Integrated Marketing

Communication
 Concept of marketing communication
 Integrated marketing communication (IMC) is an
approach to brand communications where the different
modes work together to create a seamless experience
for the customer and are presented with a similar tone
and style that reinforces the brand’s core message.

Its goal is to make all aspects of marketing

communication such as advertising, sales promotion,
public relations, direct marketing, personal selling,
online communications and social media work together
as a unified force, rather than permitting each to work
in isolation, which in turn maximizes their cost
effectiveness
 Objective of Integrated marketing
communication

Change Attitudes

Increase Awareness

Retention of customer

Drive Brand Switching

Influence Purchase Intent

Stimulate Trial Purchase

Process of integrated marketing
communication
Factor contributing to IMC
• Fragmentation of the mass market:
• Explosion of New Technologies

• Emergence of Global Markets

• Shifts of Power from Manufacturers to Retailer

• Shifting of Promotion Cost from Advertising to other Forms of

Promotion
• Emergence of Lower Cost and More Target Communication Tools
Factor contributing to IMC
• Development of Database and Relationship Marketing:
• Increase Usage of Internet:

• Agency Accountability
• Marketing Strategy Results Measurement

• Change in Shopping Approach

• Growth of Digital Media:
Role of IMC in building Brands

Inform about the brand

Creating brand
awareness

Create top-of-the mind

awareness
Role of IMC in building Brands
Enhancing the brand
knowledge

Help in recalling the

brand

Correct the
misconceptions
Role of IMC in building Brands
Provide support to sales
service

Build brand personality

and identity

Create a strong brand

Challenges in IMC

Selective attention

Selective comprehension

Selective retention
Challenges in IMC

Availability of media options

Consumer’s media –consumption

habits

Message may not be consistent

across media
Challenges in IMC

High staff turnover

Innovation challenges

Rural - urban mix

IMC PARTNERS

ORGANISATION

CUSTOMER

AGENCIES MEDIA
INTEFRATED MARKETING
COMMUNICATION
UNIT II
WHAT IS ADVERTISHING MANAGEMENT ?
 Advertising management is a planned
managerial process designed to oversee and
control the various advertising activities
involved in a program to communicate with a
firm's target market and which is ultimately
designed to influence the consumer's
purchase decisions.
 Definition of advertising
 According to “Philip Kotler” & American
Marketing Association.

 The advertising is any paid form of non

personal presentation of  Ideas  Goods 
Services by an identified sponsor that is
called Advertising.
classification of advertising
IMPORTANCE OF ADVERTISING
SCOPE OF ADVERTISING

Informative advertising

Persuasive advertising

Reminder advertising
contd.

Comparative advertising

Reminder advertising

Reinforcement advertising
Nature of advertisement

communication

Paid form of
communication

Non personal form

of communication
Nature of advertisement

Identified sponsors

Variety of
consumers

publicity
 Advertising process

Study the target customer

Study of market environment

Defining advertising objective

 Advertising process
Determining advertising
budget

Selecting advertising appeal

Selecting advertising
message
Advertising process
Selecting media and media
mix

Determining media
scheduling

Designing advertising copy

 Advertising process

Execution of advertising

Evaluation of advertising
effectiveness
 Segmentation
 Market segmentation is the process of
dividing a broad market, normally consisting
of existing and potential customers, into
subsets of consumers (known as segments),
that exhibit some type of shared
characteristics.
 Segmenting can be defined as dividing the

whole market into different smaller groups of

buyers with distinct needs ,characteristics or
behavior.
 Targeting
 Targeting is the process to market to a
particular segment of the market. Once the
segmentation is done and the broad market is
subdivided into different segments, then a
particular segment has to be targeted by
analyzing the size and potential growth of each
customer group
 .Analyzing which customer segment would be
beneficial in the long run for the company. The
objective is to select segments in such a way
that the firm maximizes its profit.
 Positioining
 A proper positioning of once brand is very
important for the company. Positioning is all
about creating an image of ones product as
to how a customer should think of a
particular product. It’s the message that has
to be conveyed to the customer as to what
the product is all about, its usefulness.
S.T.P
Step for S.T.P
Advertising campaigns
 Advertising campaigns are the groups of
advertising messages which are similar in
nature. They share same messages and
themes placed in different types of medias at
some fixed times. The time frames of
advertising campaigns are fixed and
specifically defined.
process of advertising campaign
Research

