BBA III SEM ADVERTISING MANAGEMENT -UNIT 2 Mansi Tyagi
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2
-(MANSI TYAGI)
UNIT 2: SYLLABUS
Integrated Communication Mix (IMC)-meaning, importance;Communicationmeaning, importance, process, communication mix-components, role in marketing,Branding-meaning, importance in advertising.
What is integrated marketing? Why is integrated marketing important? What is integrated marketing communications? How has integrated marketing changed over time? This document has an up to date definition of integrated branding and explains what it is and the benefits.
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2 Mansi Tyagi
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2
-(MANSI TYAGI)
UNIT 2: SYLLABUS
Integrated Communication Mix (IMC)-meaning, importance;Communicationmeaning, importance, process, communication mix-components, role in marketing,Branding-meaning, importance in advertising.
What is integrated marketing? Why is integrated marketing important? What is integrated marketing communications? How has integrated marketing changed over time? This document has an up to date definition of integrated branding and explains what it is and the benefits.
This topic will cover the definition of promotion, roles of promotion in event, advantages & important of event promotion, methods of event promotion and characteristics of an effective event promotion.
This topic will cover the definition of promotion, roles of promotion in event, advantages & important of event promotion, methods of event promotion and characteristics of an effective event promotion.
Promotion-Meaning and Significance and types, Advertising, personal selling, Public Relations & sales promotion, Factors affecting promotion mix decisions. Channels of Distribution –Definition and importance, Factors affecting channels, Types of marketing channels Factors affecting choice of distribution channel, Wholesaling and retailing; Types of Retailers
ntroduction to Marketing - Session 3 at ITM, Mumbai. Includes:
Promotion and Advertising
• Promotional activities
o Trade shows, sponsorship, trade-fairs, contests, coupon programme, community projects
• Advertising
o TV, radio, trade magazines, direct mailing, billboards, packaging, internet
• Public Relations
o Relationships with media, customer’s community, public speaking, research
• Personal Selling
o B2B and B2C
• Marketing Accessories
Brochures, newsletters, fliers, give-aways
Pricing and Distribution
Price is unique among the 4 Ps in that it directly affects the company’s revenues and profits.
Pricing is both a science and an art
Pricing seems to be the one “P” that has been dramatically affected by the use of the Internet
Pricing and Distribution
• Cost based pricing
• Value based pricing
• Premium pricing
• Discount / promotional pricing
• Price Skimming
• Psychological pricing
• Geographic pricing
• Product line pricing
3. Core Product,
Basic cost, Profit
Actual Product
Other Terms Augmented product
Price Product
Marketing Mix
Media Advertising
Location,
Direct marketing,
Sales Promo, PR Channel Type
Promotion Place
4. Advertising Personal selling
Relationship
Publicity
Promotion Mix Marketing
Direct Marketing Sales promotion
5. Marketing communication
Marcom :
• Is One of the most Critical aspect of
Overall marketing Mission
• Is a major Determinant for the success
or failures Of the product or the
organization.
• Marketing Communication is process of
communicating To Sell Products,
services, ideas, & images etc to overall
Benefit of the customer & the
organization.
6. Role of Marcomm
• Inform
• Persuade
• Remind
• Reassure
• Differentiate
• Change in behavior
7. Inform
• Inform
If you have something new to introduce
to the market, something better or
something that solves people’s
problems in an innovative way, you
must find a way to inform your
audience about it!
8. Persuade
• to induce to believe by appealing to
reason or understanding; convince:
• productMarcomsanjay taneja showreel - eure
• productMarcomsanjay taneja showreel - eure
9.
10. Tools Of communication
1. Media advertising 5. Trade & Consumer
• TV oriented Promotions
• Radio Magazines • Trade deals & Buying
• News papers Allowances
• Magazines • Display & Adv
1. Direct Response and interactive allowances
Advertising • Trade shows
• Direct mail
• Cooperative
• Telephone Solicitation advertising
• Online adverting
• Samples
1. Place advertising • Coupons
• Bill Boards & Bulletins
• Premiums
• Posters
• Transit ads
• Refund/Rebates
• Cinema ads • Contests/Sweepstakes
4. Store Signage and point of • Promotional Games
purchase Advertisings • Bonus Packs
• External store signs • Price-off deals
• In –Store Shelf sign • In –Store Shelf sign
• Shopping cart ads
• In –store radio and Tv
• IN Stores display
11. Tools Of communication
6. Event Marketing &
sponsorships
• Sponsorship Of
Sporting Events
• Sponsorship of
arts,fairs,aand
festivals
• Sponsorship of
causes
7. Marketing oriented
public relations and
publicity
8. Personal Selling
20. Differentia
• ..RIN vs TIDE.mp4.flv
• ..Pepsi Vs Coca Cola Superbowl XLVI ad !
