3. • The American Marketing Association defines marketing as 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
• The Marketing Mix
4. UNDERSTANDING MARKETING COMMUNICATION
• A target audience is the group of consumers to whom marketing
communication messages are directed
• The Marketing Communication Mix:
• High-control messages
• Ad spends in India set to zoom past ₹1 lakh crore mark in 2022
Read more at:
https://economictimes.indiatimes.com/industry/services/advertising/ad-
spends-in-india-set-to-zoom-past-1-lakh-crore-mark-in-
2022/articleshow/89600455.cms?utm_source=contentofinterest&utm_medi
um=text&utm_campaign=cppst
5. • Advertising objectives
• Inform
• Persuade
• Remind
• Reinforce seeks to convince current consumers that they have made the right
choice. By reinforcing key benefits and depicting satisfied consumers of the
brand an advertiser can reassure current consumers that they have indeed
spent their money well. In a print ad, Maruti proclaims, “
Virtually 2 out of 3
people who go out to choose a car end up driving home a Maruti.”
Advertising
6.
7.
8.
9. • Brand Building Advertising
• Tactical Advertising
• Direct Response Advertising
• National Advertising
• Retail Advertising
• National Advertising
• Public Service Advertising
• Corporate Advertising
11. • Advocacy advertising, a company advocates for or against an issue by taking a stand, as illustrated by the Hutch
commercial below.
• The Mobile Manners campaign was a pioneering stance taken by Hutch that urged consumers to use their mobile
phones responsibly. A television commercial for Hutch (Figure n) depicted a father playing with his little son. The
father then fetched out his mobile to take a picture of the baby. But the annoyed kid seized the mobile and threw it
away. The next shot showed a Super on the screen that read, “
Bina izazat photo na kheechein.”And the commercial
closed with the Hutch logo
• Primary-demand advertising intends to build demand for an entire product category or industry
through its generic nature or by concept selling. For example, when Fair & Lovely fairness cream
was launched, it was the first of its kind. Hence, its ads focused on building the category of
fairness creams by depicting the positive effects of fair complexion –better marital prospects,
greater job opportunities, social appreciation, etc
• Selective-demand advertising aims at building demand for a specific brand. the later entrants in
the fairness cream category stressed more on product differentiation and reasons for purchasing
their brands—
chemical free natural contents, longer-lasting fairness, sun protection, glowing
complexion, fairness-cum-blemish-removal, etc.
12. • Business-to-Business (B2B) advertising
• Subhead: Store ice cream in a Blue Star deep freezer and it’
s sure to melt. But
only in your mouth.
• Bodycopy: For ice cream to taste its best, it needs to have just the right
amount of sugar and flavouring. But most importantly, it needs smooth
creamy consistency. Thanks to Blue Star deep freezers you needn’
t worry
about the latter. Because they ensure that the optimal temperature and
uniform chilling are maintained at all times. Even during a power cut. In fact,
our freezers are designed to keep ice cream frozen for 10 hours even without
electricity. In addition, they are energy-efficient and save up to 70% on power
bills. Now you know why most ice-cream parlour owners keep their cool at all
times.
• Baseline: Breathe easy
13. • Trade advertising is targeted to channel members like distributors, wholesalers, retailers, etc.
Manufacturers have to first sell to channel members before they can sell to consumers.
14. Sales Promotion
• Consumer sales promotion is directed to the end-user of a product
and includes various tools like price discounts, coupons, sampling,
rebates, contests, sweepstakes, point-of-purchase materials, etc. For
example, during the festive season of Diwali, LG had introduced a
Mangal Hi Mangal consumer promotion that promised assured gifts
on every purchase of an LG product, along with extended warranty on
select products.
• Trade sales promotion
16. GOLI FINDS MANY HAMJOLIS
• Research indicated that contraception in India was largely unplanned, and often
unwanted too. While women in the reproductive age group were aware of oral
contraceptives, and their ease of availability and administration, the use of pills was
limited owing to lack of information and concerns regarding their impact on health and
fertility. Hence a multi-partner campaign called ‘
Goli ke hamjoli’(promoting the entire
range of oral contraceptive pills) was set off by ICICI, USAID and CMS to educate target
women and positively dispose them towards the use of pills. The public relations
campaign, part of an integrated marketing communications campaign on pills, focused
on media and doctor-network relationships to propagate the message. Mailers covering
scientific information about oral pills were sent to doctors and chemists, encouraging
them to promote the pill and answer patients’queries. Special events such as interactive,
educational programmes on pill usage, termed ‘
Hamjoli baatcheets’ were organised
wherein current pill users gave testimonies of their satisfaction with the pill and lady
gynecologists educated and answered technical questions. Prominent news channels
were invited to cover the on-ground baatcheets and create a similar television talk show.
