Introduction to

Integrated Marketing Communications

 Marketing Communications
• Advertising
• Sales Promotion
• Public Relations/Publicity
• Personal Selling
• Direct Marketing & E-marketing
 Integrated Marketing
Communications (IMC)

It is the communications mix adopted

by a company to derive synergies
from the various types of marketing
communications available
Relationship between Promotion,
Promotional Mix and IMC

Process Tools Management

Promotion Promotional Mix IMC

Advertising has its origins in the
U.S. in the early part of the 20th
century
Volney B. Palmer – media broker
Ads were released to make the magazines
interesting and the media paid for the ads
instead of getting paid!
 Ladies Home Journal -1902
“The editor of the Ladies Home Journal
thinks that we publish it for the benefit of
the American women. This is an illusion,
but a very proper one for him to have. The
real reason, the publisher’s reason is to give
you who manufacture things American
women want, a chance to tell them about
your product – Cyrus H. K. Curtis, founder of ladies
Home Journal
 Definitions of Advertising
• Advertising is any paid form of non-
personal presentation and promotion of
ideas, goods and services by an identified
sponsor. – Kotler
• Advertising is a paid, mass mediated
attempt to persuade
• “salesmanship in print”
• Substitute for a human salesman
 Economic effects of advertising
• Provides information
• Maintains or enhances brand equity
• Supports the media
• Provides employment
• Reduces distribution cost
• Provides product utility
• Stimulates introduction of new products
 Ethical Issues to Advertising
• Over 16000 crores is the adspend of this country. Can this not be used for
more productive purposes?
• Goods could be cheaper if such huge adspends were not incurred by industry
• “Advertising makes people buy things which they never knew, which they
don’t need with money that they don’t have”
• Advertising is intrusive and invades personal privacy
• Advertising is manipulative and has a damaging influence on impressionable
minds
• Advertising is offensive and distasteful.
• Advertising promotes and raises aspirations fuelling a materialistic society
• Advertising promotes harmful products like tobacco and alcoholic beverages
• Advertising promotes stereotype thinking
• Advertising leads to deceptive claims being believed by a gullible society
 Advertising Media
• Press TV
• Electronic
Internet
• Cinema
• Radio
• Outdoor
 The Communication Process
Filter Filter

media
Sender Encoding Decoding Receiver

Noise

Feedback Response
Major Institutions involved in the
field of Advertising management
Control Institutions Facilitating Institutions

Government Ad agency

Advertiser Media

Competition Research
suppliers

Markets and Consumer behaviour

 The Advertising Agency
• Client Servicing/Accounts management
• Media
• Creative

• Accounts
• Personnel/HRD
 Niche Agencies
• Media shops – Mindshare, Madison, Starcom
• Creative boutiques – Ray and Kesavan
• Event management agencies- Wizcraft
• Sales Promotion agencies
• Direct marketing outfits – Lintas Direct
• PR houses – Genesis
• Research suppliers – MARG, IMRB, Nielsen
 Role of Advertising within the
Marketing Program
• What can advertising do and cannot do?
• Contribution of advertising to sales
• Mix of ‘Pull’ and ‘Push’ in the
communication mix