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Integrated Marketing Communication
CASE 1 India Company steps up ad spending, records higher sales growth
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CASE 2 India’s ad industry to grow 9% in 2010: study
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Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
IMC–Audience Contact Points ,[object Object],Point of Purchase Publicity Public Relations Packaging Direct Response Sales Promotion Events Outdoor Broadcast Media Print Media Direct Mail Internet/ Interactive Media
Changing Trends in Marketing From Toward Traditional Compensation Performance Based Compensation  Limited Internet Availability Widespread Internet Availability Media Advertising Multiple Forms of Communication Mass Media Specialized Media Manufacturer Dominance Retailer Dominance General Focus Data Based Marketing Low Agency Accountability Greater Agency Accountability
William Caxton’s handbill
Edo period advertising flyer from 1806 for a traditional medicine called  Kinseitan
A Coca-Cola advertisement from the 1890s
FedEx Ad
Traditional Approach to Marketing Communications Point of Purchase Publicity Public Relations Direct Marketing Interactive Marketing Special Events Packaging Sales Promotion Direct Response Media Adver- tising
Contemporary IMC Approach Point of Purchase Publicity Interactive Marketing Public Relations Direct Marketing Special Events Packaging Sales Promotion Direct Response Media Adver- tising
Dell Focuses on Building a Relationship With Customers
Communication Channels ,[object Object],[object Object],[object Object],[object Object]
Communication/Promotion Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Through the line IMC Approach Shift in Focus WHY??? Attention Awareness Interest Desire
Promotional Objectives Informing Persuading Reminding
Promotional Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promotional Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Push Vs Pull Strategies Advertising and Promotion to Build ( Pull ) Consumer  Demand. Pull  Personal Selling and Trade Promotion to  Push  Product Through Channels. Push  It Depends: Type of Product-Market  & PLC Stage
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  • 2. CASE 1 India Company steps up ad spending, records higher sales growth
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  • 9. CASE 2 India’s ad industry to grow 9% in 2010: study
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  • 20. Changing Trends in Marketing From Toward Traditional Compensation Performance Based Compensation Limited Internet Availability Widespread Internet Availability Media Advertising Multiple Forms of Communication Mass Media Specialized Media Manufacturer Dominance Retailer Dominance General Focus Data Based Marketing Low Agency Accountability Greater Agency Accountability
  • 22. Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
  • 23. A Coca-Cola advertisement from the 1890s
  • 25. Traditional Approach to Marketing Communications Point of Purchase Publicity Public Relations Direct Marketing Interactive Marketing Special Events Packaging Sales Promotion Direct Response Media Adver- tising
  • 26. Contemporary IMC Approach Point of Purchase Publicity Interactive Marketing Public Relations Direct Marketing Special Events Packaging Sales Promotion Direct Response Media Adver- tising
  • 27. Dell Focuses on Building a Relationship With Customers
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  • 31. Promotional Objectives Informing Persuading Reminding
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  • 34. Push Vs Pull Strategies Advertising and Promotion to Build ( Pull ) Consumer Demand. Pull Personal Selling and Trade Promotion to Push Product Through Channels. Push It Depends: Type of Product-Market & PLC Stage
  • 35.