill if your events are green. People will look up
to you.
 You will also be influencing others to go green. Be the pioneer and set a
benchmark for others to follow.
18.7.2 Practices in SEM

Believe in Reduce-Reuse-Recycle principle when organising events. By using
simple steps event managers can save environment. Sustainable practices given
here may be followed:
 Choose your venue that is very close to the public transportation. Alternatively,
you may also provide pollution free shuttles/vehicles for to and fro of the
participants.
 You may choose accommodation at environment friendly hotels. Usually they
are listed.
 Choose your suppliers who follow sustainable practices or insist that they
follow these.
 Minimise paper use. Print when absolutely necessary. Use internet (email and
social media) as much as possible for communicating.
 If at all papers are needed, use recycled papers.
 Use non-toxic stationery. For example, markers, whiteners and others.
 Event proceedings or any other reading resource should be circulated
electronically.
 For food, you may use environment friendly plates and glasses that are easily
decomposed.
 Minimise food wastage by having an exact headcount. Any leftover should
be immediately given to charity.
 Place different bins with instructions wherein participants and visitors should
be instructed to throw wastage depending on the type of waste. This will
save time and make recycling possible.
 Instead of using paper tissues and napkins, reusable cloth napkins must be
used. They can be easily washed and used multiple times.
292
 Minimise use of cans, cups and bottles by replacing it with large containers. Event Management
Individual cans and cups cause more pollution and waste.
 Avoid using environment non-friendly items instead use natural materials. For
example, vegetables and grass.
 Avoid extra and electricity usage, wherever possible use day lights. Use zero
emission equipment.
 Save water as much as you can. Prefer wet cloth cleaning over washing.
 Use compost toilets that do not use water or toxic chemicals.
 Use renewable energy wherever possible.
 Most importantly, monitor the execution of all of the above tips.
1. Mention five SEM practices.
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2. SEM primarily focuses on ___________ principle.
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18.8 POST-EVENT EVALUATION

Evaluation gives an idea of what you expected and what you have achieved. It
is advisable to monitor and evaluate your event at different stages of development.
For example, at the planning stage, pre-event stage, implementation stage and the
post-event stage.
So how does one evaluate the event? Well, you need to take feedback from your
participants in the form of surveys or observe them throughout all stages of the
event. They are the best judges of your performance. Prepare a checklist and
mention all the aspects on which you want them to give you feedback. This
collected data can then be interpreted keeping your event goals in mind. You may
get answers to questions like did the event meet or exceed budget estimates?
How many people were expected and what was the actual number that turned
up? What is the general profile (both demographic and psychographic) of the
attendees? Which marketing tool succeeded in pulling the maximum audiences? 293
Integrated Marketing What was the sponsor’s profile? Did the participants like lodging, boarding, food
Communication and other facilities? Based on your findings, a research report may be then
prepared for future references.
1. What are the advantages of conducting post-event evaluation?
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18.9 LET US SUM UP

In this unit, we discussed the process of event management. We also looked at
role of event manger and his/her key responsibility areas. We discussed the
process of event management from conceptualizing it to executing it. We looked
at each of the step i.e. logistics, crowd, human resources, risk management in
detail. While discussing these, we also had an overview of budgeting in event
management.
Event marketing environment was also examined. While doing so, we checked
how SWOT analysis, PEST analysis, internal resource analysis and competitive
analysis affect event planning. We also briefly discussed sustainable event
management and importance of going green.
18.10 KEYWORDS
Event : Any happening or occurrence.
Live meetings : Webinars and other types of meetings through the use
of virtual mode.
Risk management : Avoiding possible risks during any event.
Return on investment : Total revenue divided by total investment.
IMC : Integrated marketing communication.
PEST analysis : Politico-legal, economic, socio-cultural and
technological analysis.
SEM : Sustainable event management which is socially and
294 environmentally responsible.
Event Management
Bowdin, Glen, et. al (2006). Event Management. Great Britain: Elsevier Ltd.
IRFU. (2013, September 4), Event Management Handbook. Retrieved from
ht t p : / / www. ir is hr u gby. ie: ht t p : / / ww w. ir ishr ugby. ie/ do w nlo ad s/
IRFU_Advisory_handbook.pdf
Tassiopoulos, Dimitri (ed.) (2007), Event Management handbook: A
Professional and Developmental Approach, Lansdowne, Junta Academic.
URLS
http://www.businessdictionary.com/definition/strategic-planning.html
http://siouxcenterchamber.com/assets/docs/Section1HowtoConceptualize.pdf
http://www.oxforddictionaries.com/definition/english/staging
http://www.oxforddictionaries.com/definition/english/logistics
http://www.businessdictionary.com/definition/logistics-management.html
http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
http://marketing.about.com/od/marketingglossary/g/imcdef.htm
http://www.businessdictionary.com/definition/PEST-analysis.html
http://www.investopedia.com/terms/s/swot.asp

ANSWERS
1. The word ‘event’ has its origin from the Latin term ‘eventus’ which mean
occurrence or outcome. Events are a thing that happens or takes place,
especially one of importance. These may be planned for official or
entertainment purposes.
2. Charity, fund raising, private, sports, government, civic, religious, entertainment
and leisure, academic, corporate and business.
1. People management, transportation, product management, accommodation,
infrastructure and communication management, and solid waste management.
2. a) True b) False c) True d) False e) False
1. a. Income: Salaries, rent received, grants
b. Expenses: Permissions, insurance, rents payables, publicity
2. Return on investments
3. ROI = Total revenue divided by total investment 295
Communication
1. Marketing is “an activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.”
2. Small and medium enterprises
3. Integrated marketing communications
4. Quantitative and qualitative
1. 1a =b 1b = a 1c = d 1d = c
2. Political-legal, economical, socio-cultural, technological
1. Use renewable energy wherever possible, avoid extra and electricity usage,
minimise food wastage by having an exact headcount, minimise use of
chemicals and toxins and do not print or use paper unnecessarily.
2. Reduce-reuse-recycle principle
1. Event managers will get better understanding of budget estimates, audience
profiles, and the success of marketing tool in reaching to its audiences. It will
also tell you whether your event was liked or disliked by the audiences and
the sponsors.
296
UNIT 19 INTEGRATED MARKETING
COMMUNICATION
Structure
19.0 Introduction
19.2 What is Integrated Marketing Communications (IMC)
19.3 Why Marketing Communications should be Integrated
19.4 What all should we Integrate
19.5 Tools of Integrated Marketing Communications
19.5.1 Advertising
19.5.2 Public Relations
19.5.3 Sponsorships
19.5.4 Sales Promotion, Gamification and content Marketing
19.5.5 Direct Mails and E-mails
19.5.6 Events, Exhibitions and Conferences
19.5.7 Merchandising and Point of Sale
19.5.8 Packaging
19.6 Benefits of Integrating the Marketing Communications Efforts

