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Imc
- 1. Advertising & Integrated Marketing Communication August 30, 2012 1
- 2. Learning Objectives ofthe Course On completing the course it is expected that you will be able to Evaluate the need for Marketing Communication for a Brand To Conduct relevant research & formulate the Communication Objectives for a Brand To successfully liaison between the Advertising Agency & the Client Organization August 30, 2012 2
- 3. Learning Objectives …..contd To develop effective Creative Strategy for Marketing Communication To develop effective Media Planning for IMC campaign To evaluate the Communication & Sales Effectiveness of Marketing communication August 30, 2012 3
- 4. A Recap ofMarketing basics August 30, 2012 4
- 5. Marketing “Theprocess of planning and executing Product the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that Marketing Promotion Price satisfy individual and Mix organizational objectives.” Place - American Marketing Association August 30, 2012 5
- 6. Definitions….contd Identifyingand Satisfying Needs profitably August 30, 2012 6
- 7. Marketing communication Purpose: Seek a cognitive, affective Event Advertising or behavioral Marketing response from the Interactive tools & Sales target audience Unconventional tools Promotion Direct Public Marketing Marketing Relations communication mix August 30, 2012 7
- 8. The growth ofadvertising & promotions (India) Year Advertising % Growth over expenditure last year (Rs. Crores) 2008 21,000 20.0 2007 17,690 22.0 2006 14,505 21.7 2005 11,915 15.1 2004 10,354 10.9 2003 9,329 August 30, 2012 8
- 9. The growth ofadvertising & promotions (Worldwide) August 30, 2012 9
- 10. The Philosophy of Integratedmarketing communication Advertising Interactive tools Sales Promotion IMC Unconventional Direct tools Marketing Public Relations/ Publicity August 30, 2012 10
- 11. IMC Bring togetherall tools of Marketing Communication to send consistent messages to target audiences A Concept of Marketing Communication Planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of Communication disciplines ( like Advertising, Sales Promotion, Public Relations, Events etc) and combines these disciplines to provide clarity, consistency and maximum impact Proposed by Communication specialists Michael hammer & James Champy in 1980 Led to reorganizing of traditional advertising agencies. Eg – O&M in India August 30, 2012 11
- 12. The Case ofIMC for Incredible India August 30, 2012 12
- 13. Incredible India Background-Historically India was a less preferred international tourist destination Unorganised promotions by State run tourism boards, tour operators, Indian Delegates etc. Post 9/11 worldwide tourism industry was in a slump- opportunity for India Objective – Differentiate India from competing destinations by developing a unique, upmarket image for India as a Tourist destination August 30, 2012 13
- 14. Incredible India ….contd Target Audience – Affluent Tourists from US, Europe, Asis Pacific and Middle East USP – Ancient country with rich wildlife, The Himalayas, Yoga, Ayurveda, festivals & spiritual therapy. The department of tourism braught together all sources of communication. The iconic ”Incredible !ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications. August 30, 2012 14
- 15. The Communication Mixfor Incredible India Campaign Advertising served the primary purpose of generating awareness Public Relations complemented by lending authenticity, addressing issues such as Safety Special Events – eg – Incredible India Road Shows built up excitement Participation in Industry Fairs – Direct Marketing – Print , electronic and audio visual mailers Online Marketing – Banner ads, detailed interactive website August 30, 2012 15
- 16. The Impact IMPACT- The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year. the Incredible India campaign focused on spiritual tourism, resulting in a 28.8% increase in tourist traffic and a no.1 ranking in the Travel+Leisure readers survey. In 2003, Condé Nast Traveller selected India as one of the top ten preferred destinations for the discerning traveller. “India’s results are very exciting and show the country’s increasing popularity amongst sophisticated travellers. It also reflects very positively on the individuals involved in promoting India as a premium tourist destination.” Sarah Miller, Editor, Condé Nast Traveller, 2003. August 30, 2012 16
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- 22. Advertising Any paidform of non- personal presentation and promotion of ideas or products by an identified sponsor Objectives Inform Persuade Remind Reinforce August 30, 2012 22
- 23. Advertising Strengths Weaknesses Informs, persuades, Expensive reminds, reinforces Builds brand equity Cluttered Can reach large audiences August 30, 2012 23
- 24. Advertising types Selective- Brand-building Public service demand Tactical Corporate B2B -Direct response National Advocacy Trade Retail Primary-demand … August 30, 2012 24
