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INTEGRATED MARKETING

COMMUNICATION
UNIT I INTRODUCTION TO ADVERTISEMENT
Concept definition-scope-Objectives-functions-principles of advertisement Social, Economic and Legal
Implications of advertisements setting advertisement objectives Advertisement Agencies Selection
and remuneration Advertisement campaigns case studies.
UNIT II ADVERTISEMENT MEDIA
Media plan Type and choice criteria Reach and frequency of advertisements Cost of advertisements -
related to sales Media strategy and scheduling. design and execution of advertisements -Message
development Different types of advertisements Layout Design appeal Copy structure
Advertisement production Print Radio. T.V. and Web advertisements Media Research Testing
validity and Reliability of ads Measuring impact of advertisements case studies.
UNIT III SALES PROMOTION
Scope and role of sale promotion Definition Objectives of sales promotion - sales promotion techniques
Trade oriented and consumer oriented. Sales promotion Requirement identification Designing of sales
promotion campaign Involvement of salesmen and dealers Out sourcing sales promotion national and
international promotion strategies Integrated promotion Coordination within the various promotion
techniques Online sales promotions- case studies.
UNIT IV PUBLIC RELATIONS
Introduction Meaning Objectives Scope-Functions-integrating PR in to Promotional Mix- Marketing
Public Relation function- Process of Public Relations-advantages and disadvantages of PR-Measuring the
Effectiveness of PR- PR tools and techniques. PR and Media Relations, - PR consultancy: Pros and Cons. -
Discussion on opinion survey of PR in Public and Private Enterprises. PR- Research, Evaluation,
Counselling-Marketing Public Relations (MPR)-Structure of Public Relations Department. Budgeting of
PR. PR Agencies.
UNIT V PUBLICITY
Introduction Meaning Objectives - Tools Goals of Publicity Scope of Publicity Importance of
Publicity Difference between Marketing, PR and Publicity - Social publicity Web Publicity and Social
media Publicity Campaigns
UNIT I INTRODUCTION TO ADVERTISEMENT

Concept definition-scope-Objectives-functions-
principles of advertisement Social, Economic and
Legal Implications of advertisements setting
advertisement objectives Advertisement Agencies
Selection and remuneration Advertisement
campaigns case studies.
Meaning of Advertisement
Advertising simply put is telling and selling the
product. Advertising Management though is a
complex process of employing various media
to sell a product or service.
Definition of Advertising
According to American Marketing
Association, Advertising is any paid form of
non-personal presentation of ideas, goods or
services by an identified sponsor.

The average person is exposed
to more than 600 advertisements per day.

Advertising - influence way - we
think and/or persuade us.

Case Study
Sachin and Virag are two enterprising youth. They have passed out
from IIM,Bangalore. They thought instead of doing a job, they will launch
fresh vegetables in Indian markets. Having learnt of the future conventional
foods, they decided to venture into cultivation of mushrooms.

Mushrooms are known to be the best alternative food for vegetarians.
The first trial batch of mushrooms that they produced was bought by Star
Hotel in Bangalore. Further, the hotel placed orders for supply of 20 kgs
every day.

Now mushroom industry is run by small entrepreneurs, like Sachin
and Virag. Another big player M/s Ashtavinayak Mushrooms, equipped
with cold storage facility was more interested in the export market.

Sachin and Virag have set their sights high. They aim to sell
mushrooms in a very big way all over India. Mushrooms have a great
market potential and is a perishable food.
How will you advise Sachin and Virag, as how
to increase the consumer awareness about this
new food?
What would be your suggestions for
distribution channel for mushrooms?
The Key Players
Advertiser
Agency
Media
Supplier


Roles of Advertising
1. Marketing
The process - business uses to satisfy consumer needs by
providing goods and services.
2. Communication
Can reach a mass audience
Introduces products
Explains important changes
Reminds and reinforces
Persuades


3. Economic
Advertising is an objective means for
providing price-value information, thereby
creating a more rational economy.
4. Societal
Informs consumers about innovations and issues
Teaches consumers about new products
Helps shape consumer self-image

Features of advertising
Advertising provides information
Paid form of communication
Non-personal presentation
Gives publicity to goods, services and ideas
Target oriented
Creativity

Scope of advertising
Message
Media
Merchandise
Advertising functions
Objectives
Activities

The most commonly used Advertising Techniques
Ideal Kids - Ex: Barbie commercials
Heart Strings- Ex: Hallmark
Family Fun- Ex.:Game board commercials
Sounds Good - Ex.: McDonalds
Excitement - Ex.: Movie commercials
Cartoon Characters - Ex.: Cereal commercials
Bandwagon

Omission - Ex.: Breakfast commercials

Facts and Figures - Ex.: Aspirin, This Aspirin relieves pain 10 times faster than the leading brand.