19.7 Making an Integrated Marketing Plan
19.8 Effects of Social Media Revolution on IMC
19.9 Let Us Sum Up
19.10 Keywords
19.0 INTRODUCTION
In the previous units of this block, you have learnt in detail about advertising,
public relations and event management. All of them along with many others are
tools of marketing. This unit will expose you to the umbrella term – Integrated
Marketing Communications (IMC) which makes use of various online and offline
tools to achieve the marketing objective. While this unit will help you develop an
insight into the strategic use of these tools, they will also give you a glimpse of
how to establish strong business relationships with the audiences.

After working through this unit, you will be able to:
 describe Integrated Marketing Communications, its need and tools.
 appreciate the benefits of integrated marketing efforts.
297
Integrated Marketing  Identify the important elements for making an integrated marketing plan; and
Communication
 Analyse the effects of social media revolution on IMC.
19.2 WHAT IS INTEGRATED MARKETING

COMMUNICATIONS
Ever wondered what is the first point of contact of an organisation with the
customer? As a customer when you want to consider a product for purchase,
how to do you first start seeking information about it? It is through a website. The
purpose of a website is to help the customer. A website makes use of all the
media components optimally to convey the message to the visitor in the best
possible manner. So we find the use of text, visuals, audio as well as audio visual
whenever needed while focusing on what needs to be conveyed in our
communication through the site. The selection of media (text, audio, visuals and
audio visuals) are done keeping in mind which medium can best make the point
we as marketers want to stress upon. Similarly, integrated marketing communications
makes use of different marketing tools optimally keeping in mind the target to
achieve. We will discuss later in this unit that there are multiple marketing
communication tools that we may use to achieve our objectives. Some of them
are advertising, public relations and event management among others about which
you have read in the previous units of this block.
Before proceeding with integrated marketing communications, let us look at some

of the basic concepts:
Marketing: Marketing is a customer focused activity which involves the study

and management of exchange relationships.
Communication: It is the sharing of experiences between two or more participants.
Marketing mix: The strategy formulated by an organisation on the basis of
product, price, place and promotion to formulate its product or service for its
customers is called marketing mix. In case of services, there are three additional
factors to be considered while designing the offering – people, process and
physical evidence. Let us understand this with the help of an example of a small
car. So the product on offer is the small car, the price is what you expect the
customer to pay in exchange of the car. The placement of the car pertains to the
audience segment – in this case, the middle class customer and promotion is
about the combination of tools used to communicate positively about the product
to the audience.
As regards a service, there are three additional factors. Services, for example,
food delivery service is intangible. So it is an additional challenge to make the
customer feel satisfied with his experience. First of all, it is important to have
physical evidence that the service was used. It adds some tangibility to an intangible
offering. Then, the people offering the service, in this case, the food delivery
person is the face of the company offering the service. The person’s appearance,
behavior, efficiency of task and pleasantries exchanged speak a lot about the
service organisation. Also important is the process of providing the service – from
the point of contact with the customer to the completion of delivery of service and
receiving feedback. The entire process should be a pleasant one for the customer.
298
Communications mix: This is a tactical combination of communication tools Integrated Marketing
used by the organisation keeping in mind the strategy devised to achieve the Communication
desired objectives. This includes the use of both online and offline for tools like
advertising, public relations, sales promotion, sponsorship and others.
Now let us look at the definition of integrated marketing communications (IMC).
Simply put, integrated marketing communications involves the best use of resources
to achieve best results by incurring minimum costs. It is a strategic management
process which is economic, efficient and effective which makes use of marketing
communications and is suited to any type of organisation.
Smith, Berry and Pulford have defined IMC in the following way:
“The strategic analysis, choice, implementation and control of all elements of
marketing communications which efficiently, economically and effectively influence
transactions between an organisation and its existing and potential customers,
consumers and clients.”
IMC may also be defined as a strategic and well coordinated use of different
promotional methods that reinforce each other to achieve the desired objectives
for any organisation.
19.3 WHY MARKETING COMMUNICATIONS

SHOULD BE INTEGRATED
It is important to integrate customer data, employees and marketing communications
in order to maintain consistency of communication and ensure resource optimisation.
As communication tools are multifarious, both online and offline, there may be
multiple ways of more than one communications about the same product/service
reaching the audience. Too much communication or communication from multiple
sources may lead to confusion in the mind of the customer. Hence customer data
need to be build and the communication with the customer needs to be monitored.
As for employees, it is important that they align with the values of the organisation
they are working for. They are not only the face of their company; they are also
the brand ambassadors and should believe in the values that their company stands
for. This makes it important for the organisation to invest in its employees, keep
them interested and motivated and also encourage their belief in their organisation’s
values.
19.4 WHAT ALL DO WE INTEGRATE

While marketing communications encompass all elements of communication that
occur in the context of marketing, the tools of which we said we will discuss in
the later part of this unit, ‘integrated’ as a word has been explained by the Smith
et al in seven levels:
1. Integration of vertical objectives: The communication and marketing objectives
should fit in with the overall organisational goals.
2. Horizontal integration: The marketing communications activities should fit in
with other branches like manufacturing, operations and human resource
management.
299
Integrated Marketing 3. Integration of marketing mix: The marketing mix (explained above) needs to
Communication be integrated with the communication messages.
4. Integration of communication mix: The communication tools used should
portray a consistent message to the customer.
5. Integration of creative design: There should be consistency between the
creative design and positioning of the product/service.
6. Internal/External integration: There should be inter-departmental cohesion
and they should also work consistently with the external agencies employed
by the organisation.
7. Financial integration: The budgeting for various activities should be optimal
ensuring effectiveness and efficiency while achieving the desired goals.
After learning about these levels of integration, you must be clear about the need
of integrating the marketing and communication activities and how minutely it must
be done in order to succeed in today’s marketing environment. We shall now
discuss the benefits of integrating the marketing communications.
19.5 TOOLS OF INTEGRATED MARKETING

