A PRESENTATIONON

INTERGRATED MARKETING COMMUNICATION

Presented By Bimlesh Kumar

MBA 2nd yr

What’s IMC

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

Challenges in IMC

Lead Generation

Target Audience

Content Marketing

Social Media

Latest Marketing Trends

Increasing ROI

Advertising Management

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

Meaning of Advertising

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

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."

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

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.

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

A) Classification on the basis of function

Informative advertising

Persuasive advertising

Reminder advertising

B) Classification on the basis of region

Global advertising

National advertising

Regional advertising

Local advertising

C) Classification on the basis of target market 

Consumer product advertising

Industrial product advertising

Trade advertising

Professional advertising

Financial advertising

D) Classification on the basis of desired responses

Direct action advertising

Indirect action advertising

Surrogate advertising

E) Classification on the basis of the media used in advertisement

Audio advertising

Visual advertising

Audio-visual

Written advertising

Internet advertising

Verbal advertising

Types of advertising

Newspaper

Magazine

Radio

Television

Directories

Billboards

Online

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.

“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”

Thank You…