Marketing Management Paper 3 Module 1.pdf

Copyright © Jayanti Rajdevendra Pande (ProNotesJRP), 2024 and beyond. All rights reserved
RASHTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY
MBA
SEMESTER: 3
SPECIALIZATION
MARKETING MANAGEMENT
SUBJECT
INTEGRATED MARKETING COMMUNICATION
& BRAND MANAGEMENT
MODULE NO : 1
INTRODUCTION TO MARKETING COMMUNICATION
& IMC - By Jayanti R Pande

Q1. What is marketing communication? What are its objectives ?
MARKETING COMMUNICATION refers to the process by which companies and organizations use various strategies to convey
messages to their target audience in order to promote their products, services, or brands.
It includes a blend of advertising, public relations, direct marketing, sales promotion, social media, and digital marketing to
create brand awareness and influence consumer behaviour.
• Marketing communication is the process of conveying messages to promote a brand, product, or service and engage with
the target audience.
OBJECTIVES OF MARKETING COMMUNICATION
1. Creating Brand Awareness: The primary objective is to make potential customers aware of the brand, its offerings, and its
values.
2. Building Brand Loyalty: By continuously communicating the brand’s benefits and uniqueness, marketing communication
aims to develop strong brand loyalty among customers.
3. Influencing Consumer Behavior: Marketing communication persuades consumers to make purchase decisions by
highlighting the product’s features, benefits, and overall value.
4. Enhancing Customer Relationships: It aims to build long-term relationships with customers through engagement, feedback
mechanisms, and personalized communication.
5. Providing Product Information: Effective communication informs the target audience about the product, its uses, and how
it can solve their problems.
6. Supporting Sales: A critical objective is to drive sales through promotions, advertisements, and direct marketing efforts.

Q2. Explain the importance of marketing communication.
IMPORTANCE OF MARKETING COMMUNICATION
1. Brand Recognition: Consistent marketing communication ensures that a brand remains visible and recognizable to its
audience, helping it stand out in a competitive marketplace.
2. Consumer Education: Through communication, consumers gain a better understanding of the product's features and how it
benefits them, influencing their purchasing decisions.
3. Building Trust and Credibility: Regular, transparent, and authentic communication builds trust with consumers, creating a
sense of credibility around the brand.
4. Increased Engagement: Engaging marketing communication fosters interaction between the brand and its consumers,
strengthening brand loyalty and community-building.
5. Competitive Advantage: Brands with clear and effective communication strategies often have a competitive edge in the
market, positioning themselves as leaders in their field.
6. Adaptation to Market Changes: Through continuous communication, brands can quickly adapt to market trends, consumer
preferences, and emerging technologies.

Q3. Write about various strategies in marketing communication.
In marketing communication, push and pull strategies are two key approaches used to reach and engage customers.
1. Push Strategy
A push strategy involves actively pushing products or services toward the consumer by using intermediaries like retailers and
wholesalers. The goal is to create demand through direct sales and promotions, ensuring that the product is readily available in
stores and distribution channels.
Tactics: Trade promotions, personal selling, in-store displays, and direct marketing.
Example: Manufacturers offering discounts or incentives to retailers to stock their products and encourage sales to consumers.
Firm
End
Customer
Channel
Intermediary
Marketing Communication
Product Push
Product Push
PUSH STRATEGY

Firm
End
Customer
Channel
Intermediary
Product Request Product Request
PULL STARTEGY
2. Pull Strategy
A pull strategy focuses on creating demand directly from consumers, encouraging them to seek out and request the product.
The company invests in advertising and promotional efforts to create brand awareness and build a loyal customer base,
pulling them towards the product.
Tactics: Advertising, social media campaigns, content marketing, and brand promotions.
Example: A company running an advertising campaign to drive consumers to ask for their product in stores, creating demand
at the retail level.

