Ch1introtoimc

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  • Reference to text: This slide refers to the ‘In Perspective’ feature on the Incredible India campaign discussed on pages 3-7.
  • Reference to text: This slide refers to section 1.1 that introduces students to marketing, and its four tools or mix.
  • Reference to text: This slide refers to section 1.2 on page 9 that introduces students to marketing communication, and to section 1.2.1 on pages 12 and 13 that discuss the various tools of the communication mix.
  • Reference to text: This slide refers to the conceptual understanding of IMC as discussed in section 1.3 on page 38.
  • Reference to text: This slide refers to the write up on the growth of advertising and promotions on pages 9-12.
  • Reference to text: This slide refers to the write up on the growth of advertising and promotions on pages 9-12.
  • Reference to text: This slide refers to the understanding of advertising as discussed in section 1.2.1.1.
  • Reference to text: This slide identifies the strengths and weaknesses of advertising as pointed out in table 1.6 on page 37.
  • Reference to text: This slide refers to the understanding of various types of advertising as discussed in section 1.2.1.1 on pages 19-24.
  • Reference to text: This slide tests students’ understanding of the types of advertising discussed in the previous slide. The correct answer is ‘c. Primary-demand advertising’ as firstly there is a need to build demand for an entirely new product category of ‘instant and mass roti-makers’ through concept selling. Next, B2B advertising will be needed as the product is meant for food-related businesses or NGOs, as opposed to end-consumers.
  • Reference to text: This slide refers to section 1.2.1.2 that explains the concept of sales promotion as a marketing communication tool.
  • Reference to text: This slide refers to section 1.2.1.2 that mentions the various tools of consumer and trade sales promotion.
  • Reference to text: This slide identifies the strengths and weaknesses of sales promotion as pointed out in table 1.6 on page 37.
  • Reference to text: This slide refers to section 1.2.1.3 that introduces direct marketing as a communication tool, and in turn, the various tools of direct marketing.
  • Reference to text: This slide identifies the strengths and weaknesses of direct marketing as pointed out in table 1.6 on page 37.
  • Reference to text: This slide refers to section 1.2.1.4 that introduces publicity as a communication tool, and the various tools of publicity.
  • Reference to text: This slide refers to section 1.2.1.4 that introduces public relations as a communication tool, and the various tools of PR.
  • Reference to text: This slide refers to page 26 of section 1.2.1.4 that points to the various audiences of PR.
  • Reference to text: This slide identifies the strengths and weaknesses of publicity and PR as pointed out in table 1.6 on page 37.
  • Reference to text: This slide identifies the strengths and weaknesses of Internet as a communication tool as pointed out in table 1.6 on page 37.
  • Reference to text: This slide refers to the various tools of Internet communication as pointed out in section 1.2.1.5.
  • Reference to text: This slide refers to the ‘Management Focus’ feature on Axe’s Internet campaign, as discussed on pages 33 and 34.
  • Reference to text: This slide introduces personal selling as a communication tool, as discussed in section 1.2.1.6, and identifies the strengths and weaknesses of personal selling as pointed out in table 1.6 on page 37.
  • Reference to text: This slide refers to section 1.2.1.7 that discusses some of the prominent media that defy traditional categorisation.
  • Reference to text: This slide tests students’ understanding of the different marketing communication tools discussed in the earlier slides. The correct answer is ‘b. Publicity’. As publicity is often incidentally created, not directly sponsored by the marketing organisation, and mostly created by neutral third parties, consumers are likely to have more faith in its message.
  • Reference to text: This slide refers to the conceptual understanding of IMC as discussed in section 1.3 on page 38.
  • Reference to text: This slide refers to the ‘Case in Point’ of Pepsodent Bhoot Police as discussed on page 39.
  • Reference to text: This slide refers to section 1.3.1 on ‘The Case for IMC.’
  • Reference to text: This slide refers to the ‘Management Focus’ feature on Kingfisher airlines, as discussed on pages 43 and 44.
  • Reference to text: This slide refers to section 1.3.2 on ‘The IMC Model.’
  • Reference to text: This slide refers to section 1.3.3 on ‘The IMC Planning Process.’
  • Reference to text: This slide refers to section 1.3.3.2 on ‘The IMC Plan.’
  • Reference to text: This slide refers to the end-of-chapter case on Cadbury’s Dairy Milk.
  • Ch1introtoimc

