Session 2

Integrated Marketing
Communications
Session 5
SituationalAnalysis
Situational Analysis
ObjectiveSetting
Objective Settingand
andBudget
Budget
Segmentation/Targetingand
Segmentation/Targeting andPositioning
Positioning
BrandBuilding
Brand Building
IMCProgram
CENTRAL
IMC Program
THEME
Advertising
Advertising DirectMktg
Direct Mktg SalesPromo
Sales Promo PR/Event
PR/Event InternetMkt
Internet Mkt
Objectives
Objectives Objectives
Objectives
Strategy
Strategy Strategy
Strategy Strategy
Strategy Strategy
Strategy Strategy
Strategy
Tactics
Tactics Tactics
Tactics Tactics
Tactics Tactics
Tactics Tactics
Tactics
Campaign Theme
Campaign theme is a strong idea that
will be communicated in all the
communication activities
Also called the ‘Big Idea’
Focus
Uniqueness
Generativeness
Honesty
Lakme
Advertising: beautiful Beauty parlours/salons/
girl- glowing from within lakme fashion house
beauty from within
event: lakme fashion In-store

week displays/salesgirls
Cadbury’s
Advertising: “Kuch Contest: Pappu pass ho
meetha ho jaye-pappu gaya
pass ho gaya”
Celebrate ‘moments of joy’
In-store displays
Arriving at the ‘Big Idea’
Identify the overriding INSIGHT
Identify TG
Create hard hitting POSITIONING
Create desirable BRAND IMAGE
Find the inherent DRAMA- Big Idea
Arrive at the following for your
ad…
Big Idea- Campaign Theme
Brand Identity/Image- Associations
Positioning
Target Consumer
Consumer Insight
SituationalAnalysis
ObjectiveSetting
andBudget
Budget
Positioning
BrandBuilding
Brand Building
IMCProgram
IMC Program
Advertising
Internet Mkt
Objectives
Objectives
Strategy
Strategy Strategy
Strategy Strategy
Strategy Strategy
Strategy Strategy
Strategy
Tactics
Tactics Tactics
Tactics Tactics
Tactics Tactics
Tactics Tactics
Tactics
An ad needs to contain a persuasive
message that convinces people to take
action
But, while doing so, it needs to make a
relevant connection with its audiences and
present a selling idea in an unexpected
way
Advertising needs to be Relevant,
Original, and create an Impact
Advertising Objectives
Communications Objectives
Repurchase/Regular Use
Conative Stage
Conative Stage
Trial
Preference
Affective Stage
Affective Stage
Liking
Cognitive Stage
Cognitive Stage Knowledge
Awareness
Advertising Strategy
From strategy…to creative…
Move away from the safety of the
positioning statement
Creative Brief
Problem
Objectives
Target
SMP/USP
Support
Advertising Tactics
Developing the Ad
Print
Television
Radio
Copywriting
Art & Design
Copywriting
Writing Effective Copy
Simplicity
Short and to the point
Tightly edited
Talks about specifics of a product
Focuses on a single strong point
Conversational tone
Original ideas and phrases
Addresses a single target audience
Art & Design
Visuals get and keep attention
Pictures communicate faster than words
People remember remember messages
as visual fragments
Adds credibility… seeing is believing
Low interest products can be linked to
attractive images
PRINT ADVERTISING
Print
Elements in a Print Ad- Copy

Headline
Subhead
Body Copy
Call Outs
Captions
Taglines
Slogans
Call to Action
Print
Headline
Headline is the key element in the ad. It is
the most important display element.
Headline is used to tightly focus on the target
audience
Headline must work together with the visual to
grab attention
Headline must identify the brand… and/or the
benefit
Headline should lure readers into the body copy
Headline can be Direct or Indirect
Print
Body Copy
Main text of the ad. Develops the sales
message, states argument, summarises
proof, provides explanation
Substantiate what is already said in the headline
If your headline is vague… the body copy should
be explanatory
Reader should be led step by step… and you then
demand some action out of him
Amount of copy required depends on the product
caetgory
Headline: A business class experience so comfortable,
you'll forget you're wearing a seatbelt.
Bodycopy:
As any business class traveller will tell you, it's hard
to find that kind of luxury and comfort on the ground.
The Tata Indigo with its longer wheelbase, semi-
monovolume front design, independent 3-link rear
suspension and seats with better thigh and lumbar
support has been designed for a ride that's as
comfortable as business class travel. Need more
proof? Just ask any of the 40,000 Indigo owners who
have made it the country's best selling sedan. Or
take a test drive.
Print
Elements in a Print Ad-Visual

