This document discusses various marketing communication tools including advertising, sales promotion, publicity, personal selling, public relations, and direct marketing. It provides details on each tool, including definitions and examples. It also discusses integrated marketing communication and how using multiple tools in a coordinated way can improve marketing effectiveness. The key point is that an integrated approach considering all relevant communication tools is important for successful marketing.

1. Advertisement
Management
By
P.Balaji
2nd B.Com B

2. Learning Objectives
In this lesson you will be exposed to the
Integrated Marketing Communication
You will understand the relevance of the
Promotion mix.
The exposure to Integrated Marketing
Communication is step forward in
understanding advertising

3. Marketing Communication
Marketing communication is a term used in a
broader sense for promotional strategy. So it is more of a
planned promotional communication.
Within this we have the following tools:
· Advertising: Which is any paid form of non-personal
communication of ideas, products and services by an
identified sponsor.
· Sales Promotion: Short term direct inducement to
encourage
sales of products and services.

4.  Publicity: Non-personal stimulation of demand for a
product / service or business organization as a whole by
putting commercially significant news in media to create a
favorable image.
 Personal selling: For making sales, a salesman interacts
orally
with the buyer or buyers in the form of sales presentation.
 Public Relations: Marketers engage in public Relations to
develop a favorable image of their organizations in the eyes
of the public – public at large, customers, suppliers,
government, media, competitors, shareholders, employees
and the society.

5. Retail Advertising
 The retails in order that the consumer can see the
product and buy it are those that provide the
consumer with lots of information.
 So listing the size, color and prices of various
shirts in a store make a buyer more action inductive.
 Appropriate behavioral aspects are used in case of
durables and automobiles.
 The advertisement used here must create a strong
sense of desire, curiosity and urgency to get the
reader or viewer to make the store visit.

6. Cooperative Advertising
Here a manufacturer offers retailers an advertising
program for the later to run. The program may include
suggested advertising format, materials to be used to
create actual advertisements display.
 There are 3 types of co-op advertising:
1. Vertical: When the upstream manufacturer or service
provider pays for a downstream retailers ad.
2. Horizontal: When local dealers in a geographic area
pool money for advertising.
3. Ingredient producer co-op: When the producer of an
ingredient pays part of an ad run by the user product

7. Sales Promotions
 Sales promotions are different from advertising, in
that they do not involve the use of mass media.
 Many sales promotions are designed to encourage
the immediate sale of goods, while others have
longer-run goals of keeping customers loyal to the
store, aiding salespeople, or attracting customers
into the store.
 The term promotion is used to refer to all
communication efforts made on an impersonal
basis, including sales promotions, publicity, and
advertising.

8. Personal Selling
Personal selling involves individual, face-to-face
communication, in contrast to the impersonal
mass communication involved in advertising.
Effective personal selling is quite often,
the most important and effective element in retail
communication.

9. Publicity
 Two factors distinguish publicity from advertising –
cost and control.
 When a newspaper, magazine, TV or radio features
a retailer’s store, personnel, product or events and
the retailer does
not have to pay for it, the retailer receives publicity.
 The retailer cannot, however, control the time,
direction, or content of the
message.

10. Packaging
 Proper product packaging protects the product as well as
provides a message that facilitates its sale.
 Unfortunately, in most cases, retailers purchase products
already packaged and, therefore, have little control over the
communication on the package.
 However, the retailer should always consider the image and
message projected by packaging as a part of the total
communication mix. The retailer does ‘package’ many goods
with paper and plastic bags, boxes, and wrapping paper.
 Such packaging, carefully designed, can prove to be an
effective yet

11. Merchandising and in Store Advertising
 Of late it has made a lot of inroads in outlets. With
Bennetons with their color scheme in various
shelves, Raymond’s with
their window display play a major role in attracting
the consumer
base.
 This is so because most decisions about brands
are made when you enter a particular shop.
 So the use of displays,signs, and positioning of the
particular brand in the store is an
important decision making exercise.

