An Introduction to Integrated

Marketing Communications
 What is Communication?

Communication is art and process of creating and

sharing ideas and thoughts . Effective communication
depends on those ideas and thoughts
 Communication

Watch your thoughts; they become words. Watch your

words; they become actions. Watch your actions; they
become habits. Watch your habits; they become
character. Watch your character; it becomes your
DESTINY.
 Marketing Communication

• What is Marketing Communication ?

• An activity of conveying a meaningful information
from a company to the market
• Ability to communicate effectively is necessary to
carry out the thoughts and visions of an
organization to the people

Is communication
necessary?
Importance of communication
 Illustration
• An old blind man was sitting on a busy street corner in
the rush-hour begging for money. On a cardboard
sign, next to an empty tin cup, he had written:
'Blind - Please help'. No-one was giving him any
money. A young advertising writer walked past and
saw the blind man with his sign and empty cup, and
also saw the many people passing by completely
unmoved, let alone stopping to give money. The
advertising writer took a thick marker-pen from her
pocket, turned the cardboard sheet back-to-front, and
re-wrote the sign, then went on her way. Immediately,
people began putting money into the tin cup. After a
while, when the cup was overflowing, the blind man
asked a stranger to tell him what the sign now said.
"It says," said the stranger,

‘It’s a beautiful day. You can see it.

I cannot.' "
 Traditional Marketing Approach

Sales
Special
Point of promotion
events
purchase Interactive
marketing

Media
Packaging
Adver-
tising
Public
relations
Publicity Direct
Direct
marketing response
 Contemporary IMC Approach

Sales Direct
Packaging
promotion response

Media
Point of
purchase Adver-
Public
tising relations
Publicity

Interactive
marketing Direct
Special
marketing
events
Save our Tigers campaign by Aircel
Coordinated Marketing Elements Build Image
 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 programsprograms with
with
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 isis to
to
generate
generate short-term
short-term
financial
financial returns
returns and
and build
build
long-term
long-term brand
brand value.
value.
Behind the Growing Importance of IMC

From Toward
Media
Media advertising
advertising Multiple
Multiple forms
forms of
of communication
communication

Mass
Mass media
media Specialized
Specialized media
media

Manufacturer
Manufacturer dominance
dominance Retailer
Retailer dominance
dominance

General
General focus
focus Data-based
Data-based marketing
marketing

Low
Low agency
agency accountability
accountability Greater
Greater agency
agency accountability
accountability

Traditional
Traditional compensation
compensation Performance-based
Performance-based compensation
compensation

Limited
Limited Internet
Internet availability
availability Widespread
Widespread Internet
Internet availability
availability
 MARKETING COMMUNICATIONS

A process by which product

information is transmitted to the
target audience

PRODUCT

INFORMATION

TARGET AUDIENCE
 MarCom: MAIN OBJECTIVES

REMINDING
INFORMING
•Product
•Product Launch
Sales Growth phase
phase
•Competitive
•Explanations of
Product’s TARGET positioning
features & benefits AUDIENCE

PURSUADING
•Product Maturity phase
•Applies to consumers’ memory
(brand specific)
 MarCom Mix

PR Advertising Event
Marketing
Sponsorship Product
placement
Communication
Merchandising New
Program
Media

Internet POS
materials
Mobile Sales
Communications Promotions
 Advertising

• Paid forms of non-personal

communication
– About an organization, product, service,
or idea by an identified sponsor
– No feedback from audience
– Important for products and services
aimed at mass consumer markets
– Cost effective
The Most Common Forms of Advertising

National
National Advertising
Advertising

Retail/Local
Retail/Local Advertising
Advertising

Primary
Primary vs.
vs. Selective
Selective
Demand
Demand Advertising
Advertising
Consumers

Business-to-Business
Business-to-Business Advertising
Advertising

Professional
Professional Advertising
Advertising

Trade
Trade Advertising
Advertising
Organizations
 Direct Marketing

Direct
Direct
Mail
Mail
Direct
Direct
Internet
Internet Response
Response
Sales
Sales Advertising
Advertising
Direct
Direct
Marketing
Marketing
Shopping
Shopping Telemarketing
Telemarketing
Channels
Channels

Catalogs
Catalogs
Bose Uses Direct Response Advertising

Includes call
for action.
Phone number,
mail-in form,
website address
provided.
 Interactive/Internet Marketing

• Back-and-forth communication
– Users participate in and modify the form
and content of information
– Happens in real time
• Interactive media
– Internet
– CD-ROMs
– Kiosks
– Interactive television
– Digital cell phones
 Using the Internet as an IMC Tool

The
The
Internet
Internet

Educates
Educates oror AA persuasive
persuasive AA sales
sales tool
tool
informs
informs advertising
advertising or
or an
an actual
actual
customers
customers medium
medium sales
sales vehicle
vehicle

Obtains
Obtains Provides
Provides Builds
Builds and
and
Communicates
Communicates
customer
customer customer
customer maintains
maintains
and
and interacts
interacts
database
database service
service and
and customer
customer
with
with buyers
buyers
information
information support
support relationships
relationships
 Sales Promotion

Coupons
Samples Trade Allowances
Premiums
POP Displays
Contest
Refunds/Rebates Training Programs

Bonus Packs Trade Shows

Loyalty Programs
Events

Consumer-oriented Trade-oriented
[For end-users] [For resellers]
 Sales Promotion

