1.

Communication
• Communication is the process of transmitting message and meaning from
one person to another. It involves flow of information and understanding
between sender and receiver.

• Integrated Marketing Communication (IMC) is the co-ordination and

integration of all marketing communication tools, avenues and sources to
maximize the impact on audience with minimum cost.

Stages of IMC
• Stage 1: Identify, co-ordinate and manage all form of external
communication to bring unified focus to the company’s brand.

• Stage 2: Co-ordinate external communication with the internal

communication

• Stage 3: Apply information technology in the program

• Stage 4: Treat IMC as an investment

Growing Value of IMC

• Information Technology

• Changes in channel power

• Increase in competition

• Brand Parity – consumer are offered with wide choices of brand with almost
identical attributes and benefits

• Integration of information

• Decline in the effectiveness of mass media advertising

• Globally integrated marketing communication (GIMC)

Communication Structure
• Internal (within the company) – External (company with stakeholders)

• Direct (pull –company to customers) – Indirect (push-through channel

members)

• Formal – Informal

– Formal: downward, upward, two-way, horizontal. Diagonal

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 – Informal: single strand, gossip, probability, cluster

Communication Process

Role of Communication in marketing

• Information – about product’s existence, price, benefit and availability,
develop awareness

• Persuasion – to make purchase decision in favor of company’s brand,

stimulate product demand

• Reminding – remind customer about brand’s availability and its potential to

satisfy need

• Reinforcement – reassure customers about product benefit, reduces

anxiety, brand loyalty

• Image Building – helps in differentiating and positioning of product,

promotes brand loyalty

Communication Marketing Mix

• Advertising – indoor, outdoor, direct, display

• Publicity and public relation – public service, sponsorship, exhibits,

lobbying

• Sales promotion – sample, coupons, premium, rebates, free goods,

discounts, gifts

• Personal Selling – sales person

• Direct Marketing – Face to face, mail order, telemarketing, internet,

email/online

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Developing effective Communication
• Identify Target audience – potential buyers, current buyers, influencers,
individuals, group or general public; profile their demographic, psychographic
characteristics and media habits

• Determine communication objectives – informing, reminding, persuasion,

re-enforcing; seek cognitive, affective and behavioral response

• Select creative platform – decide on message design, structure, format,

source

• Select channels- personal (advocate, expert & social) & non personal
(media & events)

• Establish budget – set limit for spending, choose proper method for
allocation

• Decide marketing communication mix

• Measure communication results – communication, revenue, cost

2. Advertising
• Advertising is any paid form of non-personal presentation of goods, service or
ideas for action, openly paid for by an identified sponsor

Key Players in Advertising

• Advertiser

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 • Ad agency

• Media

• Vendors – service organizations assisting above three players

• Target audience

Elements of Advertising
• Mission – information, persuasion, reminder, reinforcement

• Money – development, production, media and admin costs

• Message

• Media – indoor, outdoor, direct, display

• Measurement – communication, sales, cost

Objectives of Advertising
• Information

• Persuasion

• Reminder

• Reinforcement

• Image building

• Meet competition

• Help other promotion tools

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Evolution of Advertising
• Early stage (up to 1440) – word of mouth, handwritten signs and symbols
• Printed stage (1441 – 1900) – mass production of advertising, posters,
pamphlets, newspapers
• Broadcast stage (1901 – 1970) – radio, TV, full color printing
• Information technology Stage (1970 – present) – cable networks, internet,
online computer

Types of Advertising
• Producer Ad

– Consumer ads, trade ads, PR ads

• Reseller Ad

• Individual Ad

• Government Ad

– Procurement ads, public awareness ads

• Social Ad

• Group Ad

3. Advertising Business
Organization System
• In house advertising Agency – created in organization structure

• Merits: cost savings, control, co-ordination

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 • Demerits: experience, objectivity, flexibility

• Centralized – ad department is created

• Merits: communication, specialization, Decision making, co-ordination,

cost-effective

• Demerits: Sub-optimization, delayed decisions, adaptation, unsuitable

• Decentralized – advertising organized according to product line or brand

• Merits: Adaptation, mgmt attention, diversification, motivation

• Demerits: Duplication, co-ordination, conflicts, poor mgmt

Role of Advertising Manager

• Planning and Budgeting

• Implementation

• Hiring an ad agency

• Co-ordination and information

• Measurement

• Creative thinking

Functions of Ad department
• Planning and Budgeting

• Advertising creation

• Media selection

• Ad agency selection

• Market Research

• Effectiveness Measurement

Organization Structure of Ad department

• Function: Copywriting, artwork, production, media

• Product: Consumer, Industrial, electronics

• Geographical: eastern, western, central

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 • Media : Print, broadcast, visual, internet

• End user: consumer, institution, industrial

Ad-agency
• Independent organization composed of creative and business people who
develop, prepare and place advertising in media for sellers seeking to find
customers for their goods and services

