Integrated

Marketing
Communication

Digital
Marketing
 Integrated Marketing Communication
And
Digital Marketing
Total Marks : 100
External : 60 Marks
Internal : 40 Marks
Inclusion & Considerations
Attendance : Not less than 90%
Class Test : Better 1 out of 2
Presentation : Individual on core subject
Case Study : Presentation
Discipline : Sincerity & Obedience
Participation : Effective
 Communication Process
Unit – I
Topics
 Communications
Process
 Communication
Models for Urban
and Rural
Communication
Integrated
Marketing
Communications
 Communication
 Communication has been derived from Latin word
1. “Communicare” meaning to share or to make
common
OR
2. “Communis” means common
 Communication is basically exchange of facts, ideas,
views and feelings between two or more individuals
 Communication is a transfer of information and
mutual understanding from person to person
 It is a way of reaching others by transmission of
ideas, facts, thoughts, feelings and values
 It also includes postures and gestures that conveys
some meanings
Technical view on Communications
Information Noise
Transmitter Receiver Destination
Source Source

Signal Received Message

Message
Signal

SENDER IDEA ENCODING CHANNEL RECEIVER DECODING

FEEDBACK
Basic Communication Process
 Types of Communications
Types of Characteristics Characteristics Characteristics Characteristics
Communication Complexity Contact Feedback Time Adjustments

Mass High Low Long Low

Communication

Interpersonal Low High Short High

Communication

Organizational
Communication
Moderate Moderate Moderate Moderate

Public
Communication
High Low Long Moderate
Communication and Persuasion Process
Communication and persuasion process aims to
maximize the advertising impact on the audience
Advertising follows a definite system to communicate
and includes,
♦ Advertising source – Message starting point
♦ Message – Content and the message format
♦ Channel – Message transmission point (Media)
♦ Receiver – Target audience (Demographics)
♦ Destination – Other message receivers
Probable IMC Effects
● Awareness creation
● Information about benefits and attributes
● Develop / change of image / Personality creation
● Association of brand with emotions and feelings
 Models of Communications

 AIDA was presented by Elmo Lewis

 This explains that how personal selling works
 It is segmented into stages to describe the
process of purchase in sequence
 It assume that the customers are aware of the
existence of the product in the market place
 It outlines that the customers remains always
interested in product features and benefits
 This believes that customers desires to get benefit
from product offerings.
 Action is a obvious and natural outcome after
moving through first 3 stages
A – AWARENESS / ATTENTION
• This is the first step for a customer to purchase a product
• To provide information relevant to the customer
• Relevant information will appeal for generating self interest
• Illustration, layout , colour, presentation etc may lead to attention
I – INTEREST
• Interest is the ability to awaken and excite a person
• It can be generated by making presentation interesting
• The product is capable to satisfy need and offers a unique benefit
• It is perceived somewhat different & improved from the existing one
D – DESIRE
• Desire is created when a person waits and fells bad when lacks
• When the claims are perceived as credible and authentic
• When the presentation is superior to the competing product (Appeal)
• An assurance that the product purchase is not a risky affair
A – ACTION
• It converts prospects to actual buyer
• Provide complete information about the product to decide
• Provide place of availability of the product to purchase
• To help customer to remember product, brand and company name
 Models of Communications

 Hierarchy of Effect model was presented by

Lavidge and Steiner
 This explains the measurement of advertising
effectiveness and its dimension
 It involves six stages from unaware about the
product and its purchase decision
 It represents the social psychology concept of
the attitude
 The first 2 components represents the thinking,
the next 3 reflects feeling and the last
component denotes the behavoir of the attitude
AWARENESS
• The target is unaware and the task is to build awareness
• Just the name recognition and its repetition
• To make the name in notice of the consumer to capture attention
KNOWLEDGE
• To educate the less aware customer
• This involves creating brand, product and company knowledge
• It revolves around specific appeals, benefits and the USP
LIKING
• It estimates the feeling about the offering
• It may be favourable or unfavourable for the offering
• If the problem is real, first fix the problem and then re-communicate
PREFERENCES
• May like the product but not prefer to buy
• To promote quality, value. benefit, performance and other features
• To measure audience preference before and after the campaign
CONVICTION
• A conviction / confidence for the product but not a intention to buy
• To build a conviction for the product
PURCHASE
• Supply more information to act to try out at least by promotional offerings
 Models of Communications

