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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
Change Attitudes
Increase Awareness
Retention of customer
Drive Brand Switching
Influence Purchase Intent
Stimulate Trial Purchase
• 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
•Development of Database and Relationship Marketing:
•Increase Usage of Internet:
•Agency Accountability
•Marketing Strategy Results Measurement
•Change in Shopping Approach
•Growth of Digital Media:
Inform about the brand
Creating brand
awareness
Create top-of-the mind
awareness
Enhancing the brand
knowledge
Help in recalling the
brand
Correct the
misconceptions
Provide support to sales
service
Build brand personality
and identity
Create a strong brand
Selective attention
Selective comprehension
Selective retention
Availability of media options
Consumer’s media –consumption
habits
Message may not be consistent
across media
High staff turnover
Innovation challenges
Rural - urban mix
ORGANISATION
AGENCIES
CUSTOMER
MEDIA
UNIT II
 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.
 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.
Informative advertising
Persuasive advertising
Reminder advertising
Comparative advertising
Reminder advertising
Reinforcement advertising
communication
Paid form of
communication
Non personal form
of communication
Identified sponsors
Variety of
consumers
publicity
Study the target customer
Study of market environment
Defining advertising objective
Determining advertising
budget
Selecting advertising appeal
Selecting advertising
message
Selecting media and media
mix
Determining media
scheduling
Designing advertising copy
Execution of advertising
Evaluation of advertising
effectiveness
 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 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.
 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.
 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.
Research
Know the target audience
Setting the budget
Deciding a proper theme
Selection of media
 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.
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.
Fundamentals of Advertising
Five fundamental of advertising
Consider your
targeting
Make sure you
measure
Have an objective
Understand the
importance of
selecting audited
publications
Weighing the
benefits of
frequency versus
dominance
 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.
 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.
 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
 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.
 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
Develop a
strong
mission
statement.
Focus on
client
satisfaction.
Educate
employees
continuously.
Management of advertising agencies
Recruit new
talent.
fresh
perspective
on the
advertising
industry.
Consider
freelancers.
MANAGEMENT OF ADVERTISING AGENECIES
Stay
informed
about the
industry.
Establish
budget
guidelines
Meet with
staff
regularly.
Integrated  marketing

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Integrated marketing

  • 2.  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
  • 3. Change Attitudes Increase Awareness Retention of customer Drive Brand Switching Influence Purchase Intent Stimulate Trial Purchase
  • 4.
  • 5.
  • 6. • 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
  • 7. •Development of Database and Relationship Marketing: •Increase Usage of Internet: •Agency Accountability •Marketing Strategy Results Measurement •Change in Shopping Approach •Growth of Digital Media:
  • 8.
  • 9. Inform about the brand Creating brand awareness Create top-of-the mind awareness
  • 10. Enhancing the brand knowledge Help in recalling the brand Correct the misconceptions
  • 11. Provide support to sales service Build brand personality and identity Create a strong brand
  • 13. Availability of media options Consumer’s media –consumption habits Message may not be consistent across media
  • 14. High staff turnover Innovation challenges Rural - urban mix
  • 16.
  • 18.  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.
  • 19.  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.
  • 20.
  • 21.
  • 22.
  • 25. communication Paid form of communication Non personal form of communication
  • 27. Study the target customer Study of market environment Defining advertising objective
  • 28. Determining advertising budget Selecting advertising appeal Selecting advertising message
  • 29. Selecting media and media mix Determining media scheduling Designing advertising copy
  • 30. Execution of advertising Evaluation of advertising effectiveness
  • 31.  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.
  • 32.  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.
  • 33.  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.
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  • 37.  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.
  • 38. Research Know the target audience Setting the budget Deciding a proper theme Selection of media
  • 39.  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.
  • 40. 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. Fundamentals of Advertising
  • 41. Five fundamental of advertising Consider your targeting Make sure you measure Have an objective Understand the importance of selecting audited publications Weighing the benefits of frequency versus dominance
  • 42.  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.
  • 43.  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.
  • 44.  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?
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  • 48.  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.
  • 49.  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.
  • 50. Management of advertising agencies Develop a strong mission statement. Focus on client satisfaction. Educate employees continuously.
  • 51. Management of advertising agencies Recruit new talent. fresh perspective on the advertising industry. Consider freelancers.
  • 52. MANAGEMENT OF ADVERTISING AGENECIES Stay informed about the industry. Establish budget guidelines Meet with staff regularly.