COMMUNICATIONS
19.5.1 Advertising
In simple terms, advertising means a public announcement, of availability of a
product or services. But today advertising encompasses a paradigm of hinting,
prodding, pushing and coaxing the consumers to make a purchase. From creating
and identifying a need to convert it into a demand to enforce brand loyalty,
advertising today is an umbrella term for all the messages that are aimed at a hard
sell.
Usually a target group is identified loosely based on few parameters, based on
age, gender, livelihood, location, family role or aspirations (demographics and
psychographics). The media habits of this target group are then assessed to make
reaching them easier and economical. Then messages for these media channels
are formulated which inform, persuade and affect the target group and aims to
convert them into customers.
Advertising can be defined by various features:
1) It is paid communication. Whether the money is spent on creating the message
or buying media space, advertising involves huge budgets.
2) It is non personal. As the process involves mass media, there is no face to
face interaction between the buyer and the seller.
3) Promotion of ideas. It not only tries to sell a product/service, it also tries to
sell an idea.
4) Identified sponsor: The person or the company behind the ads is always
known, even if not stated in the ad.
5) Influencing buyer’s behaviour: from affecting the attitude by ‘Daag acche
hain’ to call upon a behaviour change by ‘Just Swiggy it’, advertising tries
300 to create a recall value.
6) Marketing Mix: out of the four elements: product, promotion price and Integrated Marketing
place, adverting is a major portion of promotion. Communication
The importance and relevance of advertising can be ascertained from the fact that
this industry is currently the fifth largest in the world, after oil, automobiles,
computers and electronics. And the fun fact is neither of these could also survive
without advertising.
19.5.2 Public Relations
Public relations are management of many strategic relationships forged by the
company. It could be with the buyers, stakeholders, media channels, employees,
vendors or others. The process includes effective communication, mutual adjustment
by all the parties and sharing values over commitments. Public Relations process
cohesively manages the perceptions of the public about the brand, product or
service. This could not possibly be achieved by one sided communication only.
For creating a favorable image of the company, the complete communication
process including feedback at several stages needs to be completed. Thus, as a
process, Public Relations include
 Assessing and estimating the expectations from the company by the public
and stakeholders
 Involving this view of the company to reflect in all the managerial as well as
market decisions
 Researching about the courses of actions, their outcomes and effects on the
company’s image
 Planning and implementing the objectives in a manner to create a favorable
image for the company.
 Troubleshooting and control in the times of crisis
Few tools in the armor of PR personnel are
 News releases – also called the press releases. Could be in textual, graphical
or audio visual format. Contain news related to new product or services
being launched by a brand. Are handed directly to media organisations to
enable coverage.
 Media kit – Contains various types of promotional materials, again handed
to media personnel during press conferences. It could also contain samples
or coupon to try the product or services on offer so that a favorable opinion
may be formed of the company.
 Social media – in today’s times, social media prove to be a suitable platform
for reaching out to the masses at a very fast pace and a comfortable rate.
Posts on various social media platforms enable reach a vast audience segment
informally.
19.5.3 Sponsorship
An emerging part of the integrated marketing communication, sponsorship is financial
association of companies with other companies or events. Sponsorship not only
helps in forging cross platform and cross media ties, it also helps in creating and
reaffirming the brand image and values. You may remember asking to donate
Rupee 1/- for any charitable organisation by including it in your shopping bill. 301
Integrated Marketing While it is not heavy on the consumer’s pocket, it helps in associating a brand
Communication with charity and thus a ‘good’ image in public sphere.
Sponsorship entails fully or partially taking care of the economics of an event,
cause or organisation. It can also include donations in cash or kind. For example,
a sports drink may take care of the supply of drinks for the national cricket team,
thus sponsoring in kind and in return getting a mention in press releases, branding
in the stadium, ads on TV or all of these.
While sponsorship helps in brand building by association, brand placement by
merchandise and visual displays, it may also help in diversifying the market. For
example, Close Up has been a youth targeting toothpaste brand, which has ads
showing young people getting comfortable with each other because of lack of
mouth odor. But due to sponsoring the Close Up Antakshari on TV, close up
diversified its target group from mere youngsters to the family audience.
Sponsorship for charity also helps in the company balance sheets as it helps in
tax rebates as well. Cairn India is another example for smart sponsorship. While
on one hand the company was showcased in poor light by the media for uprooting
tribes from Rajasthan to set up their oil plants, they made up by sponsoring many
NGO’s working for the betterment of the same communities and their re-settlement.
19.5.4 Sales Promotion, Gamification and Content
Marketing
Sales promotion is very simply put, an added advantage for the buyer (consumer
/ distributor / dealer) in the process of buying a product or service. The incentives
are usually short term and are put in effect at the time of making a purchase
decision. Here are some of the techniques employed during sales promotion:
1) Communication: the sales personnel inform, orients and persuades the
buyer in order to make a sale. At times the customer buys the product or
service due to the personalised attention and at times the new information
provided makes the purchase inevitable.
2) Incentivise: The sales team offers further incentives or throws in freebees
for the customer to lock in the purchase. At times few discount coupons are
also handed out to motivate further purchase in future.
3) Invitation: Memberships with a promise of incentives in near future are also
offered in order to garner loyalty form the customers.
Various tools and techniques utilised by the sales promotion team are:
1) Letters and mails: used as a personalised means of communication, the
letters act as reminders or drivers for sales motivation for the customers.
2) Point of purchase displays: A variety of poster, streamers and banners
among others are used to capture the attention of the customers and give out
information. A lot of interactive design is also being utilised by many stores.
3) Demonstrations: A suitable example of increasing the human interaction.
Demonstration could be a door to door sample testing of a detergent or even
a test drive for a car. It makes a potential customer get the feel of using the
product and see the results first hand. Sometimes media representative are
302 called in for demonstrations so that their reports later reach a wider audience.
4) Offers and discounts: Various short terms discounts and various offers are Integrated Marketing
introduced time to time to increase the sales. An exchange sale in an electronics Communication
shop or an offseason discount on winter clothing would be apt examples.
5) Coupons and gifts: First time customers may be offered few schemes and
gifts for initiating a purchase. At times long time loyalists are also offered gifts
to reward their long association.
Gamification in marketing has become a new approach to keep the consumers
engaged and motivated. Gamification simply means integrating game mechanics
into a sales process. It could be something as simple as collecting wrappers of
a chewing gum to exchange later for another pack or getting reward points in a
membership card after each purchase from a store, which can be redeemed later
on. Gamification not only rewards the loyal customers, it also motivates them to
return for future purchases as well.
Content marketing is the process of generating content in order to sell the products.
Be it a travel blog on a travel agent’s site or photos uploaded by amateur stylists
on a clothing ecommerce app. With the help of digital media, creation of content
has become much easier and with the help of social media, reaching out to a large
number of people has become much faster for the brands. It is the content
marketing which has made teenagers using Instagram the new age influencers.
19.5.5 Direct Mail and E-mail

