INTEGRATED MARKETING COMMUNICATION

PRESENTED BY: Shinam juneja Saurav Garg Shakshi Garg Shubham Gupta Virender Vinky Tanu Yashashvi

INTEGRATED MARKETING COMMUNICATION

IMC are the means by which firms attempt to inform, persuade, and remind consumers- directly or indirectly- about the products and brands they sell, In a sense, marketing communications represent the voice of the company and its brands and are a means by which it can establish a dialogue and build relationship with consumers.

IMC COMPONENTS
THE FOUNDATION ADVERTISING TOOLS PROMOTINAL TOOLS INTEGRATION TOOLS

MARKETING COMUNICATION MIX

ADVERTISEMENT
The word advertising is derived from two Latin Words Adand Verto Ad towards Verto I turn Literally it means to turn the peoples attention to a specific thing.

IMPORTANCE
Pervasiveness Creating awareness Brand Identity and Brand image Communicate a change

COMMUNICATION PROCESS

ADVERTISING MEDIA
Print & broadcast

Billboards

Brochures&

booklets

Advertising media
Packaging
outer

Out of home

Audiovisual material

PRINT AND BROADCAST

BROCHURES AND BOOKLETS

PACKAGING OUTER

AUDIO VISUAL MATERIAL

OUT OF HOME ADVERTISEMENT

BILLBOARDS

POINT OF PURCHASE DISPLAY

Advertising that is built around impulse purchasing and that utilizes display designed to catch a shopper's eye particularly at the place where payment is made, such as a checkout counter.

THE FIVE MS OF ADVERTISING

Message Money
Factors to consider:
Message generation Message evaluation and selection Message execution Social-responsibility review

Mission
Sales goals Advertising objectives

Stage in PLC Market share and consumer base Competition and clutter Advertising frequency Product substitutability

Media
Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation

Measurement Communication impact

Sales impact

SETTING THE OBJECTIVES

An advertising objective is a specific communication task to be accomplished with a specific audience in a specific period of time

OBJECTIVE
REINFORCE INFORM PERSUADE REMIND

Informative

persuasive

reminder

reinforcement

ADVERTISING BUDGET
Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget.

FACTORS AFFECTING BUDGET DECISIONS

Stage in plc New products large advertising budget Established brands- lower advertising budget Market share and consumer base high market share less advertising expenditure Competition and clutter Large number of competitorsadvertise heavily Advertising frequency No of times the ad is to be shown

Product
substitutability commodity like soft drinks,airlines bank requires heavy advertising

Advertising campaign
A coordinated series of linked advertisements with a single idea or theme. An advertising campaign is typically broadcast through several media channels. It may focus on a common theme and one or few brands or products, or be directed at a particular segment of the population.

Amul ad campaign
1. Longest running campaign 2. Created in 1967,by Sylvester da Cunha 3. Campaign covers politics to sports to popular culture 4. Advertising agency da Cunha Communications, India

DEVELOPING ADVERTISING CAMPAIGN

SOCIAL RESPONSIBILITY CREATIVE DEVELOPMENT AND EXECTION MESSAGE GENERATION AND EVALUATION

AND
REVIEW

SOURCES OF EXECUTION

TELEVISION ADs

PRINT ADs

FILM ADs

RADIO ADs

CHOOSING AMONG MAJOR MEDIA TYPE

DECIDING ON MEDIA AND MEASURING EFFECTIVENESS

REACH

MEDIA SELECTION
IMPACT FREQUENCY

DECIDING ON MEDIA TIMING

The timing pattern should consider :
BUYERS TURNOVER

PURCHASE FREQUENCY

FORGETTING RATE

ADVERTISING EVALUATION
Advertising Program Evaluation

Communication Effects

Sales Effects

Is the Ad Communicating Well?

Is the Ad Increasing Sales?