 The Innovation Adoption Model involves 5 steps to

complete
 This highlights the purchase of a innovative product
and not a invented product
 The prospects remains aware about the offerings but
expects improvement over time
 The action of the customer may be marked as
Innovators, Early Adopters, Early Majority, Late
Majority and Laggards
 It represents the stages through which a consumer
passes to purchase in sequence as,
Awareness Interest Evaluation Trial Adoption
 Models of Communications
 The Information Processing Model has been developed
by psychologist William McGuire
 This model focuses on sequential steps essential for
successful influence in changing the attitude of a person
 To change the attitude of the prospect one must hold the
attention first and the prospect in return must understand
the message in response
 After a thoughtful argument they must come to a
decision – the final step in the attitude change.
 This model assumes that the receiver remain in a
influential communication situation.
 Presentation Attention Comprehension Or Understanding
Behaviour Retention (Duration) Yielding (acceptance)
 An Analysis of Comparison
AIDA HIERARCHY INNOVATION INFORMATION
OF ADOPTION PROCESSING
STAGES MODEL
EFFECT MODEL
MODEL
MODEL
Cognitive
Stage Attention Awareness Awareness Presentation
[Information knowledge / Attention
Search]
Comprehension
Affective Interest and Liking Interest Yielding
Stage Desire Preference Evaluation Retention
Conviction

Behavioral Action Purchase Trial Behaviour

Stage Adoption
 Integrated Marketing
Communications
Public
Advertising Relations

INTEGRATED
MARKETING Personal
Publicity COMMUNICATIONS Selling
MIX

Sales Direct
Promotion Marketing
 Tools for Marketing Communications
► Advertising is to bring a product or service to the attention of
potential and existing customers.
► Promotion keeps the product in the minds of the customer and
helps stimulate demand for the product.
► Public relations includes ongoing activities to ensure the overall
company has a strong public image.
► Publicity is mention in the media. Organizations usually have little
control over the message in the media, at least, not as they do in
advertising.
► Sales involves cultivating prospective buyers; Explaining features,
advantages and benefits of a product or service to the lead; and
coming to agreement on pricing and services.
► Marketing involves in making sure to continue to meet the needs
of customers and delivering value. Marketing is usually focused on
one product or service.
 Components of IMC
ADVERTISING
Specific Characteristics
 Advertising is a means for mass communication
 Non personal presentation about offerings
 It involves a indirect communication channel
 It is a paid form of promotion
 It is for specified time period
 It is by an identified sponsor
 The sponsor holds full control on advertisement
 It is an frequent activity of the IMC
 It is indirectly concerned with sales
 It involves Mission, Message, Media, Money, Market and
Measurement
 Components of IMC
PERSONAL SELLING
Specific Characteristics
 Personal selling involves interpersonal communication
 To match the value of the offering to the specific need
of the customer
 This supports the long standing relations with the
client
 This has paved the way for the CRM
 It uses very few resource of the organization
 Pricing is often decided through negotiation
 Offerings are in general complex in nature
 Relationship extends longer after the happening of the
actual sale
 Components of IMC
SALES PROMOTION
Specific Characteristics
• This is a means of public communication
• This is to increase and promotion of sales
• It persuade to at least try the product or the service
• Various techniques are applied for sales promotion
• In general it involves originality and creativity
• It has paved the way for CRM
• It helps in identification of the market segment
• It suggest the criteria for message development
• Merchandising is an extension of sales promotion
• Joint promotion are unique features of sales promotion
 Components of IMC
PUBLIC RELATIONS
Specific Characteristics
• This is a means of organizational & public communication
• It aims to generate goodwill among public
• Publics are in general stakeholders for the organization
• It is proactive and future oriented
• The goal of PR is to build and maintain a positive perception
about the organization among its public
• It is an expression of the philosophy and action of an
organization
• It is to engineer public support for an organization
• It is to promote mutual understanding and deals with facts
• It guards against the possible attack by the opponents and
the competitors
 Components of IMC
PUBLICITY
Specific Characteristics
• This is a means of non personal and mass communication
• This is an element and extension of public relations
• It has a significant role in marketing and promotion mix
• It is to place news or info in the media with little or no fee
• It is thus often considered as credible and authentic
• It is partial under control of the sponsor
• It is an important tool for lead generation
• It is an incomplete thus partially controlled communication
process
• Corporate communication is an extension of publicity and
the PR
 Components of IMC
DIRECT MARKETING
Specific Characteristics
• This is a means of interpersonal communication
• It uses direct channel to reach and deliver customers
• It is an interactive system of marketing
• It provides feedback for immediate action
• It uses a number of medium to reach to the prospect
• It is for building a long term relationship through
frequency award and club programs
• It makes possible for selective reach and cost effective
• It takes less time to conceptualize and execution
• It helps in segmenting the market with unique
characteristics
 E-Commerce
It is an extension of direct marketing
It provides variety of electronic platform to
conduct transactions – ATM, Pay online etc.
It also helps in lead generation and increase in
sales volume
♦ Email to prospects
♦ Small news or ad capsules through email to
prospects
♦ Followed by response coupons
It involves online transaction for products,
services, information and payment using
computers (payment gateways)