Mailers are an extremely cost effective yet personal way of reaching out to a
target group. It can be utilised for sending reminders or coupons for existing
customers and easy samples and demonstration options to acquire a new customer
base. One can also use it to inform the customers about new products or additions
and thus build brand loyalty. Mailing lists with various target profiles are provided
by many service providers. Bulk emails and mails are any day much cheaper than
any other form of reaching out to the base.
Mailers can be designed in a manner that suits the target group thus making the
communication more effective. While a generic ad has to reach out to a larger
mass of people, mail is more personal and niche. With the help of coupons sent
out, one can easily assess the profitability and the response ratio of the mailers.
In times before internet, regular mail was used to reach out to the target group.
In today’s time, email has very rapidly replaced the need for sending out mails
through postal services. Here is a list of differences between regular mail and
email –
Regular mail:
 Lesser in numbers
 Novelty in today’s time
 Samples can be sent across
 Experience more real
 Response rate higher
 Can be lost
303
Integrated Marketing  Language barrier
Communication
 Slower
E – mail:
 Great numbers
 Creates spam
 Links to web pages can be sent across
 Experience more transient
 Response rate lesser
 Language and technological barrier
 Faster
 Can get lost in the bulk
Slowly with the expansion of Internet in our daily lives, mails could become
intrusive and sharing email addresses has invoked various privacy issues. But still,
one can unsubscribe to these mails to stay away from the persistent advertisers.
19.5.6 Events, Exhibitions and Conferences

Events of any kind are a great way to congregate and socialise. Be it some
promotional event, press conference or display of products, events prove to be
great tool to inform and persuade the target group. There are many types of
events, ranging from charity and cultural to sports and corporate. Each serves a
different purpose by catering to a different set of audience.
While planning an event, few of the factors are extremely important to analyse:
 What is the purpose of the event?
If it is a trade fair, the purpose is to meet potential customers and vendors.
If it is a charity event, purpose is to create a favorable image for the company.
From increasing sales to strengthening public relations, the purposes could
be many.
 For whom is the event being organised?
A sports meet will be flocked by the youth, a book fair will be frequented
by the people who would like to read and a painting exhibition will be visited
by art aficionados.
 What is the plan of action?
What do you plan to do when the audience arrives at the venue? How are
you going to keep their interest? What will be their takeaways? How do you
propose to elongate their engagement?
 When and where of the event?
Now is the time to start planning the logistics. What time would be suitable
for holding the event? A charity ball cannot be organised in the morning,
similarly a bhajan sandhya cannot be organised post 8 PM. The venue also
304 plays a very important role in the scheme of things. Adequate parking space,
accessibility and enough space for moving about are important considerations Integrated Marketing
to make. Communication
With the advent of technology, event management industry has also found ways
to incorporate it. From bar code scanners to virtual meet ups, apps to register
and social media to send reminders and registration details; there are a multiple
number of ways how technology is aiding real world socialisation as well.
19.5.7 Merchandising and Point of Sale

Merchandising involves all the activities that boost and promote the sale of goods
or services at retail. It includes a variety of activities including determination of
packaging and display, creating display designs, developing communication strategies
and promoting discounts and coupons. Retailers may or may not be the producers
of the product. In this case, the merchandisers ensure that the product finds a
favorable representation at the outlet in order to create sale.
Merchandising is never uniform. It may differ on the basis of place, time, occasion
and competition. Lately it has started reflecting through various media platforms
as well. With the help of social media and ecommerce, various merchandise
promoting shows, films and characters can also be seen being sold. Different
kinds of merchandising include:
1) Product merchandising – this includes aesthetic shelf displays and colour
coordinated products in the case of physical spaces and artistically done
product photography in case of e commerce
2) Retail merchandising – the activities that are done to make the retail space
more enjoyable. It could include displays, demonstrations, streamers and
banners.
3) Visual merchandising – it includes using elements of spacing, lighting and
design to heighten the visual appeal of the product. In terms of e commerce,
it could be UI and UX of and app.
4) Digital merchandising – it encompasses the activities taking place electronically.
In today’s time, digital is involved in sales all the way. From promotional
material to paying by card. Digital merchandising works to incorporate digital
interface seamlessly into the experience.
Point of sale is the marketing material which enables the customer in making the
buying decision promptly. Ranging from shelf decorations to streamers, banners
and other paraphernalia in the store, POS solidify the brand image in a consumer’s
head. Working as a silent salesperson, these displays are non-intrusive and
decorative.
19.5.8 Packaging
It is often said that a person is a complete package. What is meant by the
statement is that he/she comes as a complete solution to a problem. They are
not dependent on any external parties in any manner, for finishing a given task.
In terms of a product, packaging primarily means the process of designing and
producing the wrapping for a product. It can also mean adding related freebies
along with the product that will aide its usage. For e.g. A packet of detergent
along with a washing machine will complete the package.
305
Integrated Marketing Packages are usually made after identifying the brand image, and the needs of the
Communication consumer in order to come up with feasible solutions. Haldiram’s outlet at the
airport packages its products in leakproof and pressure proof packaging in order
to make them survive the flights that their buyers will take after purchasing them.
A package needs to be:
 Compact
 Lightweight
 Easy to carry
 Attractive
 Designed in adherence to the brand image
 Wear and tear proof
Packaging at times helps in making or breaking the decision at the time of purchase.
Studies have shown that in case of two products of different brands, in same price
range are available to the customer, the packaging plays an important role in
making him/her decide what to buy.
1. Delineate the concept of integrated marketing communications?
............................................................................................................
............................................................................................................
............................................................................................................
............................................................................................................
2. What are the seven levels of integration in the context of marketing
communication?
............................................................................................................
............................................................................................................
............................................................................................................
............................................................................................................
3. Identify the major tools of integrated marketing communications?
............................................................................................................
............................................................................................................
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306
19.6 BENEFITS OF INTEGRATING THE Communication
MARKETING COMMUNICATION EFFORT
There are several benefits of IMC. Some of them are as follows:
1. It brings consistency to the communication made with the audience.
2. A consistent and clear communication does not confuse the audience.
3. Clear, consistent range of messages brings credibility to communication.
4. Integrating marketing communication efforts optimizes the use of resources
and avoids wastage and duplication.
5. As customers become more aware through clear, consistent communication,
there is a greater chance of making a positive purchase decision.
6. It helps in consolidating the image of an organisation.
7. It helps in building a dialogue with the customer which leads to building a
relationship.
8. In the longer run, it also ensures brand loyalty.
9. Since IMC is more effective, it increases profit for the organisation.
10. It creates a competitive advantage for the organisation and a holistic, positive
experience for the customer.
With these benefits of IMC in mind, let us now learn how to plan an integrated
marketing communications campaign.
19.7 MAKING AN INTEGRATED MARKETING

