INTEGRATED

MARKETING
COMMUNICATION
MARKETING
 CONTENT
UNIT NO. TITLE

1 Introduction

2 Advertising

3 Advertising budgeting & advertising agency

8
UNIT : 1 - INTRODUCTION
◦Overview of marketing
communication
◦Role of IMC in marketing process
◦Factors affecting the marketing
communication mix
◦IMC tools
◦Models of consumer responses
 OVERVIEW OF MARKETING COMMUNICATION (MarCom)

 Convey the message about product or services to the general public.

 Fundamental or complex part of company’s marketing efforts.

 Mixture of techniques which company uses to promote its product or services, convey the msg.
to people etc.

 It includes advertising, direct marketing, branding, packaging, online presence, printed

materials, PR activities, sales presentations, sponsorships, trade show appearances and many
more.

“Are the means by which company inform, persuade and remind consumers,
directly or indirectly about the product & brand they sell.”
ROLE OF IMC IN MARKETING PROCESS

Profitability role
Informative role Persuasive role
(directly or indirectly
(Provide information) (convince buyers)
link with profit)

Relationship building
role Reinforce role
(maintain (strengthen market
relationship with share)
customers)
 FACTORS AFFECTING MARCOM MIX
Nature of product (consumer goods requires mass advertisement but industrial goods requires personal selling,
advertising, displays etc.)
Stages of PLC (at intro. Phase requires aggressive advertising, growth phase requires advertising to max. market
share, maturity phase requires persuasive advertising and at decline phase no or low advertising)
Nature of market (for Industrial market, advertising plays an informative role but for consumer market it plays an
informative as well as persuasive role)
Market size (for limited no. of buyers, direct selling is enough and for large no. of buyers advertising is best)

Market penetration (consumer knows the product and marketer spend more on advertising to motivate the buyers)

Competitive marketing strategy (depends on marketing strategy of competitor)

Characteristics of buyers (how much a buyers aware about the product, influence with friends, family, relatives etc.)

Distribution & pricing strategy (depends on distribution channel & price of product)

Cost of promotion (important factor because it will ultimately bear by consumer)

Availability of funds (depends on funds available for advertising)

 IMC TOOLS

Advertising Personal selling Digital Sales promotion

(paid form of promotion by (face-to-face selling) Marketing (through sample, offers,
identified sponsor) (promotion over internet) discounts, rebates, contest,
coupons, lucky draw etc.)

Direct marketing Public relation

(through email, telephone (press release, public
fax, brochure, txt msg., appearances, event
promotional letters etc.) sponsorship, news etc.)
 MODELS OF CONSUMER RESPONSES

◦ These models explains the understanding, behaviour and responses of consumers towards

promotion of product & services.

◦ There are five models of consumers responses –

a. AIDA Model

b. Hierarchy-of-Effects Model

c. Innovation-Adoption Model

d. Information Processing Model

e. Operational Model

All models based on 3 stages –

◦ Cognitive stage – thinking process

◦ Affective stage - evaluate

◦ Conative/Behavior stage - action of purchase

 I. AIDA MODEL
◦ Most important & useful models

◦ AIDA stands for Attention, Interest, Desire &

Action

◦ Attention – consumer aware about product

through advertising

◦ Interest – generate interest in product after

understanding its benefits

◦ Desire – consumer make a plan to purchase a

product

◦ Action – actual purchase stage

 II. HIERARCHY-OF-EFFECTS MODEL
(AKLPCP)
◦ Designed by Robert J Lavidge and Gary A Steiner in 1961

◦ Consumer passes through six stages before purchase the product.

◦ Awareness – consumer may or may not aware about product

◦ Knowledge – collect the information of product i.e. its benefits,

uses etc.

