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Module 1Integrated marketingcommunication
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Integrated marketing communication
Role of IMC in Marketing process
Marketing and promotion process model
Competitive analysis
Opportunity analysis
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IMC planning model
Step1: Review of the marketing plan
step 2:Promotional programme situationalanalysis
Step 3:Analysis of the communication process
Step 4:Budget determination
Step:5Developing the integrated marketingcommunication programme
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Steps in developing IMC programme
Identify the target audience
Determine the communication objective
Design the message
Selecting the message source
Choosing the media
Collecting the feedback
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Marketing and promotion processmodel
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Communication process
source Message perception
effectreceiverchannel
Feed back
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Steps involved in developing IMCprogrammeIdentify the target audience
Determine the
communication objective
Design the message
Selecting the message source
Choosing the media
Collecting the feedback
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Effectiveness of marketingcommunications Approaches for evaluating promotional
performance
1. Sales effect approach/sales research method
2. Communication effect approach/communication research method
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Measuring the effectiveness ofadvertising It refers to the evaluation of advertising results
against the pre established standards ofperformance and objectives . It can be salesobjectives or communication objectives. In theevaluation process , it is estimated that the
advertisement should influence in buying theproduct
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Measuring the effectiveness of salespromotion The approach most used in evaluating the sales
promotion effectiveness involves measuringsales before, during and after the salespromotion event or program as in case of testingprocess above. If the program is succesfull sales
should increase during the campaigns.
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Measuring the effectiveness ofpublicity and public relations Factors for measuring the public relations are as
follows
1. Public relations audit: it is used to assess anorganization's image among the public or toevaluate the effect of a specific public relations
program
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Communication audit: it may include a contentanalysis of messages , a readability study, or areadership survey. If an organization wants tomeasure the extent which stakeholders view it asbeing socially responsible, It can conduct a social
welfare.
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Measuring the effectiveness ofsponsorship1. Exposure methods: exposure methods can be
classified as those that monitor the quantity
and the nature of media coverage obtained forthe sponsored event and those that estimatedirect and indirect audiences. While commonly
employed by corporations, scholars haveheavily criticized these measures.
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2. Tracking measure:
These measures are designed to evaluate theawareness, familiarity and preferencesengendered by sponsorship based on surveys. A
number of empirical studies have measuredrecall of sponsorsads, awareness if the attitudestoward the sponsors and their products, andimage effect including the brand and corporate
images.
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Measuring the effectiveness of otherpromotion tools Message evaluations: message evaluation
techniques are used to examine the creative
message and the physical design of theadvertisement, coupon or direct marketingpiece. Message evaluation procedures includethe study of actors in advertisements as swell as
the individuals who speak in radio ads. Amessage evaluation program is designed toconsider both the cognitive componentsassociated with an ad cues as well as the
emotions and attitudes.
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Evaluating the respondent behaviour:
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Features of advertising Paid form Ideas, goods and services
Controlled Persuasive act Competitive act Non personal presentation Identified sponsor Mass communication media It is not neutral it is not unbiased
Informative act
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Purpose of advertising
Informing
Influencing
Reminding
Adding value
Assisting with other company efforts
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Role and functions of advertising Communication with the consumers Contribution to economic growth Stimulates demand
Develops brand preference Lower prices Brand image building Persuasion Catalyst for change
Strengthen other promotion mix elements Reduce costs Competitive weapon Innovation Growth of media
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Types of advertising
On the basis of geographical spread
On the basis of demand influence level
On the basis of timing of the response it elicits
On the basis of target group
On the basis of corporate philosophy
On the basis of media
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On the basis of geographical spread
National advertising: their target market is entirecountry. They select media with a country wide base.
Example could be : HUL, L7T, Escorts , Local advertising: small firms may like to restrict
their business to state or regional level. Some firmsfirst localise their marketing efforts and once
success has been achieved, they spread out to widerhorizons.
Example is Nirma washing powder initially sold onlyin Gujarat later it was sold to entire nations
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On the basis of target marketing Consumer advertising: the advertisements meant for consumers who buy the good
for themselves or for their households. EX: general print media, such as newspaperand magazines.
Industrial advertising: advts which are issued by the manufacturer/distributors to
the buyers of industrial products.it includes machinery and equipment , industrial intermediaries. Parts and components.
Trade advertising: advertisements which are directed by the manufacturers to thedistribution channel members, such as wholesalers or retailers are called tradeadvertising. The main objective is to promote the sales by motivating the distributionchannel members to stock more or to attract new retail outlets
Professional advertising: there are certain products where consumers will not aloneresponsible for buying the product but also the influence of other people will be there.
Ex: pharmaceuticals where decision is made by the doctors while the consumers arethe parents.
Same as in the case of construction industry(architects,civil engineers are decisionmakers)
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On the basis of demand influence level Primary demand: it is intended to affect the demand for a
type of product , not simply one particular brand of thatproduct.
Ex: if cigarette manufacturer attempts to increase the overalldemand for cigarettes with an advertising campaign extollingthe virtues of cigarette smoking in general, this would beprimary market demand
Selective demand: this demand is for a particular brand suchas charminar cigarettes surf detergent powder , rath vanaspati
or vimal fabrics, the marketers involved in selective demandadvertising attempt to establish a differential advantage andto acquire an acceptable sort if market.
They dont try to stimulate the demand for the product orservice.
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On the basis of corporate philosophy
Corporate advertising: it aims at building for afirm a positive public image.
Brand advertising: most advertisement is brandadvertising, designed to promote the sale or
reputation1. Informative brand advertising: it seeks to
develop an initial demand for a product .it isused in introductory stage of PLC.