February 2012 !.flv
• ..The Success Story - Why India is a Great
Country..flv
21. Change in behavior
• .._Gone Metro_ TAC's speed
enforcement campaign.flv
• ..Max New York Life Insurance ad.flv
23. IMC Way
IMC:
Involves coordinating Various Promotional
elements and other Marketing activities both
locally & Globally
4 A’s Definition :
Focusing on the process of using all forms of
promotion to achieve maximum
communication impact.
IMC is marketing approaches being used by
companies to better focus their efforts in
acquiring, retaining, and developing
relationships with customers and other stake
holders
24. Marcom or IMC
• Marketing Communications (or MarCom
or Integrated Marketing Communications)
are Messages and related media used to
communicate with a Market.
• Marketing communications is the
"promotion" part of the "Marketing Mix"
or the "four Ps": price, place, promotion,
and product.
25. Marcom includes dealing with
•advertising,
•branding,
•brand language
•direct marketing,
•graphic design,
•marketing,
•packaging,
•promotion,
•publicity,
•sponsorship,
•public relations,
•sales,
•sales promotion And online marketing
26. Goal of an IMC
The primary goal of an IMC program is to support
perceptual values:
Vc = Value to customer
Qp = Quality of product
Qs = Quality of service
I = Image and status
T.c.o = Total cost of ownership
QP + Qs + I
Vc =
T.C.O
27. Differences Between Marcom and
Corporate Communication
• Marketing communications is focused on the
product/produce/service as opposed to
corporate communications where the focus
of communications work is the
company/enterprise itself.
• Marketing communications is primarily
concerned with demand generation,
product/produce/service positioning while
corporate communications deal with issue
management, mergers and acquisitions,
litigation, etc
28. Reasons for Growing importance of IMC
• Even as new Technologies and formats create
new ways for Global marketers to reach
consumers, they are affecting the more
traditional media, television, radio, magazine &
newspapers are becoming more fragmented
and teaching smaller and move selective
audiences.
• Decline In audience size for many media and
being less responsive to traditional
Communication.
• Many such Factors are promoting Global
marketers to look for alternative ways to
communicate with their target audiences.
29. IMC Global Approach
The IMC Approach Helps companies
identify the most appropriate and
effective methods for communication and
building relationships with their
customers as well as other stake Holders
such as employees, suppliers, investors,
interest groups and general public On
required international scale.
30. MIS Understanding Marketing
Communication
Advertising sells products
Marketing is advertising
Advertising is communication
Advertising is branding
Advertisements have a certain meaning
Advertising is about creativity
Creative advertisements sell better
Creative advertisements communicate better
Branding creates meaning
The typical semiotic analysis of advertising
31. Semiotics ( additional reading)
• Semiotics, also called semiotic studies or
semiology,
• is the study of cultural sign processes
(semiosis), analogy, metaphor, signification and
communication, signs and symbols. Semiotics
is closely related to the field of linguistics, which
in its part, studies the structure and meaning of
language more specifically.
• Semiotics is usually divided into three
branches, which include:
32. Semiotics is usually divided into
three branches, which include:
• Semantics: Relation between signs and
the things to which they refer; their
denotata
• Syntactics: Relations among signs in
formal structures
• Pragmatics: Relation between signs and
their effects on the people who use them
33. Understanding marketing
communication
• What we see is the result of a complex social
process
• There are many different and divergent targets in
this process
• Buying is mostly a problem solving process
• Interpretation and creation of meanings is
important in buying decisions
• Interpretation and meaning are results of living,
acting, and thinking people
• As in every communication the influence of the
marketing communication is only an indirect one
• As in every communication process getting
feedback and changing the rolls of speaker and
hearer is essential
34. Consequences for Marketing
Communication
• Supervising the decision process with
respect to a communication and/or a
marketing goal is crucial
• Marketing needs a integrated model for
describing the ongoing interpretation
process of the target groups
• Instruments for gaining feedback or even
better achieving a hearer roll for the
company become success factors
• New media can help to generate these
instruments
Editor's Notes
Advertising & Marketing/ Tata McGraw hill George belch & Michael A. Belch G/m/belch/Tmh/11-12