◦ Liking – consumer start liking the product

◦ Preference – consumer is sure & will prefer the product

◦ Conviction – customer make plan to buy the product

◦ Purchase – actual purchase takes place

 III. INNOVATION-ADOPTION MODEL (AIETA)
◦ Developed by Rogers in 1995

◦ It includes 5 stages Awareness Cognitive stage

◦ Awareness - consumer becomes aware of a brand or a

Interest
product
Affective
◦ Interest – generate interest & consumer now engage in stage
Evaluation
gathering more information about it

◦ Evaluation – on the basis of gathered information,

Trial
consumer evaluate the product in context of his/her Behavior
stage
interest
Adoption
◦ Trial – try the product (most common in apparels)

◦ Adoption – adopt, make purchase decision & finally

purchase the product
 IV. INFORMATION PROCESSING MODEL (PACYRB)

◦ Human mind is like computer functions. Presentation

◦ Includes 6 stages
Cognitive stage
Attention
◦ Presentation – consumer becomes aware of his needs

◦ Attention – product seizes the attention of the potential

Comprehension
customers

◦ Comprehension - consumer compares and evaluates

various products of different brands to check that which Yielding
Affective
product will fulfill its requirements
stage
◦ Yielding - customer figures out what exactly he/she wants Retention
◦ Retention – impress with features & make a plan to but it

◦ Behavior – purchase action Behavior Behavior

stage
 V. OPERATIONAL MODEL

◦ Is a strategic framework Non-

evaluative Cognitive stage
◦ Includes 3 activities thinking
◦ Non–evaluative thinking – consumer get
exposed different brands & multiple products

◦ Evaluative thinking – compare the different Evaluative Affective

products & brands to check that which product is thinking stage
best

◦ Action – make a purchase

Action Behavior
stage
 Unit : 2 - ADVERTISING

◦ Meaning of advertising

◦ Objectives of Advertising

◦ Role of Advertising in the

Marketing Process

◦ Importance of advertising

◦ Types of Advertising

◦ Advertising Planning
 MEANING OF ADVERTISING
◦ The activity or profession of producing
advertisements for commercial products
or services.

◦ It is the promotion of a product, brand or

service to a viewership in order to attract
interest, engagement and sales.

◦ Any paid form of non-personal

presentation or promotion of ideas, goods
& services by an identified sponsors.
 OBJECTIVES OF ADVERTISING

Introduction of Create Persuade

Increases sales
product/brand awareness customer

Build up image Higher market

Create demand Increase profit
for business share

Announcing of
Product discounts,
modification festive sales
etc.
 ROLE OF ADVERTISING

Communication
Marketing role Economic role Societal role
role

Informs consumers
To satisfy needs &
Informing potential about innovations and
wants Create demand
customers issues

Promote product & Helps us compare

services products and features
Launch of new Improve standard of
product living
Mirrors fashion and
Increase sales
design trends

Inform & transform

Increase profit Cost-effective Employment
product
generation
 IMPORTANCE OF ADVERTISING

To producers & traders To customers To society

• Meeting competition- by • Convenience • Employment

creating brand loyalty • Education of consumers • Standard of living
• Steady demand • Fair prices • Sustain the press
• Higher sales volume • Better quality • Stimulates research and
• Introduction of new products development
• Economies of scale • Incentive to progress
• Goodwill • Art and culture
• Employee morale- product is
known to customers so task of
salesmen becomes easy
 TYPES OF ADVERTISING
Geographical Target Group
Demand Basis Function basis Other
basis basis

Consumer (for consumer

Global (all over the
product) Service (for promoting
world)
Car, phone, furniture, Informative (provide services)
IBM, Sony, Ford info.)
electronic devices
Product (for promoting
product)
Institutional &
National (all over the
Professional (of doctors, cooperation (for build
country)
advocates, dentist) company image)
Byjus, Maruti, L&T
Infosys. Wipro
Persuasive (for influence
the customers)
Industry (for industrial
Reinforcement (made
Regional (for regional product)
the right brand choices)
product) Machines, equipment,,
Volkswagen
lubricants
Brand (for promoting
brands with uses of
celebrity)
Local (for local product) Reminder (for remind
the product or business) Advocacy (promote
Trade (for wholesaler,
Restaurants, hotels, company’s position on a
retailer by manufacturer)
schools public issue)
 MEDIUM OF ADVERTISING
Printing
Newspaper Magazine Brochures Trade directory Trade journals Flyers

