Costing of IMC Tools

1. Radio Advertising
Advertising about Fevicol on Radio:
• Metro Cities-Ahmedabad, Delhi and Mumbai are selected for this purpose.
• Most Popular Radio Stations-Red FM 93.5 FM, Radio One 95.0 FM, and Radio City 91.1 FM
are selected.
• Other information about advertising on these radio stations is as follows:
o Ad Length- 10 Seconds
o Frequency- 8 Spots
o Campaign Duration- 20 Days
o Total Campaign Duration-1600 Seconds (10 seconds ad* 8 Spots per day*20 days)
• Further, advertising on radio would also include following innovation techniques:
o Sponsorship tags- It is a promotion medium that involves attaching the name of the brand
i.e. Fevicol, to any program or song. For example, this song is brought to you by Fevicol.
o Jingle- A short message is used to describe and promote a product or a brand. The rate for
airing the jingle varies on the basis of time-band, prime time, non-prime time and mixed
time. The rates displayed in the budget below are of mixed time.
The budget for the same is as follows:

1. Ahmedabad

Radio Station Particulars Amount

Red FM 93.5 FM Jingle Rs 470 per 10 seconds
The Ad cost as per card rate Rs 75,200
( 1600 seconds* 47)
Sponsorship tags Rs 1200
Total Rs 76,400
Radio One 95.0 FM Jingle Rs.350 per 10 seconds
The Ad cost as per card rate Rs 56,000
( 1600 seconds* 35)
Sponsorship tags Rs.800
Total Rs 56,800
Radio City 91.1 FM Jingle Rs. 480 per 10 second
The Ad cost as per card rate Rs 76,800
( 1600 seconds* 48)
Sponsorship tags Rs.1200
Total Rs 78,000
Grand Total Rs 2,11,200
2. Delhi-NCR
Radio Station Particulars Amount
Red FM 93.5 FM Jingle Rs 2120 per 10 seconds
The Ad cost as per card rate Rs 3,39,200
( 1600 seconds* 212)
Sponsorship tags Rs 2400
Total Rs 3,41,600
Radio One 95.0 FM Jingle Rs 1100 per 10 seconds
The Ad cost as per card rate Rs 1,76,000
( 1600 seconds* 110)
Sponsorship tags Rs 2400
Total Rs 1,78,400
Radio City 91.1 FM Jingle Rs.1250 per 10 seconds
The Ad cost as per card rate Rs 2,00,000
( 1600 seconds* 125)
Sponsorship tags Rs.2400
Total Rs 2,02,400
Grand Total Rs 7,22,400

3. Mumbai

Radio Station Particulars Amount

Red FM 93.5 FM Jingle Rs 2180 per 10 seconds
The Ad cost as per card rate Rs 3,48,800
( 1600 seconds* 218)
Sponsorship tags Rs 2400
Total Rs 3,51,200
Radio One 95.0 FM Jingle Rs 1000 per 10 seconds
The Ad cost as per card rate Rs 1,60,000
( 1600 seconds* 100)
Sponsorship tags Rs 2400
Total Rs 1,62,400
Radio City 91.1 FM Jingle Rs.1330 per 10 seconds
The Ad cost as per card rate Rs 2,12,800
( 1600 seconds* 133)
Sponsorship tags Rs.2400
Total Rs 2,15,200
Grand Total Rs 7,26,400
Total Budget:

City Amount
Ahmedabad Rs 2,11,200
Delhi-NCR Rs 7,22,400
Mumbai Rs 7,26,400
Grand Total Rs 16,60,000

2. Television Commercial Ad

Star Plus, Colors and Sony Sab are Hindi general entertainment channel that broadcasts various
entertainment shows like daily-soap operas, reality shows and other entertainment
programmes. Such channels are for used for advertising for organisations in B2B as well as B2C
sectors. E-commerce, NGOs, Consumer Durables, Real Estate, Electronics and FMCG sectors
majorly advertise on this channel. This is mainly due to the audience profile of the channel and the
reach channels has across the country.

Star Plus

Source:- Bureau of outreach & communication

Timing 7 – 8 PM,
36240 for 10 sec
So, a 60 sec advertisement will cost Rs. 2,17,440 for 1 time.
Considering, the ad is aired for 2 times within 1 hour, so cost will be
Rs 2,17,440*2= Rs 4,34,880
For airing it for 20 days continuously, Cost will be Rs. 4,34,880*20 = Rs. 86,97,600
Colors TV

Timing 7 – 8 PM,
35321 for 10 sec
So, a 60 sec advertisement will cost Rs. 2,11,926 for 1 time.
Considering, the ad is aired for 2 times within 1 hour, so cost will be
Rs 2,11,926*2= Rs 4,23,852
For airing it for 20 days continuously, Cost will be Rs. 4,23,852*20 = Rs. 84,77,040.

Sab TV

Timing 8 – 11 PM
Rs.13000 per 10 second
So, a 60 sec advertisement will cost Rs. 78,000 for 1 time.
Considering, the ad is aired for 6 times within 3 hours, so cost will be
Rs 78,000*6= Rs 4,68,000
For airing it for 20 days continuously, Cost will be Rs. 4,68,000*20 = Rs. 93,60,000.

Total Budget For 20 Days Advertising on 3 channels

Star Plus = Rs. 86,97,600
Colors Tv = Rs. 84,77,040
Sab Tv = Rs. 93,60,000

Total Budget = Rs. 26,534,640 i.e. Approx. 2.65 Crores.

3. Print Advertisement:

1) Newspaper :
With a view to advertise the brand on larger scale , we have considered to take one
regional and one national newspaper to advertise :Times of India & Gujarat Samachar
• Times of India -Cost of Ad on Front Page , Quarter of size(16*25 cm ) , Color Print
(Rs.1050) = 4,20,000 ( Circulation 53 lakhs )
• Gujarat Samachar - Cost of Cost of Ad on Front Page , Quarter of size(16*25 cm )
, Color Print (Rs.1500) = 6,00,000(circulation of over 43 lakh)

2) Hoardings :
With an idea to cover all the zones in the Ahmedabad , the following areas have been
considered for hoarding advertisement .
AREA COST
Shahibaug -Central Rs.1,10,000
Bapunagar - North Rs.35000
Bopal - East Rs.45000
Navrangpura-West Rs.70,000
Bodakdev-North West Rs.1,35,000
Sarkhej - South West Rs.20,000
Maninagar - South Rs.30,000
Total 4,45,000

4. Social Media Advertisement :

1) Instagram
2) Facebook : Assuming the target audience on the Facebook is in between range of 25 to
50 and across India , the sponsored ad with reference to segment costs Rs. 560 per week
reaching the maximum of 1600 of people of the target segment