Functions of Ad agency
• Planning

• Creative

• Media

• Research

• Client account

• Economy and excellence

• Expert viewpoint

Organization structure of ad agency

a. Client Account Service – manage client relation

b. Creative Service – create and produce ads

c. Media Service – media selection, scheduling and placement of ads

d. Research Service – carry out various research

e. Administrative Service – concerned with HR, administration and financial

service to run ad-agency

Selection of Ad agency
• Suitability

• Confidentiality

• Capacity

• Creativity

• Record

• Reputation

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 • Management

• Costs

4. Advertising Appeals
Types of Appeals
• Rational Appeal

• Economy, Service, quality, convenience, comfort and comparative

• Emotional Appeal

• Positive: humor, beauty, love, pride and prestige, joy and thrill, sex

• Negative: Fear and Others (anger, pain, jealousy etc)

• Moral Appeal

• Environment protection, human right, tax payment, anti smuggling,

CSR etc

• Combination Appeal

Buying Motives
• Rational: based on reason and judgment

• Emotional: based on feeling and attitude

• Patronage: Patronizing a particular store based on its location, ease of

access, familiarity etc

Essentials of Good Appeal

• Sound theme – should have a key idea

• Communicable – should be transmittable

• Interesting – should arouse interest

• Credible – should be believable

• Complete – provide all necessary information

• Truthful – shouldn’t exaggerate facts & claims

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 5. Message Design
Methods of Developing Creative Ideas
• Incubation - gather info, forget digested info, big idea appears out of
nowhere

• Lateral Thinking – ideas turned upside down, out of box thinking

• Storytelling – introduce character, identify problem, offer solution in the

form of short story

• Brainstorming – group creativity, criticism & rejection of ideas not allowed,

best idea selected

• Free Association – start with keyword, describe whatever pops up,

combination of unrelated words, select useful ideas

Approaches to Message Design

• Unique Selling Proposition – unique product attribute

• Brand Image – image identity for a brand

• Positioning – superiority of product over competitor’s

• Resonance – experience and emotion related with past memories of

customer

Elements of Message Design

• Message content – what to say? Ideas n themes, persuasions, USPs

• Message layout – How to say? presentation in terms of headline, body, visuals

n symbols

• Message source – Who is to say? Source from which message originates.

4 Ps of Message design
• Personal

• Powerful

• Permanent

• Performance

AIDA Model
• Attention: layout important. Size, graphics and color attract attention

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 • Interest: headline should motivate further reading, emphasize feature,
benefits

• Desire: ad appeal, evidence based testimonials, facts & figure create desire

• Action: should translate desire into action, most important part

HOE model
• Awareness – ad message build awareness

• Knowledge – gathers info about features, benefits of product

• Liking – feeling of liking or not liking of the product

• Preference – over competing product

• Conviction – believes product is good to buy

• Purchase – closes sale by making purchase

Factors to be considered in Message Design

• Target audience

• Ad objective

• Nature of product

• Media vehicles

• Unique Selling Proposition

• Product Positioning

• Message Presentation

6. Visualization and copywriting

Process of Visualization
• Immersion – orientation, preparation and analysis, gets acquainted with
company and product, target market

• Ideation – looks at problem from every angle, ideas are developed

• Incubation – sitting on ideas, subconscious mind is allowed to work

• Illumination – ideas come at unexpected moments from nowhere

• Verification – experimented, pre-tested and verified

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Qualities of a creative Visualizer
• Vision

• Curiosity

• Patience

• Language clarity

• Expression

• Thought Connections

Components of Copywriting
• Copy thinking – conceptualization of big idea into rough sketch work

• Copy structure – Headline and subheading, body text, slogan, Identification

• Copy Style – how to say? Need to have power of expression, should be

attractive and appealing

Types of ad-copy
• Educational – educates about proper use of product

o Introductory or Missionary

• Scientific – explains technical specifications of product, features and

benefits

• Descriptive – describes product attributes and benefits in non-technical

manner

• Comparative – compares one product with another

• Questioning – put forward questions to emphasize certain products

• Endorsement – uses role model to endorse the product

• Human Interest – appeals to emotions and sense of target audience

o Humor, Fear, Narrative, Predicament, Musical copy

• Reason why – explains several reasons for purchasing the product

• Institutional – aims to build the image and prestige of the company

• Suggestive – provides suggestions to target audience

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 o Direct and Indirect suggestive copy

• Prestige – creates prestige image of the copy

Features of a good ad copy

• Brief

• Specific

• Focus

• Personal

• Variety

• Honesty

• Confirmity

Structure of ad copy
• Headline

• Sub-heading

• Body text

• Slogan

• Illustration

• Identification

7. Advertising Layout and Artwork

Types of Layout
• Thumbnail Layout

• Rough layout (visuals)

• Comprehensive Layout (Comp)

• Mechanical layout

Functions of ad layout
• Organize copy element

• Bring together copywriter and artists

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 • Enable advertiser to foresee ad