Broadcasting
Radio Television

Outdoor
Bill boards Kiosks Poster Neon-light Public transport

Direct-mail advertising
Leaflet Circulars E-mail

Internet
Website E-commerce Online ads

Other

Exhibition Window display

 ADVERTISING PLANNING PROCESS

Appraisal of Analyzing & Setting Determining the

advertising defining the advertising advertising
opportunity target market objectives budget

Deciding media Creating ads, Evaluating the

& creative pre-testing and final result (post-
strategy releasing ads testing)
 ADVERTISING BUDGETING
◦ It is an estimate of a company's promotional expenditures over a certain time period.
◦ It is a plan of expenditure to be incurred on the advertising campaign.
◦ Advertising appropriation – actual amount spent on advertising.
Points consider while making budget –

Selection of
Types of ad Competitors
Types of ad target
media ad budget
audience

Factors affecting advertising budget –

Existing Frequency of Competitors

Stages of plc
market share ad ad budget
 Methods of preparing
advertising budget

Competitive parity Objective & Task

Affordability method % of sales method
method method

Depends on past
revenue. Sales
Depends on Depends on goals &
Depends on ability to Revenue = past
competitors sales objectives and related
spend on sales revenue/forecasted
budget task
figure. Multiply sales by
given %
 Advertising Budget Process

Setting goals & Determining the Preparing the

objectives of activities that are components of
advertising required to be done advertising budget

Allocation of funds Monitoring the

Getting the budget for activities expenses being
approved by mgmt. proposed under the incurred on
advertising plan advertising
 Advertising Agency
◦ An advertising agency, often referred to as a creative agency or an ad agency, is a business
dedicated to creating, planning, and handling advertising and sometimes other forms of
promotion and marketing for its clients.

◦ “The work of a tailor is to collect the raw material, find matching threads, cut the cloth in
desired shape, finally stitch the cloth and deliver it to the customer.”

◦ Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it
should be delivered and hands it over to the client. Advertising agencies are mostly not
dependent on any organizations.

◦ E.g. – DDB Mudra, Ogilvy method, JWT, Grey worldwide private ltd., FCB Ulka advertising ltd.
etc.
 Full service agency – provide all types of advertising
Attract the
clients services

Non-
advertising
function i.e.
Research In-house service agency – attached in
functions
packaging,
labelling etc.
manufacturing company i.e. special department
within company for advertisement

Creative agency – engaged in some creative ads

Functions making
Advertising &
Public
media
relations
planning
Media buying agency – help in buying media, time,
space on different channels, radio or print media in
bulk with discounts

Coordinate Creative Speciality agency – specialised in particular filed of

with others function
advertising i.e. email marketing, video marketing,
print media marketing etc.
DEPARTMENTALIZATION OF ADVERTISING AGENCY
Media department
Contact department Copy department
(choice of media & Art dept. (artwork)
(serve to clients) (creative work)
select ad medium)

Accounting &
Production dept. Research dept. Public relation dept.
finance dept.
(produce ad) (research about ad) (coordination)
(budget, cost etc.)

Office &
administration dept.
(run ad business)
 REMUNERATION OF AD AGENCY

Commission Service fee Project fee

method method based

The agency is compensated

based on the time or space it Based on time spent on
purchases for its client. The managing an account creating
Based on particular
commission has traditionally advertisement, booking a
advertisement project
been 15% (16 2/3% for media, photography, video-
outdoor) but now is often making, market research etc.
negotiated downward.
CRITERIA FOR SELECTING THE AGENCIES
Number of
Media contacts
location Past experience clients under
by the company
agency

Creative talent
Types of Total extent of
possessed by Agency ranking
services the company
company

Public image/ Method of

reputation payments
 Good
communication

Trust &
Sincerity honesty,
Transparency

CLIENT-AGENCY
RELATIONSHIP
Written Conflicts &
misunderstanding
agreement to be solved

Friendly Mutual
relation understanding
◦ CREATIVITY – turning the new or unique imagination or ideas into reality

◦ CREATIVITY IN ADVERTISING – convey the brand messages into a creative manner.