PLAN
There is no fixed approach for making a marketing and/or marketing and
communications plan. But there are always some essential elements which must
be a part of the plan to ensure its success. One widely used approach is SOSTAC
plan which cover these key components. The elements of SOSTAC are as follows:
S-Situation: This includes the situation analysis to answer the question – ‘where
are we now?’ A study of the strengths, weaknesses, opportunities and threats
(SWOT) helps in ascertaining the need and pace of performance in order to
achieve the objectives.
O- Objectives: These are the long term and short term objectives that marketing
communications would focus on. These are the measurable objectives that an
organisation is set to achieve in a given time like building sales volume, increase
in share prices, increasing awareness among the customers and positioning a
product. It answers the question – ‘where are we going?’
S-Strategy: In order to achieve the set objectives, certain marketing mix and
communication mix will have to be decided keeping in mind the target to be
achieved, the budget and the time available. It answers the question – ‘how do
we get there?’
307
Integrated Marketing T-Tactics: The tactics spells the details of the strategy to be used, the marketing
Communication communications mix. Tactics entails the decision on the tools of communication to
be used and in what sequence and how much would be spent on the activity. It
answers the question – ‘what is the detail of the strategy?’
A-Action: This decides the actual plan of action required so that all the activities
fall in line as per the plan. It includes the background work to be done and
internal activities to take place for creating the tools to deliver the strategy. It
answers the question – ‘what steps are required to put each tool in action?’
C-Control: It is important to introduce some checks and balances in a marketing
communications activity to ensure that the activity is on the right track. There must
be some scope for measuring the results and introducing mid-term corrections if
needed. Control helps one to know whether the targets are being met and how
can outcome be maximised. It answers the question – ‘are we getting there or
not?’
In addition to the SOSTAC, there are also 3 Ms that were added to this marketing
plan. The 3 Ms are explained below:
M-Men and women: This M talks about the human resource that is involved in
the plan, their capacity, capability and expertise.
M-Money: Money comprises the budget estimates and cash availability to carry
out the marketing communications activity.
M-Minutes: Minutes are the timelines that are set to complete the task as a
whole and in small chunks. The bigger tasks are divided into smaller chunks and
time schedules are maintained to ensure that the whole task is completed on time.
19.8 EFFECT OF SOCIAL MEDIA REVOLUTION

ON IMC
The advent of social media has taken the marketing world by storm. While the
marketers have a new set of tools to reach out to the audience, it has also made
it important to know and understand the audiences’ habits, perceptions and tastes
in order to create a positive influence on them. Over the last decade, a number
of innovative techniques have made their way into marketing communications
which has taken marketing to the next level. A few are discussed here:
 Marketing Automation: Marketing strategies have been automated to
provide tailored information which is more relevant and personalised to the
customer at the right time and platform when she is best ready to receive it.
 Social CRM (Customer Relationship Management): Social media have
made it easier for organisations to engage their audiences in a cost effective
and impactful communication. With CRM going social, it has become simpler
to keep the audience positively engaged which creates greater chances of
converting a lead into a customer.
 Big Data: Big data refers to unstructured, huge volumes of data collected
from different sources. The data is usually deciphered by reading digital
imprints and channels like mobile, internet and social media. Buying huge
data sets of customers indicating their choices, needs, preferences, budget,
308 habits, social status, values and beliefs helps the marketers to push a particular
product or service effectively. Big data analysis has made it possible for the Integrated Marketing
marketer to know the moment the customer enters a store what that person Communication
is looking for, what is one’s taste and one’s budget to purchase a commodity.
It also helps in remarketing a product and retargeting a prospective customer.
 Analytics: Data analytics is more focused than big data. It sifts through huge
piles of big data to get answers to specific questions relevant to businesses.
While big data employs complex technical tools, data analytics makes use of
statistical modeling and other simpler tools. Analysis of data helps in getting
valuable business insights, spotting patterns to make recommendations and
study trends over time.
1. List the benefits of integrated marketing communications?
............................................................................................................
............................................................................................................
............................................................................................................
2. What are the dominant elements of an integrated marketing plan?
............................................................................................................
............................................................................................................
............................................................................................................
19.9 LET US SUM UP

In this unit you have learnt what is integrated marking communications, why
should marketing communications be integrated and what all do we integrate to
get a holistic output of the marketing activities. The unit also explained the tools
of marketing communications like public relations, sales promotions, packaging
and sponsorships. You have also learnt how to make and IMC plan and effects
of social media revolution on it. It gave you an idea about the importance of
marketing communications in today’s world, how technology has impacted
marketing communications and how marketing environment will change due to
fast changing marketing communications innovations, a lot of which comes from
technology.
19.10 KEYWORDS
Advertising : Non-personal but paid message for the target audience.
Content marketing : Process of generating content to sell the products in
the market.
Gamification : Keeping the consumers engaged and motivated in a
sales process.
Marketing mix : Contains product, promotion, price and place.
Merchandise : Product displayed by retailers.
Public relations : Management of strategic relationship forged by the
company. 309
Integrated Marketing Sponsorship : Financial association with commercial and other
Communication
organisations for conducting events.

Smith, Paul, Chris Berry and Alan Pulford (1997) Strategic Marketing
Communications : New ways to build and Integrate Communications, Kogan
Page, London.
Smith, PR and Ze Zook (2016) Marketing Communications : Offline and Online
Integration, engagement and Alalytics, Kogan Page, London.
Varey, Richard J. (2002) Marketing Communication : Principles and Practice,
Routledge, London.

