MODULE-1

Integrated Marketing
Communication
 Communication
The word communication is derived from the
Latin word 'communis' meaning common. It
refers to a natural activity of all humans,
which is to convey opinions, feelings,
information and ideas to others through
words (written/spoken), body language or
signs.

“Communication is an exchange of facts, ideas,

opinions or emotions by two or more persons”
- Newman and Summer
• Communication Objectives:

• To convey the right message

• To give and receive information
• To provide advice
• To receive suggestions
• To persuade people
• To motivate people
• To provide counselling
• To issue orders and instructions
COMMUNICATION PROCESS

• Communications efforts should be

viewed from the perspective of
managing customer relationships over
time.
• The communication process begins with
an audit of all potential contacts a
customer might have with the brand.
• Effective communication requires
knowledge of how communication
works.
 The Communication
Process

Elements in the
Communication Process
• Sender • Encoding
• Message • Decoding
• Media • Response
• Receiver • Feedback
• Noise
SENDER RECEIVER

Message
Message decoded
encoded Message

“Noise”: culture,
values, traditions.

Feedback Feedback
decoded Feedback encoded
 What is Marketing Communication?

Marketing Communication: Creating, delivering, managing,

and evaluating brand messages which are the information
and experiences that impact how a brand is perceived.

Product

Price

Place

Promoti Promotion is the

on Primary Focus
 Marketing Communication
• Philip kotler,
“ Promotion compasses all
the tools in the marketing mix
whose major role is persuasive
communication”.

Objectives of Marketing communication

• To inform
• To persuade
• To remind
 Marketing Communications:
When a company develops a new product, changes an old
one or wants increase sales of an existing product or service,
it must transmit its selling messages to potential customers.
In integrated marketing communications, the company will
carefully coordinate the promotion elements to deliver a
clear, consistent, and compelling message about the
organization and its products.
• It also includes making proper marketing analysis to
communicate with potential customers
 Promotion

•“Promotion consists of those activities that

are designed to bring a company's goods
and services to the favorable attention of
customers.”
•Promotion has been defined as “ the
coordination of all seller initiated efforts to
set- up channels of information and
persuasion to sell goods and services or
promote an idea”
 Integrated Marketing Communication

• Since IMC is a relatively young field,

even some professionals in the real
world are not quite sure what it
entails. Unfortunately, a lot of people
have the mistaken perception that
IMC is simply another term for
advertising.
Philip Kotler on IMC
DEFINING IMC
•• IMC
IMC isis aa strategic
strategic business
business process
process
used
used to
to plan,
plan, develop,
develop, execute
execute and
and
evaluate
evaluate coordinated,
coordinated, measurable,
measurable,
persuasive
persuasive brand
brand communication
communication
programs
programs withwith consumers,
consumers, customers,
customers,
prospects
prospects employees
employees and
and other
other
relevant
relevant external
external and
and internal
internal
audiences.
audiences.
The
The goal
goal of
of IMC
IMC is
is to
to
generate
generate short-term
short-term
financial
financial returns
returns and
and
build
build long-term
long-term brand
brand
value.
value.
• Consumers receive many
marketing messages all day.
• Strategy begins with their
wants or needs and then
works backward to product.
• Must segment market
according to customer
demographics and
preferences.
 Old World New
World Two-way Dialogue
“Talking At” With
Consumers Consumers

Focus on Winning Focus on Building

New Long Term
Customers Relationships With
Consumers

Marketers Use and

Marketers Relied Coordinate Many
Primarily on Different Forms of
Advertising and Communication With
Promotions Consumers
A concept of marketing
communications planning that
recognizes the added value of a
comprehensive plan that evaluates the
strategic roles of a variety of
communication disciplines— for
example, general advertising, direct
response, sales promotion, and public
relations- and combines these
disciplines to provide clarity,
consistency, and maximum
communications impact.
 • In past, many marketersbuilt stron barrier
around the marketing
the gand s
various
functions, planning and managing them promotional
separately
with different budgets, different views of the market
and different goals and objectives.
•Used to use advertising and personal selling
•As marketers embraced the concept of IMC, they
began asking their ad agencies to coordinate the
use of a variety of promotional tools rather than
relying primarily upon media advertising.
• A number of companies began looking
beyond traditional advertising agencies and
using other types of promotional specialists
to develop and implement various
components of their promotional plans.
• For many years, the promotional function in
most companies was dominated by mass-
media advertising.
 The Evolution of IMC
•Integrated marketing communications
calls for a “big picture” approach to
planning marketing and promotion
programs and coordinating various
communication functions.
•With an integrated approach, all of a
company’s marketing and promotional
activities should project a consistent
and unified image to the marketplace.
 Contemporary IMC
Approach (Tools)
Sales Direct
Packaging
promotion response

