MEDIA IN ADVERTISING

Print Media- Newspapers

Advantages of Newspaper
 Sense of immediacy

 Local emphasis

 Flexibility

 Pre-printed colour inserts

 Sampling Ability

 Broad Appeal

 Catalogue Value

 Ethnic Appeal
Disadvantages of Newspaper

 Lack of Target Audience Selectivity

 High Cost

 Limited Coverage

 Higher National Advertising Rates

 Small Pass-Along Audience

 Variation in ROP Colour Quality

Print Media-Magazine

Advantages Disadvantages
 Selectivity  Early Closing Dates

 Access to Light TV viewers  Lack of Immediacy

 Fine Colour Reproduction  Slow building of Reach

 Long Life

 Pass-Along Audience

 Controlled Circulation
Print Media- Newspaper Supplements-
Advantages & Disadvantages
 Local Market Impact with a Magazine  Little Pass Along or Secondary
format Readership

 Good colour fidelity  No Demographic selectivity

 Depth of penetration  Limited Readership

 Broadened coverage area  High Cost

 High readership

 Flexibility
Broadcast Media- Television

Advantages Disadvantages
 Sight, sound and motion for  High cost
dynamic selling

 Low attention
 Flexibility

 DVR Commercial Skipping

 Reach of both- selective and
mass markets
 Short Lived Messages

 Cost efficiency
 High Commercial Loads (Clutter)

 No Catalogue Value
Broadcast Media- Radio
Advantages
 Flexibility
 Local language
 Imagination
 Impact
 Repetition
 Wide Coverage
 Mobility of Radio
 Greater scope for attention
 Low cost medium
 Sales promotion ads
 Stability to small firms
 Exposure to illiterates
 Media support
Broadcast Media- Radio
Limitations
 Short life

 Brief Information

 Problem of Product Demonstration

 Lacks reference value

 Declining popularity

 Clutter

 Lack of Focus

 Unsuitable for certain products

 Problem of Zapping

 Competition
Outdoor Advertising

Advantages Disadvantages

 Wide Coverage of Local Markets  Simple Messages

 High Frequency
 Largest Print Ad Available  No Guarantee of High Recall
 Geographic Flexibility
 High Summer Visibility  High Cost
 Around-the-Clock Exposure
 Simple Copy Theme and Package  Limited Availability of Best Locations
Identification
Transit Media
Advantages Disadvantages

 Mass Coverage of a Metropolitan Area  Limited Message Space

 High Frequency  Heavy Competition from Other Media and

Personal Activities

 Relative Efficiency
 Frequent Inspection

 Flexibility

 Opportunity to Position Messages to

Consumers on the Way to Their Points of
Purchase
Out-of-Home Video

Advantages Disadvantages

 Additional Brand Exposure  Lack of Standardized Consistent

Research Across All Venues
 Flexibility
 Availability Varies Market-by-
 Sight and Motion
Market and Within Markets
 Builds reach
 Limited Reach Potential
 Highly targeted
 Fragmentation of Suppliers
 Production Efficiency
 Proof of Play and Proof of
 Sophisticated Research Performance Reporting Varies by
Supplier
Film/Cinema Advertising-Advantages
 Less Expensive

 Media support

 Local selectivity

 Special aspects

 Flexibility

 Suitability

 Product Demonstration

 Specific Segments

 Exposure to illiterates

 Supporting medium
Limitations of Film Advertising
 Short life

 Limited coverage

 Lack of interest

 Expensive to produce

 Losing importance

 Competition

 Problem of clutter

 Problem for Detailed information

 Lacks reference value

 Unsuitable for certain products

Internet Advertising

 Advertising on search engines

Internet Advertising

 Advertising on social networks

Internet Advertising

 Banners
Internet Advertising

 Pop-ups
Internet Advertising

 Advertising on blogs
Internet Advertising

 Advertising on smart phones

Internet Advertising

 Email & Marketing Automation

Internet Advertising

 Video advertising
Internet Advertising

 Remarketing

 User Generated Content

 Voice search

 Chatbots
 Internet Advertising
 Geotagging Advertising
Advantages of Internet Advertising
 Interactive medium

 Captive audience

 Selective targeting

 Cost efficiency

 Immediate response

 Enormous audience

 In-depth information

 Reaches B2B users

 Affluent market

 Impact
Disadvantages of Internet Advertising
 Lacks Mass-media efficiency

 Slow downloads

 Problem of spam

 Problem of online purchases

 Untested medium

 Ignoring of ads

 Variety of options

 Clutter
Media Research-Importance
 Target Audience

 Selection of Media

 Booking of time and space

 Importance to media owners

 Sponsorship of programmes

 Benefit to audience

 Benefit to media planners

 Benefit to research organisations

 Audit Bureau of Circulation
 Audit Bureau of Circulations (ABC) is one of the several organisations of the same
name operating in different parts of world. ABC founded in 1948 is a not-for-profit,
voluntary organisation consisting of publishers, advertisers and advertising agencies
as members. It does pioneering work in developing audit procedures to certify the
circulation figures of publications which are members of ABC.
 ABC's membership today includes 562 Dailies, 107 Weeklies and 50 magazines plus
125 Advertising Agencies, 45 Advertisers & 22 New Agencies and Associations
connected with print media and advertising. It covers most of the major towns in
India.
 An Advertiser would like to know the facts and figures before investing his money in
advertising. An Advertiser ought to know how many people buy a publication and in
which area. The ABC gives all these vital statistics every six months. The ABC figures
are not the outcome of opinions, claims or guesswork, but they are the result of
rigid, indepth and impartial audits of paid circulation of member publications by
independent firms of Chartered Accountants working in accordance with the rules /
procedures prescribed by the Bureau.
Audit Bureau of Circulation

 ABC & The Publisher

 ABC & the Advt. Agency

 ABC & the Advertiser

 ABC & the Organisation

Doordarshan Code- Scope

 The Director General, Doordarshan shall be the sole judge of the suitability
or otherwise of an advertisement for telecast and his/her decision in this
regard shall be final.

