1. Advertising & Integrated
Marketing Communication
August 30, 2012 1

2. Learning Objectives of the Course
On completing the course it is expected that you will be
able to
 Evaluate the need for Marketing Communication for a
Brand
 To Conduct relevant research & formulate the
Communication Objectives for a Brand
 To successfully liaison between the Advertising Agency &
the Client Organization
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3. Learning Objectives …..contd
 To develop effective Creative Strategy for Marketing
Communication
 To develop effective Media Planning for IMC campaign
 To evaluate the Communication & Sales Effectiveness of
Marketing communication
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4. A Recap of Marketing basics
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5. Marketing
 “The process of
planning and executing Product
the conception, pricing,
promotion, and
distribution of ideas,
goods and services to
create exchanges that Marketing
Promotion Price
satisfy individual and Mix
organizational
objectives.”
Place
- American Marketing
Association
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6. Definitions….contd
 Identifying and Satisfying Needs profitably
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7. Marketing communication
 Purpose: Seek a
cognitive, affective
Event
Advertising
or behavioral Marketing
response from the Interactive
tools & Sales
target audience Unconventional
tools
Promotion
Direct Public
 Marketing Marketing Relations
communication mix
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8. The growth of advertising & promotions
(India)
Year Advertising % Growth over
expenditure last year
(Rs. Crores)
2008 21,000 20.0
2007 17,690 22.0
2006 14,505 21.7
2005 11,915 15.1
2004 10,354 10.9
2003 9,329
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9. The growth of advertising & promotions
(Worldwide)
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10. The Philosophy of
Integrated marketing communication
Advertising
Interactive tools Sales Promotion
IMC
Unconventional Direct
tools Marketing
Public
Relations/
Publicity
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11. IMC
 Bring together all tools of Marketing Communication to send
consistent messages to target audiences
 A Concept of Marketing Communication Planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of Communication
disciplines ( like Advertising, Sales Promotion, Public
Relations, Events etc) and combines these disciplines to
provide clarity, consistency and maximum impact
 Proposed by Communication specialists Michael hammer &
James Champy in 1980
 Led to reorganizing of traditional advertising agencies. Eg –
O&M in India
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12. The Case of IMC for Incredible India
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13. Incredible India
 Background- Historically India was a less
preferred international tourist destination
 Unorganised promotions by State run tourism
boards, tour operators, Indian Delegates etc.
 Post 9/11 worldwide tourism industry was in a
slump- opportunity for India
 Objective – Differentiate India from competing
destinations by developing a unique, upmarket
image for India as a Tourist destination
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14. Incredible India ….contd
 Target Audience – Affluent Tourists from US, Europe, Asis
Pacific and Middle East
 USP – Ancient country with rich wildlife, The
Himalayas, Yoga, Ayurveda, festivals & spiritual therapy.
 The department of tourism braught together all sources of
communication.
 The iconic ”Incredible !ndia” logo, where the exclamation
mark that formed the “I” of India was used to great effect
across all communications.
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15. The Communication Mix for Incredible India Campaign
 Advertising served the primary purpose of generating
awareness
 Public Relations complemented by lending authenticity,
addressing issues such as Safety
 Special Events – eg – Incredible India Road Shows built up
excitement
 Participation in Industry Fairs –
 Direct Marketing – Print , electronic and audio visual mailers
 Online Marketing – Banner ads, detailed interactive website
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16. The Impact
 IMPACT - The campaign successfully established India as a
high-end tourist destination, generating a 16% increase in
tourist traffic in the first year.
 the Incredible India campaign focused on spiritual tourism,
resulting in a 28.8% increase in tourist traffic and a no.1
ranking in the Travel+Leisure readers survey.
 In 2003, Condé Nast Traveller selected India as one of the top
ten preferred destinations for the discerning traveller. “India’s
results are very exciting and show the country’s increasing
popularity amongst sophisticated travellers. It also reflects
very positively on the individuals involved in promoting India
as a premium tourist destination.” Sarah Miller, Editor, Condé
Nast Traveller, 2003.
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20. August 30, 2012 20

