IMC NOTES

UNIT 1

Understanding Marketing Communications (IMC stands for Integrated Marketing

Communications) involves considering various aspects such as drivers, the communication
process, redefining the scope, and barriers. Let's break down each of these components:

a. Drivers to IMC (Integrated Marketing Communications):

1. Consumer-Centric Approach: Focus on understanding and meeting the needs and

preferences of the target audience. IMC emphasizes creating a seamless and consistent
brand experience for consumers.

2. Advancements in Technology: The evolution of digital platforms and technology enables

marketers to integrate various communication channels, such as social media, email, and
mobile, for a cohesive marketing strategy.

3. Globalization: As businesses expand globally, IMC becomes essential to maintain

consistency in brand messaging across different markets and cultures.

4. Competitive Pressure: Companies face intense competition, and a well-coordinated IMC

strategy can help differentiate a brand and build a strong market presence.

5. Data Analytics: The availability of data allows marketers to track and analyze consumer
behavior across multiple channels, helping refine and optimize communication strategies.

b. Communication Process:

1. Sender: The company or brand that initiates the communication process.

2. Encoding: Converting the marketing message into a format suitable for the chosen
communication channel.

3. Message: The content or information that the sender intends to convey to the target
audience.

4. Channel: The medium or platform through which the message is transmitted (e.g.,
advertising, public relations, social media).

5. Decoding: Interpreting the message by the receiver in a way that aligns with the sender's
intention.

6. Receiver: The target audience or consumers who receive and interpret the marketing
message.
7. Feedback: The response or reaction from the audience, providing insights into the
effectiveness of the communication.

c. Redefining the Scope of IMC:

1. Holistic Approach: IMC involves coordinating and integrating various marketing elements,
including advertising, public relations, direct marketing, and sales promotion, to convey a
consistent message.

2. Customer Journey Focus: IMC considers the entire customer journey, ensuring that
messages are relevant and cohesive at every touchpoint.

3. Brand Consistency: IMC aims to maintain a uniform brand image across different
communication channels and marketing activities.

4. Two-Way Communication: Encourages interaction and engagement with customers,

fostering a dialogue rather than a one-way communication approach.

d. Barriers to IMC:

1. Departmental Silos: Lack of collaboration and communication between different

departments within an organization can hinder the integration of marketing efforts.

2. Budgetary Constraints: Limited resources may lead to challenges in implementing a

comprehensive and integrated marketing communications plan.

3. Resistance to Change: Employees and management may resist changes in traditional

marketing practices, hindering the adoption of an integrated approach.

4. Lack of Coordination: Inconsistencies in messaging and a lack of coordination between

various marketing channels can undermine the effectiveness of IMC.

5. Technological Challenges: Issues with technology integration and data sharing may pose
obstacles in implementing a seamless and integrated marketing strategy.

Understanding these components is crucial for developing effective marketing

communication strategies that align with the goals and objectives of an organization.
 UNIT 2

The evolution of marketing communication models reflects changes in the understanding of

how consumers respond to advertising and promotional messages. Here's a brief overview
of the mentioned models:

a. AIDA Model:

AIDA stands for Attention, Interest, Desire, and Action.

- Attention: Create awareness and grab the audience's attention.
- Interest: Generate interest by highlighting the benefits and features of a product or
service.
- Desire: Build desire by emphasizing the value and benefits to create a strong desire to
own or use the product.
- Action: Encourage the audience to take a specific action, such as making a purchase.

b. Black Box Model:

- The Black Box model is a more complex representation that views the consumer's mind as
a black box, with inputs and outputs.
- It emphasizes the internal cognitive processes of the consumer, focusing on how stimuli
(marketing messages) are received, processed, and converted into responses (purchase
decisions).

c. DAGMAR Model:

DAGMAR stands for Defining Advertising Goals for Measured Advertising Results.
- Developed by Russell Colley, this model emphasizes setting specific and measurable
objectives for advertising campaigns.
- It emphasizes that communication objectives should be concrete and measurable, allowing
for the evaluation of the campaign's success.

d. HAM Model:

HAM stands for Hierarchy of Effects Advertising Model.

- This model recognizes a series of steps that consumers go through in response to
advertising:
- Awareness: The consumer becomes aware of the product.
- Knowledge: Understanding the features and benefits of the product.
- Liking: Developing a positive attitude towards the product.
- Preference: Preferring the product over others.
- Conviction: Developing a strong belief that the product is the best choice.
- Purchase: Taking the action of buying the product.

e. FCB Grid (Foote, Cone & Belding Grid):

- Developed by Foote, Cone & Belding, this model classifies products based on two
dimensions: emotional vs. rational appeal and high vs. low involvement.
- It categorizes products into four quadrants: Informative, Affective, Habitual, and Self-
Satisfaction.
- This model helps in determining the appropriate advertising strategy based on the nature
of the product and the target audience's emotional and rational responses.

These models represent different approaches to understanding and influencing consumer

behavior through marketing communication. They have evolved over time as marketers seek
more sophisticated ways to engage and connect with their target audience.