 Doordarshan time shall be sold to the Advertisers/ Advertising Agencies at

the sole discretion of the Director General, Doordarshan according to the
prescribed rate.

 The advertisement should be clearly distinguishable from the programme

by using suitable wipes/blank, in order to avoid the message of the
programme getting mixed up with the content and images of the
advertisement.
Doordarshan Code- General Rules
 Advertising shall be so designed as to conform to the laws of the country and should not offend
morality, decency and religious susceptibilities of the people.
 No Advertisement shall be permitted which-
(i) derides any race, caste, colour, creed and nationality;
(ii) is against any of the directive principles, or any other provision of the Constitution of India;
(iii) tends to incite people to crime, cause disorder or violence, or breach of law or glorifies violence
or obscenity in any way;
(iv) presents criminality as desirable;
(v) adversely affects friendly relations with foreign States;
(vi) exploits the national emblem, or any part of the constitution or respected leaders, state
dignitaries, Gods and Prophets belonging to various religions
(vii) relates to or promotes cigarettes and tobacco products, liquor, wines and other intoxicants
either directly or indirectly.
(viii) in its depiction of women violates the constitutional guarantees to all citizens such as equality of
status and opportunity and dignity of the individual. In particular, no advertisement shall be
permitted which projects a derogatory image of women. Women must not be portrayed in a
manner that emphasises passive, submissive qualities and encourages them to play a
subordinate, secondary role in the family and society. The portrayal of men and women should
not encourage mutual disrespect. Advertiser shall ensure that the portrayal of the female form is
tasteful and aesthetic, and is within the well established norms of good taste and decency.
(ix) shows institutions like Armed Forces, Paramilitary Forces, Police, Traffic Police etc. in poor light.
Doordarshan Code- General Rules
 Advertisement message being presented as news can be accepted provided it carries a super “This is
an advertisement” throughout the advertisement. The size of the “Super” shall be of minimum 36 pixel
height and it should be in the same language as the audio of the advertisement.
 No advertisement shall be permitted the objects whereof are wholly or mainly of a religious or political
nature, advertisements must not be directed towards any religious or political end or have any relation
to any industrial dispute.
 Advertisement for services concerned with the following shall not be accepted.
- Unlicensed employment services;
- Sooth-sayers etc. and those with claims of hypnotism;
- Betting tips and guide books etc. relating to horse-racing or other games of chance.
 Doordarshan accepts the advertisements of educational institutions/colleges. However, it must be
ensured that the institutions/colleges are genuine so as to ensure that students do not get misled.
 Doordarshan will also accept advertisements relating to holiday resorts and hotels. Doordarshan also
accepts the advertisements relating to real estate including sale of flats/land, flats for rent both
commercial and residential.
 Doordarshan has also allowed the telecast of :
(i) Foreign products and foreign banks including financial services;
(ii) Jewellery and precious stones;
(iii) Mutual funds approved by SEBI;
(iv) Hair dyes;
(v) Matrimonial agencies.
Doordarshan Code- General rules
 “VIEWERS ARE ADVISED TO CHECK THE GENUINENESS OF THE CLAIMS MADE”
 The items advertised shall not suffer from any defect or deficiency as mentioned in Consumer
Protection Act, 1986.
 No advertisement shall contain references which are likely to lead the public to infer that the
product advertised or any of its ingredients has some special or miraculous or super-natural
property or quality which is difficult of being proved.
 No advertisement shall contain the words „Guarantee‟ or „Guaranteed‟, etc. unless the full terms
of the guarantee are available for inspection by the Director General, Doordarshan, and are
clearly set out in the advertisement and are made available to the purchaser in writing at the
point of sale or with the goods. In all cases terms must include details of the remedial action
available to the purchaser. No advertisement shall contain a direct or implied reference to any
guarantee which purports to take away or diminish the legal rights of a purchaser.
 Scientific or statistical excerpts from technical literature etc., may be used only with a proper
sense of responsibility to the ordinary viewer. Irrelevant data and scientific jargon shall not be
used to make claims appear to have a scientific basis they do not possess. Statistics of limited
validity should not be presented in a way as to make it appear that they are universally true.
 Advertisers or their agents must be prepared to produce evidence to substantiate any claims,
testimonials or illustrations. The Director General reserves the right to ask for such proofs and get
them examined to his full satisfaction. In case of goods covered by mandatory quality control
orders, the advertiser shall produce quality certificate from the institutions recognized by the
Government for this purpose.
 Advertisements shall not contain disparaging or derogatory references to another product or
service.
 Imitation likely to mislead viewers shall be avoided.
Doordarshan Code- General Rules
 Visual and verbal representation of actual and comparative prices and costs shall be accurate and shall not
mislead on account of undue emphasis or distortion.
 The picture and the audible matter of the advertisement shall not be excessively „loud‟. This is to ensure that
between the programme and the advertisement there is a smooth change-over avoiding jerkiness or shock to
the viewers.
 Information to consumer in matters of weight, quality or prices of products where given shall be accurate.
 Advertisements indicating price comparisons or reductions must comply with relevant laws.
 No advertisement shall be accepted which violates AIR and TV Broadcast Code which is reproduced below:-
 General AIR/TV Code
- (1) criticism friendly countries;
- (2) attack on religions or communities;
- (3) anything obscene or defamatory;
- (4) incitement to violence or anything against maintenance of law and order;
- (5) anything amounting to contempt of court;
- (6) aspersions against the integrity of the President and Judiciary;
- (7) anything affecting the integrity of the Nation; and
- (8) criticism by name of any person.
 Any pretence in advertising copy must be avoided and such copy shall not be accepted by Doordarshan
Kendras. The “simulation‟ of appearance or voice of a personality in connection with advertisements for
commercial products is also prohibited unless bona fide evidence is available that such personality has given
permission for the simulation and it is clearly understood that stations telecasting such announcements are
indemnified by the advertiser or advertising agency against any possible legal action.
Doordarshan Code- General Rules
 No advertisement for a product or service shall be accepted if it suggests in any way that unless the children
themselves buy or encourage other people to buy the products or services, they will be failing in their duty or
lacking in loyalty to any person or organisation.
 No advertisement shall be accepted which leads children to belief that if they do not own or use the product
advertised they will be inferior in some way to other children or that they are liable to be condemned or ridiculed
for not owning or using it.
 Any advertisement which endangers the safety of the children or creates in them any interest in unhealthy
practices, shall not be accepted.
 Children shall not be shown begging or in undignified or indecent manner.
 No advertisement likely to being advertising into contempt or disrepute shall be permitted. Advertising shall not
take advantage of the superstition or ignorance of the general public.
 No advertisements of talismans, charms and character reading from photographs or such other matter as well as
those which trade on the superstition of general public shall be permitted.
 Advertisements relating to or promoting astrology, numerology, palmistry and similar other forms of predictions
shall not be permitted on Doordarshan.
 Advertising shall be truthful, avoid distorting facts and misleading the public by means of implications and
omissions. For instance, it shall not mislead the consumer by false statements, as to:
- the character of the merchandise, i.e. its utility, materials, ingredients, origin etc.
- the price of the merchandise, its value, its suitability or terms of purchase.
- the service accompanying purchase, including delivery, exchange, return, repair, upkeep etc.
- personal recommendations of the article or service. The quality or the value of competing goods or the
trustworthiness of statements made by others.
 No advertisement shall be permitted to contain any claim exaggerated as to lead inevitably to disappointment
in the minds of the public.
Doordarshan Code-General Rules
 Methods of advertising designed to create confusion in the mind of the consumer as between goods by
one maker and another maker are unfair and shall not be used. Such methods may consist in
 the imitation of the trademark or name of competition or the packaging or labelling of goods; or
 the imitation of advertising devices, copy, layout Or slogans.
 Indecent, vulgar, suggestive, repulsive or offensive themes or treatment shall be avoided in all
advertisements. This also applies to such advertisements which in themselves are not objectionable as
defined above, but which advertise objectionable books, photographs or other matter and thereby lead
to their sale and circulation.
 No advertisement in respect of medicines and treatments shall be accepted which is in contravention of
the code relating to Standards for advertising of medicines and treatments
 Advertisements shall not portray animals or birds in a cruel, insensitive, disturbing or obnoxious manner.
Such advertisements shall conform to the prevention of Cruelty to Animal Act, 1960.
 No advertisement which promotes directly or indirectly production, sale or consumption of infant milk
substitutes, feeding bottle or infant foods shall be permitted.
 For all the advertisements the size of the “Supers” shall be of minimum 12 pixel height and stay not less
than 4 seconds duration on the screen for up to 2 lines of “Supers”. For every additional line of “Super”
additional 2 seconds of hold time would be required. Script of the “Supers” should be in the same
language as the audio of the advertisement.
- Note I: In all other respects, the Director General will be guided for purposes of commercial telecasting in
Doordarshan by the Code of Ethics for advertising in India as modified from time to time
- Note II: Notwithstanding anything contained herein, this Code is subject to such modifications/directions
as may be made / issued by the Director General from time to time.
- Note III: All advertising agencies shall adhere to the standards of practice as prescribed by Advertising
Agencies Association of India, Mumbai,
Advertising Campaign
Concept
Nike- Just Do it- Very first commercial!
Thank You Mom- P&G!
Factors to be considered in preparing
Effective Ad Campaign
 Product

