IMC – SESSION 10, 13

• Advertising is a paid,
mediated form of
communication from an
identifiable source,
designed to persuade the
receiver to take some
action, now or in the future
 • five critical communications
functions:
• Informing (improves Brand
Image + TOMA)
• Influencing (PRIMARY DEMAND
Advertising (for product) + SECONDARY
DEMAND (for brand)
Functions • Reminding and increasing
salience
• Adding value, (by improving
consumer perception)
• Assisting other company efforts.
The
Advertising
Management
Process
 • DESCRIBE ADVERTISING
MANAGEMENT PROCESS FOR
1. A NEW ELECTRIC CAR TO BE
CLASS LAUNCHED IN INDIA
2. DRIVERLESS CAR TO BE
ACTIVITY LAUNCHED IN INDIA
3. CAR WHICH CAN RUN ON –
ROAD, WATER and AIR
 • Objectives Must Include a
Precise Statement of Who,
What, and When
Setting • Objectives Must Be
Quantitative and Measurable
Advertising • Objectives Must Specify the
Amount of Change
Objectives • Objectives Must Be Realistic
(SMART) • Objectives Must Be Internally
Consistent
• Objectives Must Be Clear and
in Writing
 The Objective-and-
Percentage-of-
Task Budgeting
Sales Budgeting
Method
Formulating
Budget Budgeting via the Budgeting via the
Competitive Parity Affordability
Method Method
 Effective
advertising
satisfies the
It extends from sound marketing
following strategy
considerations:

Effective advertising takes the

consumer’s view.

Effective It finds a unique way to break

through the clutter
Advertising
Effective advertising never
promises more than it can deliver.

It prevents the creative idea from

overwhelming the strategy.
 • “CAN” ELEMENTS:

CREATIVITY • CONNECTEDNESS
• APPROPRIATENESS
• NOVELTY
 Simplicity

Unexpectedness
Getting Concreteness
Messages
Credibility
to “Stick”
Emotionality

Storytelling
Implementing Advertising Strategy

Strategy implementation deals with the tactical,

day-to-day activities that must be performed to
carry out an advertising campaign.

For example: selection of specific types of

programs and times at which to air a commercial
is a tactical implementation matter.

The actual way the message is delivered is a

matter of creative implementation.
 • Assessing effectiveness is a
critical aspect of advertising
management—only by evaluating
results is it possible to determine
whether objectives are being
Measuring accomplished.
Advertising • This often requires that baseline
Effectiveness measures be taken before an
advertising campaign begins and
then afterward to determine
whether the objective was
achieved.
• Incredible India: Evaluating
Advertising Effectiveness
• The Role of Celebrity
Endorsers in Advertising
 • (1) celebrity and audience
matchup,
• (2) celebrity and brand
matchup,
Practical • (3) celebrity credibility,
Issues in • (4) celebrity attractiveness,
Selecting • (5) cost considerations,
Celebrity • (6) a working ease or
difficulty factor,
Endorser • (7) an endorsement
saturation factor, and
• (8) a likelihood-of-getting-
into-trouble factor.
 1. Celebrity Match with
audience
• What are common
characteristics, values ?

Class Activity
2. Celebrity Match with
brand
• What are common
characteristics, values ?
 • The selection process of
high-priced celebrities is
facilitated with Performer
The Role Q Scores that are
of Q commercially available
from a New York–based
Scores firm called Marketing
Evaluations
(www.qscores.com)
 Marketing Evaluations obtains Q Scores for
over 1,800 public figures

Participants are asked two straightforward

questions for each public figure:
(1) Have you heard of this (2) if so, do you rate him or her poor, fair,
person? (a measure of good, very good, or one of your
familiarity); and favorites? (a measure of popularity).

The calculation of each performer’s Q score or

quotient:

The popularity percentage is divided by the familiarity

percentage, and the quotient is that person’s Q Score.
 Q SCORE =
Popularity % /
Familiarity %
• For example, assume that a study by
Marketing Evaluations determines that 90
percent of panel participants indicate that
they are familiar with Britney Spears and
that 15 percent consider her a favorite.
• Hence, Britney’sQ Score (which is
expressed without a decimal point) is
reported as 17 (i.e., 15 divided by 90 is
roughly 17).
 • Ogilvy 
• Lowe Lintas 
• McCann Worldgroup
• Leo Burnett
ADVERTISING
AGENCIES
• FCB Ulka
• DDB Mudra
• Dentsu
• Wunderman
Thompson
• BBDO India
• Wieden+Kennedy
• Publicis Worldwide
India
• L&K Saatchi & Saatchi
• Rediffusion
• TBWA India
• Grey Advertising
 • SELECT ONE
ADVERTISING AGENCY
OF INDIA
• DESCRIBE – History,
GROUP KEY ACCOUNTS,
ASSIGNMENT NOTABLE WORK
(10 Marks) DONE / AWRADS WON
• SHOW 2/3 VIDEOS OF
BEST ADS MADE BY
THEM alongwith your
analysis
 (1)CASE ASSIGNMENT (10
MARKS)
• GROUP CLASS ASSIGNMENT
• INCREDIBLE INDIA
TOTAL (2) (AD AGENCY –
ASSIGNMEMT) – 10 MARKS
– 40 1st September 2020
(presentation)
MARKS (3)IMC- INTEGRATED MC
ASSIGNMENT (20 MARKS)
31st August 2020 - Deadline
 Key Accounts: Vodafone Idea,
Mondelez, Unilever, Tata Group, ITC
Group, Dabur, IBM, Amazon, Asian
Paints, Bajaj Auto, BMW, Wipro, ICICI
Bank, BP Castrol, CEAT, The Coca-Cola
No 1 –  Company and American Express.

Ogilvy Notable Work (2018-19): MP Tourism

(‘Destination Photo’), Uber (Cricket
World Cup fan anthem), Pidilite’s Dr.
Fixit , Hamam (HUL) Titan Raga
(‘Flaunt Your flaw’)