21. August 30, 2012 21

22. Advertising
 Any paid form of non-
personal presentation
and promotion of ideas
or products by an
identified sponsor
 Objectives
 Inform
 Persuade
 Remind
 Reinforce
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23. Advertising
Strengths Weaknesses
Informs, persuades,
Expensive
reminds, reinforces
Builds brand equity Cluttered
Can reach large
audiences
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24. Advertising types
Selective-
Brand-building Public service
demand
Tactical Corporate B2B
-Direct response
National Advocacy Trade
Retail Primary-demand …
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25. Quick Q!
Ramroti Ltd. has come up with a first-of-its-kind
portable device that can make up to 500 rotis at
a time. Which of the following types of
advertising is most important to sell the
product?
a. Trade advertising
b. B2B advertising
c. Primary-demand advertising
d. Selective-demand advertising
e. Brand-building advertising
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26. Sales promotion
Changes the price-value relationship of a product
Increases Increases
value value
OR OR AND
Decreases Decreases
price price
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27. Sales promotion tools Rebates Contests
Sampling Sweepstakes
Loyalty
Coupons
points
Consumer
Price Point-of-
discounts sales purchase
promotion Price deals Trade shows
Sales Training
contests programmes
Allowances
Trade sales Cooperative
promotion advertising
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28. Balancing sales promotion:
How much is too much?
Strengths Weaknesses
Immediate results Short-term results
Direct impact on sales Makes consumers deal prone
Measurable May erode brand equity & loyalty
Clears extra inventory Cluttered
Fights competitive promotions
Gets trade support
Less expensive than advertising
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29. Direct marketing Tools
 One-to-one approach that
uses advertising media to Direct mail
produce an inquiry, a
transaction and some
other immediate response Direct response TV/radio
 No intermediary between Mail-order catalogues
manufacturer & customer
 Requires a database Internet
Telemarketing…
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30. Direct marketing
Strengths Weaknesses
Highly targeted Expensive
Measurable Not suitable for large audiences
Personalization & customization
possible
Two-way communication
Relationship building
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31. Publicity
 Non-personal Tools
communication by third-  Press releases
party sources regarding  Press conferences
an organization’s  Special events
products  Opinion polls
 Interviews
 Contests
 Weblog writeups…
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32. Public relations
 Positively influencing Tools
public opinion to build  Publicity tools
goodwill, and earn  Community affairs
appreciation and
 Events and conventions
acceptance
 Corporate advertising
 May result in publicity
 Lobbying…
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33. The publics of PR
Community
Media Customers
PR
Government Employees
Shareholders
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34. Publicity/PR
Strengths Weaknesses
Builds goodwill Little control
Low cost Hidden costs
Reaches many audiences Difficult to measure
No direct impact on sales
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35. Internet as a
communication tool
Strengths Weaknesses
Direct, interactive Smaller audiences
Low in cost Difficult for non-savvy audiences
Personalized
Targeted
Up-to-date
Less intrusive
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36. Internet tools
Websites
Emails
Blogs
Discussion forums
Online games…
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37. Personal selling
 Personal presentation by Strengths
a representative of an  Targeted, flexible,
organization with the interactive, measurable,
purpose of influencing offers immediate
consumer buying feedback, ideal for high-
decision, making a value & high-deliberation
sale, or building long-term products & niche
audiences
relationships
Weaknesses
 Expensive, not suitable
for large audiences
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38. Unconventional media
Packaging
Customer
POP
service
Novel
Events, Media Advertising
Trade shows specialties
Sponsorships
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39. Quick Q!
Which of the following tools of communication is
likely to create the highest credibility among
consumers?
a. Advertising
b. Publicity
c. Sales promotion
d. Packaging
e. Personal selling
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40. Integrated marketing communication (IMC)
 Various promotional tools provide consistent
messages to target audiences for clarity, consistency
& impact
 One voice, one message, one strategy
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41. Pepsodent Bhoot Police
Jingle on ‘The School contact Interactive Chorus by
Midday show’ programmes website dabbawallas
Encourage kids
Pepsodent
to brush teeth Contest to
commercials at night write lyrics
12 lakh kids signed the pledge,
campaign won EMVIES’06
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42. Why IMC?
Changing
Decreasing impact compensation Need for a single
of advtg structure of brand custodian
agencies
Tighter control
New ways to reach Need for brand
over
consumers identity
communication
Demand for
Emphasis on
greater
relationship mktg
accountability
Growth of database Growth of
mktg international mktg
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43. The IMC model Marketing plan Product
(objectives & strategies)
Promotion
Integrated Price
Advertising Marketing
Low control
Sales Promotion
messages
Place
IMC
Direct
Interactive tools
Marketing
Public
Unconventional
Relations/
tools
Publicity
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44. Corporate objectives & IMC objectives &
strategies strategies
Marketing objectives &
strategies
The IMC planning process
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45. The IMC Plan
Situational analysis
Problem/opportunity
determination
Communication objectives
Budget determination
IMC
strategies
Implement & monitor
activities
Evaluate the
Planning process
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46. Cadbury manages a crisis with IMC
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