ANSWERS
1. The idea of integrated marking communication is to bring and organization
and then customer of its products and/or services together by providing the
necessary information. It uses different channels of communication from
websites to social media to communicate the messages in the form of text,
graphics, and video, audio and audio-visual. The integrated marketing
communications also employ many types of marketing strategies for realization
of their goals.
2. The seven levels of integration suggested by Smith et al are ; integration of
vertical objectives horizontal objectives, marketing mix, communication mix,
creative design, internal and external elements, and financial.
3. The major tools of integrated marketing communication are : advertising,
public relations sponsorship, sales promotion, gamification, content marketing,
direct mail, e-mail, events, exhibitions and conferences, beside merchandising,
point of sale and packaging.
1. Some of the important benefits of integrated marketing communication are :
consistency of communication with customers, clarity and credibility of
messages, optimization of resources, positive purchase decisions, building
relationship with customers, and brand loyalty, increase in profit and
comparative advantage for the organization.
2. Situation, objectives (both short and long term), strategies of marketing mix
and communication mix, budget, activities as per plan, control means use of
checks and balances, efficient use of human resources and money, maintaining
timelines in addition to effective use of social media and data analysis.
310
References
REFERENCES
Unit 1
Allen Donna, Rush, Ramona R., Kaufman, Susan J. (eds.): Women Transforming
Communications: Global Intersections (1996), Sage Publications
Baran, Stanley J. (1999), Introduction to Mass Communication: Media Literacy

and Culture. Mayfield Publishing Company.
Baran, Stanley J., Davis, Dennis K., Mass Communication Theory: Foundations,
Ferment and Future (2000), Thomson/Wadsworth Learning
Dines Gail, Humez, Jean M. (eds.), Gender, Race, and Class in Media (2003),
Sage Publications.
Kumar, Keval J, Mass Communication in India (2000), New Delhi, Sage

Publications.
Straubhaar, Joseph, and Larose, Robert, Media Now: Communications media

in the information age (2000), Thomson/Wadsworth Learning.
Unit 2
 Wilbur Schramm and Donald F. Roberts (ed) 1971, The process and Effects
of Communication, University of Illinois Press
 John Fiske, 1982, Introduction to Communication Studies
 Dennis McQuail, 2000, (fourth Edition) Mass Communication Theory, London,
Sage
 Baran and Davis, Mass Communication Theory
 Harold Lasswell, 1995, “The Structure and Function of Communication in
Society.” In Approaches to Media: A Reader Edited by Oliver Boyd Barrett
and Chris Newbold, London, Arnold
 Lakoff, George & Mark Johnson (1980): Metaphors We Live By. Chicago:
University of Chicago Press
 McQuail, Denis & Sven Windahl (1993): Communication Models for the
Study of Mass Communication. London: Longman.
Unit 3
1) Baran, S. J., McDonald, E., and Engberg, J. (2004). Introduction to Mass

Communication: Media Literacy and Culture. New York, McGraw-Hill
2) Mc Quail, Denis. (1987). Mass Communication Theory: An Introduction.
Delhi, Sage Publications Inc.
311
References
Integrated Marketing Unit 4
Communication
1) Cook, S. (1976). Ethical issues in the conduct of research in social relations.
In C. Sellitz, L. Wrightsman, & S. Cook (Eds.), Social Relations. New
York: Holt, Rinehart.
2) Collins Advanced Dictionary of English. Harper Collins Publishers 2009.
3) Essays, UK. (November 2018). Mass Communication Research Principles
And Process. Retrieved from https://www.ukessays.com/essays/psychology/
the-mass-communication-research-principles-and-process-psychology-
essay.php?vref=1
4) Frey, L.R., Botan, C., & Kreps, G. (2000). Investigating Communication:
An Introduction to Research Methods (2nd ed.).U.K.: Needham Heights.
5) Merriam-Webster online dictionary. Research. Retrieved on December 13,
2012 from http://www.m-w.com/dictionary/research
6) West, R., & Turner, L.H. (2006). Introducing Communication Theory:
Analysis and Application (3rd ed.). Boston, MA: McGraw-Hill.
7) Wimmer, R.D., Dominick, J.R. (2011). Mass Media Research- An
Introduction (9th ed). Delhi, DL: Wadsworth Cengage Pvt. Ltd.
8) Wrench, J.S., Thomas, M.C.,Virginia, P., McCroskey, J.C. (2009).
Quantitative Research Methods for Communication (Indian edition). New
York, USA: Oxford University Press.
Unit 5
Beck, J. Leonardo’s rules of painting. Oxford: Phaidon Press, 1979

http://en.wikipedia.org/wiki/3-D_films Accessed on 1st July 2015
http://en.wikipedia.org/wiki/4-D_film Accessed on 1st July 2015
Unit 6
Mehta Nalin; India on Television, Harper Colins Publisher India, New Delhi,
2008
Page David & Crawley William; Satellites Over South Asia, Sage Publication
New Delhi, 2001
Robin Jeffrey, India’s Newspaper Revolution: capitalism, politics and the Indian
Language PRESS, Oxford University Press, 2003
Black Jay & Bryant Jennings; Introduction to Mass Communication. Third Edition,
WCB WM.C. Brown Publishers, 1992
Singhal Arvind & Rogers M. Evert; India’s Communication Revolution, Sage
Publication, New delhi, 2001
Kumar Keval J.; Mass Communication in India, Jaico Publishing House, Delhi,
312 2005
India Year Book; Chapter on Mass Media, Publication Division, Government of References
India, New Delhi.
Mathur, C. K. (2013). Mass media and democracy in India: a political study of
their relationship in post emergency period. INFLIBNET. Retrieved from
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Unit 7
Natarajan, J. Report of the Press Commission Part II: History of Indian Press
Manager, Publications Government of India, Delhi, 1954
Bhatt, S.C. Indian Press Since 1955 Publications Division, Ministry of Informationa
and Broadcasting, Government of India, New Delhi, 1997
Jeffrey, Robin India’s Newspaper Revolution: Capitalism, Technology and the
Indian Language Press, 1977-1999 Oxford University Press, New Delhi, 2000.
Unit 8
1. Political Economy of Communication in India: P.N. Thomas (2010), Sage