Even television commercials of the campaign used testimonials of pill users to build trust.
As a result of the PR campaign, launched in conjunction with other communication tools,
the oral contraceptive pills category grew by 48% since 1998 and by 5% over 2002.
17. • Online communities, brands like Axe, Sunsilk, GM, HSBC and Whisper
have rolled out their own community sites, popularly known as
mircosites for their target audiences. For example,
www.beinggirl.co.in is an interactive online community site by
Whisper for teen girls to share their growing-up joys and concerns.
Others such as HSBC (www.yoursolutions.co.in), Sunsilk
(www.sunsilkgangofgirls.com)
26. • A consumer experiences a brand through various contact points.
27. The IMC Planning Process
• Strategic planning is the process of devising a plan of action for
meeting an organization goals with its limited resources, and in the
wake of varying market conditions.
• Objectives: What the company wants to achieve. Objectives dictate
the course of action to be taken. E.g. penetrate 20% of the company’
s
rural target audience ·
• Strategy: A long-term plan of action designed to achieve the
objectives. E.g. launch smaller pack sizes with reduced prices,
intensify rural distribution, etc.
28. • Concept of marketing communications planning that recognises the
added value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines
• Example, general advertising, direct response, sales promotion, and public
relations and combines these disciplines to provide clarity, consistency, and
maximum impact.”
29.
30. • Tactics: Immediate actions with resources at hand; short-term
isolated events to take advantage of opportunities at hand. E.g. pack
products in plastic pouches of 25 gm. priced at Rs. 5, appoint three
new distributors to handle target audience territories, etc
31. The Marketing Plan
• A marketing plan is a written document that details the marketing
objectives, strategies and tactics for an organisation, product or
brand, and guides the marketing efforts
32.
33. Integrated marketing communication (IMC) can be
defined as the process used to unify marketing
communication elements, such as public relations, social
media, audience analytics, business development
principles, and advertising, into a brand identity that
remains consistent across distinct media channels.
34. • Select a brand of your choice and spell out the elements of its marketing mix. Describe the
features of the product, its packing, services, various price points, channels of distribution,
various promotional tools that it uses, etc.
• Why do communications managers attach so much importance to integrated marketing
communications? Choose a well-known brand and discuss how it uses IMC to give consistent
messages.
• Discuss the role of public relations as an IMC tool. Give an example of a company that has
integrated public relations in its communications strategy. Was the company able to achieve
desired results
• The chapter talks about fairs and haats as innovative media used by marketers like HLL. What
other such unconventional media are used in India? Make a list of such media and evaluate their
strengths and weaknesses. Do you think they have advantages over traditional advertising?
• Critics argue that Internet in India as a communications medium will not be able to yield the same
results as in developed countries due to poor PC and Internet penetration. How far do you think
the argument holds water?
• Identify three leading Indian advertising professionals and explain their contributions to the field.
35. • Research indicates that IMC is used more in companies that
encounter a high level of competition.Do you think this is true? Give
reasons and examples to support your claim.
• Which of the following types of organisations do you think is more
equipped to implement IMC? Why?
• a. Large vs. small organisations
• b. Goods vs. service organisations
36. • DDB Mudra Group
• Dentsu Aegis Network
• FCB Ulka Advertising Pvt. Ltd.
• Group M Media India Pvt. Ltd.
• Havas World Wide India Pvt. Ltd.
• Madison Communication Pvt. Ltd.
• McCann Erickson India Pvt. Ltd.
• Mullen Lowe Lintas Group
• Ogilvy & Mather Pvt. Ltd.
• Publicis Communicaions India Ltd.
37. • Big 4' Advertising Agencies, Part 1: Introducing The
Companies And Industry
• These four advertising behemoths are equally spread between
the US and Europe. The US-listed ones are Omnicom (OMC)
and Interpublic Group (IPG). The Europe-listed ones are
London-listed WPP (WPPGY) and Paris-listed - Publicis
• The big four are made up of a complex of smaller businesses.
Niche operators ranging from pure-play advertising or public
relations agencies to data businesses.
38. • WPP Group - AKQA, BCW, CMI Media Group, Essence
Global, Finsbury, Grey, Hill+Knowlton,Group M
, Mindshare, Ogilvy, Wavemaker, Wunderman Thompson, and VMLY&R
• Omnicom Group - BBDO Worldwide, Diversified Agency
Services (DAS), DDB Worldwide, Omnicom Media Group
(OMG) and TBWA Worldwide
• Interpublic Group - McCann, Mediabrands
S.A.S., MRM//McCann, MORE
• Publicis :- Publicis Sapient, Leo Burnett
Worldwide, Starcom, MORE