 Prospect

 Place

 Time

 Promotional Appeal
Planning Advertising Campaign-
Process
 Research Inputs
 Target Market
 Objectives of the Campaign
 Ad Budget
 Message
 Media Selection
 Media Scheduling
 Approval of the Client
 Executing the Campaign
 Feedback
DAGMAR (Defining Advertising Goals
for Measured Advertising Results)
DAGMAR Model- Characteristics of
Objectives
Advertising Budget
Factors Determining Advertising
Budget
 Objective of the Ad campaign
 Competition
 Quality of the campaign
 Type of Target Audience
 Frequency of Ads
 Type of Media
 Type of Product
 Size of the company
 Past Advertising Expenditure
 Management Philosophy
 Product Life Cycle
 Size of the Market Area
 Availability of Funds
Methods of Preparing Ad Budget

Approaches
to Budgeting

Fixed
Subjective
Guideline Task Method
Method
Methods
Fixed Guidelines Methods

 Percentage of Sales Method

 Unit of Sales Method

 Competitors’ Expenditure Method

 Share of Market Method

 Share of Profits
Task Method
Defining the Task/ Objective

Determine the Amount Required

Determine the Affordability

Finalise the Budget

Approval of Budget

Modifications in the Budget

Executing the Budget

Follow Up
Subjective Method

Subjective
Method

All you can

Arbitrary Go for Broke
Afford
Method Method
Method
Media Planning

 Media planning involves setting media objectives, selection of media and specific
media vehicles, allocation of funds to various media and decision on media
scheduling strategies.

Media objectives in the Whirlpool Case Study (Dentsu Webchutney)

• Create a full-funnel solution
• Establish technology superiority for the newly launched Bottom Mount Refrigerator
• We cannot sponsor the event outright — what’s the best audience fitment for us?
• 55 days of scope
Media Planning- Guidelines

 Whom do we want to reach? (Prospects or Target Market)

 Where are they located? (Place)

 What is the message? (Advertising Appeal)

 When do we run the ads (Period)

 How often we run the ads (Frequency)

Process of Media Planning

 Decision on the Target Market

 Decision on Media Objectives
- Reach
- Frequency
- Gross Rating Points
- Continuity
 Choosing Media Types
 Selecting Specific Media Vehicles
 Allocation of Funds
 Media Scheduling
 Placing the Ads
 Follow-up
Factors Influencing Media Selection

 Product Characteristics
 Target Audience
 Competitors’ Advertising
 Distribution Coverage
 Advertising Objectives
 Advertising Budget
 Media Image
 Media Support
 Media cost
 Media selectivity
 Media Circulation
 Media Restrictions
 Media Flexibility
 Media Life
Media Scheduling Strategies
 Flighting

