Advertising and digital marketing unit 1

1. Advertising and Digital
Marketing
Unit -1
By Prof -Kirti Patidar

2. Integrated Marketing
Communication
Meaning of Integrated Marketing Communications
Integrated Marketing Communications ensures that all the promotional
tools are carefully linked together so that they work together in harmony.
Promotional tools of communications like mobile marketing, newspapers,
magazines, radio, television, billboards, posters, internet, etc.
IMC maximizes impact on the consumer mind which results in maximum profit at
minimum cost.
The company has to create an advertisement message once and then proceed the
same across several marketing channels or the company can create one message
and cover that message in all the media.

3. Definition
The American Marketing Association defines IMC as "a planning process
designed to assure that all brand contacts received by a cus- tomer or
prospect for a product, service, or orga- nization are relevant to that person
and consis- tent over time.”

4. Example of Integrated Marketing Communications
Domino's brought new suit to help the customer to
order from their devices and platforms they already use
every day instead of making
the customer come to there outlet. This new suite of
ordering named Domino's AnyWare and includes
ordering with a tweet, a text, Ford Sync, Smart TV's,
and smartwatches.

5. Features of IMC
1. Coordinate all of its promotional activities.
2. Establish and maintain a consistent image for the company and its goods and
services.
3. Communicate the features of goods and ser vices.
4. Create awareness for new goods and services.
5. Keep existing goods and services popular.
6. Generate enthusiasm from channel mem bers.
7. Alert consumers to sales.

7. 1.Improved Results

8. 2.Improved Brand Image

9. 3.Increased Employee Morale

10. 4.Improved Effeciency

11. 5.Customer Preferences

12. 6.Reduced Confusion

13. Benefits or Advantages of IMC
1.) Brand Equity
2.) Brand Reinforcement
3.) Cost effective
4.) Provide Information
5.) Competitive Advantage
6.) Increase Profit

14. 1.Brand Equity
IMC important goal is to make brand equity on the national or
international level. Brand equity makes the company more desirable to
consumers and businesses. Brand equity can be achieved with effective
advertising and quality products. A high level of brand equity helps the
company to move consumers toward a purchase decision.

15. 2.Brand Reinforcement
Brand reinforcement is not an easy task because there are multiple
brands available in the market which are communicating with
customers daily. Everyday customer is hit by a hundred Advertisement
if not a thousand. So, IMC place an important role for brand
reinforcement because it uses multiple promotion mix.

16. 3.Cost Effective
We as customers want to save money by getting a quality product at
less price. The company also wants to save its cash by communicating
effective advertising with less budget. IMC helps the company to make
effective communication with less cost because companies do not have
to pay for different platforms. They integrate all their promotional
tools.

17. 4.Provide Information
IMC used to provide information to the prospective customer. This type of
information includes more detailed specifications or descriptions of the
product. It includes benefits of the product, its uses, offer associate with it.
This information will make the purchase process more easy and quick for
the customer. The customer gets all the required information they need to
make the buying decision.

18. 5.Competitive Advantage
The integrated marketing approach makes brands more recognizable
because the company uses the same message across all of your advertising
channels. So, company brands also enjoy a boost in consumer awareness
that gives the company a competitive advantage. When it's time to make a
purchase, consumers will recognize your brand easily. This puts your brand
in a favorable position as compared to your competitor.

19. 6.Increase Profit
All the benefits we have studied in IMC clear that by this approach company
profits will also increase. This approach will help the company to make brand
equity, help the customer to recognize the brand, the company has not to make
extra expenses on other platforms.
These benefits will helps the company to increase its profits.

20. Components of Integrated Marketing Communications
1.Advertising.
2.Personal Selling.
3.Public Relation.
4.Publicity.
5.Sales Promotion.
6.Word of Mouth.

21. 1. Advertising
Advertising means to communication with the users of a product or service.
Advertising is the means of informing and influencing the customer by different media like print, outdoor, broadcast,
internet, etc media.
Advertising influence the customer to buy a product or service through visual (seen), oral, or written messages.
2 . Personal Selling
Personal selling is where companies use people to sell the product, it includes face to face interaction with the
customer.
• The sellers sell the product through their skills of attitude, appearance, and specialist product knowledge. In
personal selling one person who is the salesman tries to convince and encourage the customer to buy, or at
least trial the product.
3. Public Relation
PR is a strategic communication process that creates mutually relationships between organizations and
their publics. Public Relations professionals help a company to create a positive reputation with the public
through various communication media. They also help the company to defend its reputation during a crisis
or tough time. Public means investors, government, community, customer, market, etc.