◦ CREATIVE PROCESS –

Ideation (search &

Immersion (research Incubation (thinking Illumination (convert Verification (test &
evaluate
work) period on idea) idea into reality) verify)
alternatives)

◦ CREATIVE STRATEGY – it’s a planning of what, how, when & why to reach marketing goals & objectives

◦ APPEALS STYLES – approach/method to attract or grab the attention of consumers towards product or services.

◦ Two types of appeals – informative/rational & emotional appeals

◦ EXECUTION STYLES – way of converting the appeals into advertising messages

◦ Types of execution styles – humor, testimonial, slice of life, demonstration, comparison, animation, personality
symbol etc.
◦ COPYWRITING – art of selling people on idea, brand or ideology. They work on jingles, slogans, taglines.

◦ ADVERTISING COPYWRITING – the act or occupation of writing text for the purpose of advertising or other
forms of marketing

E.G. - Have a break, have a KitKat.

◦ COPY – it includes caption, slogans, headline, text seen etc.

◦ PRINT AD COPY PRINCIPLES –Headline (must be like it grab the attention of buyers, quick & easily
understandable)

Slogan (less than 5 words, don’t mention name of company, catchy etc.)

◦ BROADCAST AD COPY PRINCIPLES -

TV (remembered, attractive, persuasive)

Radio (grab attention, good sound effect, simple, straight forward)
 ADVERTSING LAYOUT
◦ Layout is a plan, arrangement overall structure blueprint of advertising copy.

◦ FUNCTIONS OF AD LAYOUT – determine proportion, unified presentation of

message, make ad attractive

◦ PRINCIPLES OF GOOD LAYOUT – unity in element, variety, balanced, simplicity,

proper ratio, grab attention, contrast etc.

◦ ELEMENTS OF AD LAYOUT – headlines, sub-heads, picture captions, blurbs (short

summary), illustration etc.

◦ KINDS OF AD LAYOUT – thumbnail sketches (miniature sketches), rough layout,

finished layout, comprehensive layout (prepared for clients when they are unable to
judge the effect), working layout (blueprint) etc.
 MEDIA PLANNING
◦ The word Media came from the Latin word "Middle". Media carry message
to or from a targeted audience and can add meaning to the message.

◦ …can be defined as the BEST and EFFECTIVE means of REACHING out and
communicating to the prospective CONSUMERS or TARGET AUDIENCE of
the brand.

◦ Media Planning – a plan of action to communicate a message to the right

people, at the right time, and the right frequency.

◦ It is a vehicle which carries a message to a large no. of prospective buyers.

 TYPES OF MEDIA
Printing
Newspaper Magazine Brochures Trade directory Trade journals Flyers

Broadcasting
Radio Television

Outdoor
Bill boards Kiosks Poster Neon-light Public transport

Direct-mail advertising
Leaflet Circulars E-mail

Internet
Website E-commerce Online ads

Other

Exhibition Window display T-shirts ads

 DEVELOPING AND IMPLEMENTING MEDIA
STRATEGIES

Target market Geographic

Media mix Scheduling
coverage coverage

Reach v/s Budget

Creative factors Flexibility
frequency considerations
 FACTORS CONSIDER IN MEDIA STRATEGY

Identify the goals & objectives of media strategies

Find out the target audience

What your budget for media?

Where to advertise?

When to advertise? (time) i.e. peak time, seasonal, prime time

what media type choose for advertisement

 MEDIA SCHEDULING
◦ Media Scheduling refers to the pattern of timing of an advertising
which is represented as plots on a flowchart on a yearly basis.

Media scheduling is simply a time-table showing:

◦ The time decision – when to advertise,

◦ The duration/space decision – how much to advertise each time, and

◦ The frequency to advertise the message through different media –

how many times in a year (or specified time period) the message
should be advertised in each of the media.
 SALES PROMOTION
◦ Sales promotion is a marketing strategy where the product is promoted using short-
term attractive initiatives to stimulate its demand and increase its sales.

◦ Short-term incentives to motivate consumers/distributors to buy goods or services

immediately.

◦ It includes free samples, rebates, free gifts, discounts etc.