 Bursting

 Pulsing

 Seasonal

 Teaser step-up

 Step down

 Steady

 Alternate Month
Fundamentals of
Creativity in Advertising
 Importance

 Creates Top of Mind Awareness

 Helps Advertising to Inform

 Helps Advertising to persuade

Concept &
Importance  Enhances brand image

- Creativity  Ads stand class apart

 Ads Develop Positive Attitude

 Ads give competitive advantage

 Enhances Brand Loyalty

  Study the product

 Collection of relevant information

 Determine advertising objectives

Creative  Conceptualise ideas

Process  Analyse the ideas

 Short listing of ideas

 Drafting of Ad

 Production of Ad
Creative Brief
Techniques of
Visualisation-
Juxtaposition
and
Association
Techniques of
Visualisation-
Analysing
Competitive
Ads
  Brain Storming

 Story Construction Techniques

 Divergent Thinking

 Rough Layout
Techniques of
Visualisation  Observation

 Attribute Listing

 Meditation
 Appeals- Emotional Appeal
Personal Appeal

This print ad by Gillette not only uses mixed media to catch attention (sandpaper in a magazine), but also appeals
to personal concerns of fathers. The ad states that research shows how important skin-to-skin contact is for infants
and questions what kind of razor-smooth finish they want to share. While the personal appeal is directed toward
new fathers, those without children will still understand the message of quality.
 Appeals- Emotional Appeal
Social Appeal

People are motivated by what others are doing around them. In this IKEA ad, there is a clear reference to the
insanely popular TV show, Game of Thrones. In 2018, the head costume designer for the show revealed how
Jon Snow's cape is actually made from affordable IKEA rugs. The ads appeals to consumers' need to feel part
of something or included: Even the Game of Thrones tries to stay within budget by shopping at IKEA, like
everyone else.
 Appeals- Emotional Appeal
Fear Appeal

Using strong visuals, ads can draw on hidden fears. Some ads draw on personal fears, while others draw on a
sense of loss. In this graphic ad, fear of losing something awesome may motivate people to take action and
help save the forests.
 Appeals- Emotional Appeal
Fear Appeal

Using strong visuals, ads can draw on hidden fears. Some ads draw on personal fears, while others draw on a
sense of loss. In this graphic ad, fear of losing something awesome may motivate people to take action and
help save the forests.
 Appeals- Emotional Appeal
Romantic Appeal
 Appeals- Emotional Appeal
Youth Appeal
 Appeals- Emotional Appeal
Musical Appeal
 Appeals- Emotional Appeal
Potential Appeal

This type of advertising appeal communicates a sense of empowerment to turn dreams into a reality. In this
Lego ad, the clear connection is that Lego helps children imagine, solve problems and work toward a better
future. This was part of a campaign that included similar fireman and rockstar images in ads that were
placed at strategic schools, playgrounds and museums where parents frequently take children.
 Appeals- Rational Appeal
Scarcity Appeal

Coke boosted their brand appeal with a limited time campaign that personalized bottles with names and titles. People rushed out
looking for the names of their family and friends to keep, photograph or gift. While the scarcity was part of the appeal, Coke took
this campaign a step further by allowing customers to personalize their own Coke bottles and even search their website to see
where (or if) their names were on bottles somewhere in the US. Scarcity increases the feeling of value and makes the customer
rush to make an impulse buy.
 Appeals- Rational Appeal
Contrasting Appeal

You can also highlight what sets your brand apart with a stark comparison between your product and the competition or how life
would be without your products. In this IKEA ad, there is a clear contrast between those who “unboxed” their balconies with IKEA
style products and the neighbours surrounding them. The stark contrast in this ad creates an unquestionable appeal to express
personal style and create a living space that no one else is taking full advantage of. Contrast can be a subtle way to prove your
brand is a level or two above the alternative.
 Appeals- Rational Appeal
Status Appeal
 Appeals- Rational Appeal
Beauty Appeal

There are many products and services that depend on beauty for a rational purchase choice. Product shots, for
example, have to be well lit to provide rational customers with the best opportunity for comparing and choosing
the product right for them. This catalog from West Elm features beauty shots of every item—perfectly staged, lit
and accessorized. Beauty shots help the potential buyers see the full potential of an item.
Unique Selling
Proposition
Endorsers-
Celebrity/ies
Endorser
Endorsers-
Professionals
Endorsers-
Company
Executives
  Models

 Common People
Endorsers
 Radio and TV Announcers

 Animated or Cartoon Characters

 Advantages
 Ads standout from clutter
 Brand awareness
Celebrity  Emotional connection with
Endorsements customers
 Increased product usage
 Creates differentiation
 Repositioning of the Brand
 Public relations
Limitations
 Limited Time Frame
 Team performance
 Public controversies
 Scandals
 Cost factor
 Gap between endorsement
and usage
 Shifting loyalty
 Problem of Multiple
Endorsements
 Decision
Type
Thinking (Information)
Feeling (Emotive) Decision
Decision

Involvement
Involvement & HIGH • House Purchase • Designer clothes
• Computer buy • Gold jewellery
Processing
Matrix
LOW • Daily household items • Cigarette
• OTC medicines • Low priced perfumes

Consumer Behaviour in Indian Context; K.K. Srivastava, Sujata Khandai

EXECUTION & EVALUATION
OF ADVERTISING
ELEMENTS OF COPY
ELEMENTS OF COPY- CALL TO
ACTION
ELEMENTS OF COPY-COMPANY
SIGNATURE
ELEMENTS OF COPY-JINGLES
 ESSENTIALS OF COPYWRITING
• Concise
• Clarity
• Simple
• Specific
• Personal
• Persuasive
• Believable
• Interesting
• Surprise Element
• Follow the Headline and Illustration
TYPES OF COPY-HARD SELL
TYPES OF COPY-SOFT SELL
TYPES OF COPY-TESTIMONIAL
COPY
TYPES OF COPY-DESCRIPTIVE
COPY
TYPES OF COPY-INSTITUTIONAL
COPY
TYPES OF COPY- EDUCATIONAL
COPY
TYPES OF COPY-HUMOUROUS
COPY
TYPES OF COPY-TOPICAL COPY
TYPES OF COPY-QUESTIONING
COPY
TYPES OF COPY-NARRATIVE
COPY
 LAYOUT
• It is a plan that indicates where the different parts of the ad and the
placement of the parts for effective presentation.
 PRINCIPLES OF LAYOUT