Q4. What is the process of communication.
PROCESS OF COMMUNICATION
1. Identify Your Target Audience: Define who your audience is by understanding their demographics, preferences, and
behaviors. This helps tailor your message and decide on the best communication mix to reach them effectively.
2. Set Communication Goals: Determine what you want to achieve with your communication efforts, such as increasing
brand awareness, driving sales, or enhancing customer engagement. Your goals will guide the creation and focus of your
message.
3. Design the Message: Develop a clear, compelling message that resonates with your target audience and aligns with your
communication objectives. Ensure the message effectively conveys the value of your product or service.
4. Select Communication Channels and Budget: Choose the most effective platforms and media for delivering your message,
such as social media, email, TV, or print. Decide on the total budget for your communication efforts and allocate resources
appropriately across the selected channels to maximize impact.
5. Evaluate Results and Feedback: Assess the effectiveness of your communication by measuring key performance indicators
(KPIs) and gathering feedback. Evaluate how well the communication met its goals and use this information to refine
future strategies and adjust the budget or communication mix as needed.

Q5. Mention the recent trend in marketing communication.
RECENT TREND IN MARKETING COMMUNICATION
1. Wellness Products: Increasing focus on promoting products that support health and well-being, such as dietary
supplements, fitness equipment, and mental health apps.
2. Multifunctional Items: Highlighting products designed to serve multiple purposes, like smart home devices or versatile
gadgets, to appeal to consumers seeking convenience and value.
3. Recycled Coffee Cups: Emphasizing sustainability by promoting products made from recycled materials or eco-friendly
practices, such as coffee cups made from recycled paper or plastic.
4. Mobile Phone Peripherals: Marketing accessories that enhance mobile phone functionality, such as wireless chargers, camera
lenses, and protective cases, in response to growing smartphone usage.
5. Memory Sticks: Promoting portable storage solutions like USB drives and external memory devices, as data storage needs
continue to grow.
6. Personalization: Increasing use of personalized marketing strategies to tailor messages and offers to individual consumer
preferences and behaviors.
7. Interactive Content: Growing trend towards using interactive formats, such as quizzes, polls, and augmented reality
experiences, to engage users and enhance brand interaction.

Q6. Give definition of integrated marketing communication. And explain the IMC Planning process.
Definition of Integrated Marketing Communication (IMC)
Integrated Marketing Communication (IMC) is a strategic approach that coordinates and integrates all marketing communication tools,
channels, and messages to deliver a consistent and unified message to the target audience. The goal of IMC is to ensure that all aspects
of marketing communication work together harmoniously to enhance the brand’s overall effectiveness and achieve marketing objectives.
IMC PLANNING PROCESS
1. Review the Marketing Plan: Start by examining the overall marketing plan to understand the brand’s goals, target audience,
positioning, and market strategies. This review ensures that the IMC plan aligns with the broader marketing objectives.
2. Analyze the Promotional Program Situation: Assess the current state of promotional activities, including past campaigns, performance
metrics, and competitive analysis. This analysis helps identify strengths, weaknesses, opportunities, and threats related to existing
promotional efforts.
3. Analyze the Communication Process: Evaluate how effectively the current communication strategies are reaching and engaging the
target audience. Consider the clarity, consistency, and impact of messages across different channels.
4. Determine the Budget: Establish the budget for the IMC program based on the required resources and anticipated costs. Allocate
funds to different communication channels and activities in line with the overall marketing budget and objectives.
5. Develop the IMC Program: Create a detailed IMC program that outlines the key messages, communication channels, tactics, and
schedules. Ensure the program integrates various marketing tools and channels to deliver a cohesive message.
6. Integrate and Implement Marketing Communication Strategies: Execute the IMC program by coordinating all marketing
communication activities. Ensure that all departments and teams involved are aligned and working towards the common goal,
implementing the strategies according to the plan.
7. Monitor and Evaluate the IMC Program: Continuously track the performance of the IMC program using relevant metrics and feedback.
Evaluate its effectiveness in achieving the set objectives, and make adjustments as needed based on the results to optimize future
campaigns.