Publication.
2. Broadcasting and the People: Mehra Masani (1976). National Book Trust
of India.
3. Chatterjee, P.C. (1987). Broadcasting in India. (New Delhi, Sage)
4. Chatterjee, Gautam, (1989). Quit India Movement and ‘Illegal’ Congress
Radio, Mainstream, August 12, pp 15-17.
5. Lelyveld, David, (1990). Trammitters and Culture: The Colonial Roots of
Indian Broadcasting; South Asia Research 10(1):41-52.
6. Luthra, H.R. (1986), Indian Broadcasting, (New Delhi, Publication Division)
7. Pinkerton, Alasdair, (2008), Radio and the Raj: Broadcasting in British India
(1920-1940), JRAJ, series 3, 28, 2 (2008), pp. 167-191 c-doi: 10.1017/
S1356186307008048 The Royal Asiatic Society.
8. Reith, John. (1949), Into the Winds, (London, Hodder and Stoughton).
9. Singh, Kushwant, 1956). All India Radio and Understanding between East
and West, Paper Presented at the International Meeting of Cultural Radio
Programme directors or producers, Paris, 29 May-1 June, 1956.
Unit 9
1. Political Economy of Communication in India: P.N. Thomas (2010), Sage

Publication
2. India on Television: How Satellite News Channels Have Changed the
Way We Think and Act: Nalin Mehta (2008), Harper Collins 313
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Communication
4. Politics after Television: Arvind Rajagopal (2001). Cambridge University
Press
5. Television in India: Satellites, Politics and Cultural Change: Nalin Mehta
(ed) (2009) Routledge
6. Communication and National Development: P.C. Joshi, 2002, Anamika
Publishers & Distributors (P) Ltd.
Unit 10
Michael M.A. Mirabito Barbara L. Morgenstern, The New Communication

Technologies; Applications, Policy, and Impact, Focal Press (2004)
John Vince and Rae Earns haw, Digital convergence: The Information Revolution,
Springer (1999)
Eric Schmidt and jared Cohen, The New Digital age, Reshaping the future of
people, nations and Business, John Murray (2013)
Lotz, A. D. 2009. What is U.S. television now? In E. Katz & P. Scannell (Eds.),
the annals of the American Academy of Political and Social Science (Vol. 625,
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From user discussions to academic definitions”. Journal of Politeness Research.
Language, Behaviour, Culture
Helen Lewis (2014), “Who are the trolls”, New Statesman, http://
www.newstatesman.com/helen-lewis/2013/07/who-are-trolls Accessed on
8.2.2017
Jessica Velinti, How the web became a sexists’ paradise, The Guardian How the
web became a sexists’ paradise https://www.theguardian.com/world/2007/apr/
06/gender.blogging Accessed on 8.2.2017
John Suller, The Psychology of Cyber Space, http://truecenterpublishing.com/
psycyber/disinhibit.html Accessed on 8.2.2017
Weblinks
 Social News gathering and fact checking ghttps://www.youtube.com/
watch?v=LcNpFvVGDkw&t=9s
 Cyber Psychology https://www.youtube.com/
watch?v=B_03g2NLQPc&t=28s
 Digital story Telling https://www.youtube.com/
watch?v=w0gsOhyE2q0&t=259s&index=1&list=PLNsppmbLKJ8IQ6p
PSocBtzGh3PlA9y8NV
 Data Journalism https://www.youtube.com/watch?v=N3Csz2LvJxI&index=4
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314
Unit 11 References
Doyle, Gillian (2005), Media Ownership. New Delhi¸ Sage Publications.

Saxena, Girish (2010), Basic Concept of Media Economics: Theory and Practice,
New Delhi: Vista International Publication.
Thomas, Pradip and Zaharom Nain (ed.) (2002), Who Owns the Media? Global
Trends and Local Resistances, New York, Zed Press Publications.
Unit 12
K. MShrivastava, 2007, News Agencies from Pigeon to Internet, New Dawn

Press Group.
Donald Read, 1999, POWER OF NEWS, THE HISTORY OF REUTERS, Oxford
University Press. Oliver Boyd- Barret, 1980, The international news agencies,
SAGE Publications, Beverly Hills, California.
Unit 13
 Outcome Budget (2012-13). Ministry of Information and Broadcasting.

Retrieved from https://mib.gov.in/sites/default/files/reoutcomeE2012-13.pdf
Retrieved from http://tgpg-isb.org/sites/default/files/departments/info-broad/
Outcome%20Budget%202010-11.pdf
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broad/Outcome%20Budget%202009-10.pdf
 About DAVP (2018). Retrieved from http://crfc.in/about-davp/
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knowindia/television.php?pg=2
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exams/
 Media Management (2018). Retrieved from http://www.ddegjust.ac.in/
studymaterial/mmc-2/mmc-203.pdf
Unit 14
Agrawal, B. (2005). Educational Media in India. In U. Reddi & S. Mishra,

(Eds.), Perspectives on Distance Education: Educational Media in Asia (pp.
11-24).
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PublicationDocuments/pub_PS_EdMedia_Asia.pdf
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Integrated
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IGNOU PROFILE. (2015). PROFILE-2015.The Registrar, MPDD, Indira Gandhi
National Open University, New Delhi, India, July, 2015
Ramamurthy, V.S. (2006). Reaching the unreached through ICT: Keynote Address
by Prof.V.S. Ramamurthy during the National Seminar on ‘ICT and Gender’
organised by the Gender Network on 9th September 2005 at the India Habitat
Centre, New Delhi. In Mukhopadhyay, S. and Kamble, V.B. (2006). Information
and communication technology (ICT) and gender. Vigyan Prasar, NOIDA,
UP, India.
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Unit 15
 Bordwell, David and Kristen Thompson (1979) Film Art: An Introduction,

McGraw Hill, California
 Rajadhyaksha, A., and P. Willemen.( 1999) Encyclopedia of Indian Cinema.
Chicago, IL: Fitzroy Dearborn
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 Schaefer, D. J., & Karan, K. (Eds.). (2012). Bollywood and globalization:
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Unit 16
Broadbent, Simon (1989), The Advertising Budget: The advertisers’ Guide to