• Atmosphere
• Balance
• Contrast
• Dominance
• First impressions
• Unity
• Use of white space
• Readability
• Eye movement
 ILLUSTRATION
• To capture the attention

• To convey message quickly

• To bring reality to the ad

• To overcome language barrier

• To secure action

• To dramatize the headline

• To symbolise the quality

• To create a lasting impact

 JINGLES
• Creates good impact

• Highlights the main benefit

• Recall value

• Attract attention

• Brand image
 STORYBOARD
Storyboarding's a way to visualise the storyline of your TV
commercial. It breaks down every shot into storyboard panels, like a
comic book, and speeds up your video production.
 STRUCTURING TV COMMERCIAL
• Create the hook

• Show the problem

• Present the solution

• Erase doubts

• Call to action
 EXECUTION STYLES OF PRESENTING
ADS

• Head Strategy
 EXECUTION STYLES OF PRESENTING
ADS

• Heart Strategy
 EXECUTION STYLES OF PRESENTING
ADS

• Heart Strategy
 EXECUTION STYLES OF PRESENTING
ADS
• Head and Heart Strategy
EXECUTION STYLES OF PRESENTING ADS

• Testimonial
 EXECUTION STYLE OF PRESENTING
ADS
• Animation
 EXECUTION STYLE OF PRESENTING ADS
• Dramatisation
EXECUTION STYLE OF PRESENTING ADS
• Demonstration
 PRE-TESTING
• It is a form of customised research that predicts in-market performance of
an ad, before it airs, by analysing audience levels of attention, brand
linkage, motivation, entertainment, and communication, as well as
breaking down the ad’s Flow of Attention and Flow of Emotion.

• Pre-testing is also used on ads still in rough form – e.g., animatics.

• Pre­testing is also used to identify weak spots within an ad to improve

performance, to more effectively edit 60’s to 30’s or 30’s to 15’s, to
select images from the spot to use in an integrated campaign’s print ad,
to pull out the key moments for use in ad tracking, and to identify
branding moments.
 OBJECTIVES OF TESTING
ADVERTISING EFFECTIVENESS
Purpose of Pre-tests
• Communication effect

• Technical errors

• Impressive and effective

• Reduce the wastage in advertising

METHODS OF PRE-TESTING
• Check-list method

• Consumer Jury test

- Order of Merit Rating
- Paired Comparison

• Sales-area test

• Inquiry test

• Other Pre-Test Methods

- Projective Techniques
- Mechanical Laboratory Tests
- Portfolio tests
- Theatre-type tests
 OBJECTIVES OF TESTING
ADVERTISING EFFECTIVENESS
Purpose of Post Tests
• Seen, read or heard

• Properly understood by the target audience

• Impact of the ad on the buying behaviour

• Effectiveness of the media

• Impact of the personalities and the appeals

• Audience believed the claims

METHODS OF POST-TESTING
• Recall tests
METHODS OF POST-TESTING
• Recognition tests
METHODS OF POST-TESTING

• Attitude and opinion tests

• Inquiry techniques

• Sales techniques
Market Segmentation - Meaning, Basis
and Types of Segmentation
What is Segmentation ?
Segmentation refers to a process of bifurcating or dividing a large unit into various small units
which have more or less similar or related characteristics.

Market Segmentation
 Market segmentation is a marketing concept which divides the complete market set up into
smaller subsets comprising of consumers with a similar taste, demand and preference.
 A market segment is a small unit within a large market comprising of like minded individuals.
 One market segment is totally distinct from the other segment.
 A market segment comprises of individuals who think on the same lines and have similar
interests.
 The individuals from the same segment respond in a similar way to the fluctuations in the market.

Basis of Market Segmentation

 Gender

The marketers divide the market into smaller segments based on gender. Both men and women
have different interests and preferences, and thus the need for segmentation.

Organizations need to have different marketing strategies for men which would obviously not
work in case of females.

A woman would not purchase a product meant for males and vice a versa.

The segmentation of the market as per the gender is important in many industries like cosmetics,
footwear, jewellery and apparel industries.

 Age Group
Division on the basis of age group of the target audience is also one of the ways of market
segmentation.

The products and marketing strategies for teenagers would obviously be different than kids.

Age group (0 - 10 years) - Toys, Nappies, Baby Food, Prams

Age Group (10 - 20 years) - Toys, Apparels, Books, School Bags
Age group (20 years and above) - Cosmetics, Anti-Ageing Products, Magazines, apparels and so
on

 Income
Marketers divide the consumers into small segments as per their income. Individuals are
classified into segments according to their monthly earnings.
 The three categories are:

High income Group

Mid Income Group
Low Income Group

Stores catering to the higher income group would have different range of products and strategies
as compared to stores which target the lower income group.

Pantaloon, Carrefour, Shopper’s stop target the high income group as compared to Vishal Retail,
Reliance Retail or Big bazaar who cater to the individuals belonging to the lower income
segment.

 Marital Status
Market segmentation can also be as per the marital status of the individuals. Travel agencies
would not have similar holiday packages for bachelors and married couples.

 Occupation
Office goers would have different needs as compared to school / college students.

A beach house shirt or a funky T Shirt would have no takers in a Zodiac Store as it caters
specifically to the professionals.

Types of Market Segmentation

 Psychographic segmentation

The basis of such segmentation is the lifestyle of the individuals. The individual’s attitude,
interest, value help the marketers to classify them into small groups.

