I. M. C.

Each element of an IMC strategy must

have a well-defined purpose and
support n extend the message delivered
by all the other elements.
 What is I.M.C.
• Represents the 4th P ie Promotion
• Encompasses a variety of commn disciplines-
advertising, personal selling, sales promotion,
direct marketing, public relations, electronic
media, community building, viral, mobile, et al
touch points.
• A strategic optimum combination to provide
clarity, consistency, max communicative
impact; each a part of a whole.
 What is I.M.C.
• This integration of elements provides the firm
with the best means to reach the target
audience with the desired message, and it
enhances the value story by offering a clear
and consistent message.
• 3 elements in any IMC strategy:
• The Consumer
• The Channels thro which the msg is commtd
• The Evaluation of the Results of the commn
 IMC an integral part of mktg
• Functions of IMC:
• To Inform; Generate Awareness
• To Persuade; Induce Trial, Purchase; r/ships.
• To Remind; Repurchase; Build long term R/ships
with existing/potential customers.
• Processes in IMC:
• Planning
• Executing
• Controlling n Evaluation
 IMC Strategies
• Determination of target audience
• Establishment of objectives
• Setting of budgets
• Analysis of social, competitive, cultural n
technological issues
• Evaluation and feedback regarding the
effectiveness of promotional strategies
adopted.
 IMC Mix
• Publicity
• Personal Selling
• Media Advertising
• Public Relations
• Sales Promotions
• IMC conveys info on all elements of M.Mix:
• 4 P’s + Process, People, Physical Evidence.
 Contemporary perspective of IMC
• IMC is a strategic business process used to
plan, develop, execute and evaluate
coordinated, measurable, persuasive brand
communications programs over time with
consumers, customers, prospects, employees,
associates and other targeted relevant
external and internal audiences. The goal is to
generate both short-term financial returns
and build long-term brand and shareholder
value. Don Schultz- North Western Univ.
 Reasons for growing importance of
IMC
• Fading age of mass marketing to the new era of
micromarketing. Fragmentation of consumer
market and proliferation of media. Shift from
traditional media advtg to other promo forms n
non-traditional media. Cost/ pdt placement in
films.
• Rapid growth of internet n social media.
• Shift in mktplace power from manufacturers to
retailers. Small to big retailers; sales promo tools
to gain s/term results fast.
 Reasons for growth of IMC
• Growth and development of database marketing:
companies have extensive data:
• Customer names; geographic, demographic,
psychographic profiles; purchase patterns; credit
and other financial info; other relevant
characteristics.
• Use above to target customers thro direct mktg
methods- telemktg, email mktg, direct mail etc –
for CRM, cust preferences, modify p/s to suit
custs.
Reasons for growth importance of IMC
• Greater accountability for advtg agencies and
changes in compensation packages:
• Specialized MARCOM firms
• Incentive based systems of compensation-
sales, mkt share, profitability.
• For building and maintaining brand identity
and equity for creation of well-known brands
that have favorable, strong, unique
associations in the mind of consumers.
 Advertising and Promotion- An IMCA
Shimp
• Pg 25 Table 1 Tools of Marketing Comms
• Pg 28 Table 1.2 Five key features of IMC
• Pg 37 Table 1.3 Making brand level MARCOM
decisions and achieving desired outcomes
• All MARCOM should be: 1. directed to a
particular market. 2. clearly positioned. 3.
created to achieve a specific objective. 4.
undertaken to accomplish the objective within
budget constraint.
 A&P- An IMCA- Shimp
• Pg 53- Fig2.1- A Customer-based brand equity
framework
• Pg 54- Fig2.2- The brand awareness pyramid
• Pg 63- Fig2.8- Leveraging brand meaning from
various sources.
 Buying decision process
• Need recognition- process of a consumer:
• Functional- existing solution dissatisfactory-
Android phones
• Recognize problem over time- large house
• Routine depletion- petrol
• Unpredictable problems- car breakdown
• Emotional/psychological needs- status
 C.B. D.P.
• Consumers have several needs at same time
• Prioritize needs based on:
• Magnitude of discrepancy- desired/present
• Relative importance of the problem
• Need inhibitors to overcome by consumers.
• Information search- internal/external
• Evaluation of alternatives- awareness set to
smaller set to evolved/consideration set. Low
involvement/High involvement products.
 C.B.D.P.
• Purchase- consumers: place mode of purchase
payment terms, delivery of product, install
and training for usage of product.
• Post- Purchase evaluation of decisions:
• Cognitive dissonance
• Reassure.
 Communication Response Hierarchy
• A- Attention- powerful words, eye catching
images
• I-Interest- engage, spend more time on
message in detail- focus on their need
• D-Desire- link the benefits/features
• A-Action- ensure buy- easy buy details.
