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Integrated Marketing Communication

The document discusses the key stages in developing an advertising campaign: 1. Set advertising objectives such as informing, persuading, or reminding consumers. 2. Determine the advertising budget based on factors like the product lifecycle, competition level, and substitutability. 3. Choose the key advertising messages by generating ideas, evaluating messages, and executing the message effectively through style, tone, words and format. Ensure the message is socially responsible.

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Rupali Manpreet Rana
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72 views

Integrated Marketing Communication

The document discusses the key stages in developing an advertising campaign: 1. Set advertising objectives such as informing, persuading, or reminding consumers. 2. Determine the advertising budget based on factors like the product lifecycle, competition level, and substitutability. 3. Choose the key advertising messages by generating ideas, evaluating messages, and executing the message effectively through style, tone, words and format. Ensure the message is socially responsible.

Uploaded by

Rupali Manpreet Rana
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Integrated

marketing
communication
• Integrated Marketing Communication(IMC) is
the coordination and integration of all
marketing communication tools, avenues, and
sources within a company into a seamless
program that maximizes the impact on
consumers and other end users at a minimal
cost.
• The marketing communications mix consists of
advertising, sales
promotion, public relations and
publicity, personal selling, and direct
marketing
Advertising

Advertising :--
Advertising is any paid form of non personal
presentation and promotion of ideas, goods, or services
by an identified sponsor.

• The Institute of Practitioners in Advertising (IPA), the


body which represents advertising agencies, defines
advertising as: « The means of providing the
most persuasive possible selling message to the right
prospects at the lowest possible cost.
Main Elements of Advertising
.Paid Form
.Non–personal presentation
.deas, goods or services
.An identified sponsor
.Inform and persuade
Advertising objectives

• To make an immediate sales


• To build primary demand
• To inform about a product availability
• To help salesman by building an awareness of a product
among retailers
• To increase market share
• To inform about new product’s availability or features or
price
• To bulid overall company image
• To develop overseas market
Kinds of advertising
• Product advertising: Promotes uses,
features and benefits of the
product.
• Institutional or Image advertising: Promotes
organizational images, ideas, or political issues.
Used to create or maintain an organizational or
family brand image.
• Advocacy: Promotes a company’s
position on a public issue.
• Pioneer advertising:
• Tries to stimulatedemand for a product
category rather than a
specific brand.
• Comparative advertising:
• Compares product characteristics of
two or more specific
brands.
Benefits of advertising
• Benefits to manufacturers
• Benefits to wholesalers and retailers
• Benefits to consumers
• Benefits to salesman
Benefits to
manufacturers

• It increases sales volume


• It helps easy introduction of product into the
market
• It helps to create an image and reputation not
only of product but also of advertiser
• It helps to establish a direct contact between
manufacturer and consumer
Benefits to wholesalers and
retailers

• Easy sale of product is possible since


• consumers are aware of product and its quality
• It supplements the selling activities
• The reputation created is shared by the
wholesalers and retailers alike
• It enables them to have product information
Benefits to consumers
• Advertising gives an indirect guarantee to the
consumers
• It helps them to know where and when
products are available. it reduces their
shopping time
• It provides an opportunity to compare the
merits and demerits of various suitable
products
Benefits to salesman
• Introducing the product is easy
• Advertising prepares necessary ground for
salesman to begin his work. Hence sales
efforts are reduced
• The salesman can weigh the
• effectiveness when he makes direct
• contact with the customer.
Advertising compaign
• There are five main stages in a well- managed
advertising campaign:
• Stage 1: Set Advertising Objectives •
•Stage 2: Set the Advertising Budget
• Stage 3: Determine the key Advertising Messages
• Stage 4: Decide which Advertising Media to Use
• Stage 5: Evaluate the results of the Advertising
Campaign
Stage 1: Set Advertising Objectives
• Advertising objectives fall into three main
categories:
• (a) To inform - e.g. tell customers about a
new product
• (b) To persuade - e.g. encourage customers to
switch to a different brand to switch to a different
brand
• (c) To remind - e.g. remind buyers where to find a
product find a product
Stage 2: Set the
Advertising Budget

•Management should consider these five factors when setting the advertising
budget:
• Product life cycle stage: new products tend to need larger advertising budget
as compare to established brands.
•Market share and consumer base: it is less expensive to reach consumers of a
widely used brand than to reach consumersof low-share brands.
• Competition: In a market with a large number of competitors and high
advertising spending, a brand must advertise more heavily to be heard.
• Advertising frequency: The number of repetitions needed to put across the
brand’s message to consumers has an important impact on the advertising
budget.
• Product substitutability: Brands in a commodity class (cigarettes, beer, soft
drinks) require heavy advertising to establish a differential image. Advertising
is also important when a brand offers unique benefits or features.
Stage 3: Determine the key
Advertising Messages

• Spending a lot on advertising does not guarantee success.


Research suggests that the clarity of the advertising message
is often more important than the amount spent.

Factors considered when choosing the advertising


message:

• Message generation
• Message evaluation and selection
• Message execution
• Social responsibility review
Message generation
The product “benefit “ message should be decided as part of
developing the product concept. Creative people use several
methods to generate possible advertising appeals.
• Creative people proceed inductively by talking to consumer, dealer,
expert and by competitors.
• Some creative people use deductive frame work for generating
advertising messages.

• How many alternative ad should be created?


• The more ads are created the higher the probability of finding an
excellent one.
Message evaluation and selection
• a good ad focus on one core
selling proposition.message can be
rated on desirability, exclusiveness
and believability.
• The advertiser should conduct
market research to determine which
appeal work best with its target
audience.
Message execution
• the message’s impact depend not only upon
• what is said but also on how is said.
• some ads aim for rational positioning benefit
• design to appeal to the rational mind.
• Example: “gets clothes cleaner”
• “brings relief faster”
• Some ads aim for emotional positioning.
• Example: insurance company ads..
• Creative people must find a cohesive
• style, tone, words and format for
• executing the message.
• Style: any message can be presentedby
• number of styles.life style,fantasy,
• mood, images, personality, technical
• expertise.
• Words: the communicator must
• choose appropriate words for the ads.
• •Memorable and attention gettingwords must be found.
• words must be found.
• ”Akhir log hamara charah he tu
• dekhatay hain”
• Format elements such as ad size,
• color, and illustration will affect an
• ad’s impact as well as its cost.
• Picture , headline and copy are also very
• important .
• the reader first notice the picture and it must
be
• strong enough to draw attention.
• Headline also propel the person to read and
• copy itself must be well composed.
Social responsibility view
• Advertising does not over step
• social and legal norms.
• Companies must avoid false and
• ads
• and demonstration.
• A successful advertising message should have the
following characteristics:

•(a) Meaningful - customers should find the


message relevant
•(b) Distinctive - capture the customer's attention
•(c) Believable - a difficult task, since research
suggests most consumers doubt the truth of
advertising in general

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