Repetitions - Tide

Product Placement Nike

Star Power











Steps in Advertising Process
Briefing : SWOT
Knowing the Objective
Research
Target Audience:
Media Selection
Setting the Budget
Designing and Creating the Ad
Perfection
Place and Time of Ad
Execution:
Performance
Rasna History
Pioma Industry first introduced soft drink in India , 1976.
Brand Name Jaffee Renamed as Rasna in 1979
80s No profit
Coca cola Starts its operation in India.
FERA banned Coca cola in India
Advantages for Rasna.
In 2012 , Ready- to drink
Pioma has well developed Distribution Network.
35 Depots
2500 Stockiest
Ability to access 1.8 m grocery, retail outlet
700 sales person.

Objectives of Advertising

Trial: the companies which are in their introduction stage
generally work for this objective.
Continuity: this objective is concerned about keeping the
existing customers to stick on to the product.
Brand switch: this objective is basically for those companies
who want to attract the customers of the competitors.
Switching back: this objective is for the companies who want
their previous customers back, who have switched to their
competitors.
Other Objectives
Informing
Influencing
Reminding
Adding Value
Assisting with other company efforts
Functions of Advertisement
Communication with consumer : There is an increasing need for
information about a wide variety of products as the economy
expands and grows more complex.
Persuasion : Advertising attempts to persuade prospective buyers to
buy a product / service.
Contribution to Economic Growth: Advertising contributes to
economic growth by helping to expand the market, particularly for
new product, and by helping to develop new market segments.
Catalyst for change : Creativity inherent in advertising leads to the
discovery of new relationships that can change the perception of a
prospect.
Stimulates Demand : inform consumer about availability of
product in the market.
Strengthens other promotion mix elements : Advertising does the
pre-selling of the product and makes the job of salespeople easier.
Develops Brand preference: Satisfied customer brand preference.
Reduce Cost : Cut down selling cost
Competitive weapon
Brand image building
innovation
Growth of media
Principles of advertisement
Grab people
Be clever and creative
Speak loudly
Do not make people think
Use colors that make sense
Be informative
Be memorable
Show not tell
Use humour

Types of Advertisement
Types of Ad
Geographical Spread
Timing of response
Corporate philosophy
Demand Influence
Target Group
Basis of media
1. Geographical Spread
- National Advertising
- Local Advertising
- Global Advertising
2. Target group
- Consumer Advertising
- Industrial Advertising
- Trade Advertising
-Professional Advertising
3. Demand influence
- Primary Demand
-Selective Demand
4. Corporate Philosophy
- Corporate advertising
-Brand advertising
= Informative brand ad
= Persuasive brand ad
= Reminder brand ad
= Negative Advertising
5. Timing of the response
- Direct action ad
- Indirect action ad
- Surrogate advertising
6. On the basis on media
- Audio Ad
- Visual Ad
- Audio-visual
- Written Ad
-Internet Ad
-Verbal Ad


Advantages of Advertisement
Benefits of advertisements for the business
Meeting competition
Steady demand
Higher sales volume
Introduction of new products
Goodwill
Employee morale


Benefits of advertisements to the
consumers
Convenience
Education of the consumers
Fair prices
Better quality
Contact between producers and consumers


Benefits of advertisements for the society


Generates employment
Standard of living
Stimulates research and developments
Promote art and culture

Disadvantages
Higher prices
Artificial living
Misleading
Wastage of National resources
Unethical
Implication of advertisement
Social
Economic
Legal
Social Implication of advertisement
Positive social implication
Negative social implication
Positive social implication
Informed Society
Health and hygiene awareness
Right of consumers
Preventive course for dreaded diseases
New ideas
Advertisements contribute to creativity of people
Environmental protection
Social change
Quality consciousness
Promotion of National interest
Negative Social implications of
Advertisement
Children and advertisement
Control of media (censorship)
Materialism and consumption (Childhood obesity)
Stereotype(type , label)
Wrong message
Religion and culture
Message problem
Undetermines social values(Perfume)

Economic implication of
advertisement
Positive social implication
Negative social implication

Positive social implication

Effect on production cost, distribution cost, prices
Effect on demand
Effect on competition
Effect on consumer choice
Effect on business cycle
Effect on national income
Advertising and creation of utility
Effect on employment
Effect on product quality