 Behaviouralistic Segmentation

The loyalties of the customers towards a particular brand help the marketers to classify them into
smaller groups, each group comprising of individuals loyal towards a particular brand.

 Geographic Segmentation

Geographic segmentation refers to the classification of market into various geographical areas. A
marketer can’t have similar strategies for individuals living at different places.

Nestle promotes Nescafe all through the year in cold states of the country as compared to places
which have well defined summer and winter season.

McDonald’s in India does not sell beef products as it is strictly against the religious beliefs of the
countrymen, whereas McDonald’s in US freely sells and promotes beef products.
Need for Market Segmentation - Why
Market Segmentation ?
A set-up where two or more parties (also called buyers and sellers) are engaged in transaction of goods and services
in exchange of money is called a market.

At the market place the sellers sell their goods to the consumers (buyers) in exchange of money.

Let us go through the following examples:

Nokia offers wide range of handsets for both males as well as females.

The handset for females would be sleeker and more colourful as compared to sturdy handsets for males. Males
generally do not prefer stylish handsets.

The organizations can’t have similar products for all individuals.

Perfumes and deodorants for females have a sweet fragrance whereas perfumes for males have a strong fragrance.

A marketer can’t have similar strategies for all consumers.

The process of creating small segments comprising of like minded individuals within a broad market refers to market
segmentation. Market segmentation helps in the division of market into small segments including individuals who
show inclination towards identical brands and have similar interests, attitudes and perception.

Need for Market Segmentation (Why Market Segmentation?)

Not all individuals have similar needs. A male and a female would have varied interests and liking towards
different products. A kid would not require something which an adult needs. A school kid would have a different
requirement than an office goer. Market Segmentation helps the marketers to bring together individuals with similar
choices and interests on a common platform.

 Market Segmentation helps the marketers to devise appropriate marketing strategies and
promotional schemes according to the tastes of the individuals of a particular market
segment. A male model would look out of place in an advertisement promoting female
products. The marketers must be able to relate their products to the target segments.
 Market segmentation helps the marketers to understand the needs of the target audience
and adopt specific marketing plans accordingly. Organizations can adopt a more focussed
approach as a result of market segmentation.
 Market segmentation also gives the customers a clear view of what to buy and what not
to buy. A Rado or Omega watch would have no takers amongst the lower income group
as they cater to the premium segment. College students seldom go to a Zodiac or Van
Heusen store as the merchandise offered by these stores are meant mostly for the
professionals. Individuals from the lower income group never use a Blackberry. In
simpler words, the segmentation process goes a long way in influencing the buying
decision of the consumers.

An individual with low income would obviously prefer a Nano or Alto instead of
Mercedes or BMW.
  Market segmentation helps the organizations to target the right product to the right
customers at the right time. Geographical segmentation classifies consumers according to
their locations. A grocery store in colder states of the country would stock coffee all
through the year as compared to places which have defined winter and summer seasons.
 Segmentation helps the organizations to know and understand their customers better.
Organizations can now reach a wider audience and promote their products more
effectively. It helps the organizations to concentrate their hard work on the target
audience and get suitable results.

Steps in Market Segmentation

Segmentation refers to the process of creating small segments within a broad market to select the right
target market for various brands. Market segmentation helps the marketers to devise and implement relevant
strategies to promote their products amongst the target market.

A market segment consists of individuals who have similar choices, interests and preferences. They generally think
on the same lines and are inclined towards similar products. Once the organizations decide on their target market,
they can easily formulate strategies and plans to make their brands popular amongst the consumers.

Steps in Market Segmentation

1. Identify the target market
The first and foremost step is to identify the target market. The marketers must be very clear about who all
should be included in a common segment. Make sure the individuals have something in common. A male
and a female can’t be included in one segment as they have different needs and expectations.

Burberry stocks separate merchandise for both men and women. The management is very clear on the
target market and has separate strategies for product promotion amongst both the segments.

A Garnier men’s deodorant would obviously not sell if the company uses a female model to create
awareness.

Segmentation helps the organizations decide on the marketing strategies and promotional schemes.

Maruti Suzuki has adopted a focused approach and wisely created segments within a large market to
promote their cars.

Lower Income Group - Maruti 800, Alto

Middle Income Group - Wagon R, Swift, Swift Dzire, Ritz
High Income Group - Maruti Suzuki Kizashi, Suzuki Grand Vitara

Suzuki Grand Vitara would obviously have no takers amongst the lower income group.

The target market for Rado, Omega or Tag Heuer is the premium segment as compared to Maxima or a
Sonata watch.

2. Identify expectations of Target Audience

Once the target market is decided, it is essential to find out the needs of the target audience. The product
must meet the expectations of the individuals. The marketer must interact with the target audience to know
more about their interests and demands.
 Kellogg’s K special was launched specifically for the individuals who wanted to cut down on their calorie
intake.

Marketing professionals or individuals exposed to sun rays for a long duration need something which would
protect their skin from the harmful effects of sun rays. Keeping this in mind, many organizations came with
the concept of sunscreen lotions and creams with a sun protection factor especially for men.

3. Create Subgroups
The organizations should ensure their target market is well defined. Create subgroups within groups for
effective results.

Cosmetics for females now come in various categories.

 Creams and Lotions for girls between 20-25 years would focus more on fairness.
 Creams and lotions for girls between 25 to 35 years promise to reduce the signs of ageing.
4. Review the needs of the target audience
It is essential for the marketer to review the needs and preferences of individuals belonging to each segment
and sub-segment. The consumers of a particular segment must respond to similar fluctuations in the market
and similar marketing strategies.

5. Name your market Segment

Give an appropriate name to each segment. It makes implementation of strategies easier.

A kids section can have various segments namely new born, infants, toddlers and so on.

6. Marketing Strategies
Devise relevant strategies to promote brands amongst each segment. Remember you can’t afford to have
same strategies for all the segments. Make sure there is a connect between the product and the target
audience. Advertisements promoting female toiletries can’t afford to have a male model, else the purpose
gets nullified.