• Most of the promotional budget now

goes to sales promotion
– Declining brand loyalty
– Increased consumer sensitivity to “deals”
– Larger and more powerful retailers are
demanding more trade promotion support
 Publicity Vehicles

Feature
Feature
Articles
Articles

News
News Interviews
Interviews
Releases
Releases Publicity
Publicity
Vehicles
Vehicles

Press
Press Special
Special
Conferences
Conferences Events
Events
BASIS FOR COMPARISON ADVERTISING
Meaning The activity of generating
advertisements of products
and services to
commercialize them is
known as Advertising.
What is it? It is what the company says
about its product.
Cost involved Very expensive marketing
tool.
Given by Company and its
representative
Is it under the control of the Yes
company?
Which type of message it Positive
conveys?
Credibility and Reliability Less
PUBLICITY
The activity of providing
information about an entity,
i.e. a product, an individual
or a company to make it
popular is known as
Publicity.
It is what others say about
the product.
Free of cost.
Third Party
No
It may be positive or
negative.
Comparatively more

Focus on Target Audience Awareness

Repeatation Yes No
Guerrilla Marketing
Ambush marketing
 Public Relations

Systematically planning and

distributing information in an attempt
to control and manage image and the
nature of the publicity received.
 Publicity Vs Public Relations
BASIS FOR
PUBLICITY PUBLIC RELATIONS
COMPARISON
Meaning Publicity refers to a Public Relations is a
public relation function, marketing tool, that is
that uses any used to maintain
communication channel goodwill and reputation
to convey news or of the company and its
information about product among people.
someone or something,
through media.
Control It is not under the It is controlled by the
control of company. company

Nature Positive or Negative Positive

Form of communication Non-paid Communication Paid Communication

Intends Public awareness Public attention

 Public Relations Tools

Cause-related
Marketing

Publicity
Publicity Special
Special
Vehicles
Vehicles Publications
Publications

Community
Community Corporate
Corporate
Activities
Activities Advertising
Advertising

Public Affairs
Public Affairs Special
Special Event
Event
Activities
Activities Sponsorship
Sponsorship
 Personal Selling

• Person-to-person communication
– A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
The Nature of Communication
Source Encoding
 Forms of Encoding

Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation

••Spoken
Spoken ••Pictures
Pictures ••Arrange-
Arrange- ••Action/
Action/
Word
Word ment
ment Motion
Motion
••Drawings
Drawings
••Written
Written ••Instrum-
Instrum- ••Pace/
Pace/
Word
Word ••Charts
Charts entation
entation Speed
Speed
••Song
Song ••Voices
Voices ••Shape/
Shape/
Lyrics
Lyrics Form
Form
The Semiotic Perspective

Object
Object
(brand)
(brand)

Interpretant
Interpretant Sign/Symbol
Sign/Symbol
(intended
(intended (image)
(image)
meaning)
meaning)
 Communication Channel

Personal
Personal Nonpersonal
Nonpersonal
Channels
Channels Channels
Channels

Word of Personal Print Broadcast

Mouth Selling Media Media
Marketers Embrace Buzz Marketing
Apples for Dessert
Field of Experience Overlap

Different Worlds

Sender
Sender Receiver
Experience Receiver
Experience Experience
Experience

Moderate Commonality

Sender
Sender Receiver
Receiver
Experience
Experience Experience
Experience

High Commonality
Receiver
Receiver
Receiver Experience
Sender
Sender
Experience
Experience
Experience
Experience
Noise
Successful Communication

Select
Select an
an appropriate
appropriate source
source

Develop
Develop aa properly
properly encoded
encoded message
message

Select
Select appropriate
appropriate channel
channel for
for target
target
audience
audience

Receive
Receive feedback
feedback
Analysing the receiver

• Identifying the
target audience
 Hierarchical Response Models

Personal Selling, How Advertising works, New

Product adoption, Influence of Advertising
 Alternative Response Hierarchies

Topical Involvement
High Low
Learning Low involvement
model model
Perceived product

High
Cognitive Cognitive
differentiation

Affective
Conative

Dissonance/ Conative
attribution model
Low

Conative
Affective Affective
Cognitive
Dissonance/Attribution Model
Low-Involvement Products
How Advertising Works
 Design Message

• Message content
Rational
Emotional
Moral

• Message structure
One-sided arguments
Two-sided arguments
stimulus ambiguity
Comparative structure
 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, etc.
“People will forget
what you said, people
will forget what you
did, but people will
never forget how you
made them feel.”
 Bottom Line….

• Emotions rule decision making.

• By focusing on passion, purpose and
personality, your company’s marketing
communication can help you step closer
to consumers and ahead of competition.
 Positive emotional appeal

• Love: J&J
• Romance: Closeup
• Prestige: Tanishq
• Humor: naukri .com Hari sadu
• Bravery: Mountain Dew
• Street smart: Surf excel : lalita ji
 Negative Emotional Appeal

• Fear : Anti smoking

• Death: LIC
• Greed: mazaa
• Envy: Onida
• Disappointment: ericcson
 Questions to answer for creative
communication

• Who is our target?

• Where are we positioned in the mind of the
target?
• How does our competition fare in the mind of
the target?
• What is the ideal positioning we seek with the
target?
• What is our consumer promise, the ‘big idea’?
• What is our supporting evidence for the ‘big
idea’?
• What is the tone of the advertisement?