Communications
Module 1
Module 1 syllabus
Role of IMC in marketing process, IMC planning
model, Marketing and promotion process model.
Communication process, steps involved in
developing IMC programme,
Effectiveness of marketing communications
Purpose, Role, Functions, Types, Advertising Vs
Marketing mix, Advertising appeal in various
stages of PLC
Marketing Mix
IMC
Role of Advertising and Promotion
Inform customers of a product or service
Convince them of its ability to satisfy their
wants or needs
Help develop and sustain relationships
IMC -Defined
A concept of marketing communications
planning that recognizes the added value of a
comprehensive plan that evaluates the
strategic roles of a variety of communication
disciplines and combines these disciplines to
provide clarity, consistency and maximum
communications impact
Integrated Marketing Communications
A marketing communications planning concept that recognizes
the value of a comprehensive plan.
A plan that evaluates the strategic roles of several
communications disciplines:
Media advertising
Direct marketing
Interactive/internet marketing
Sales promotion
Publicity/Public relations
Combines the disciplines to provide:
Clarity
Consistency
Maximum communications impact
Reasons For Growing Importance of IMC
A shifting of marketing expenditures from traditional media
advertising to other forms of promotion as well as nontraditional
media
The rapid growth of the internet and social media that is
changing the nature of how companies do business and the ways
they communicate and interact with consumers
A shift in marketplace power from manufacturers to retailers
The growth and development of database marketing
Demands for greater advertising agencies and changes in the
way agencies and other marketing communication firms are
compensated accountability
Rapid growth of the Internet
Increasing importance of branding
Communication Levels
Corporate Level
Messages sent by a companys overall business practices and
philosophies such as mission, labor practices, philanthropies,
culture and other processes
Marketing Level
Messages sent by or inferred from by various aspects of
marketing mix such as product performance, design,
appearance, pricing and distribution
Marketing Communication Level
Strategic and executional consistency among all forms of
marketing communication
The promotional Mix: IMC Tools
Interactive/Internet
Advertising Direct Marketing
Marketing
Publicity/Public
Sales promotion Personal Selling
Relations
Integrated Marketing Communications Planning Model
Marketing Plan
A document that describes the overall marketing strategy and
programs developed for an organisation, a particular product
line or a brand.
Include:
1. A detailed situation analysis that consist of an internal marketing audit
and review and external analysis of the market competition and
environment factors
2. Specific marketing objectives that provide direction, a time frame form
marketing activities, and a mechanism for measuring performance
3. A marketing strategy and program that includes selection of target
market(s) and decision and plans for the four elements of marketing
mix elements
4. A program for implementing the marketing strategy, including
determining specific tasks to be performed and responsibilities
5. A process for monitoring and evaluating performance and providing
feedback so that proper control can be maintained and any necessary
changes can be made in the overall marketing strategy or tactics
Review of Marketing Plan
Examine overall marketing plan and objectives
Role of advertising and promotion
Competitive analysis
Assess environmental influences
Analysis of Promotional Program Situation
Internal analysis
Promotional department organisation
Firms ability to implement promotional program
Agency evaluation and selection
Review of previous program results
External analysis
Consumer behaviour analysis
Market segmentation and target marketing
Market positioning
Analysis of Communication Process
Analyse receivers response processes
Analyse source, message, channel factors
Establish communications goals and objectives
Analysis of the Communication Process
Marketing objectives
Refer to what is to be accomplished by the overall
marketing program
Often stated in terms of sales, market share, or profitability
Communication objectives
Refer to what the firm seeks to accomplish with its
promotional program
Often stated in terms of the nature of the message to be
communicated or what specific communication effects are
to be achieved
Key Communication Objectives
Creating awareness or knowledge about a
product and its attributes or benefits
Creating an brand, store image
Developing favourable attitudes, preferences
or purchase intentions
Budget determination
Set tentative marketing communications
budget
Allocate tentative budget
Integrate and Implement Marketing
Communications Strategies
Integrate promotional Mix strategies
Create and produce ads
Purchase media time and space
Design and implement direct marketing programs
Design and distribute sales promotion materials
Design and implement public relations/publicity
programs
Design and implement interactive/internet
marketing programs
Monitor, Evaluate and Control Integrated
Marketing Communications Program
Evaluate promotional program
results/effectiveness
Take measures to control and adjust
promotional strategies
THE ROLE OF IMC IN THE
MARKETING PROCESS
Marketing and Promotions Process Model
Marketing Strategy and Analysis
Humour appeal
Fear appeal
Comparative
Advertising
Relationship between Fear levels and
Message acceptance
Pros and Cons of Using Humor
Advantages Disadvantages
Aids attention and awareness Does not aid persuasion in
May aid retention of the general
message May harm recall and
comprehension
Creates a positive mood and
May harm complex copy
enhances persuasion
registration
May aid name and simple
Does not aid source credibility
copy registration
May serve as a distracter and Is not effective in bringing
reduce the level of counter about sales
arguing May wear out faster
Channel Factors
Final controllable variable of the
communication process is the channel , or
medium used to deliver the message to the
target audience
Classified in to two categories
1. Personal channels
2. Non-personal Channels
Communications Channels
Personal Selling
Personal
Personal Channels
Channels
Word of Mouth
Print
Media
Nonpersonal
Nonpersonal
Channels
Channels
Broadcast
Media
Channel Factors
Effects of alternative mass media
The various mass media that advertisers use to
transmit their messages differ in many ways
Number and type of people they reach
Costs
Information processing requirements
Qualitative factors
Differences in information processing
Information ads in print media, such as newspapers,
magazines or direct mail as well as internet is self paced
Information from the broadcast media of radio and
television is externally paced
Channel Factors
Effects of alternative mass media
Self paced print media make it easier for the
message recipient to process a long complex
message
Print ads are more effective when for presenting
a detailed message with lot of information
Broadcast media is more effective for transmitting
shorter messages
Channel Factors
Effects of Context and
Environment
Interpretation of an
advertisement message can be
influenced by the context or
environement in which the ad
appears
Qualitative media effect
Is the influence the medium has on a
message
Commercials placed in programs
that induce negative moods are
processed less systematically than Travel and Leisure magazine creates an
excellent reception environment for
ads placed in programs that put
travel related ads
viewers in positive moods
Channel Factors
Clutter
The amount of advertising in a
medium
Television clutter include
Commercials
Promotional messages for shows
Public service announcements
Increasing concern to Advertisers
Clutter levels are high on many
cable networks
ADVERTISING
Advertising
Any paid form of non-personal communication
about an organization, product, service, or
idea by an identified sponsor.