 BASIS SALES PROMOTION ADVERTISING

A promotion usually involves an immediate One-way communications of a persuasive

Definition
incentives to a buyer to get immediate actions message by an identified sponsors

Time Short-term Long-term

Price Not so much expensive Expensive

Suitable for Small to large companies Medium to large companies

Result very soon slow

Sales Directly related to sales Indirectly related to sales

Objective Short-term sales profit Build brand image

OBJECTIVES OF SALES
ROLES OF SALES PROMOTION
PROMOTION

Introduce Attract new Create

Satisfy
new product customer identity of
customers
product

Persuade
Competitive Increase Permit
customer to
advantage sales controls
buy more

Increase
Increase Meeting
sales in off-
sales Provide info.
season competition

Improve
Raise profit Stimulate Increase
public image
demand profit
CONSUMER-ORIENTED TOOLS OF TRADE-ORIENTED TOOLS OF SALES
SALES PROMOTION PROMOTION

Free samples

Coupons
Trade allowances Free samples Free displays

Contest

Lucky draw
Exhibition Sales contests Tarde shows
Premium

Buy 1 get 1 free

Product Extra money
Training programs
demonstrations efforts
Bonus packs

Refund
Special facilities &
services (e.g. –
Rebate take off dead-
stock)

Cashback
 EVENTS IN MARKETING
◦ Is a strategy which a marketers use to promote their brand, product, or service with an in-
person or real-time engagement.

◦ These events can be online or offline, and companies can participate as hosts, participants or
sponsors.

◦ Key elements –

Have a Clear
Promotion and Conveying a Effective Show Off the
and Measurable
Follow-ups Message Giveaways Product
Objective

Evaluate Each
Event
 SPONSORSHIPS IN MARKETING
◦ A sponsorship is a your business funding an event or organization for mutual benefit.

◦ Sponsorship marketing is using your sponsorship in a planned campaign to market your

business, especially in the local area.

◦ Key elements –

Purpose of Sponsorship
The event Audience
sponsor opportunities
 PUBLIC RELATION
◦ Refer to the variety of activities conducted by a company to promote and protect the image of
the company, its products and policies in the eyes of the public.

◦ Objectives –

Protect
Build image Promote product Provide info. Create interest Influence public company from –
ve publicity

◦ Tools –

Press Press Special TV Photo

Articles Interviews PR events
release conference show release

◦ PR promotes entire organization

 INTERACTIVE MARKETING
◦Interactive marketing, sometimes called trigger-
based or event-driven marketing, is a marketing
strategy that uses two-way communication channels
to allow consumers to connect with a company
directly.

◦such as contests, quizzes, calculators, and polls.

 SOCIAL MEDIA MARKETING
◦ It is a type of marketing where marketing done on social media platforms like – Facebook,
WhatsApp. Instagram, YouTube, Twitter, LinkedIn, Pinterest, google+, etc.

◦ Components –

Facebook WhatsApp YouTube

LinkedIn Pinterest Twitter

Google+ Instagram
 Measuring the effectiveness of the Promotional
Program

◦ Very critical element of promotional program. It is necessary to measure the

performance of promotional activities because of following reasons-

Evaluate Increasing the

Avoid costly Research
alternative Efficiency of
mistakes problem
strategies Advertising
 EVALUATING THE SOCIAL, ETHICAL AND ECONOMIC ASPECTS OF ADVERTISING AND
PROMOTION
SOCIAL ASPECTS – Advertising as a ECONOMIC ASPECTS
ETHICAL ASPECTS – ethics are moral standards

part of firm’s marketing effort against which behavior judged

Effect on production cost, distribution cost and
prices
operates in the society. It has to
Effect on demand
therefore follow the social norms.
Stereotyping in advertising
Truth in ad Effect on competition
Wrong advertising appeals
Effect on consumer choice
Confuses people

Advertising of controversial products Effect on business cycles

Too persuasive Ads for

Effect on national income
children
Untruthful advertising
Creation of utility
Effect on culture
Effect on employment
Effect on media
Ads on
Materialism controversial Effect on product quality

Effect on children
products
Effect on standard of living