- 25. Quick Q! Ramroti Ltd. has come up with a first-of-its-kind portable device that can make up to 500 rotis at a time. Which of the following types of advertising is most important to sell the product? a. Trade advertising b. B2B advertising c. Primary-demand advertising d. Selective-demand advertising e. Brand-building advertising August 30, 2012 25
- 26. Sales promotion Changes the price-value relationship of a product Increases Increases value value OR OR AND Decreases Decreases price price August 30, 2012 26
- 27. Sales promotion tools Rebates Contests Sampling Sweepstakes Loyalty Coupons points Consumer Price Point-of- discounts sales purchase promotion Price deals Trade shows Sales Training contests programmes Allowances Trade sales Cooperative promotion advertising August 30, 2012 27
- 28. Balancing sales promotion: Howmuch is too much? Strengths Weaknesses Immediate results Short-term results Direct impact on sales Makes consumers deal prone Measurable May erode brand equity & loyalty Clears extra inventory Cluttered Fights competitive promotions Gets trade support Less expensive than advertising August 30, 2012 28
- 29. Direct marketing Tools One-to-one approach that uses advertising media to Direct mail produce an inquiry, a transaction and some other immediate response Direct response TV/radio No intermediary between Mail-order catalogues manufacturer & customer Requires a database Internet Telemarketing… August 30, 2012 29
- 30. Direct marketing Strengths Weaknesses Highly targeted Expensive Measurable Not suitable for large audiences Personalization & customization possible Two-way communication Relationship building August 30, 2012 30
- 31. Publicity Non-personal Tools communication by third- Press releases party sources regarding Press conferences an organization’s Special events products Opinion polls Interviews Contests Weblog writeups… August 30, 2012 31
- 32. Public relations Positively influencing Tools public opinion to build Publicity tools goodwill, and earn Community affairs appreciation and Events and conventions acceptance Corporate advertising May result in publicity Lobbying… August 30, 2012 32
- 33. The publics ofPR Community Media Customers PR Government Employees Shareholders August 30, 2012 33
- 34. Publicity/PR Strengths Weaknesses Builds goodwill Little control Low cost Hidden costs Reaches many audiences Difficult to measure No direct impact on sales August 30, 2012 34
- 35. Internet as a communicationtool Strengths Weaknesses Direct, interactive Smaller audiences Low in cost Difficult for non-savvy audiences Personalized Targeted Up-to-date Less intrusive August 30, 2012 35
- 36. Internet tools Websites Emails Blogs Discussion forums Online games… August 30, 2012 36
- 37. Personal selling Personal presentation by Strengths a representative of an Targeted, flexible, organization with the interactive, measurable, purpose of influencing offers immediate consumer buying feedback, ideal for high- decision, making a value & high-deliberation sale, or building long-term products & niche audiences relationships Weaknesses Expensive, not suitable for large audiences August 30, 2012 37
- 38. Unconventional media Packaging Customer POP service Novel Events, Media Advertising Trade shows specialties Sponsorships August 30, 2012 38
- 39. Quick Q! Which of the following tools of communication is likely to create the highest credibility among consumers? a. Advertising b. Publicity c. Sales promotion d. Packaging e. Personal selling August 30, 2012 39
- 40. Integrated marketing communication(IMC) Various promotional tools provide consistent messages to target audiences for clarity, consistency & impact One voice, one message, one strategy August 30, 2012 40
- 41. Pepsodent Bhoot Police Jingle on ‘The School contact Interactive Chorus by Midday show’ programmes website dabbawallas Encourage kids Pepsodent to brush teeth Contest to commercials at night write lyrics 12 lakh kids signed the pledge, campaign won EMVIES’06 August 30, 2012 41
- 42. Why IMC? Changing Decreasing impact compensation Need for a single of advtg structure of brand custodian agencies Tighter control New ways to reach Need for brand over consumers identity communication Demand for Emphasis on greater relationship mktg accountability Growth of database Growth of mktg international mktg August 30, 2012 42
- 43. The IMC model Marketing plan Product (objectives & strategies) Promotion Integrated Price Advertising Marketing Low control Sales Promotion messages Place IMC Direct Interactive tools Marketing Public Unconventional Relations/ tools Publicity August 30, 2012 43
- 44. Corporate objectives & IMC objectives & strategies strategies Marketing objectives & strategies The IMC planning process August 30, 2012 44
- 45. The IMC Plan Situational analysis Problem/opportunity determination Communication objectives Budget determination IMC strategies Implement & monitor activities Evaluate the Planning process August 30, 2012 45
- 46. Cadbury manages acrisis with IMC August 30, 2012 46