Q7. Determine IMC partners and industry organisation.
various partners and industry organizations play crucial roles in the successful execution of communication strategies.
4 Agencies:
Advertising Agencies: Firms specializing in creating, planning,
and managing advertising campaigns across various media
channels.
Public Relations Agencies: Organizations that manage the
brand’s public image and handle media relations, crisis
communication, and press releases.
Digital Marketing Agencies: Agencies focusing on online
marketing efforts, including social media, SEO, email marketing,
and content creation.
Creative Agencies: Firms that develop creative content, such as
graphic design, video production, and copywriting.
5 Customers:
Current Customers: Existing buyers who can provide feedback,
testimonials, and word-of-mouth promotion.
Prospective Customers: Potential buyers who are targeted
through marketing efforts and communication strategies to
drive interest and conversions.
1 Companies:
Internal Teams: Includes marketing, sales, and product
development teams within the company that collaborate to
ensure consistent messaging and alignment with the overall
strategy.
2 Media:
Media Outlets: Includes television, radio, print publications,
digital media, and social media platforms that disseminate
the brand’s messages to the target audience.
Media Buyers: Professionals who purchase advertising space
and time to optimize the reach and effectiveness of
communication efforts.
3 Stakeholders:
Investors and Shareholders: Individuals or groups with a
financial interest in the company who need to be kept
informed about the brand’s performance and strategic
direction.
Community Leaders: Local figures and organizations that can
influence public perception and help build brand credibility.

Q8. How to build brand using marketing communication? Also tell how to manage IMC programme in branding.
BUILDING A BRAND USING MARKETING COMMUNICATION
Building a strong brand involves effectively using marketing communication to convey your brand's identity and values. By
creating a consistent and engaging message, you can enhance brand recognition, foster customer loyalty, and differentiate
your brand in the marketplace.
1. Define Brand Identity: Establish a clear and compelling brand identity, including your brand’s values, mission, and unique
selling propositions (USPs). Ensure that all marketing communication reflects this identity consistently.
2. Create a Consistent Message: Develop a unified message that communicates the brand’s core values and benefits across
all channels. Consistency helps build brand recognition and trust among consumers.
3. Engage with Your Audience: Use various communication channels to actively engage with your target audience. This
includes creating valuable content, interacting on social media, and running campaigns that resonate with your audience’s
interests and needs.
4. Leverage Emotional Connections: Build emotional connections with your audience by telling compelling stories and using
relatable themes in your marketing messages. Emotional engagement can enhance brand loyalty and advocacy.
5. Monitor and Adapt: Continuously track the effectiveness of your marketing communication efforts. Gather feedback,
analyze performance metrics, and be willing to adapt your strategies to better meet your audience’s expectations and
market trends.

MANAGING IMC PROGRAMS FOR BRANDING
Managing an Integrated Marketing Communication (IMC) program effectively ensures that all branding efforts are cohesive
and aligned with the overall brand strategy. This involves coordinating various communication elements and adapting
strategies to different markets and channels to maintain a unified brand presence.
1. Align Marketing and Promotional Efforts: Ensure that your marketing programs are seamlessly integrated with
promotional activities. This alignment helps reinforce the brand message and maximizes the impact of both marketing
and promotional strategies.
2. Unify Visual Presentation: Maintain a consistent visual identity across all marketing and promotional materials. This
includes using the same logo, color schemes, fonts, and design elements to create a cohesive brand image.
3. Coordinate Media and Campaigns: Integrate various media channels and campaigns to provide a unified brand
experience. This coordination ensures that messages are consistent and complementary, enhancing overall
effectiveness.
4. Adapt Strategies for Different Markets: Tailor brand strategies and promotional approaches to suit different market
segments. Consider regional preferences, cultural differences, and local trends to ensure that branding efforts are
relevant and impactful in each market.
5. Integrate Trade and Consumer Channels: Develop an integrated marketing communication program that addresses both
trade and consumer channels. This approach ensures that branding efforts are consistent and effective across all
touchpoints, from retail environments to direct consumer interactions.