12. Industrial Marketing
A business-to-business deal, which requires a sales representative
to make the sales call, here, the additional information provided by
him with the help of certain pamphlets and
brochures are the key tones for advertising.
The telemarketers can handle the calls made once the pamphlets
and brochures are effective enough for eliciting a response. Often
toll free numbers are provided in the pamphlets and brochures.
Integrated marketing communication with the help of another tool
namely Public Relations, is important to accommodate complex
buying decisions.

13.  The key to the success lies in the effective
monitoring of the various tools used in order to
avoid dilution to the plan by any one. One
important impact of IMC is greater consistency
to their communication including media waste
 In addition we must answer the following in
order that
the marketing communication is successful:
· What are the target audience and their
behavioral pattern?
· What are the media that the target audience
normally comes
in touch with?
· What behavior or attitudes do we want to affect
?

14. Direct Marketing
 Direct Marketing is an attempt to approach the
customers directly.
 It is a personal approach to consumers. This
direct approach may be through sales letters
and circulars.
 It may be through leaflets, folders and
brochures. All these are routed through post
and so are called direct mailings.
 Distributors are bypassed in direct marketing.
For demonstrations, sales people
may call in on the prospects.

15.  There is a huge opportunity for direct marketing in
India. Direct marketing may exploit new
technologies like E-mail, TV etc.
 Direct Marketing depends upon the database of the
market.
 The basic challenge in the Indian market is to
develop database management skills. The kind of
lists now available is not databases at all.
 They are available for one rupee per name and
address while good databases cost anything between
Rs 8 to Rs 75 per name and address. Building up
database is a time consuming process. It takes
anything between 3-5 months to build databases.

16.  Direct marketing is slowly coming of age.
In India today, we get mail order
advertisement ranging for a wide variety of
products from music cassettes to saving
schemes to holiday packages
 Even computer software companies like
Microsoft has commissioned Contract
direct to promote its MS DOS 6.0. It seeks
to reach its target of EDP managers and
general users via direct mail and
advertising

17. Public Relations
Public Relations can be defined as:
“ Building good relations with the
company’s various publics by obtaining
favorable publicity, building up a good
corporate image, and handling or heading
off unfavorable rumors, stories and events.

18. Public Relation department may perform any
or all of the following functions:
 Press Relations or press agentry:
Creating and placing news worthy
information in the news media to attract
attention to a person, product or service.
 Product publicity: Publicizing specific
products.
 Public affairs: Building and maintaining
national or local community relations.

19. The Role and Impact of Public Relations
 Public relations as an industry or practice have
only been around since the early 1900s.
 With the dawn of the Industrial Revolution, young
corporations discovered that their growth
depended on gaining the goodwill of the masses.
 Those that succeeded prospered. Those that didn’t
met a quick demise.
 Soon, even individuals - most notably politicians
and Hollywood celebrities - were utilizing the
wooing techniques of public-savvy companies.
 In recent years, the power of the media has made
public relations a major industry.

21. FACTS
 India was the fastest growing market in 2000 in terms of
revenues from direct selling, registering a 54% growth.
 90% of goods sold by the direct sellers in India are sourced
from goods manufactured within the country.
 Most of the Direct Selling companies operating in India
today are in the field of cosmetics, personal products,
household products, cookware and healthfood.
 Amway is the largest player in India with annual sales
exceeding Rs5 Billion
 Other major players are Avon Beauty Products (I) Pvt Ltd,
Oriflame India Pvt Ltd, Tupperware India Pvt Ltd, Lotus
Learning Pvt Ltd, LB Publishers and Distributors Pvt Ltd
and DK Family Learning

22. CONCLUSION
Urban India is slowly transforming
into a western society. The West,
through the various media, is
increasingly influencing this sector
of the Indian economy
Let us contribute our duty as
Indian Citizens and give our best in
developing India
Jai Hind

23. Thank
You