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2. Persuasive brand advertising: to developdemand for a particular product or a brand isthe goal of persuasive product advertising. It isused in growth period and to some extent in the
maturity period of PLC3. Reminder oriented Brand advertising: the goal
of this type of advertising is to reinforce previouspromotional activity by keeping the brand name
in front of the public. It is used in maturityperiod as well as throughout the declining phaseof the product life cycle.
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4. Negative advertising: this type of advertisingdissuades target audience from purchasing suchproducts and services
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On the basis of timing of the responseit elicits Direct action advertising: it aims at generating
immediate response. Many retail messages , for
instance, request consumers to buy now. Otheradvertisements in the direct category containcoupons, and request the consumers to redeemthese.
Indirect action advertising: it does not attempt tobring about an immediate behaviour response,rather it attempts to create favorable attitudestowards the sponsor and his products or services.
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Surrogate advertising: its a new category ofadvertising . In this type of promotional effort,
the marketer promotes a different product. For example: the promotion of Bagpiper soda.
The firm is promoting Bagpiper whisky but
intentionally shows soda.
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On the basis of media
Audio advertising: it is done through personalannounce(systems), auto rickshaws, and four
wheeler.
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Visual advertising: it is done through popdisplays without text catalogues , leaflets, clothbanners, brouchers,electronic hoardings, simplehoardings and running hoardings
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Audio visual: it is done through cinema slides,movies, video clips, TV advertisements, cable TVadvertisements.
Written advertising: it is done through letters,fax messages, leaflets with text, brouchers,articles and documents, space marketing
features in newspapers.
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Internet advertising: the world wide web is used
extensively to promote products and services ofall genres.
For example: Bharat matrimony,
www.teleshop.com,www.asianskyshop.com
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Verbal advertising: they are used to advertisethoughts, products and services duringconferences, seminars and group discussionsessions. Kinesics also plays an important role in
this context.
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Miscellaneous Covert advertising: the product or service is used
in TV or a serial. There is no actual ad, just the
mention of the product in the movie. For example : tom cruise used the Nokia phone
in the movie minority report.
Institutional advertising: it tries to develop agoodwill for a company rather than selling aproduct or service
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Product advertising: it tries to sell a product. Itmay be aimed at the end user or at potentialrepresentatives and distributors.
It is further classified into :1. Pioneering advertising: it is usually done at theearly stage of product life cycle
2. Competitive advertising: it tries to develop
selective demand: demand for a specificmanufacturer's product rather than a productcategory.
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C.Reminder advertising:
Reminder advertising tries to keep the productsname before the public. It is useful when the
product has achieved the market domination.Here , the advertiser may use soft cell.
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Advertisings and marketing mix Product
Price
Place
promotion
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Role of advertising in marketing mix
The role of advertising in marketing are asfollows:
Advertising and product:
Advertising plays a vital crucial role for promotingthe product of the company.
1. functional feature: through advertising,marketer is able to inform about the variousfeatures of the product which make it morevariable
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Aesthetic design: by advertising , the consumerknow about the shape, size , design, colour
Advertising and price: price is an importantconsideration in buying decisions. Everyone of
us would like to know the price of a product forcomparison for comparison purposes beforedeciding to buy.
it plays a vital role for determining the value of
pricing factor. the factors are as follows.
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Advertising and place:place is one of themarketing mix component, which are concerned
with transportation, warehousing, inventorymanagement, channel management, andtransaction.
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Advertising gives information regarding thefollowing aspects of the place:
Number and location of retail outlet
Inventory extent and location
Distribution channel
Market coverage
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Advertising and promotion:
It can be understood from the following aspects
Advertising and personal selling
Advertising and sales promotion
Advertising and publicity
Advertising and public relations
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Advertising vs marketing mix
Basis of difference Advertising Marketing mix
Meaning It is any paid form of nonpersonal presentation of ideas,goods or services
Marketing mix is a tool todesign and implementvarious marketing strategiesin order to meet and exceed
the goals and objectives of anorganization
Use It is used to inform, promote Used to formulate marketingstrategy
Scope Increasing sales, building
brand image, passingmessages
The more emphasis is
towards formulatingstrategies
Emphasis More focus is onincreasing sales
More focus is onformulating strategies
Supremacy Major part of promotion It is the main or overall
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Advertising appeals The most important types includes emotional
and rational messages.
1. Rational /logical appeal: rationalappealas the name suggest aims to focus on theindividual functional, or practical needs forparticular products and services.
the different rational appeals are:
Price appeal: a favorable price appeal makesthe price offer the dominant point of message.
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Quality appeal: the ad copy emphasis on thequality of the product
Ex: the advertisement of Hidesign(premiurleather products)
Feature appeal
Competitive advantage appeal News appeal
Product/service popularity appeals
Emotional appeal
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2. Emotional appeal:
Type of emotional appeal:
Fear appeal: life insurance companies nothaving insurance when he dies. Shampoo hairfall ads and tooth paste ads
Humour appeal: it is an excellent way toattract the viewers attention and also inachieving sales
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Sex appeal: deodorants and beauty products
Musical appeal: airtel,taj, Vodafone old add. Nescafe
add Pride appeal: status and recognition: using raymond
products is a pride and using rolls royce is a statusissue
Affection appeal: products of baby care Comfort appeal: fans coolers air conditioners
Personal apppeal: safety , fear, humour, joy,happiness , sentiment, pleasure , comfort, ambition
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Social appeal
Adventure appeal: Mahindra jeep
Youth appeal: fastractk
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Advertisement appeal in various stages
of product life cycle Introduction
Growth
maturity
Decline
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Advertising appeals in introduction stage ofPLC: when new products introduce into the market, at this
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