Integrated Marketing Communications

Sounds fundoo!

Faculty

Comes from an advertising agency!

Lowe Lintas is a big name!

Is not an academician! Should know this subject at least!

Communication.YES.Advertising..NO!

BIIB before joining

Heard about it from a senior!

People in the industry know about it!

Started by industry people! Know many industry people who teach there!

Communication.YES.Advertising..NO!

Communication = Advertising
Naaah!

What does not communicate?

The product (Harley)

The pack (Axe)

The outlet (HRC)

The price (Sony)

The end-user (Mercedes)

And yes of course advertising

Why then only focus on ads?

Frozen Mindset

Visible & Tangible

Knowledge & Understanding Quality of Output Measurable

Problem of only living in the World of Advertising

Problem #1

Other mediums will just not SHUT-UP! Advertising is menu card. Others are FOOD!

Advertising can FOOL at best once!

Other mediums cannot be de-linked!

Problem #2

Limited means, unlimited costs! 55,000 ads per year. Shown vs. Seen! Many a times wasteful!

May not convert into purchase always!

Not the most EFFICIENT medium!

Like it or not.

Other elements will communicate May have a greater impact

Are more cost effective

Might as well focus on them also!

United we stand.. Divided we fall!

Importance of Integration!

Brand: XYZ Toothpaste

Advertising: Whitens your teeth in 14 days

Packaging: Cavity-free Teeth

Promotion: Buy a toothpaste, brush free

POS: XYZ only for Rs. 10/-

Yeh brand kya bol raha hai???

IMC

Communication must be integrated Must drive a UNIFIED message To drill and reinforce the message

Economical to do the entire 360 from one idea

Recipe for a effective communication mix!

Emergence of IMC

Increasing clutter, decreasing ad effectiveness Increasing Competition Increasing parity of products Change in Power of Consumer Increasing use of technology

Taking the Message Beyond Advertising

Stella Artois: Sales Promotion

Wheel Smart Shrimati: Event FAL Foundation: Social Platform Pepsodent: Sponsorship of Shaktimaan

IMC -- Is it only for Promotion?

Integration is for the entire mix as everything communicates Course will focus on P of Promotion

Advertising Sales Promotion / Personal Selling Non-Traditional

PLAY AXELAND VIDEO PLAY SUNSILK VIDEO

Integrated Marketing Communications

Selling Advertising Promotions Direct Marketing Public Relations Sponsorship Exhibitions Packaging POS WOM E-marketing
MARKETING MIX

COMMUNICATION MIX

Product Price Place

Promotion

Brief Overview

IMC PLANNING PROCESS

1: Review of Marketing Plan

Promotion planning has to emerge from the larger marketing plan Must analyse to marketing plan to understand

Situation Analysis (Internal / External) Marketing Objectives Marketing Strategy (STP) Marketing Program Evaluation Parameters

2: Promotional Situation Analysis

Analysis specific to factors which impact the development of promotional mix Internal Analysis

Firms Promotional Capabilities Review of Past Promotional Campaigns Assessment of Product / Service Capabilities Assessment of existing Image

External Analysis

Customer Analysis Competitive Analysis Environment Analysis

3: Analysis of Communication Process

Analyse receivers response processes Analyse impact of source of message Analyse the impact of channel factors Define Communication Objectives

Emerge from marketing objectives Must be SMART

4: Budget Determination

Given the communication objectives

What kind of money will have to be spent? How will this money be allocated across the various elements of promotion mix?

Budget should be a function of objectives and not a function of funds available Would be a tentative figure which would only get finalised once the promotion plan is final

5: Developing the IMC Program

Which elements to include in the mix? Role and importance of each element Do the elements integrate well? Cost-benefit analysis of each element Create and produce ads Design and implement programs

6: Monitor, Evaluate & Control

Is the program delivering on the communication objectives? What are the reasons for the success / failure of the program? Does the program need to be altered / adjusted in any way?

Between these MEDIUMS

Which one is more important? Which one should we allocate maximum funds to? Which medium should one start with?

I DONT KNOW THE ANSWERS!

What should be the mix?

IT DEPENDS

#1: What is the OBJECTIVE?

Awareness

Knowledge
Desire

Purchase
Repeat Purchase

Objectives varyEffectiveness of medium varies!

Relative Effectiveness
ADVERTISING
PERSONAL SELLING PROMOTION

Awareness

Interest

Conviction

Purchase

Post-Purchase

Source: Data Modeling

#2: What is the CATEGORY?

Consumer Products vs. Industrial Products

Involvement
Frequency of purchase Perceived Risks

Consumer interacts with categories differently!

Relative Effectiveness
CONSUMER PRODUCTS
SELLING PR/SPONSORSHIP WOM

INDUSTRIAL PRODUCTS

MEDIUMS

ADVERTISING PACKAGING POINT OF SALE PROMOTIONS

Source: Data Modeling

#3: What is the STRATEGY?

Push Strategy vs. Pull Strategy

Sales Force support vs. Customer interest

Trade promotions vs. Consumer promotions Shelf space vs. Mind space

Both strategies require a very different approach!

Relative Effectiveness
ADVERTISING

PUSH STRATEGY

WOM

PULL STRATEGY

MEDIUMS

PROMOTIONS POINT OF SALE PACKAGING

Source: Data Modeling

Integrated Marketing Communicaiton

UNITY IS STRENGTH!

Course Structure
PART - I PART - II

FOUNDATION

TOOLS
Selling Advertising

Comm. Mix
MCP Understanding Markets Understanding Agencies

Promotions Direct Marketing Public Relations

Sponsorship/Exhibitions
Merchandising WOM E-Marketing

Course Evaluation & Books

End-Term Examination Case Studies (Group) Assignments (Group) Quizzes Term Project (Group) Books

30% 10% 10% 20% 30%

Marketing Communication by Smith & Taylor Integrated Marketing Communication by Clow and Baack

Assignment #1

Advertising is not the only way to effectively build a brand in the market Validate this statement by providing 5 examples of brand building using mediums other than advertising such as

Sponsorship: Karizma & Roadies PR: Gillette WALS Direct Marketing: Prudential Drawing Competition Events: Royal Enfield Rider Mania Viral Marketing: Burger King Subservient Chicken

Deadline: Next Class Unique examples will get higher marks!