22. 4..)Publicity
It is said that "Advertising is what you pay for; publicity is what you pray for."
Publicty is also a source of mass communication for the company. Publicity is not paid form
by the organization. It involves getting a favorable response of buyers by placing
commercially significant news in mass media, or sometimes mass media place news about
the company that can be a good or bad one. Publicity comes from reporters and journalists
5. Sales Promotion
Sales promotion means attracting a potential customer to buy the product. Sales promotion is designed to
give the product a sales boost in the short term. Some sales promotions are aimed to attract new
consumers while others aimed to boost the sale or both.
• There are some points to be considered while doing sales promotion.
Will the sales boost justify the investment?
Promotion of premium products can lose the brand value in the long term?
The promotion will attract new customers to the brand or it attracts those who always looking for
offers.

23. 6.) Word of Mouth
• Word-of-mouth marketing (WOM marketing) is when a happy consumer's interest
in a company's product or service and he refers the same with there known or
unknown people. WOM is a free advertising source for the company. The customer
refers to the product when it fits as per his desire or it goes beyond what they
expected. WOM marketing includes viral, blog, emotional, and social media
marketing.

24. Limitations of IMC
1. Rigid organizational structures are infested with managers who guard both their budgets and their power base. And some
organiza tional systems isolate communications and statistics. Hence, IMC is of no use if say the income representatives are
not told about a brand's new promotion.
2. IMC can restrict creativity. It restricts the joy of rampant creativity and also presents a greater creative challenge when
operating within a tighter creative brief.
3. It is not at all easy as one has to stop think ing of various marketing techniques as dif ferent teams.
4. All the members have to work in close co ordination with the web analytics and design teams.
5. A lot of homework has to be done to identify the potential customers and what motivates them. Without knowing all this,
it is a real struggle to find a message that really reso nates and motivates in the way it is required to be.

25. Risk Associated with Integrated Marketing
Communication
1.Reluctance
2.Restricted Ideas
3.Lack of resources
4.Unclear Leadership

26. Barriers to IMC
A)Most often, organizations are very comfort able with their current structure and way of working. Resistance to change is
one of the many obstacles to adopting an integrated marketing communication approach.
B) Functional silos can be one of the other threats to the implementation of IMC. More often than not, different departments
in the organization don't wish to coordinate with one another. Internal power battles can fur ther hinder the process.
C)IMC can also lead to stifled creativity. Inno vative, out-of-the-box ideas are thrown out of the window if they aren't in
alignment with the overall marketing strategy and commu nication. However, when working with a strictand more integrated
approach, creativity can be more challenging, ultimately offering the best result.
D) While planning short and long-term market ing campaigns, integrating a holistic mes sage can become difficult. However,
if planned carefully and implemented correctly, it can be possible.

27. IMC tools

28. Advertising

29. Definitions

30. Characteristics of Advertising
The main characteristics or elements of advertising are as follows
1. Paid Form : Advertising requires the advertiser (also called sponsor) to pay to
create an ( advertising message, buy advertising media slot, and monitor advertising
efforts.
2. Tool for Promotion: Advertising is an element of the promotion mix of an
organization.
3. One Way Communication: Advertising is a one-way communication where brands
communicate to the customers through different mediums.
4. Non-Personal: Advertising can be non-personal as in the case of TV, radio, or
newspaper advertisements, or highly personal as in the case of social media and
other Cookie-based advertisements.

32. 1.Attention Seeker

33. 2.Has unique selling proposition

34. 3.Consumer Oriented

35. 4 Uses various media

36. 5.Paid Form

37. Limitations of Advertising
1. One-way means of Communication: Advertising is a one-way means of communication,
i.e. it cannot obtain quick and accurate feedback from the general public, so that it can
evaluate its message effectiveness.
2. Flexibility: It has less flexibility, i.e. it cannot answer the objections raised by the
prospects instantly .
3. Credibility and Trust- worthiness: Many times, adver tising lacks the credibility and trust
of the public.
4.Effectiveness -Advertisements are less effective than personal selling and sales promotion
as it lacks in convincing the customers.