• Guide specialists

• Estimate costs

Principles of Good Layout

• Principle of Balance – deals with visual weight distribution. Formal and
Informal balance

• Principle of Rhythm – concerned with eye(gaze) movement

• Principle of Emphasis/Contrast – important elements in ad should be

properly emphasized

• Principle of Proportion – proportion in terms of division of space; ratio of

length and width

• Principle of Unity – each element should support and reinforce another,

provides oneness

• Principle of Simplicity – should be simple to provide clarity and

comprehension

Artwork Types
• Photographs

• Illustrations

– Pencil, line, wash, scratch-board, computer aided drawings

Principles of good typography

• Internal Influences

• Legibility

• Harmony

• Contrast

• Atmosphere

Types of Printing Process

• Letter Press – relief printing, metal printing plate on large round drum, ink
on raised surface transferred to paper

• Lithography – offset printing, Zn or Al plate made from –ve is attached to

cylinder, the image is offset to blanket cylinder and into paper
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 • Gravure – transfer ink from etched metal surface, opposite of letter press

• Screen Print – stencil process, requires no plate

• Desktop Publishing – print from desktop printer

8. Color and Special Effects in Advertising

Qualities of color
• Hue – one from another

• Value – Extent of brightness or darkness

• Chroma - intensity

Functions of Color
• Attract attention

• Provide realism

• Establish moods

• Build brand identity

• Suggest ideas

Limitations of Color
• Cost

• Suitability

• Distinctiveness

Special Effects
• Color

• Computer touched photo

• Trick photography

9. Media Planning, Selection and Scheduling

Media Planning Steps
• Conduct Target Customer Analysis

• Establish ad objectives

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 • Make media mix decisions

• Allocate budget for media

• Schedule ads in media

Media Research
• Define Need

• State objectives

• Develop Research Plans

– Source of data

– Research techniques

– Sampling

– Contact methods

– Statistical tools

• Collect Data

• Analyze Data

• Report Findings

Role of Media Research

• Media Identification

• Ad Budgeting

• Media Selection

• Ad Efficiency

• Media Strategy

Forms of Media
• Indoor Media

– Newspaper, magazine, radio, tv, cinema

• Outdoor Media

– Billboards n outdoor displays (posters, wall painting, banners, aerial

ads, electric signs, sandwich man, travelling displays)

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 • Display Media

– Point of Purchase (windows, shelf, counter) showroom, exhibition

• Direct Media

– Internet, Direct mail, Gift Samples

Factors Affecting Media Choice

• Ad Objectives

• Nature of Product

• Type of Customers

• Nature of Ad message

• Coverage of media

• Impact of media

• Cost of media

• Competitors’ Choice

Media Scheduling
• Continuity – continuous pattern without a gap

• Concentration – with one selling season or during a festival

• Flighting – intermittent period of advertising and non-advertising

• Pulsing – combines continuity and flighting method, maintains continuity but

steps ups advertising at certain times

10. Ad Budgeting
Items of Expense in Ad Budget
• Media Costs – media mix and scheduling

• Ad Construction Cost – visualization, copywriting, layout and production of

ads

• Ad agency Cost – service charged

• Ad department Cost – in house department

• Ad Research Cost – media and other research

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Ad Budgeting Procedure
• Budget Preparation

– Marketing comm. Plan

– Ad appropriation

– Allocation to itemized expenses

• Budget approval

• Budget Implementation

• Budget Control

– Expenditure control

– Commitment Control

– Management control

Factors Affecting Size of Ad budget/budget size

• Ad objective and strategies

• Market coverage desired

• Stage in PLC

• Nature of product

• Fund Availability

• Competitors’ spending

• Media mix

• Role of advertising

• Approach to advertising

• Environmental Forces

Ad appropriation Methods
• Percentage of Sales method – past of future

• Affordable method – set ad spending arbitrarily, what is affordable, leftover

amnt

• Competitive parity method – meet the competition

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 • Incremental Method – increase every year

• Objective and Task Method – set objective, set tasks to achieve objective,
set costs for each task, sum them

• ROI method – ad spending as a long term investment to gain return

11. Advertising Effectiveness

Principles of Ad effectiveness
• Visual Consistency

• Appropriate duration

• Slogan Repetition

• Consistent positioning

• Simplicity

• Unique Selling point

• Clutter

Areas to be Tested
• Market

• Message

• Media

• Motives

• Overall results

Types of Ad Evaluation
 Pre-test Evaluation

• Consumer Surveys

• Ranking

• Paired Comparison

• Checklist

• Inquiry test

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 • Portfolio test

• Lab test

• Eye movement camera

• Perceptoscope – records changes on pupil of eyes

• Psycho-galvanometer – measures changes in amt of perspiration

• Tachistoscope - timing device to regulate viewing time of ad

 Post-test Evaluation

• Recognition Test

• Recall Test

• Aided

• Unaided

• Sales Test

• Inquiry Test

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