Illustrations
Photos
Logo
Product Shot
Mascot
Print
Colour in Print Ads

Typography in Print Ads
Layout & Design
Picture Window
All Art
Panel or Grid
Dominant Copy
Grunge
TELEVISION ADVERTISING
TV
Characteristics of TV Advertising
Action
Demonstration
Storytelling
Emotion
TV
Elements in a TV Ad
Video
Audio
Others
Announcers
Spokespersons
Celebrities
TV
Storyboards
Gain interest in first 3 seconds
Focus on a key visual
Be single minded
Try to show the product close up in the
end
RADIO ADVERTISING
Radio
Characteristics of Radio
Advertising
Personal
Interest Based
Inattention
Call to Action
Radio
Elements of a Radio Ad
Voice
Music
Sound Effects
Media Planning
Whom to Target
TG Definition
How Much
Media Weights
When to Advertise
Scheduling
Which Media
Media Mix
Whom to Target
Demographics
Sex
Age
Income
SEC
Psychographics
How much to advertise
Index- BDI
BDI = Brand Sales in Market

Brand Sales AI
X 100
TG in Market
Total TG AI
Index- CDI
CDI = Category Sales in Market

Category Sales AI
X 100
TG in Market
Total TG AI
BDI > CDI BDI < CDI
Brand doing better than Brand doing poorly
category versus category
Priority 1: Priority 1:
Task: CONSOLIDATE Task: BUILD
Priority 2: Priority 2:
Task:MAINTAIN Task: IGNORE
When to Advertise
Scheduling of the insertions, spots
across the period of the plan
Based on:
Sales pattern
Purchase cycle
Competitive advertising
Budget constraints
Product availability
Scheduling Patterns
Continuous
Flighting
Pulsing
Where to Advertise
Decisions on broad media classes
Criteria
Role/suitability of each medium in the
context of advertising objective
Cost efficiency
Competitive environment
Previous advertising result
TG Media Usage
Press
Dailies Magazines
Sense of immediacy Long life
Local emphasis Better reproduction
Flexibility Educational
Educational Audience selectivity
Quick reach build up
TV & Radio
TV Radio
AV Impact Cost efficiency
Demonstration Mobile audience
Quick OTS build up Local coverage
Mass reach Excellent support
medium to build OTS
Communications
Session 6
SituationalAnalysis
ObjectiveSetting
andBudget
Budget
Positioning
BrandBuilding
Brand Building
IMCProgram
IMC Program
Advertising
Internet Mkt
Objectives
Objectives
Strategy
Strategy Strategy
Strategy Strategy
Strategy Strategy
Strategy Strategy
Strategy
Tactics
Tactics Tactics
Tactics Tactics
Tactics Tactics
Tactics Tactics
Tactics
Above the Line v/s Below the
Line
Above the Line refers to all media upon
which a commission is paid to the
agency
Advertising in print, TV, radio,
Below the Line refers to all media which
communicates the message without a
commission being paid to the agency
Sales Promotion, Direct Mail, Events…
Sales Promotions
A direct inducement that offers an extra
value or incentive for the product to the
sales force, distributors, or the
consumer, with the primary objective of
creating an immediate sale
Extra incentive to buy
Acceleration tool
Targeted to different parties in the
marketing channel
Consumer Oriented Trade Oriented
Samples Trade Allowance
Coupons POP Displays
Premiums Contests and dealer
Refunds/Rebates incentives
Contests/Sweepstake Training Programmes
s Trade Shows
Bonus Packs Co-operative
Price Offs Advertising
PUSH PULL
Growth of Sales Promotion
Shift from manufacturers to retailers
Decreased brand loyalty
Increased promotional sensitivity
Increase trial
Short term focus
Sales Promotion v/s Brand
Building…
Consumer Franchise Building v/s Non
Franchise Building Promotions
Consumer Franchise Building Promotions: are
designed to build long term brand preference and
help the company achieve the ultimate goal of full
price purchases
Non Franchise Building Promotions: are designed to