39. 1.Spreading Awareness

40. 2.Popularizing A brand

41. 3.Increasing Demand

42. 4.Increased Profit

43. 5.Maintains the existing market

44. 6.It act as a salesman

45. 7.Reduces his burden of job

46. 8.It is driving force in decision making

48. 1) Introduce a product

49. 2) Spreading Awareness

50. 3) Brand Building

51. 4) Maintains the existing market

53. 6) Value creation

55. 1.Message

56. 2.Media

57. 3.Organization or Advertiser

58. 4.Product

59. 5.Advertising Agency

60. 6.Competitor

61. 7.Art as well as science

62. 8.Activities

64. 1.Launch of a new product

65. 2.Increased market

66. 3.Mass sales

67. 4.Keeps the competitive spirit alive

68. 5.Creates Goodwill

69. 6.Consumer Awareness

71. 1.Deferrred Revenue Expenditure

72. 2.Misreprentation of facts

73. 3.Increased Cost

74. 4.Advertising helps to sell bad products

75. 5.Wastage of national resources

76. 6.Survival of small companies

81. a) Newspaper

82. b) Magazines

83. c)Brochures

84. d) Flyers

86. a) Bill boards

87. b)Point of sale displays

88. c) Retail Advertising

89. d)Guerilla Advertising

91. A) Telivision Advertising

92. B) Radio Advertising

97. 3.Classification based on target Audience

106. 1.Advertiser

107. 2.Advertising Agency

110. 3.Media

111. 4.Suppleirs

112. 5.Target Audience

113. 6.Government Authorities

114. Role of Advertising in promotion mix

116. 5) Advertising and Packaging
6) Advertising and positioning

117. 1.Advertising and Product

120. 2.Advertising and Price

122. 3.Advertising and Place

124. 4.Advertising and Promotion

129. 6. Advertising and Packaging: The main purpose of packaging is protecting of the product during
transit, and preservation of quality and quan- tity. Today, marketers make a lot of effort to de- velop
and design attractive packages as they carry advertising value. A creatively designed package
attracts the attention of customers. It also carries an assurance of quality and creates confidence in
the minds of customers to buy the product.
7. Advertising and Positioning: Product positioning aims at creating and maintaining a distinct
image of the brands in the minds of the customers. Through advertising the marketer can convey
the positioning of the brand and accord- ingly can influence the buying decision of the tar- get
audience.
Thus, we can conclude by saying, advertising is an essential part of the marketing mix and is used
to promote sales, to introduce new products, to create a good public image for a company, as- sist
in large scale of production of products, and for educating people about a new product.

130. Role of advertising in positioning
"The results of a campaign depend less upor how we write advertising, than how a product is positioned." David Ogilvy Brand
positioning is the place where the marketer/advertiser wants to own in the target audience's mind. In advertising, positioning
is the act of de- signing the company's offerings and image to oc-cupy a distinctive place in the target market's mind.A
product can be positioned on the basis of
(i) Consumer: Here the campaigns and messages are targeted to the consumer/user of the product. For instance, Peter
England al- ways campaigns its products concentrating on its consumer.
(ii) Competition: The ads under this cat- egory are made in a manner that they are com- peting with players of same category.
For example, Dettol television commercials always concentrate on advertisements which show that this product would give
more protection than the competitors.
The concept of positioning begins with a prod- uct, i.e., positioning the product in the minds of the customer. This approach is
essential because consumers are attacked with a continuous flow of advertising. The mind of the consumers reacts to this
high volume of advertising by accepting only what is consistent with prior knowledge or experience. Advertisements form an
impression in the consumer's mind, which is quite difficult to change. The brands find a unique position inside the prospect's
mind as an impact of advertising. For instance, Head and shoulders took a huge bite out of the shampoo market with the "anti
'' dandruff" position.There are different aspects through which the advertisements help position the brand among the
customers.

131. 1. Products are positioned with a particular attribute, or product feature or a consumer fea- ture. Sometimes,
the products may also be po- sitioned on the basis of product benefits. For instance, the advertisements of Tide
detergent show that it offers a benefit of extra white clothes without making your hands rough. Its tagline is
"Extra white Ho to Tide Ho."
2. Marketers often show the price/quality characteristic in advertisements to position their brands. There are
ads that reflect the image of a high quality brand, due to which the cost is con- sidered secondary. For
instance, the Apple iphones provide latest technology, and are bought irrespective of their price.
Then, another way to advertise the brand by positioning its pricing characteristic with respect to the
competitors. For instance, Parle G and Sunfeast offer quality biscuits at low price.
3. Advertisements can communicate a spe- cific image or user groups suitable for the product. For instance,
the Samsung mobiles are positioned according to the personality of its users.
4. Culture can also be used in advertising as an additional positioning tactic for brands. For example, Tata Salt-
Desh ka Namak, Domino's- Khushiyon Ki Home Delivery.
Thus, the advertising positions a brand in the consumer's mind which is critical to a brand's success. The ads
help the brand in gaining popu- larity and streamlining the processes of sales in a well defined manner. At the
simplest level, ad- vertisement informs, identifies and lays the foun- dation for a more binding relationship with
the consuming group a company serves. The posi- tioning tactic being applied manipulates the customer's
thoughts through the various adver- tising channels used by company for brand pro- motion, both internally and