Media
Point of
purchase Adver-
Public
tising relations
Publicity

Interactive
marketing Direct
Special
marketing
events
Behind the Growing Importance
of IMC
From Toward
Multiple
Multiple forms
forms of
of
Media
Media advertising
advertising communication
communication
Mass
Mass media
media Specialized
Specialized media
media
Manufacturer
Manufacturer Retailer
Retailer dominance
dominance
dominance
dominance
General
General focus
focus Data-based
Data-based marketing
marketing
Low
Low agency
agency Greater
Greater agency
agency
accountability
accountability accountability
accountability
Traditional
Traditional Performance-based
Performance-based
compensation
compensation compensation
compensation
Limited
Limited Internet
Internet Widespread
Widespread Internet
Internet
availability
availability availability
availability
 IMC Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Advertising Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
objectives objectives objectives objectives objectives objectives

Message Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
strategy strategy strategy strategy strategy strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program
 Stages in
development of IMC
 BUYER-REDINESS STAGES
• The target audience may be in
any of six buyer-readiness
stages, the stages consumers
normally pass through on their
way to making a purchase.

• These stages include awareness,

knowledge, liking, preference, conviction,
and purchase.
AWARENESS

KNOWLEDGE

LIKING

PREFERENCE

CONVICTION

PURCHASE
 Design Message

• Message content
Rational
Emotional
Humor
• Message structure

Conclusion drawing ( leave it to audience?)

Order of Presentation (strongest
arguments first or last)
One sided argument or two sided
argument.
(mentioning only product’s strengths or
strengths and short comings)
 Design message
• Message Source
Source credibility
Endorser

• Message Format
The message has to be considered
depending on which media is going to
be used – e.g. Layouts, props,
models, music, voice, colour, shape,
movement, headline etc.
 Choice of communication channel
CHANNELS
PERSONAL NON PERSONAL

BUZZ MARKETING EVENTS MEDIA

INTERNET
EXPERT PRINT
BROADCAST
NETWORK
SOCIAL ELECTRONIC
DISPLAY
Marketing and Promotions Process
Model
 Marketing and Promotions Process Model

Opportunity Identifying Product Promotion

analysis markets decisions to final
Promotional buyer
decisions
Pricing • Advertising
decisions • Direct
Competitive Market marketing
analysis segmentation Ultimate
• Interactive
Internet/ consumer
marketing
Channel-of- • Sales Interactive • Consumers
distribution promotion • Businesses
decisions
Target • Publicity and
Selecting a public
marketing Promotion
target market relations
• Personal to trade
selling

Positioning Resellers
through
marketing
strategies Purchase
 ADVERTISING
• The word advertising comes from the
Latin word ‘advertere’ which means “to
turn the minds of towards”
• Any paid form of non-personal
presentation and promotion of ideas,
goods, or services by an identified
sponsor. (AMA)
• Newspaper, Magazines, Outdoor
posters, Banners, Hoardings, Direct mail,
Radio, TV, the Internet..
 ADVERTISING
Advertising has six elements:
 It is a paid form of communication
 It is non- personal in nature
 Purpose is to promote ideas about
product and services
 Sponsor is identified
 It reaches large audience
 Message conveyed through large
kinds of mass media
PURPOSE OF ADVERTISING
• Creating awareness (informing)
• Persuasion
• Managing customer loyalty
 PURPOSE OF ADVERTISING

Generating awareness
(informing):

The first task of any

advertising is to make
the audience aware of the
availability of the product or
service and to explain
exactly what it is.
Creating favorable attitude
(persuasion for attitude formation):

The advertising message should create

a favorable attitude towards the brand,
eventually leading the consumers to buy
the brand or bring a change to their past
purchasing pattern.
Managing customer loyalty (Reinforcement
of the desired behavior):

One of the key tasks of modern day

marketing is to make the customers loyal and
reinforce their purchase behavior. This is
because competitors will always attempt to
break the loyalty
NEEDS AND BENEFITS
OF ADVERTISING
PRODUCER

