Course Structure

Unit Description Duration

Traditional ways of communication

Introduction to different communication tools
Marketing communication mix
1 3
What is IMC?
Why IMC- Benefits over traditional advt.
The IMC Model
· IMC planning process
Understanding Marketing strategy. Its impact on communication and vice versa
· Marketing factors impacting communications.
2 · STP (Segmentation, Targetting & Positioning 3
Marketing mix strategies
Brand Building
Understanding consumer behaviour
· Factors influencing buyer behaviour
3 3
· Perception, learning, beliefs and attitude
· Consumer decision making & commutation suitable for it.
Developing the overall campaign
Understanding the communication process
· Communication model
· Consumer response models
4 · Consumer involvement 3
· FCB Grid
· KIM Lord Model
· Cognitive Response & Models
Creativity Challenges in the times of Pandemic.
Course Structure
Unit Description Duration
Advertising – preparing and executing an advertising plan
Role of Adv. research
5 · Process of devising adverting strategy 3
Approaches in choosing a strategic decision.
Role of Advertising Agencies and other marketing communication organization
Promotions – Trade and Consumer
Promotions. Strategies and tactics for effectiveness. With select case studies.
Creative Execution in Advertising
· Big Idea
6 3
· Creative execution
· Creativity
· Creative brief
Creative execution elements
Personal selling – Conventional selling practices and new trends
multi-level marketing, viral marketing
Evaluation of Media- TV, Print and Radio
7 3
Sales Promotion
· Methods
Advantages and Disadvantages
Direct Marketing
8 · Methods 3
Advantages and Disadvantages
PR and media management – profiling target audiences and crafting media exposure strategies. Building media relationships
9 3
Digital Communication
10 Evaluating IMC Programs-, determining effectiveness levels, IMC Budgeting. 3
Suggested Text Book
Agenda for Today
• To examine the marketing communication function and the growing importance
advertising and other promotional elements play

• Integrated Marketing Communications (IMC)

• Evolution.
• The reasons for the increasing importance of the IMC perspective
• The various elements of the promotional mix and their role in an IMC program.
• The various types of contact points through which marketers communicate with their target audiences.

• IMC planning process model and examine the steps in developing a marketing
communications program.
Media Landscape

TV Dailies Cinema Radio OOH Mobile

780 channels 60,000 print titles 9500 Screens 396 radio stations 80000+ sites 300 MN
835 MN Viewers 422 MN Readers 35 Mn Viewers 140 MN listeners reported by comScore Smart phone Users

The Most Complex, Challenging & Competitive Media Market In The World
Rapidly changing media environment

• Mass media losing viewers, readers,

listeners

• Digital media targets narrow audience

• Consumers not content to be passive

message recipients

• Information now obtained from a myriad

of sources
 The Growth of Advertising and Promotion
• Integral part of social and economic systems
• Carefully prepared messages delivered to carefully
targeted audiences
• $ 8 Billion per annum spends
• New marketing channels
• Video
o TV
o Social Media
• Audio
o Podcast
o Radio
o Streaming Platform
• Text
o Newspaper
o Banner
What is Marketing Communication

• Marketing Communications are the

means by which firms attempt to
inform, persuade and remind
consumers-directly or indirectly-about
the products and brands that they sell.

• Marketing Communication represent

the “voice” of the brand and are a
means by which it can establish
dialogue and build relationship with
consumers
Advertising & Promotion

• Inform customers of a product

or service

• Convince them of its ability to

satisfy their wants or needs

• Help develop and sustain

relationships
 What is Marketing?

Marketing is the activity, set of institutions, and processes for creating,

communicating, and delivering exchange offerings that have value for
customers, clients, partners and society at large.
 What is Value?

• Customer’s perception
of all the benefits of a
product or service
• Weighed against
costs of acquiring
and consuming it

• Benefits can be…

• Functional
• Experiential
• Psychological
The Marketing Mix

The Four Ps

• Product

• Price

• Place

• Promotion
 Assignment
You are the Marketing Team and you are launching a
Brand. Explain it’s Marketing Mix- 4 P’s and the Value
the brand stands for
Integrated Marketing Communications

• Integrated Marketing Communications is a simple concept. It ensures

that all forms of communications and messages are carefully linked
together.

• Integrated Marketing Communications, or IMC, as we’ll call it, means

integrating all the promotional tools, so that they work together in
harmony.
Contemporary IMC Approach-one look, one voice

Sales Direct
Packaging
promotion response

Mass
Point of media
purchase advertising
Public
relations
Publicity

Interactive
marketing Direct
Special
marketing
events

This approach seeks to have all of a company's marketing and promotional activities project a consistent,
unified image in the marketplace.
Frooti -IMC
Importance of IMC
Growing Importance of IMC

• Value of IMC
• Avoids duplication of marketing efforts
• Synergy among promotional tools
• More efficient and effective marketing

• Rapidly changing environment

• Consumer behavior
• Technology
• Media consumption behavior
• Proliferation of media
 2)The Marketing Revolution

• Shift from traditional media ads to other forms of promotion/nontraditional media

• Internet and social media changing how companies interact with consumers

• Power shift: manufacturers to retailers

• Database marketing

• Greater ad agency accountability

• Changes in how ad agencies are compensated

3)IMC help’s in Branding

Image or
Performance
Associations

Name Brand Packaging

Identity

Logo Design

Symbols
4)Building Brands in a Recession-Consumers
Consumers

Spend less money

Carefully scrutinize purchases
Rethink brand loyalties
Willing to trade off or down
More price sensitive
More value conscious
5)Building Brands in a Recession- Companies
Companies