Negative social implication

Advertising is not productive
Advertisement forces people to desire and buy things which in fact
are not within their means
Advertising simply multiplies the needs
Advertising increase the cost of goods
Advertisement encourages waste
Restricts entry of new business unit
Reduce consumer choice
Wastage of national resources
Legal Implication
Indian penal code 1860
Drugs and cosmetics act 1940
Drugs control act 1950
Young persons act 1956
Indecent representation of women act 1986
Emblems and Name act 1950
Prevention of insult to national honour act 1971
Prize competition act 1955
Infant milk substitutes, feeding bottles and infant food act 1992
Indian copy right act 1957
Trademark act 1999
MRTP act 1984
Consumer production act 1986
Cigarettes and other tobacco product act 2003
Setting Advertisement Objectives
Advertising communicates the message regarding product, price,
place of availability, sales promotion schemes, etc. Such
communication informs and reminds the target audience about
the advertisers product and persuades the target audience to
buy the advertisers product. So ultimately advertising helps to
increase sales.
According to Philip Kotler, The objectives of advertising are to
inform, to persuade and to remind the target audience about
the advertisers product
Types of Advertising objectives
Types of Ad objectives
Specific objectives of
Ad
Communication
Objectives
Sales Objectives
Sales objectives of Advertisement
The ultimate aim of advertising is to sell the product in the
market and to raise the level of present sales.
On certain occasions, the objective of advertisement is to
increase retail sales through off-season , special festival
discounts, gift-schemes, clearance sales, etc.

Limitation
Advertising is not the only factors affecting sales
Effect of Advertising on sales in long Run.
Communication Objectives of Advertisement
Advertising is a psychological process which is designed to
bring positive change in the behavior of audience and to
induce them to buy the product.
One of the major objectives of advertising is to change the
persons attitude in a way that moves him closer to the product
or service
To increase brand awareness
To increase knowledge
To create linking
To induce preference
Specific objectives of Advertisement
To increase demand
To sell a new product and to build new brands
To Educate the masses
To build brand preference
To build goodwill
Help middlemen
To Support salesmen
To Remind the customers of the product and company
To reach customers left out of salesmen
To inform about changes in Marketing Mix
To neutralize competitors advertisement
To enter in new geographical area
To do entire selling job
To overcome Dissonance of buyers
Specific objectives of classified advertising
DAGMAR
Defining Advertising goals for Measured Advertising Result
Under DAGMAR approach the main objective of advertising is
to communicate the desired message to the target audience.
This communication involves following four stages
Awareness
Comprehension (Understanding)
Conviction(Persuasion)
Action
Features of Advertisement objectives
in DAGMAR
Well- Defined objective
Benchmark and Degree of Change Sought(Present
status of target audience, Changing)
Well Defined target audience
Specified time period (time few months or year)
Disadvantages
Sales objective (only communication)
Costly
Problem with communication Hierarchy
Effect of other factors (Communication from one
person to other)
Ad Agencies
Advertising agency is a service organization
that specializes in planning and executing
advertising programmes for its clients
Functions of AD Agency
Contacting Clients
Advertising planning
Creative function
Developing and preparing AD copy
Approval from client
Media selection and scheduling
Ad Execution
Evaluation function
Marketing function
Research function
Accounting function

Organizational Structure of Ad
agencies

Types of Ad agencies
Full service agency
In-house agencies(planning and preparing of advertising
material)
Creative Boutiques
Media buying service
Special service agency (Specialized in particular area)
Sweet shop (local, only in one city)
Interactive agencies(consulting )
Healthcare communication Agencies
Medical education agencies
Selection of Ad agencies
Location
Size
Agencies working foe competitors
Image of agency
Service offered by ad agency
Rate charged
Creative and skills
Past record
Quality of staffs
Financially sound
Experience

Remuneration
Commission
Fee arrangement
Cost- plus agreement
Incentive based compensation
Percentage charge
Speculative basis

Advertisement campaigns
As advertising campaign include a series of
ads, placed in various media which are
designed to meet objectives and are based on
analysis of marketing and communication
situation
NIKE Just do it
AMUL - Taste of India
Importance of AD campaigns
Establishing a feeling of urgency for the buyer
Advertisers benefit concerns
Avoiding failure
Consumers benefit
Steps in AD campaign planning
Appraisal of Advertising opportunity
Analyzing and defining the target market
Setting advertising objectives
Determining the advertising budget
Deciding media and creative strategy
Creating ads, pre-test and release ad
Evaluating final result