MIDDLEMEN COMMUNITY

CUSTOMER
Role of advertising
• Communication with consumers
• Persuasion
• Contribution to economic growth
• Catalyst for change
• Stimulates demand
• Strengthen other promotion mix
• Develop brand loyalty in the minds of customers
• Reduces costs
• Lowers price
• Competitive weapon
Types of advertising
• On the basis of geographical spread :
 Global advertising
 National advertising
 Local advertising
 Nation and destination advertising
• On the basis of target group :
 Consumer advertising
 Industrial advertising
 Trade advertising
 Professional advertising
 Retail advertising
 Farm advertising
• On the basis of media :
 Audio advertising
 Visual advertising
 Audio- visual advertising
 Written advertising
 Internet advertising
 Verbal advertising
• On the basis of impact required by Advertising
 Promotional Demand
 Direct and Indirect action Demand Advertising
 Institutional Advertising
OTHER TYPES OF ADVERTISING

Non-Commercial advertising:
Advertising sponsored by or for a
charitable institution, civic
group, religious order, political
organization, or some other
nonprofit group to stimulate
donations, persuade people to
vote one way or another, or bring
attention to
social causes.

.
• Commercial Advertising:
Advertising that involves
commercial interests rather than
advocating a social or political
cause.
 Brand advertising: This is most popular
form of advertising as all possible media
including television is flooded with brand
advertising. Brands like Surf Excel,
Pepsi, and coke in India are shown more
frequently on Indian television.
These kinds of advertisements are done
to build brands and develop unique
brand identity for the firm.
 Political advertising: These are done for
political parties, politicians and individual
candidates during elections.
Social advertising: These advertisements are
brought out for a social cause like against
AIDS, sexual exploitation, women trafficking,
child labor and other critical issues in a
society.
Direct response advertising: These
advertisements are used in any medium, which
tries to stimulate sales directly. The consumer
can respond by mail, telephone or Internet.
• Directory advertising: These are the
advertisements done in directories
and yellow pages and followed by
people while collecting a telephone
number or a home address. People
normally refer to these directories to
buy products and services.
Business-to-Business advertising: These
kinds of advertisements are carried out
targeting business and organizational
marketers. These messages are
directed towards retailers, wholesalers
and distributors. These advertisements
are placed in professional journals and
trade association publications.
Public service advertising:
Government and government-sponsored
institutions bring such advertisements for
the benefit of general public. They
communicate a message on behalf of some
good cause. Advertising professionals
create these advertisements for public
relations department of large corporates,
highlighting a social cause.
Interactive advertising: These are
typical internet based advertisement,
which are delivered to individual
consumers who have access to the
WWW. Advertisers use web pages,
banner ads, spots; pop ups and email
programmes to reach the target
audience.
Outdoor advertising:

These are the forms of advertising in which

the marketer uses out of the home media like
wall paintings, hoardings, bulletins, kiosks
and mobile vans for communicating with
audience.
Electronic advertising: These forms
of advertising use electronic media
like television, radio, video and
audiocassette, electronic display
boards, CDROMs for promotion of
products and services.
In Film advertising: These are new
forms of advertising in which brands
are placed inside the film and actors
are shown using these products
during the movie for increasing its
usage among the audience.
 Classified advertisement
• Classified advertisement is a small message or
advertisement that is placed in newspapers, magazines
or periodicals.
• These messages are generally grouped under specific
headings, also called classifications, in a separate
section.
• Classified advertisements are comparatively low-cost
ads.
• It also reaches to maximum target audience.
• Recent times have also seen classified advertisements
on websites, social media networks such as Face
book as well as on Smartphone and Tablets
Uses or types of advertising
given
• Used to give advertisement related to
education, recruitment, obituary,
matrimonial, announcements, business
etc.
 ADVERTISING &
MARKETING MIX
• Advertising and product
• Advertising and Price
• Advertising and Place
• Advertising and Promotion
Advertising V/S Marketing
Mix
Marketing mix
• The activity of understanding the market
conditions in order to identify the customer
needs and creating such a product that it
sells itself.
• Product, Price, Place, People, Promotion,
Process.
• Long term
• Market Research, Promotion,
Advertisement, Distribution, Sales, Public
Relations, Customer Satisfaction.
• Increase sales
• Creating market for the new or existing
product and building brand image.
• Marketing is not advertising.
Advertising
• Advertising is a part of market
communication process which is done
with the aim of seeking attention of the
public towards a particular stuff.
• Promotion
• Short term
• Radio, Television, Newspaper,
Magazines, Hoardings, Social Media,
Sponsorships, Posters.
• Creates Awareness
• Grabbing the attention of the general
public.
• Advertising is marketing
 ADVERTISING APPEAL
• An advertising appeal is the primary claim used
in an advertisement to market a particular
product or service.
• In most cases, the advertising appeal used in a
given advertisement has little to do with the
merits of the product itself.
• At the core lies advertising appeal which is used
to attract the attention of the consumers,
effectively influence their feelings and change
their attitude in favour of the advertised
product/service.
 ADVERTISING APPEAL
• Advertisements, whether they appear in print, on the
Internet, on billboards, or on television, usually have one
major claim that they use to increase the appeal of a specific
product.
• Creating such an appeal encompasses understanding what
the consumers want or need and what excites them
• Key features of an Advertising Appeal
• Communicative
• Good theme
• Uniqueness
• Interesting
• Clarity
• Realistic
 Advertising Appeal
• 1. Rational Appeal
• 2. Emotional Appeal
• 3. Moral Appeal
• 4. Direct Appeal
• 5. Indirect Appeal
 Rational Appeal
• The functional benefits of a product is highlighted.
Industrial buyers are most responsive to rational
appeal. This is generally product oriented appeal.
Types:-
• High quality appeals
• Low price appeals
• Long life appeals
• Performance minted appeals
• Ease to use oriented appeals
COLGATE
 EMOTIONAL APPEAL:-
• An emotional appeal is related to an individual’s
psychological and social needs for purchasing
certain products and services.
 Fear Emotional Appeal
• Fear has been found to force individuals to “to break
from routine and pay close attention to the external
world,” including persuasive messages . Advertisers
sometimes use fear appeals to evoke this emotional
response and arouse consumers to take steps to remove
the threat. For example- Life Insurance and sun screen
lotion .
 Positive emotions
• Humor, love, care, pride, or joy are
shown in advertisements to appeal
audience to buy that product
• Pride Appeal - Micromax Unite 2
appeals to pride in one’s mother tongue.
• Which provide 21 languages in one
phone along with the tagline “ Apni
Matra Bhasha ki aazadi
Negative Emotional Appeal
• This appeal includes fear, guilt, and shame to get
people to do things they should or stop.
• For example : Tobacco kills
 Moral Appeal
• These appeal are those appeals to the
audience which appeal to their sence
of right and wrong.
• This appeal mainly focused on
prohibition, adult literacy, social
forestry, anti smuggling, consumer
protection etc.
Moral Appeal
 Social Appeal:-
• Social factors cause people to make
purchases and include such aspects
as recognition, respect, etc.
 HUMOR APPEAL
• Humor is an element that is used in
around 30% of the advertisements.
Humor can be an excellent tool to
catch the viewer’s attention.
 Direct Appeal
• This type of appeal are those appeals that
clearly communicate with the consumers
about a given need followed by a
message which extols the advertised
brand which satisfy the need.
Indirect Appeal
 MUSIC APPEAL
• Music can be used as types of advertising
appeals as it has a certain intrinsic value
and can help in increasing the
persuasiveness of the advertisement.
 Musical Appeals
 Music can be used as types of advertising appeals as it
has a certain intrinsic value and can help in
increasing the persuasiveness of the advertisement. It
can also help catch attention and increase customer
recall.
 The Idea- ‘Honey Bunny’ jingle is in a very funny
voice and well rhymed. It is equal to a song, and
because of that customers register it easily.
 Reminder Appeal
• Advertising using reminder appeal has the objective of
building brand awareness.
• For example- IPO, income tax, pulse polio awareness
 Teaser Advertising
• Advertisers introducing a new
product often use this appeal. It is
designed to build curiosity, interest
and excitement about a product or
brand. For example- Ponds ad of Saif
& Priyanka
 Comparison Appeal `
• In this appeal a brand’s ability to satisfy
consumers is demonstrated by
comparing its features to those of
competitive brands. For example- Tide
& Surf.
 Statistics Appeal
 Advertisements also use statistics and figures to
display aspects of the product and its popularity in
general. This is used to build confidence among the
customers for the product.
• L’Oreal Paris – Total repair 5 advertisement claims
that 90% of the Indian women trust their product.
ADVERTISING APPEAL IN VARIOUS
STAGES OF PLC
• Pre-Introduction: Light advertising,
pre-introduction publicity.
• Introduction: Heavy use of
advertising, public relations for
awareness, sales, promotion for trial.
• Growth: Advertising, public relations,
branding and brand marketing, personal
selling for distribution
• Maturity: Advertising decreases, sales
promotion, personal selling, reminder
& persuasion.
• Decline: Advertising and public
relations decrease, limited sales
promotion, personal selling for
distribution.
THANK YOU