Notes: Advertising

The Marketing Mix & Communication Process

Integrated Marketing Communication (IMC): A concept of marketing

communication planning that recognizes the added value of a comprehensive plan.

All audiences must receive a consistent message whenever, wherever, or however

they come in contact with brand related communications. This consistency in
communication gives the maximum mileage to the money spends on Marketing.
Advertising is any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor.
Role of advertising is to tell (Inform, persuade, remind & reinforce) not sell.

Factors affecting Sales:

Advertising Agencies: is an independent organization of creative people &

business people who specialize in developing and preparing marketing and
advertising plans, advertisements, and other promotional tools.
Most Common Types of Agencies:

IMC: Strategies for Marketing Mix

Sales Promotion: A variety of short term incentives to encourage trial or purchase
of a product or service. Sales promotion is a direct inducement that offers extra
incentives anywhere along the marketing route to enhance or accelerate the
products movement from producer to consumer.

IMC Tactics & Organizations:

Public Relations & publicity: A variety of programs designed to promote or

protect a companys image or its individual products. Main function is to maintain
press relations, product publicity, corporate communications, counseling &
Lobbying.
Direct Marketing: use of mail, telephone, fax, e mail, or internet to communicate
directly with or solicit response or dialogue from specific customers & prospects.
Direct Marketing is an interactive system of marketing which uses one or more
advertising media to affect a measurable response and/ or transaction at any
location.
Personal Selling: Face to face interactions with one or more prospective
purchasers for the purpose of making presentations, answering questions, and
procuring orders.
Sales Departments provide four major communication functions:
1.Information gathering

3. Order fulfillment

2.Information providing &

4. Relationship building.

Packaging and Design: A package is more than a container; in fact it is the first
interface with the customer.
Situation analysis: is a method managers use to analyze both the internal and
external environments of an organization in order to understand the firms own
capabilities, customers and business environment.
Impact of Culture on IMC;
Culture refers to whole set of meanings, belief, attitude & ways of doing things
shared by a group. Cultural Factors influences the consumer the most.

Demographic Changes & Marketing Communication

Demographics are an essential factor in establishing clarity on what type of
consumer to focus on and with this information, determining when to use this data
in making marketing communication decisions.
Impact of Social Class on IMC
People in a social class tend to behave more alike than persons to other classes.
Social Class affects behavior significantly by perception & how communication
factors are received. Indian consumption behavior largely is said to depend on
education & occupation along with past possession of durables in a House.
Consumer Decision Making Process

Sources of Ethical Norms:

Marketing Communication's Responsibility to Society:

Advertising is regulated through Self & Government regulations. Ethical advertising
& social responsibility can be seen as the moral obligation of advertisers not to
violate our basic economic assumptions, even when there is no legal obligation.

Drama & puffery being an integral part of advertising it is understandable that few
of the advertisers go beyond conventions to catch the consumer eyeball. Main idea
is not to overstep social & legal norms.
Marketing Communication and Government Regulation
Advertising Standards Council (ASC) of India has recently celebrated its silverjublee and it helps self regulate its members and at times tells advertisers to
withdraw any contentious ads with good compliance ratio.
The Broadcasting Content Complaints Council (BCCC), a self-regulatory body for
general entertainment channels, issues an advisory to all member channels of the
Indian Broadcasting Foundation (IBF) on raised concerns over TV shows that depict
abusive, objectionable or vulgar content.
The Program Code prescribed under the Cable Television Networks (Regulation) Act,
1995, prohibits "carriage of programs in cable service, which offend good taste or
decency; contain anything vulgar/obscene and are not suitable for unrestricted
public exhibition.
Five Ms of Advertising:

Media Selection is based on reach, frequency, impact & exposure.

Message strategy is searching for appropriate themes, or ideas that will tie into
brand positioning and help to establish Point of Parity (POP) & Point of Difference
(POD).
Creative Strategy involves deciding about how a message is expressed, as well
the content. It usually takes informational or transformational appeals.

Integrated Marketing Communication Strategy & Planning is about deciding rational

or emotional appeal of the communication.
Advertising creativity is the ability to generate fresh, unique, and appropriate
ideas that can be used as solution to communication problems.
Creative Consideration & Execution Consideration: Use of various appeals
(Fear, Guilt, Shame, Humor, Love, Pride & Joy)
Media Consideration: Strengths & Weaknesses of Various Media

Advertising Research: uncovers the information needed for making advertising

decisions such as advertising strategies, individual ads & whole campaigns. Usually
involves Media & Message research.
Measuring Effectiveness:

Pre & Post-testing methods (Field testing methods are depicted in green)