A model promoting a sunscreen lotion has to be shown roaming or working in sun for the desired impact.

7. Review the behavior

Review the behavior of the target audience frequently. It is not necessary individuals would have the same
requirement (demand) all through the year. Demands vary, perceptions change and interests differ. A
detailed study of the target audience is essential.

8. Size of the Target Market

It is essential to know the target market size. Collect necessary data for the same. It helps in sales planning
and forecasting.
Consumer Behaviour:
Meaning/Definition and Nature of
Consumer Behaviour
Consumer Behaviour: Meaning/Definition and Nature of Consumer Behaviour!

Meaning and Definition:

Consumer behaviour is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy
their needs and wants. It refers to the actions of the consumers in the marketplace
and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy

particular goods and services, they will be able to determine—which products are
needed in the marketplace, which are obsolete, and how best to present the goods
to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the
marketplace. The perspective of role theory assumes that consumers play various
roles in the marketplace. Starting from the information provider, from the user to the
payer and to the disposer, consumers play these roles in the decision process.

The roles also vary in different consumption situations; for example, a mother plays
the role of an influencer in a child’s purchase process, whereas she plays the role of
a disposer for the products consumed by the family.

Some selected definitions of consumer behaviour are as follows:

1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions
and decision processes of people who purchase goods and services for personal
consumption’.
2. According to Louden and Bitta, ‘consumer behaviour is the decision process and
physical activity, which individuals engage in when evaluating, acquiring, using or
disposing of goods and services’.

Nature of Consumer Behaviour:

1. Influenced by various factors:
The various factors that influence the consumer behaviour are as follows:
a. Marketing factors such as product design, price, promotion, packaging,
positioning and distribution.

b. Personal factors such as age, gender, education and income level.

c. Psychological factors such as buying motives, perception of the product and

attitudes towards the product.

d. Situational factors such as physical surroundings at the time of purchase, social

surroundings and time factor.

e. Social factors such as social status, reference groups and family.

f. Cultural factors, such as religion, social class—caste and sub-castes.

2. Undergoes a constant change:

Consumer behaviour is not static. It undergoes a change over a period of time
depending on the nature of products. For example, kids prefer colourful and fancy
footwear, but as they grow up as teenagers and young adults, they prefer trendy
footwear, and as middle-aged and senior citizens they prefer more sober footwear.
The change in buying behaviour may take place due to several other factors such as
increase in income level, education level and marketing factors.

3. Varies from consumer to consumer:

All consumers do not behave in the same manner. Different consumers behave
differently. The differences in consumer behaviour are due to individual factors such
as the nature of the consumers, lifestyle and culture. For example, some consumers
are technoholics. They go on a shopping and spend beyond their means.

They borrow money from friends, relatives, banks, and at times even adopt unethical
means to spend on shopping of advance technologies. But there are other
consumers who, despite having surplus money, do not go even for the regular
purchases and avoid use and purchase of advance technologies.

4. Varies from region to region and country to county:

The consumer behaviour varies across states, regions and countries. For example,
the behaviour of the urban consumers is different from that of the rural consumers. A
good number of rural consumers are conservative in their buying behaviours.

The rich rural consumers may think twice to spend on luxuries despite having
sufficient funds, whereas the urban consumers may even take bank loans to buy
luxury items such as cars and household appliances. The consumer behaviour may
also varies across the states, regions and countries. It may differ depending on the
upbringing, lifestyles and level of development.

5. Information on consumer behaviour is important to the marketers:

Marketers need to have a good knowledge of the consumer behaviour. They need to
study the various factors that influence the consumer behaviour of their target
customers.

The knowledge of consumer behaviour enables them to take appropriate

marketing decisions in respect of the following factors:
a. Product design/model

b. Pricing of the product

c. Promotion of the product

d. Packaging

e. Positioning

f. Place of distribution

6. Leads to purchase decision:

A positive consumer behaviour leads to a purchase decision. A consumer may take
the decision of buying a product on the basis of different buying motives. The
purchase decision leads to higher demand, and the sales of the marketers increase.
Therefore, marketers need to influence consumer behaviour to increase their
purchases.

7. Varies from product to product:

Consumer behaviour is different for different products. There are some consumers
who may buy more quantity of certain items and very low or no quantity of other
items. For example, teenagers may spend heavily on products such as cell phones
and branded wears for snob appeal, but may not spend on general and academic
reading. A middle- aged person may spend less on clothing, but may invest money
in savings, insurance schemes, pension schemes, and so on.

8. Improves standard of living:

The buying behaviour of the consumers may lead to higher standard of living. The
more a person buys the goods and services, the higher is the standard of living. But
if a person spends less on goods and services, despite having a good income, they
deprives themselves of higher standard of living.

9. Reflects status:
The consumer behaviour is not only influenced by the status of a consumer, but it
also reflects it. The consumers who own luxury cars, watches and other items are
considered belonging to a higher status. The luxury items also give a sense of pride
to the owners.
 22
Evaluating the Social,
Ethical, and Economic
Aspects of Advertising
and Promotion

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Advertising and Promotion Viewpoints

Provides information

Encourages higher standard of living

Proponent
arguments Promotes competition

Helps new firms enter a market

Creates jobs

More propaganda than information

Critic Creates consumer needs, wants

arguments
Promotes materialism, insecurity,
and greed
 Ethics in Advertising and Promotion

Ethics: Moral principles and values that

govern the actions and decisions of an
individual or group.

