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Introduction to
Integrated Marketing Communications
Marketing Communications
 Advertising
 Sales Promotion
 Public Relations/Publicity
 Personal Selling
 Direct Marketing & E-marketing
Integrated Marketing Communications (IMC)
 It is the communications mix adopted by a company to
derive synergies from the various types of marketing
communications available
Relationship between Promotion, Promotional
Mix and IMC
Process
Tools
Promotion
Promotional Mix
Management
IMC
Advertising has its origins in the U.S. in the
early part of the 20th century
 Volney B. Palmer – media broker
 Ads were released to make the magazines interesting and
the media paid for the ads instead of getting paid!
Ladies Home Journal -1902
“The editor of the Ladies Home Journal thinks that we publish
it for the benefit of the American women. This is an illusion,
but a very proper one for him to have. The real reason, the
publisher’s reason is to give you who manufacture things
American women want, a chance to tell them about your
product – Cyrus H. K. Curtis, founder of ladies Home Journal
Definitions of Advertising
 Advertising is any paid form of non-personal presentation
and promotion of ideas, goods and services by an identified
sponsor. – Kotler
 Advertising is a paid, mass mediated attempt to persuade
 “salesmanship in print”
 Substitute for a human salesman
Economic effects of advertising
 Provides information
 Maintains or enhances brand equity
 Supports the media
 Provides employment
 Reduces distribution cost
 Provides product utility
 Stimulates introduction of new products
Ethical Issues to Advertising
 Over 16000 crores is the adspend of this country. Can this not be used for more
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productive purposes?
Goods could be cheaper if such huge adspends were not incurred by industry
“Advertising makes people buy things which they never knew, which they don’t
need with money that they don’t have”
Advertising is intrusive and invades personal privacy
Advertising is manipulative and has a damaging influence on impressionable
minds
Advertising is offensive and distasteful.
Advertising promotes and raises aspirations fuelling a materialistic society
Advertising promotes harmful products like tobacco and alcoholic beverages
Advertising promotes stereotype thinking
Advertising leads to deceptive claims being believed by a gullible society
Advertising Media
 Press
 Electronic
 Cinema
 Radio
 Outdoor
TV
Internet
The Communication Process
Filter
Encoding
media
Sender
Filter
Decoding
Receiver
Noise
Feedback
Response
Major Institutions involved in the field of
Advertising management
Control Institutions
Facilitating Institutions
Ad agency
Government
Advertiser
Competition
Media
Research
suppliers
Markets and Consumer behaviour
The Advertising Agency
 Client Servicing/Accounts management
 Media
 Creative
 Accounts
 Personnel/HRD
Niche Agencies
 Media shops – Mindshare, Madison, Starcom
 Creative boutiques – Ray and Kesavan
 Event management agencies- Wizcraft
 Sales Promotion agencies
 Direct marketing outfits – Lintas Direct
 PR houses – Genesis
 Research suppliers – MARG, IMRB, Nielsen
Role of Advertising within the Marketing
Program
 What can advertising do and cannot do?
 Contribution of advertising to sales
 Mix of ‘Pull’ and ‘Push’ in the communication mix