Why Advertise?
Best known and most widely discussed form of
promotion
Can transmit a message to large group of
individuals, often at same time
Major Advertising Media
Magazine
Television
Newspaper
Yellow Pages
Radio
Outdoors
Cinema
Internet
Advertising
A television commercial(TVC) on general
entertainment channel aired at prime-time
may reach over 5 million people
An issue of the leading Hindi daily Dainik
Jagaran reaches over 16 million readers
A print ad in the English weekly India Today
may reach about 1.7 million readers
Who uses Advertising?
Business firms
Nonprofit organizations
Professionals
Social agencies
Government
Characteristics of Advertising
Can reach masses of geographically dispersed buyers.
Can repeat a message many times.
Is impersonal, one-way communication.
Can be very costly for some media types.
Low cost per exposure, though overall costs are high
Consumers perceive advertised goods as more
legitimate
Dramatizes company/brand
Builds brand image; may stimulate short-term sales
Role of Advertising
Communication with the consumers
Persuasion
Catalyst for change
Change in perception
Contribution to economic growth
Development of new market segments
Need for Non-Commercial advertisements
Social cause like AIDS awareness programme
Functions of Advertising
Social function
Education consumers through advertisements
Psychological function
Appeals to psychological motives of human beings
Economic function
Value/price equation conveyed to customer
According to Prof. Jagdish N Sheth the main functions of
advertising are
Perception
Persuasion
Reinforcement
Reminder
Purpose of Advertising
Objective
A specific communication task to be accomplished with a specific
target audience during a specific period of time
Purpose
1. Inform
Introducing new products
2. Persuade
Becomes more important as competition increases
3. Comparative advertising
One competitive method of persuasion
4. Remind
Most important for mature products
5. Positioning or re-positioning
Gives shape to a marketing strategy
Commercial & Non Commercial Advertising
Commercial
Main objective is to make a sale
Viewed as investment for returns
Generally competitive in nature
Used by commercial organizations
Non commercial
Objective is to inform and seek a non monetary response
Some use public interest ads for corporate branding
Generally used by non profit organizations, government
agencies etc
Advertising
Advantages Disadvantages
Advertiser controls the High costs of producing
message and running ads
Cost effective way to Credibility problems and
communicate with large
audiences consumer skepticism
Effective way to create Clutter
brand images and symbolic Difficulty in determining
appeals
Often can be effective way effectiveness
to strike responsive chord
with consumers
Classifications of Advertising
National
NationalAdvertising
Advertising
Retail/Local
Retail/LocalAdvertising
Advertising
Primary
Primary vs.
vs.Selective
Selective
Demand
Demand Advertising
Advertising
Consumers
Business-to-Business
Business-to-BusinessAdvertising
Advertising
Professional
ProfessionalAdvertising
Advertising
Trade
TradeAdvertising
Advertising
Organizations
Consumer Advertising
National advertising
Done by large companies on a nationwide basis
Ads for well-known brands and companies shown on television
are an example.
Retail/Local advertising
Done by retail and local merchants encouraging consumers to
shop at a specific store, use a local service, or patronize a
particular establishment
Primary versus selective demand advertising
primary demand advertising is designed to stimulate demand
for the general product class or industry
Used when brand dominates the market and will benefit the
most from the overall market growth
Selective-demand focuses on creating demand for a specific
company and/or its brands
Advertising to Business and Professional Markets
Business to business advertising
Advertising that targets individuals who buy or influence
the purchase of industrial goods or services for their
companies
Professional advertising
Advertising targeted to professionals such doctors,
lawyers, engineers, and the like
Used to encourage professionals to recommend or specify
the sue of companys product by end users
Trade advertising
Targeted to marketing channel members such as
wholesalers, distributors, and retailers
Goal is to encourage channel members to stock, promote
and resell the manufacturers branded products
Major Decisions in Advertising
Advertising through various stages of PLC
Introduction
Inform, create awareness
Growth
Persuade, differentiate, build brand
Mature
Remind, differentiate, Put price ahead of the
competition
Decline
Defensive advertising for revival
Role of Advertising in the Marketing Mix
End of Module 1
Thank You