Reduce advertising budgets

Balance discounts/promos w/brand image
Must overcome consumer distrust
Change product marketing focus
Increase online social presence
Look for new ways to remain relevant
Benefit’s of IMC

• Avoids duplication of marketing efforts

• Synergy among promotional tools

• More efficient and effective marketing

• It helps in Brand Building

The IMC Promotional Mix

Interactive/
Direct
Advertising Internet
Marketing
Marketing

Publicity/
Sales Personal
Public
Promotion Selling
Relations
 1)Advertising

Paid, nonpersonal communication

1) About an organization, product,

service, or idea

2) With an identified sponsor

3) No immediate feedback from audience

Non-Personal Media

• Mass media
• TV
• Radio
• Magazines
• Newspapers

• Benefits
• Cost effective
• Large audiences
Advertising Classifications

B2C (Business -to-Consumers) B2B (Business –to- Business)

National Advertisers

Retail / Local Advertisers

2) Direct Marketing

Direct Response
Direct Mail Catalogs
Ads

Telemarketing Direct Selling

Database Shopping Internet

Management Channels Sales
D2C (Direct to Consumers)/Direct Response Advertising

Encourages consumers to purchase directly from the manufacturer

D2C (Direct to Consumers)/Direct Response Advertising

Major Tools Forces for Change

Direct Mail Changing Lifestyles

Television Credit Cards
Magazines Toll-free Numbers
Internet Rapid Internet Growth
 3) Digital/Interactive Marketing

Digital Marketing refers to advertising delivered

through digital channels such as:
• search engines
• websites
• social media
• email, and mobile apps

Using these online media channels, digital

marketing is the method by which companies
endorse goods, services, and brands.
4)Sales Promotion

Marketing activities that provide

extra value or incentives to the…

Ultimate
Sales Force Consumer
Retailers
Consumer vs. Trade Promotions

Consumer- Couponing, sampling, premiums,

oriented rebates, contests, sweepstakes, POP
materials
Encourages immediate purchases

Promotional/merchandising
allowances, price deals, sales
Trade- contests, trade shows
oriented Wholesalers, distributors, retailers
 5)Publicity/ Public Relations

PR is the Persuasion Business.

It is trying to convince an audience, inside your building or town, and outside your
usual sphere of influence, to promote your idea, purchase your product, support
your position, or recognize your accomplishments.

“Public relations is a strategic communication process that builds mutually beneficial

relationships between organizations and their publics.”
 Public Relations Vs Advertising

• It’s Unpaid vs. Paid. Earned vs. Purchased. Credible vs. skeptical. Public relations
tastes great, advertising is less filling.

• “Advertising is what you pay for, publicity is what you pray for.”

• Advertising is paid media, public relations is earned media.

 6)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
IMC Audience Contact Tools
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
a)Elements of a Marketing Plan

Detailed situation analysis

Specific marketing objectives

Marketing strategy and program

Program for implementing the strategy

Process for monitoring & evaluating performance

b)Promotional Program Situational Analysis

Internal External

Firm’s promotional Customer analysis

organization/capabilities Competitive analysis
Review of previous Environmental analysis
programs and results
Assess firm/brand image
Assess strengths and
weaknesses of product or
service
c)Analysis of Communications Process

• Communication decisions
• Source and message
• Communication channels
• Media mix
• Costs
• Marketing goals
• Communication objectives
d)Budget Determination

• What will the promotional program cost?

• How will the money be allocated?
e)Developing the IMC Program

IMC Strategies

Creative Media
f)Monitoring, Evaluation, Control

Basic Goals

Determine how well the program

is doing, and why
Problem correction
Continual management feedback
Input for future promotions/strategies
PROJECT CONTEXT & BUSINESS OBJECTIVE: This section highlights WHAT you want to accomplish. It must contain
measurable goals.
PROJECT CONTEXT: What is the background for the project and its relation to the overall business?

BUSINESS & MARKETING OBJECTIVE: What are you trying to accomplish with this project?
(Specific and measurable Business goals such as NSV, Share, Volume, and Marketing Goals such as penetration, buying
rate, share of requirement, etc)

COMMUNICATION OBJECTIVE: What change in Behavior of the target audience will accomplish that business goal.

TARGET AUDIENCE: This section highlights WITH WHOM you want to accomplish your objective..
TARGET AUDIENCE: Who are the people whose behavior we are trying to change?
(behaviors and attitudes, as they relate to this brand/category)

a. What do they currently think (rational) & feel (emotional)?

b. What do we want them to think (rational) & feel (emotional)?

(singular, succinct and specific)

COMMUNICATION STRATEGY: This is the Strategy of HOW you will accomplish the above Communication objective:
• Single-Minded Benefit: The one Benefit that will stimulate the Target Audience to change behavior.

• Reason(s) to Believe: Factor(s) that adds credibility that the Brand delivers the Single-Minded benefit.

• Brand Character: Insert Brand Character from Keystone.

• Brand Essence: Insert the Brand Essence from the Keystone, and attach full Keystone.

INSIGHT: What insight will build a connection between Target Audience and the Single-Minded Benefit?
(the insight in their lives that will make the brand’s benefit important to them)

BRIEF REQUIREMENTS & MANDATORIES:

What additional elements will help this project achieve the Communication Objectives?
(Specific Mandatories, Brand Iconography, Selling lines, legal requirements, Visuals, etc)