Know the target audience

Setting the budget

Deciding a proper theme

Selection of media
Advertising appeal
 Advertisers use appeal to influence a
customer to purchase a product or support a
cause. Appeals speak to an individual's need,
wants or interest. The most
common advertising appeals include use of
fear, humor, rational, sex or bandwagon
propaganda.
 Fundamentals of Advertising
ADVERTISING IS ONE PART OF THE TOTAL MARKETING MIX. IN
MARKETING, WE HAVE TO ESTABLISH RELATIONSHIP BETWEEN A BRAND
AND OUR CUSTOMER. ADVERTISING HELPS TO ESTABLISH THIS
RELATIONSHIP.
Five fundamental of advertising

Consider your Make sure you

targeting measure

Understand the
importance of
Have an objective
selecting audited
publications

Weighing the
benefits of
frequency versus
dominance
 The creative brief
 A creative brief is the very
foundation of any advertising /
marketing campaign. Making a
simple (but relatable) analogy,
the briefing is the metaphorical
treasure map that creative's
follow. The brief shows the
creative professionals not only
where to start digging to find
the golden ideas but also how
to open the treasure chest.
Essential element for creative brief
 Communication objectives – What is the advertising
charged with accomplishing?
 Creative strategy – What must the advertising
demonstrate that will persuade the reader to take
action?
 What is the product offering – A single sentence that
identifies what the client has for sale.
 Market segment/ Business segment – What is the
industry and the vertical market that would be
interested in the product offering?
 Identified target audiences – Where decision makers and
influences are identified either by title, job description,
or by audience segmentation.
Essential element for creative brief
 Attribute/benefit/emotional connection to the brand – Product
attributes and benefits are identified and prioritized. In this
step the client’s product is compared against the competition
to find a point of weakness and product differentiation.
 Key messages – Based on attribute and benefits, key messages
are formulated, directed to purchasers and influencers.
 Competitive situation – Where the competition is identified and
analyzed. The goal of this phase is to understand the external
forces that influence the market segment, purchasing decision
and product positioning.
 Media strategy – Which media channels – print, internet, social,
inbound — will be used to engage the target audience.
 Budget – What is the investment the client is making in the
advertising and how will the advertising be evaluated for its
contribution to revenue generation?
Function of advertising agency
Client agency relationship
Client agency relationship
 The advertising agency should do a smart and hard
work to bring success to the client's ad campaign.
 It should make a good advertising plan and must
implement it efficiently and effectively. However,
first it must get the approval from the client.
 It is the duty of the account executive of the agency
to keep his customer happy and satisfied.
 It should not charge client unreasonably high rates.
 It should not make ads for client's competitor.
Client agency relationship
 It should get all the information from the market
that will help to create better ads.
 Discuss the ad fees with the client in advance to
avoid disputes.
 Disclose to the client the names of the team
members (employees) that are working on his ad
campaign.
 Inform the client about changes, if any, happening
within the agency.
 Never hurt client's ego. Agency should always
provide timely services to him and try its best to
satisfy him.
Management of advertising agencies

Management of advertising agencies

Develop a
Focus on Educate
strong
client employees
mission
satisfaction. continuously.
statement.
Management of advertising agencies

Management of advertising agencies

fresh
perspective
Recruit new Consider
on the
talent. freelancers.
advertising
industry.
Management of advertising agencies

MANAGEMENT OF ADVERTISING AGENECIES

Stay
Establish Meet with
informed
budget staff
about the
guidelines regularly.
industry.