Budget Determination, London, NTC Publications for the Institute of Practitioners
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Chaudhuri, Arun (2007), Indian Advertising from 1780 to 1950 A.D., Delhi, Tata
Mc Graw-Hill Educatio.
Gupta, Oma (2005), Advertising in India: Trends and Impact, Delhi, Gyan Publishing
House.
316
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Delhi Pearson Education India
Petly, Julian (2003), Advertising Media wise, Mankato, Black Rabbit Books.
Sutherland, Max (2009), Advertising and the Mind of the Consumer: What Works,
What Doesn’s, and Why, New South Wales, Allen & Unwin.
Tellis Gerard J (2004) Effective advertising : Understanding whem, how and why
advertising works: Marking for a New Century, New York, SAGE Publications.
Vilanilam, JV and Verghese AK (2004), Advertising Basics: A Resource Guide
for Begineers, New Delhi, SAGE Publications.
Wells (2007), Advertising : Principles and Practice, New Delhi, Pearson Education
India.
Unit 17
 Christensen, Lars Thoger, Morsing, Mette and Cheney, George (2008),

Corporate Communications: Convention, Complexity and Critique.
London: Sage.
 Balan, KR (2004), What the Management Defines. Public Relations Refines,
New Delhi, Sterling Publishers
 Cutlip, Scott M, Center, Allen H and Broom, Glen, 2000), Effective Public
Relations, New Delhi, Prentice Hall of India Private Limited
 Carroll, C. E. (Ed.). (2011), Corporate reputation and the news media:
Agenda-setting within business news coverage in developed, emerging, and
frontier markets. New York: Routledge.
 Fombrun, Charles and Van Riel, Cees (2004), Fame and Fortune: How
Successful Companies Build Winning Reputations. London: FT Prentice Hall.
 Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image.
Boston: Harvard Business Review Press.
 Lev, B. (2011). Winning investors over: Surprising truths about honesty,
earnings guidance, and other ways to boost your stock price. Boston: Harvard
Business Review Press.
 Morris, K. M., & Morris, V. B. (2004). The Wall Street Journal guide to
understanding money and investing (3rd ed ). New York: Lightbulb Press
and Dow Jones & Co.
 Select a company with which you are familiar. Describe the company’s
corporate communication in terms of its corporate identity, image and
317
reputation.
References
Integrated Marketing  Write a press release for the launch of Honda’s first diesel car ‘Amaze’.
Communication Refer to course material on how to write a press release and also prepare
a power point presentation.
 Develop a PR programme for an organisation of your choice (organisation
may be of government owned or public welfare) it should cover development
of public relations objective, communication programme, content / message
development, media co-ordination and impact / result monitoring.
Unit 18
Bowdin, Glen, et. al (2006). Event Management. Great Britain: Elsevier Ltd.
IRFU. (2013, September 4), Event Management Handbook. Retrieved from
ht t p: / / www. ir is hr u gby. ie: ht t p : / / ww w. ir ishr ugby. ie/ do w nlo ad s/
IRFU_Advisory_handbook.pdf
Tassiopoulos, Dimitri (ed.) (2007), Event Management handbook: A
Professional and Developmental Approach, Lansdowne, Junta Academic.
URLS
http://www.businessdictionary.com/definition/strategic-planning.html
http://siouxcenterchamber.com/assets/docs/Section1HowtoConceptualize.pdf
http://www.oxforddictionaries.com/definition/english/staging
http://www.oxforddictionaries.com/definition/english/logistics
http://www.businessdictionary.com/definition/logistics-management.html
http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
http://marketing.about.com/od/marketingglossary/g/imcdef.htm
http://www.businessdictionary.com/definition/PEST-analysis.html
http://www.investopedia.com/terms/s/swot.asp
Unit 19
Smith, Paul, Chris Berry and Alan Pulford (1997) Strategic Marketing
Communications : New ways to build and Integrate Communications, Kogan
Page, London.
Smith, PR and Ze Zook (2016) Marketing Communications : Offline and Online
Integration, engagement and Alalytics, Kogan Page, London.
Varey, Richard J. (2002) Marketing Communication : Principles and Practice,
Routledge, London.
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MJM-020

16.1 Learning Outcomes

16.2 What is Advertising?

16.3 Media for Advertising

16.4 Advertising Techniques

16.5 Different Types of Advertising Appeals

16.7 The Avertising Management Process

16.8 Let Us Sum Up

16.9 Further Readings

16.10 Check Your Progress: Possible Answers

16.1 LEARNING OUTCOMES

16.2 WHAT IS ADVERTISING?

16.2.2 Evolution of Advertising in India

 1620: Foreign owned ad agencies entered the Indian market.

16.2.3 Advertising, Publicity and Propaganda

Giving information about Giving information about Majorly used as a form

Source is always known Source may not be Source is always

All publicity may not be All advertising may not

16.2.4.1 General Objectives

16.2.5 Advantages and Limitations of Advertising

16.3 MEDIA FOR ADVERTISING

16.3.1 Print Advertising

16.3.3 Radio Advertising

16.3.4 Online Advertising and New Media

16.3.5 Outdoor Advertising

16.3.6 Other Media

16.4 ADVERTISING TECHNIQUES

16.4.1 Above the Line Advertising (ATL)

16.4.2 Below the Line Advertising (BTL)

16.4.3 Through the Line Advertising (TTL)

Note: 1) Use the space provided below for your Answers.

16.5 DIFFERENT TYPES OF ADVERTISING

16.6 ADVERTISING COMMUNICATIONS: BASIC

The above diagram explains information processing in five steps.

16.6.2 AIDA and DAGMAR Models

16.6.3 Push and Pull Strategy

Producer Wholesaler Retailer Customer

Customers may not experience the push strategy as it is directed towards

Producer Wholesaler Retailer Customer

16.6.5 Slogans, Jingles, Trademarks, Logo, and Mascot

16.7.2 Strategy Implementation

16.7.3 Assessing Advertising Effectiveness

16.8 LET US SUM UP

16.9 FURTHER READINGS

16.10 CHECK YOUR PROGRESS: POSSIBLE

17.1 Learning Outcomes

17.2 Definition of Public Relations

17.3 Public Relations and Journalism

17.4 Public Relation Officer: Duties and Responsibilities

17.5 Tools of Public Relations

17.6 Government Public Relations

17.7 Corporate Communication-Definition

17.8 Corporate Communication: Tools and Methods

17.9 Let Us Sum Up

17.11 Further Readings

17.12 Check Your Progress: Possible Answers

17.1 LEARNING OUTCOMES

17.2 DEFINITION OF PUBLIC RELATIONS

17.3 PUBLIC RELATIONS AND JOURNALISM

The work of corporate communication specialists is about more than to flourish

For corporate communications, most of the information, article or messages are

Check Your Progress 2

17.4 THE PUBLIC RELATIONS OFFICER: DUTIES

17.5 TOOLS OF PUBLIC RELATIONS