This presentation discusses integrated marketing communication and advertising. It defines integrated marketing communication as coordinating marketing efforts across multiple channels. The presentation outlines challenges in integrated marketing like lead generation, content marketing, and social media. It then discusses the advertising management option in marketing and defines advertising as paid announcements to attract public attention. The presentation classifies advertising based on function, region, target market, desired responses, and media used. It also covers advertising appropriation, which is the portion of the marketing budget allocated to advertising.

1. A PRESENTATION
ON
INTERGRATED MARKETING
COMMUNICATION
Presented By
Bimlesh Kumar
MBA 2nd yr

2. What’s IMC

3. Integrated marketing communications is
an approach used by organizations to
brand and coordinate their marketing
efforts across multiple communication
channels.

4. Challenges in IMC
Lead Generation
Target Audience
Content Marketing
Social Media
Latest Marketing Trends
Increasing ROI

5. Advertising Management

6. The Advertising Management Option is
designed to develop decision-making and
analytical skills in the functional areas of
marketing communications.

7. Meaning of Advertising

8. Advertising is an activity of attracting
public attention to a product or business,
as by paid announcements in the print,
broadcast, or electronic media.

9. Definition of Advertising
 According to Richard Buskirk,
“Advertising is a paid form of non-personal
presentation of ideas, goods or
services by an identified sponsor."

10. Nature of Advertising
 Does the product possess unique, important features
to focus on Unique Selling Point (USP)
 Are the hidden qualities important to the buyers
 Is the general demand trend for the product adequate
 Is the market potential for the product adequate
 Is the competitive environment favorable
 Is the organization able and willing to spend the
required money to launch an advertising campaign

11. Scope of Advertising
Standardized products
Products aimed at large markets
Products that have easily communicated
features
Products sold through independent
channel members and/or are new.

12. Classification of Advertising
A) Classification on the basis of function
B) Classification on the basis of region
C) Classification on the basis of target market
D) Classification on the basis of
desired responses
E) Classification on the basis of the media
used in advertisement

13. A) Classification on the basis of
function
Informative advertising
Persuasive advertising
Reminder advertising

14. B) Classification on the basis of
region
Global advertising
National advertising
Regional advertising
Local advertising

15. C) Classification on the basis of
target market
Consumer product advertising
Industrial product advertising
Trade advertising
Professional advertising
Financial advertising

16. D) Classification on the basis of
desired responses
Direct action advertising
Indirect action advertising
Surrogate advertising

17. E) Classification on the basis of
the media used in advertisement
Audio advertising
Visual advertising
Audio-visual
Written advertising
Internet advertising
Verbal advertising

18. Types of advertising
Newspaper
Magazine
Radio
Television
Directories
Billboards
Online

19. Advertising appropriation
Advertising appropriation is an important
concept in marketing which mainly
focuses on advertising expenditure or
budget and their proportion with total
marketing budget or expenditure.

20. “Advertising appropriation is that part of
total marketing expenditure of budget that
is allocated for advertising for a specific
period of time. It also can referred as
advertising budget”

21. Thank You…