accelerate the purchase and generate immediate
sales
Consumer Oriented Sales
Promotions
Objectives
Trial
Preference
Liking
Knowledge
Awareness
Sampling
Consumers given some quantity of a
product for no charge to induce trial
Expensive method
Used for new brand or even established
brand
Products need to be low in value
Products are divisible
Purchase cycles for these products is short
Door to door sampling
Sampling through mail
In store sampling
On package sampling
Magazine/Newspaper sampling
Premiums
Small gifts or merchandise included in the
product package
High impulse value
Means of rewarding the existing customer
Exchange Schemes
Exchange of old product for a new product
with a reduction in the price of the old
product
Induces brand switchers
Consumer Durables, Clothes
Price Off Deal
Reduced price of the brand- generally 10-
25% reduction in price
Generally marked on the product itself
Helps to induce immediate sales
Bonus Packs
An additional quantity of the product
offered at the original price
Influences purchase decisions at the time of
purchase
Coupons
Money-off coupons sent either through
mail or newspapers
Reducing price for only those consumers who
are price sensitive and not for everyone
Helps increase user base- encourages trial and
repurchase
Contests
Consumers have a “pot of gold at the end
of the rainbow” mentality
Enhances consumer involvement with the
brand
Scratch and win
Other Consumer Oriented SP
Trade Stamps
Money Back Offers
Loyalty Programmes
Examples
Lux Gold Star/Britannia Khao
World Cup Jaao
The existence of a “Big Idea”
Cut through clutter
Increased consumer involvement with brand
Aggressive media support to build rapid
awareness
Supported through TV, Print, Hoardings, Radio
Support through on ground promotional
efforts
Trade support, displays in retail outlets
Involvement of all channel partners with
major incentives
Substantial consumer prizes
Trade Oriented SP
Obtain distribution and support for new
products
Maintain trade support for established
brands
Encourage retailers to display and
promote established brands
Build inventories
Trade Allowances
Buying Allowance
Promotional Allowance and POP
Trade Shows/Meets
Co-operative Advertising
Trade Allowances
Buying Allowance
Promotional Allowance and POP
Trade Shows/Meets
Co-operative Advertising
Communications
Session 7
“When written in Chinese the word crisis
is composed of two characters. One
represents danger and the other
represents opportunity.”
-- John F. Kennedy
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Coke India Case Problems
CSE attacked Coke earlier for the same problem with
Kinley water– should have seen it coming
NGOs have automatic credibility
Coke’s valuable brand is driven by its image and
reputation which are now under fire -how does it
manage the adverse risk it faces
Indians have a love-hate relationship with MNC’s.
Can they do something about it?
Fierce competition between Pepsi and Coke. Is this a
platform for differentiation?
Product has been banned at several places- how
does it deal with this?
Coke India Case Solutions
Communicate openly with key constituents
Government
Public
Media
Employees
Suppliers
The CSE
Attempt to collaborate with the CSE
Choose to differentiate as a socially responsible
company; its good business
Recognize the upside possible through this scenario
Launch a campaign to educate and communicate
environmental initiatives
Seven Lessons
Don't underestimate the power of NGOs or
antagonists in general
Realize that socially responsible companies are
likely targets for NGOs but also attractive
collaborators
Recognize the value of strategic communications
Prepare in advance for crises and then improvise
from a strong foundation
Small regional problems can turn into big issues if
you don’t manage them
Transparency and action are key to rebuilding trust
with constituents
What is Public Relations?
The development of and maintenance of
good relationships with different publics
Employees, investors, suppliers, customers,
distributors, legislators, pressure groups,
community, media and competition
The planned and sustained effort to establish
and maintain goodwill and mutual
understanding between an organisation and
its public
The upside
The downside
Communicating during a
downside..
Define the problem
Centralize communications
Communicate early and often
Get inside the media’s head
Communicate directly with affected
constituencies
“The easiest period in a crisis situation is actually the battle
itself. The most difficult is the period of indecision - whether
to fight or run away. And the most dangerous period is the
aftermath. It is then, with all his resources spent and his
guard down, that an individual must watch out.”
-- Richard Nixon
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Leadership
Acceptability
Morale
Survival
Output
Leadership
Corporate image building, customer care, publicity
about tech advances, sponsorship of philanthropic
activities
Acceptability
External PR: annual reports, lobbying and
partnering with govt. and NGO’s, events for trade,
favourable press releases
Morale
Staff newsletters, morale boosting activities, house
journals
Survival
Create publicity among customers- events publicising the firm
and its products
Output
Staff programmes to attract the right people
Leadership
activities
Acceptability
Morale
journals
Survival
and its products
Output
Internal PR: Employees
To enable employees to take a greater
interest in their own work and in the
organisation’s goals
Encourage an atmosphere of pride

