Download Intro to IMC

Introduction to IMC
Marketing Communications
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Advertising
Sales Promotion
Public Relations/Publicity
Personal Selling
Direct Marketing & E – Marketing
Event 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
Promotion
Promotional
Mix
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 nonpersonal 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
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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
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Over 16000 crores is the adspend of this country. Can this not be used for
more 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
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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
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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