 Setting communication objectives:
DAGMAR Approach
• DAGMAR means Designing Advertising Goals
for Measured Advertising Results. Steps:
• Determining advertising objectives:
• Who is the Target market- demographics,
psychographics, geographic, geodemo etc
• What emphasis- features, benefits, emotions
• What goals- awareness, understanding,
attitudes n influence to buy, product trial,
repeat buy.
 Determining ad objectives
• Where- geographic markets to emphasize
• When- months seasons best to advertise
• How- to decide how often the product needs
to be advertised.
• Hierarchy- of- effects model in setting objctvs:
• Attitudes- Attitude Reinforcement
• Unawareness- Awareness- Expectations- Trial
Brand Loyalty
• Beliefs- Belief Reinforcement. Glycerine soap
 Objective setting
• Implications: Making consumers aware of a
new brand; influencing their expectations
about a brands attributes and benefits;
encouraging them to try the brand.
• Good advtg objectives must specify the foll:
• Must include who, what, when to accomplish
• Must be quantitative and measureable
• Must specify the amount if change- 60%
 Objective setting
• Objectives must be internally consistent-
compatible with other components of
marketing communication mix. Sales increase
• Must be clear and in writing- disseminated
and responsibility.
• Direct objectives used to initiate certain
behaviors or actions like:
• Advertising by retailers; Direct response advtg;
Sales promotion advtg; BtoB advtg.
 Objective setting
• Indirect objectives:
• Corporate advertising at national level- image
brand building
• Traditional view on using sales volume as an
advtg objective
• Heretical view
• DAGMAR:
• Awareness; Comprehension; Conviction; Action
Brand Positioning thru Advertising
• In today’s times of product parity, it is the
image of the brand that sells.
• Positioning is what a product does for the
target market.
• Advertising conveys and reinforces the
positioning and creates an image of the brand
over a long period of time.
• Despite change in chief/agency
 Identifying and Understanding the
Target Audience
• T.A.- refers to a group at which the advertising
is targeted/aimed; surety to buy the product.
• Consumer target market- socio-economic
group, age, gender, buying frequency, lifestyle.
• Business target market- type of industry, order
size, product specs, buyer-seller r/ship.
• Research target audience- their choice, select-
ion, why buy criteria shaped by external and
psychological factors.(age/perceptions).
 Identifying and understanding the
target audience
• Advertising in business markets has different
criteria.
• Purchase Manager- Cost; Engineer- technical.
• Ads with different appeals/media to influence.
 Campaign Planning Process
• Define the advertising objectives:
• Direct-action advertising- induce buy now
• Indirect-action advtg- stimulate Dd for later
• Ad objective- buy brand whenever needed.
• Position the Offering:
• Ads position products in consumer’s mind by:
• Product characteristics/customer benefits-
cavity/fresh breath
• Price-quality- Superior qlty at premium
 Campaign Planning Process
• Product use- toothpaste-Colgate
• Product user- brand ambassador
• Product class- 7 UP
• Symbols using competition as reference-
Thumbs Up
• Using competitor image as reference point
while focusing on its own brand image – i10
 Campaign Planning Process
• Create Awareness:
• Preconditioning customers to buy and know
the company, products, personnel.
• Advertising Stimulates Trial:
• New product/Brand introduction- increases
diffusion rate among target consumers
• Try pdt, experience qlty, build confidence for
pdt. Various promotional campaigns also do
the same.
 Campaign Planning Process
• Remind, reiterate, reinforce, recall:
• Based on PLC; ad objectives:
• Consolidate mkt share/profits
• Ensure high sales
• Creating barriers for entry of competitor’s
brand.
• Ensure support to sales force:
• Cold calling; tough nut to crack.
 Campaign planning process
• Correct misconceptions:
• Tarnished reputations of brands/cos due to –
ve publicity, advtg helps resuscitate image.
• Establish the ad spends:
• Ad spend is part of total comm spend of co.
• %age of sales method:
• Demerits: % may decrease with less sales and
impact brand adversely.
 Campaign Planning Process
• Not in sync with overall market opportunities
and communication objectives.
• Affordability Method:
• Based on company’s present status and
affordability. Demerits:
• Unscientific; ignores comm objectives and
available market opportunity to ensure sales
and growth of brand.
 Media Decisions
• Choice of media class – include outdoor, tv,
radio, mobile, internet etc
• Different media vehicles- include program,
magazine, journal, newspaper etc
Evaluation of advertising effectiveness
• Measure ad effectiveness by seeking foll ans:
• What should be evaluated?
• When should it be evaluated?
• How should it be evaluated?
Ad Effectiveness- What to measure
• Market Research or Advertising Research done
to know if advertising objectives are met, like:
• Brand awareness creation
• Positioning a brand
• Inducing trial for a brand by target customers
• Support to sales team; generate sales.