Provide for innovation
Improve lateral communication
Cut down layers of hierarchy
Increase easy flow of information
What’s my job
How am I doing
Does anybody give a damn
How are we doing

How do we fit in the whole
How can I help
Back-end branding
Ensuring that all employees also carry the
same brand values that the company is
trying to project at the front end
Ford: “Everything we do is driven by you”
Nike: “Just do it”
Amul: “The taste of India”
Eureka Forbes: “Your friend for life”
Internal newsletters
Staff magazines
Staff meetings
Staff get-together
A/V films for employees
In the case of a crisis
Communicate all details of crisis to all
levels of management and workforce
Ensure that all public statements would be
made routed through the PR department
Motivate and assure employees that the
crisis will ultimately tide over
Leadership
activities
Acceptability
Morale
journals
Survival
and its products
Output
External PR: Consumers
Publicity Press Relations

Create favorable news stories Create and maintain a
about the organisation and its favorable image with news
activities media
Media Events, Press Conferences, Public Speaking

at Conferences, Lectures, Seminars, Chat Shows
Advantages of Press Releases
No media cost
Carry greater credibility
Build brand awareness and loyalty in the
long run
BUT
There is no control over the message
Positive v/s Negative PR

Stories must be newsworthy
Stories must not be thinly disguised ads
Publicity v/s Reader Interest
Stories must fit the editorial style of the
magazine or paper
The message is more important than the
medium
“The reader should get under the skin of the writer and not the
column…. And the write up should get under the skin of the
reader and not the publication”
Leadership
activities
Acceptability
Morale
journals
Survival
and its products
Output
External PR: Other Publics
Other publics
Shareholders
Government departments
Trade partners
External pressure groups
Community at large
Communications
Session 8
SituationalAnalysis
ObjectiveSetting
andBudget
Budget
Positioning
BrandBuilding
Brand Building
IMCProgram
IMC Program
Advertising
Advertising PR
PR SalesPromo
Sales Promo DirectMk
Direct Mk Others
Others
Objectives
Objectives
Strategy
Strategy Strategy
Strategy Strategy
Strategy Strategy
Strategy Strategy
Strategy
Tactics
Tactics Tactics
Tactics Tactics
Tactics Tactics
Tactics Tactics
Tactics
Events
Sponsorships
In-film Advertising
Merchandising
Personal Selling
Word of Mouth
Internet Advertising
Events
Exhibitions
Selecting an Exhibition
Type of Exhibition
Target Audience
Timing
Facilities
Costs
Previous Success
Publicizing the Exhibition
Direct Mail
Telemarketing
Press Activities
Press Advertising
Joint Promotions
Evaluating the Exhibition
What percentage of the potential number
of visitors to the exhibition visited our stall
What percentage stopped but did not visit
our stall
How many leads/enquiries were created
What was the cost per visitor
What was the cost per order
Kiosk
Road Show
Sponsorships
A sponsorship is supporting an activity with
cash or consideration in return for satisfying
specific marketing or corporate objectives
Sports
Art
Education
Entertainment
Community
In-film Advertising
Can be mutually beneficial for both parties.
The brand and the film can both get
enhanced on each other’s equity
Taal - Coke, MTV award function, BPL-sponsored
show
Yaadein - Hero cycles, Paas paas
Kaante - Thums Up
James Bond – Omega, BMW, Reid & Taylor…
And the list goes on…
Merchandising
Dispensers
Stickers
Posters
Cardboard Cutouts
Branded Racks
Dump Bins
Electronic Signboards
Shelf Space
Shelf Positioning
Window Displays
Personal Selling
Personal selling is a person to person dialogue
between a buyer and a seller. The purpose of the
interaction is to provide information that may
persuade the buyer to accept a point of view, to
convince the buyer to take a specific course of action
or to develop a customer relationship
Prospecting
Appointment
Preparation
Ice Breaking
Need Identification
Presentation
Negotiation
Closing the Sale
Processing the Order
Follow Ups
Case: Acquaguard
Internet Marketing
Banners
Keyword Search
Email
Pop Ups/Interstitials
Sponsorships
Banners
The first type of online ad, a rectangular strip that runs
at the bottom or top of a webpage, often animated.
Clicking on a banner takes you to a site.
Great direct marketing and They are busy and aggressive,
brand building tool for often making them distracting
businesses. to the person online.
Keyword Search
Currently the fastest growing venue for
internet marketing
Search engines are now full-fledged media
companies
A second browser window that opens while the
web page downloads.
Displays audio, video, and animation.
They have a 6% click through rate, making them more than worth
while for businesses, as this is the highest rate out of any other
form of online advertising.
For the computer user, they are unavoidable, intrusive, and they
take time.
Email
Advertisements often come in the form of Emails.
• Highly targeted audience.