Q9. How brand communication work? What are the the steps involved in the process of brand communication.
Brand communication is the process through which a brand conveys its messages and values to its target audience. It involves
crafting and delivering messages in a way that resonates with consumers, builds brand identity, and fosters engagement. Effective
brand communication ensures that the intended message reaches the audience clearly and is perceived positively, contributing to
brand loyalty and market success.
STEPS INVOLVED IN THE BRAND COMMUNICATION PROCESS
1 Source and Encoding:
Source: The origin of the message, typically the brand or its representatives.
Encoding: The process of creating and organizing the message in a way that conveys the brand’s identity, values, and objectives effectively.
2 Brand Message:The core content of the communication, which includes the key messages, values, and unique selling propositions (USPs)
that the brand wants to convey to its audience.
3 Media Channels: Choosing the appropriate media channels (e.g., social media, TV, print) to deliver the brand message to the target
audience. This involves ensuring that the campaigns are effectively aligned with the channels to maximize reach and impact.
4 Noise:External factors that can distort or interfere with the brand message, such as competing messages, distractions, or
misunderstandings. Managing noise involves ensuring clarity and consistency in communication to minimize potential disruptions.
5 Receiver and Decoding:
Receiver: The target audience who receives the brand message.
Decoding: The process by which the receiver interprets and makes sense of the brand message based on their perceptions and experiences.
6 Feedback and Interactivity: The responses and reactions from the audience regarding the brand message, which can be positive, negative, or
neutral are considered.Engaging with the audience through interactive elements, such as surveys, comments, or social media interactions, to
gather insights and improve communication strategies.

Q10. What is IMC? Explain its importance. Also explain about IMC Promotion Mix.
Integrated Marketing Communication (IMC) is a strategic approach that combines various communication tools and channels to
deliver a unified and consistent message to target audiences. It ensures that all marketing efforts—whether through advertising,
sales promotions, personal selling, public relations, or digital channels work together harmoniously to reinforce the brand's
message and objectives.
IMPORTANCE OF IMC
1. Consistency: IMC ensures that all messaging and communications are consistent across different channels, reinforcing the
brand's identity and message.
2. Efficiency: By integrating various communication strategies, IMC reduces duplication of efforts and resources, leading to
more efficient marketing operations.
3. Enhanced Impact: A cohesive approach maximizes the impact of marketing messages, as all components of the
communication strategy support and amplify each other.
4. Improved Customer Experience: Consistent and unified messaging enhances the overall customer experience by providing a
clear and coherent brand message.
5. Stronger Brand Image: IMC helps in building a strong and recognizable brand image by presenting a unified message across
all touchpoints.

Advertising Sales Promotion
Personal Selling
Publicity
Online Marketing
Word Of Mouth
Direct Marketing
Public Relation
IMC PROMOTION MIX
IMC PROMOTION MIX
The IMC promotion mix consists of various tools and techniques used to communicate the brand's message effectively.
1 Advertising: This involves paid, non-personal communication about a product, service, or idea through various media channels. It aims to
create awareness, generate interest, and persuade potential customers by reaching a broad audience.
2 Sales Promotion: These are short-term incentives or offers designed to encourage immediate action or purchase. Sales promotions can
include discounts, coupons, or limited-time offers to boost sales and attract new customers.
3 Personal Selling: This is direct, face-to-face communication between a salesperson and a potential customer. Personal selling focuses on
building relationships, addressing customer needs, and closing sales through personalized interaction.

4 Publicity: This refers to public visibility or awareness achieved through media coverage and news. Publicity aims to enhance
the brand's reputation and credibility through unpaid media exposure.
5 Public Relations (PR): PR involves managing and influencing the public perception of a company or brand through strategic
communication. It is used to build and maintain a positive image and foster goodwill among stakeholders.
6 Direct Marketing: This entails direct communication with individual customers to generate a response or transaction.
Methods include mail, email, or telemarketing, targeting specific customers with personalized messages.
7 Word of Mouth: Informal communication about a product or brand between individuals. Word of mouth leverages customer
recommendations and reviews to build credibility and influence others.
8 Online Marketing: Marketing efforts conducted through digital channels such as sociall media, websites, and online ads.
Online marketing aims to reach and engage with audiences, drive traffic, and generate leads through digital platforms.