• Remove misconceptions of brand- competitrs
• Trade/dealer - improvement of stock levels etc
• Pre- Testing; Post- Testing.
 When and How to Measure
• Can measure effectiveness, Before/During/
After a given promotional campaign.
• Pre-Testing- kind of response that can be
expected from target to ad campaign. Eg
• Pre-testing TV commercials: checks how it
communicates the brand attitudes, copy
comprehension, interest created in brand.
• Folder techniques used for above.
 Post-testing research
• How target reacted to ad/promotional
campaign; to plan future ad/promo campains.
• If sales increased.
• Altered usage patterns, extent of usage
• Recall status- long term- media decisions-
check with Q&A, coupons etc
• Advertising is where creativity and commerce
meet. Both important aspects.
 Improve advtg results
• By understand customer mindset; how he
decides to see/buy; know the triggers.
• Advertiser: expose customer to the commn;
understand commn correctly; store in memory
and make buy decision.
• Customer: selective exposure, perception,
retention, decision.
• Advertiser: influencers/mediators,
strong/weak attitudes, behaviors, reasons.
 Organize campaign development
• 4 options for advertiser to evaluate/choose:
• Tie-up with different agencies
• Have own advertising dept with all functions
• Involve a reputed ad agency with specialized
professional skills
• Mix of in-house and specialized outside
agencies.
• TYPES OF MEDIA- STRENGTHS/WEAKNESS
Media Planning, Selection/Scheduling
• Media planning means optimal usage of ad
space and time. Coordination of marketing
strategy, advtg strategy, media strategy.
• 4 elements for developing media strategy:
• Selection of target customers
• Defining the media objectives
• Selection of media vehicles and categories
• Negotiating and buying the chosen media
 Changing face of advertising
• The spin, the story, the message, the call to
action, the image, the placement, the
measurement, the refinement:
• It all adds up to a powerful cocktail that can
ultimately change the world.
 Module 3
05 April 2016
• Belch n Belch Chapter 3
• The role of Ad Agencies n other Marketing
Communication Agencies.
• Nike v/s Under Armour
• Phil Knight, Beaverton, Oregon- Global sales
$20 billion- “Swoosh- Just Do It”. v/s Founded
1996 Kevin Plank- Sales $725 million in 2009-
“We must protect this House”.
Participants in the IMC process- pg 85
• Advertiser (client)
• Advertising Agency
• Media Organizations
• Marketing Communication Specialist Orgns:
• Direct Marketing agencies
• Sales promotion agencies
• Interactive agencies
• Public Relations firms
• Collateral services- support functions to above
 Participants in IMC process
• Clients: the key in the process; provide funds to
advertise/promote products, services, causes;
final decision maker; use its advtg dept, set up in-
house agency/ outside agency.
• Advertising Agency: outside firm specializes in the
creation, production, and/or placement of
communications message to facilitate IMC
process; large advertisers use many agencies for
various brands, specialized media agencies,
regional agencies for ads for specific ethnic
markets.
 Participants in IMC process
• Media Organizations:
• Media’s primary function- information, entert-
ainment to subscribers, viewers, readers.
• Have editorial and program content to attract
consumers to buy and view/read.
• So advertisers/agencies buy time/space to
communicate messages to target customers in
cost effective manner.
 Participants…
• Specialized Marketing Communication Svcs:
• Area of expertise services
• Direct Marketing Agencies, Sales Promotion
Agencies, Interactive Agencies, P.R.firms.
• Interactive agencies- develop and maintain
websites.
• P.R.firms- generate and manage publicity of
company, product, service; focus on relation-
ships and communication with relevant publics.
 The Client’s Role- Organizing IMC
• Every organization (client) uses some form of
marketing communications.
• Depends on several factors:
• Size of the organization
• The number of products it markets
• Importance of IMC in its M.Mix
• Advertising and Promotion Budget
• Its marketing organization structure
 The Client’s Role- Centralized
• Marketing personnel directly involved in
advertising decisions:
• Inputs to campaign plans
• Agency selection
• Evaluation of proposed programs.
• Responsibility rests with Ad/Comm Manager
• All elements of IMC must communicate
uniform, clear, positive campaign messages.
 The Client’s Role- Centralized
• The Centralized System:
• Marketing divided on functional lines:
• Marketing Research; Advertising; Sales;
Product Planning.
• Head: Advertising Manager/ Marketing Com-
munications Manager. Functions include:
• Planning and Budgeting- based on Mkt Plan
• Administration and Execution
 The Client’s Role- Centralized
• Coordination with other departments:
• Coordination with outside agencies and
services like:
• Media buying services; brochure; pop mats et
• Used by companies with limited product/svc
lines, ltd divisions and brands.
• Helps coordinating ad program from central
point , engages top mgmt expertise
• Process easier, expertise, experienced decision
making.
The Client’s Role- Decentralized