    1. 1. Advertising & Promotions An IMC Perspective Kruti Shah Alan D’Souza Chapter 1 An Introduction to Integrated Marketing Communications
    2. 2. Chapter takeaways <ul><li>Understand marketing and marketing communication </li></ul><ul><li>Learn about the various promotional tools </li></ul><ul><li>Understand IMC, its evolution and importance </li></ul><ul><li>Appreciate interrelation and integration of various promotional tools </li></ul><ul><li>Comprehend the IMC model and programme </li></ul>
    3. 3. Integrated communication for Incredible India
    4. 4. Marketing <ul><li>“ The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.” </li></ul><ul><li>- American Marketing Association </li></ul>
    5. 5. Marketing communication <ul><li>Purpose: Seek a cognitive, affective or behavioural response from the target audience </li></ul><ul><li>Marketing communication mix </li></ul>
    6. 6. Integrated marketing communication
    7. 7. The growth of advertising & promotions (India) Year Advertising expenditure (Rs. Crores) % Growth over last year 2008 21,000 20.0 2007 17,690 22.0 2006 14,505 21.7 2005 11,915 15.1 2004 10,354 10.9 2003 9,329
    8. 8. The growth of advertising & promotions (Worldwide)
    9. 9. Advertising <ul><li>Any paid form of non-personal presentation and promotion of ideas or products by an identified sponsor </li></ul><ul><li>Objectives </li></ul><ul><ul><li>Inform </li></ul></ul><ul><ul><li>Persuade </li></ul></ul><ul><ul><li>Remind </li></ul></ul><ul><ul><li>Reinforce </li></ul></ul>
    10. 10. Advertising
    11. 11. Advertising types Brand-building Tactical -Direct response National Public service Selective- demand Corporate Advocacy Primary-demand Retail B2B Trade …
    12. 12. Quick Q! <ul><li>Ramroti Ltd. has come up with a first-of-its-kind portable device that can make up to 500 rotis at a time. Which of the following types of advertising is most important to sell the product? </li></ul><ul><ul><li>Trade advertising </li></ul></ul><ul><ul><li>B2B advertising </li></ul></ul><ul><ul><li>Primary-demand advertising </li></ul></ul><ul><ul><li>Selective-demand advertising </li></ul></ul><ul><ul><li>Brand-building advertising </li></ul></ul>
    13. 13. Sales promotion Increases value Decreases price Increases value Decreases price OR OR AND Changes the price-value relationship of a product
    14. 14. Sales promotion tools
    15. 15. Balancing sales promotion: How much is too much?
    16. 16. Direct marketing <ul><li>One-to-one approach that uses advertising media to produce an inquiry, a transaction and some other immediate response </li></ul><ul><li>No intermediary between manufacturer & customer </li></ul><ul><li>Requires a database </li></ul>Direct mail Direct response TV/radio Mail-order catalogues Internet Telemarketing… Tools
    17. 17. Direct marketing
    18. 18. Publicity <ul><li>Non-personal communication by third-party sources regarding an organization’s products </li></ul><ul><li>Tools </li></ul><ul><li>Press releases </li></ul><ul><li>Press conferences </li></ul><ul><li>Special events </li></ul><ul><li>Opinion polls </li></ul><ul><li>Interviews </li></ul><ul><li>Contests </li></ul><ul><li>Weblog writeups… </li></ul>
    19. 19. Public relations <ul><li>Positively influencing public opinion to build goodwill, and earn appreciation and acceptance </li></ul><ul><li>May result in publicity </li></ul><ul><li>Tools </li></ul><ul><li>Publicity tools </li></ul><ul><li>Community affairs </li></ul><ul><li>Events and conventions </li></ul><ul><li>Corporate advertising </li></ul><ul><li>Lobbying… </li></ul>
    20. 20. The publics of PR
    21. 21. Publicity/PR
    22. 22. Internet as a communication tool
    23. 23. Internet tools Websites Emails Blogs Discussion forums Online games…
    24. 24. Axe creates a sensation!
    25. 25. Personal selling <ul><li>Personal presentation by a representative of an organization with the purpose of influencing consumer buying decision, making a sale, or building long-term relationships </li></ul><ul><li>Strengths </li></ul><ul><li>Targeted, flexible, interactive, measurable, offers immediate feedback, ideal for high-value & high-deliberation products & niche audiences </li></ul><ul><li>Weaknesses </li></ul><ul><li>Expensive, not suitable for large audiences </li></ul>
    26. 26. Unconventional media Novel Media Customer service Packaging Events, Trade shows Sponsorships POP Advertising specialties
    27. 27. Quick Q! <ul><li>Which of the following tools of communication is likely to create the highest credibility among consumers? </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Sales promotion </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Personal selling </li></ul></ul>
    28. 28. Integrated marketing communication (IMC) <ul><li>Various promotional tools provide consistent messages to target audiences for clarity, consistency & impact </li></ul><ul><li>One voice, one message, one strategy </li></ul>
    29. 29. Pepsodent Bhoot Police Pepsodent commercials Jingle on ‘The Midday show’ Contest to write lyrics School contact programmes Interactive website Chorus by dabbawallas Encourage kids to brush teeth at night 12 lakh kids signed the pledge, campaign won EMVIES’06
    30. 30. Why IMC?
    31. 31. Kingfisher integrates ‘the good times’ experience
    32. 32. The IMC model Marketing plan (objectives & strategies)
    33. 33. The IMC planning process Corporate objectives & strategies Marketing objectives & strategies IMC objectives & strategies
    34. 34. The IMC Plan
    35. 35. Cadbury manages a crisis with IMC

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