Q11. Explain how brand decision makers respond to IMC messages.
Brand decision makers respond to Integrated Marketing Communication (IMC) messages through various cognitive and
psychological frameworks. Understanding these responses helps in crafting effective communication strategies. Here’s how the
AIDA Model, ELM Model, and FCB Model explain their reactions:
1 AIDA Model
Proposed by: Elias St. Elmo Lewis.
The AIDA Model outlines a linear process where each stage builds upon the previous one, guiding the decision maker from
initial awareness to taking action based on the IMC message.
1. Attention: The IMC message captures the decision maker's attention through compelling visuals, headlines, or intriguing
content.
2. Interest: Once attention is gained, the message generates interest by presenting relevant and engaging information about
the brand or product.
3. Desire: The communication builds desire by highlighting the benefits and unique features of the brand, making it appealing
and relevant to the decision maker.
4. Action: Finally, the message prompts the decision maker to take action, such as making a purchase, requesting more
information, or engaging with the brand further.

2 ELM Model (Elaboration Likelihood Model)
Proposed by: Richard E. Petty and John Cacioppo.
The ELM Model explains that decision makers respond differently based on their level of involvement and motivation, affecting
how deeply they process IMC messages.
• Central Route: When decision makers are highly involved and motivated, they process the message through the central
route. This involves careful consideration of the message's content, arguments, and evidence, leading to well-thought-out
decisions based on the merits of the message.
• Peripheral Route: When involvement is low, decision makers are influenced by peripheral cues such as the attractiveness of
the source, simple slogans, or emotional appeals. This route relies on less cognitive effort and focuses on surface-level
aspects of the message.
3 FCB Model (Foote, Cone, and Belding Model)
Proposed by: Richard Foote, Robert Cone, and Philip Belding.
The FCB Model categorizes decision-making processes based on involvement and type of decision (thinking or feeling), guiding
how IMC messages should be tailored to meet different decision-making needs.
Following is the FCB grid –
• FCB grid is a useful advertising planning model.
• Four quadrants are developed in the matrix

Self-Satisfaction (Reactor)
Characteristics: Low involvement, low cognitive
processing, and emotional engagement.
Approach: Decision makers are influenced by
immediate satisfaction and quick decisions. They
rely on simple cues and immediate rewards.
Communication Strategy: Use simple, engaging
messages that offer instant gratification or rewards.
Focus on attractive visuals, catchy slogans, and
promotions that appeal to the decision maker’s
desire for quick satisfaction.
Habit Formation (Doer)
Characteristics: Low involvement, high behavior-based
decision-making.
Approach: Decision makers rely on habit and
convenience rather than extensive evaluation. They
tend to choose familiar products that are easy to use.
Communication Strategy: Emphasize ease of use,
convenience, and reliability. Promote consistent brand
messages and encourage repeat purchases through
habitual reminders and incentives.
Affective (Feeler)
Characteristics: High involvement, high emotional
engagement.
Approach: Decision makers are influenced by
emotions and personal values. They seek products
that resonate with their feelings and self-image.
Communication Strategy: Craft messages that evoke
strong emotional responses and connect with the
decision maker’s aspirations, desires, and values. Use
storytelling, imagery, and emotional appeals.
Informative (Thinker)
Characteristics: High involvement, high cognitive
processing.
Approach: Decision makers seek detailed, factual
information and evaluate the pros and cons before
making a decision.
Communication Strategy: Provide comprehensive,
data-driven content that highlights the product’s
features, benefits, and competitive advantages. Use
rational arguments and detailed comparisons.
Thinking Feeling
High
Involvement
Low
Involvement
FCB GRID

Jayanti Pande
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