Introduction to Integrated Marketing Communications Marketing Communications Advertising

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 Promotional Mix Management IMC

Advertising has its origins in the U. S. in the early part of the 20 th 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 • • 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 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