Certainly! Let's provide examples for each of the marketing communication models
mentioned:

a. AIDA Model:

Example: Smartphone Purchase

- Attention: Television commercial showcasing a new smartphone with a striking design.
- Interest: Highlighting features like a high-resolution camera and innovative technology.
- Desire: Showcasing lifestyle benefits, such as capturing precious moments and staying
connected.
- Action: Encouraging viewers to visit the nearest store or website to make a purchase.

b. Black Box Model:

Example: Online Shopping Experience

- Input: Online advertisements, social media posts, and product reviews.
- Processing: Consumer evaluates product features, reads reviews, compares prices, and
forms perceptions.
- Output: Decision to add the product to the online shopping cart and proceed to checkout
or abandon the purchase.

c. DAGMAR Model:

Example: Launching a New Perfume

- Objective: Achieve 20% brand awareness within the target market in the first three
months.
- Measurable Goal: Conduct surveys to measure awareness levels before and after the
advertising campaign.
- Result: If the brand awareness goal is met, the DAGMAR model considers the advertising
campaign successful.

d. HAM Model:

Example: Marketing a New Car Model

- Awareness: Launching teaser campaigns to create anticipation and awareness.
- Knowledge: Providing detailed information on the car's features, specifications, and
innovations.
- Liking: Using endorsements from celebrities or influencers to create a positive image.
- Preference: Offering test drives to allow potential buyers to experience the car firsthand.
- Conviction: Emphasizing awards or positive reviews to build confidence in the product.
- Purchase: Offering limited-time promotions or discounts to encourage immediate
purchase.

e. FCB Grid (Foote, Cone & Belding Grid):

Example: Advertising a New Energy Drink

- Informative: Emphasizing the product's unique formula and energy-boosting ingredients.
- Affective: Creating emotionally charged ads that portray the feeling of increased energy
and vitality.
- Habitual: Reinforcing brand loyalty through consistent messaging and branding.
- Self-Satisfaction: Highlighting how choosing the energy drink contributes to a healthier
and more active lifestyle.

These examples illustrate how each model can be applied to different marketing scenarios,
demonstrating the diverse ways in which marketers can approach communication strategies
based on specific objectives and consumer behaviors.
 UNIT 3

Marketing Communication Mix:

The Marketing Communication Mix, also known as the Promotional Mix, consists of various
elements that a company uses to communicate with its target audience. These elements can
be broadly categorized into Above-the-Line (ATL) and Below-the-Line (BTL) activities.

ATL vs. BTL:

1. Above-the-Line (ATL):
- Definition: Mass media activities that reach a large and diverse audience, typically
through traditional advertising channels.
- Examples: TV commercials, radio ads, print advertisements, outdoor billboards.
- Explanation: ATL activities are aimed at building brand awareness on a broad scale. They
are often less targeted and more focused on reaching a large audience.

2. Below-the-Line (BTL):
- Definition: Targeted, direct, and measurable marketing activities that are more
personalized and often involve specific audience segments.
- Examples: Sponsorships, exhibitions, direct mail, digital marketing, word of mouth.
- Explanation: BTL activities are more focused on specific groups or individuals, allowing
for a more personalized and direct communication approach.

Traditional Media (Print/Broadcast/Electronic):

1. Print Media:
- Definition: Advertising in newspapers and magazines.
- Example: A full-page advertisement in a fashion magazine to promote a new clothing
line.

2. Broadcast Media:
- Definition: Advertising on television and radio.
- Example: A TV commercial during prime time to promote a new car model.

3. Electronic Media:
- Definition: Incorporates digital platforms such as online banners, streaming ads, and
podcasts.
- Example: Banner ads on a popular website to promote a new smartphone.

Advertising, Personal Selling, Sales Promotion, PR, Direct Marketing:

1. Advertising:
- Definition: Paid, non-personal communication through various media channels.
- Example: Coca-Cola's "Share a Coke" campaign using TV, print, and digital advertising.
2. Personal Selling:
- Definition: One-on-one interaction between a salesperson and a potential customer.
- Example: A sales representative giving a product demonstration to a potential client.

3. Sales Promotion:
- Definition: Short-term incentives to encourage sales.
- Example: Offering a "buy one, get one free" promotion for a limited time.

4. Public Relations (PR):

- Definition: Building and maintaining a positive image through media and community
relations.
- Example: Issuing a press release to announce a company's charitable contribution to a
local community.

5. Direct Marketing:
- Definition: Communicating directly with individuals to promote products or services.
- Example: Sending personalized email newsletters with special offers to a targeted
customer segment.

Sponsorships, Exhibitions, Packaging, POP, Digital, Word of Mouth, Corporate Identity:

1. Sponsorships:
- Example: Nike sponsoring a major sports event, like the Olympics, to enhance its brand
visibility.

2. Exhibitions:
- Example: A tech company participating in a trade show to showcase its latest products
to potential clients.

3. Packaging:
- Example: Apple's distinctive and minimalist product packaging that reflects the brand's
design ethos.

4. Point of Purchase (POP):

- Example: A display promoting a new product near the checkout counter in a
supermarket.

5. Digital Marketing:
- Example: Running targeted Facebook ads to reach a specific demographic for a new
online subscription service.

6. Word of Mouth:
- Example: A viral social media campaign that encourages users to share their positive
experiences with a product.

7. Corporate Identity:
 - Example: Google's consistent use of its colorful logo, reflecting its corporate identity
across all its communication channels.

Factors Affecting Marketing Communication Mix:

1. Target Audience:
- Example: Tailoring social media content differently for younger audiences on platforms
like Instagram and TikTok compared to older demographics on Facebook.

2. Budget Constraints:
- Example: A startup with limited resources focusing on cost-effective digital marketing
rather than expensive TV commercials.

3. Nature of the Product:

- Example: High-end luxury brands using exclusive events and premium advertising
channels to maintain their brand image.

4. Competitive Environment:
- Example: Introducing special promotions or discounts in response to competitors'
marketing strategies.

5. Regulatory Environment:
- Example: Complying with privacy regulations when executing email marketing
campaigns.

In summary, the Marketing Communication Mix involves a strategic blend of activities to

reach, engage, and persuade the target audience. The choice of elements depends on
various factors, including the nature of the product, target audience, budget, and
competitive landscape.