• Response rates of 5% - 15%
• It is cost effective for a business as customers are obtained
and respond quickly
•JUNK MAIL!!!!
•The average number of emails received per person from
marketers is expected to multiple 40 times from 40 emails in 1999,
to 1,612 in 2005
Sponsorships
Sole advertising on a site or channel
Branding targeted audience.
• They have a tendency to be ignored.

• Viewers are skeptical of the objectivity of the
information that they provide.
• Lacks interactivity.
Word of Mouth
Communication
Most powerful medium
Interactive
Perceived credibility of source
Positive WOM
Press releases
Negative WOM
Dissatisfied customers are likely to tell three times
as many people as satisfied customers
One third of dissatisfied customers seek redress.
Two thirds simply boycott and complain to others
Evaluating an Integrated
Marketing Communication
Programme
Conative Stage
Conative Stage
Trial
Preference
Affective Stage
Affective Stage
Liking
Cognitive Stage
Cognitive Stage Knowledge
Awareness
Conative Stage POP, Retail ads, Sales
Promo, Price appeals
Trial
Preference Competitive ads,

comparative ads
Affective Stage
Liking Image ads- status,
glamour, visual appeals
Knowledge Descriptive copy ads

Cognitive Stage
Awareness Teaser campaigns
Controllable Communication Uncontrollable Communication
Marketer’s advertising Competitor’s advertising
Marketer’s sales promotion Competitor’s sales promotion
Marketer’s public relations Competitor’s public relations
Marketer’s direct mktg Competitor’s direct mktg
Packaging Retailer’s signage
Events Retailer’s display
Toll free numbers Media reports
Company service Consumer comments
User’s experience
Retailer customer service
Database
All information regarding prospective and
existing customers
Marketer needs to capture, store and attach
the consumer response to the proper person or
group in the database
Marketer needs to analyze trends, changes in
consumer behavior
Pre-campaign Testing
The marketer measures the mental networks of
brands that the consumer has before designing
the campaign
Awareness
Knowledge
Liking
Preference
Trial
Purchase
Post campaign testing
The marketer measures the mental networks of
his brand along with mental networks of other
brands after releasing the campaign
Awareness
Knowledge
Liking
Preference
Trial
Purchase
Measuring communication
effectiveness
Objectives Measures
Awareness Memory tests
Knowledge/Liking Persuasion test

/ Preference
Trial Direct response

counts
Purchase In market tests
Regular Use In market tests/brand

tracking

Session 2

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Integrated Marketing

beauty from within

event: lakme fashion In-store

Celebrate ‘moments of joy’

Elements in a Print Ad- Copy

Elements in a Print Ad-Visual

Colour in Print Ads

BDI = Brand Sales in Market

CDI = Category Sales in Market

Non Franchise Building Promotions: are designed to

Encourage an atmosphere of pride

How are we doing

Publicity Press Relations

Media Events, Press Conferences, Public Speaking

Build brand awareness and loyalty in the

Positive v/s Negative PR

• Highly targeted audience.

• They have a tendency to be ignored.

Preference Competitive ads,

Knowledge Descriptive copy ads

Awareness Memory tests

Knowledge/Liking Persuasion test

Trial Direct response

Regular Use In market tests/brand

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