A marketing or Marketers must

Not all issues can promotion action decide the
be regulated may be legal but appropriateness
not ethical of their actions
Promoting Responsible Drinking
Benetton’s “Death Row” Ad Offensive
Advertising and Untruthful or Deceptive

General mistrust of advertising

among consumers. Many do not
perceive ads as honest or believable

Abuses involving sales promotions

such as contests, sweepstakes,
premium offers

Unethical and/or deceptive practices

involving mail order, telemarketing
and other forms of direct marketing

Internet scams and abuses

 Test Your Knowledge

Advertisers are using shock advertising to:

A) Test their First Amendment rights
B) Get ads noticed in the midst of clutter
C) Make a statement against self-regulation
D) Test the ethics of the advertising industry
E) Act as advocacy ads for company management
 Advertising and Children

Children's TV
Watching Behavior

Children ages 2-11 80% of all advertising

watch an average of targeted to children
22 hours of TV per falls in four
week and see 30,000 product categories:
commercials per year
Toys, cereal, candy &
fast food restaurants
 Perspectives on Ads for Children

Advocates Argue That Children:

Lack the knowledge and Cannot differentiate

skills to evaluate between programs and
advertising claims commercials

Marketers Argue Children:

Must acquire skills

Must learn
needed to function in
through socialization
the marketplace
Social and Cultural Consequences

Does advertising
encourage materialism?

Does advertising make

people buy things
they don’t need?

Is advertising just
a reflection of society?
Does advertising affect Society?
 Advertising and Stereotyping

Portrayal of women to
reflect their changing role
in society

Criticisms of Portrayal of
Gender
women as
stereotyping Advertising sex objects
With Regard to
Stereotyping

Ethnic
Sexual
stereotyping/
orientation
representation
What is your opinion of this ad?

Is this woman portrayed

as a sex object?

Does this ad contain

cues that are sexually
suggestive?

Does this ad present an

image of sexual
submissiveness?
Dove Challenges the Norms of Beauty
 Test Your Knowledge

Groups such as the National Organization for Women

(NOW) are critical of advertising that:
A) Portrays women in traditional sexist roles
B) Contributes to violence against women
C) Is insulting to women
D) Stereotypes women
E) Does any of the above
Do Advertisers Control the Media?

Advertising is the primary

source of revenue for
newspapers, magazines,
television and radio

Media’s dependence on
advertising for revenue makes
them vulnerable to control by
advertisers

Advertisers may exert control

over the media by biasing
editorial content, limiting
coverage of certain issues, or
influencing program content
Do Advertisers Control the Media?

They must report the news

fairly and accurately to retain
public confidence

Advertisers need the media

more than the media need
any one advertiser

Media maintain separation

between news and business
departments “The Wall”
U.S. Government Discourages Drug Use
Role of Advertising in the Economy

Makes consumers aware

of products and services

Provides consumers with

information to use to
make purchase decisions

Encourages consumption,
fosters economic growth
Economic Impact of Advertising

Effects on Consumer Choice

• Differentiation
• Brand Loyalty

Effects on Competition
• Barriers to entry
• Economies of scale

Effects on Product Costs and Prices

• Advertising as an expense that
increases the cost of products
• Increased differentiation
 Test Your Knowledge

From an economic perspective, advertising might

lower the cost of a product by:
A) Creating barriers to entry for less efficient
firms
B) Moving consumers to the consumer
socialization stage of the buying process
C) Making it possible for firms to realize
economies of scale through expansion
of sales volume
D) Allowing firms to advertise at high levels
along with competitors
E) Doing none of the above
 Summarizing Economic Effects

Change consumers’ tastes

Advertising
Equals Lowers sensitivity to price
Market
Power Builds brand loyalty

Results in higher profits

Reduces competition

Leads to higher prices

Leads to fewer choices

 Summarizing Economic Effects

Provides useful information

Advertising
Equals Increases price sensitivity
Information
Increases competition

Pressure for high quality

Pressure for lower prices

Forces inefficient firms out

 Do you agree with Leo Burnett?

“It must be said that without

advertising we would have a far
different nation, and one that
would be much the poorer-not
merely in material commodities,
but in the life of the spirit.”

Excerpters is from a speech given by Leo Burnett on the American

Association or Advertising Agencies’ 50th anniversary, April 20,1967
 ADVERTISING ON INTERNET

Absolutely every business has some kind of Internet presence -they can be large or small, sell
products and services, be very specific or general- they all want the same thing: to reach the largest
number of people while investing the smallest amount of resources and getting the largest amount of
benefits possible. Unlike traditional advertising, Advertising on Internet is increasingly more
accessible for every business and enables you to quickly, easily, efficiently and affordably reach your
target public. That’s why it’s gaining more ground among those businesses with an online presence.
Modern types of Advertising on Internet

1. Advertising on search engines

One of the most frequently used Internet advertising methods is Search Engine Marketing
(SEM), and of course Google tops them all namely Google AdWords. The main benefit of this type
of advertisement is that they enable improving marketers’ websites positioning through paid
advertising. This way, for example though SEM techniques, marketers can advertise their products,
services or content through Google’s advertising service, or others. Users will find companies more
easily since the advertisements will be displayed in the user’s relevant search results. This type of
advertising usually works by pay per click (PPC) which means a company that has placed an
advertisement on a website pays a sum of money to the host website when a user clicks on to the
advertisement. It’s highly personalizable and marketers can choose the max amount of clicks they
want to pay for a certain word.
For example, suppose you want to make a reservation for a hotel in the Fiji Islands next month and
you search on Google: “the best hotels in the Fiji Islands”. As you can see in the following image, in
the upper search results there are advertisements and for the lower ones they are organic results
positioned through SEO techniques. The latter results show you that your business is visible by
placing it in the first rankings:

As for their use, search engine advertising is used most by advertisers whose main goal is to get web
traffic and conversions, since with this type of advertisement marketers are reaching the users
searching for their products. Furthermore, it’s one of the simplest and most efficient advertising
techniques.
 2. Advertising on social networks
It would be foolish to overlook the power that social networks have in helping one attain a successful
business. And is not only effective within the digital marketing strategy but advertising on social
networks is increasingly gaining more followers thanks to its effectiveness. In fact, the majority of
social networks offer the possibility to create advertisements right on their platforms, whether it be
promoting messages and content or creating specific
ads. Facebook, Twitter, LinkedIn, Instagram and YouTube are just some of them. Furthermore, they
allow marketers to segment their target public and with this, marketers will be able to choose which
group of people they are trying to reach. Not only with this, but with promotional messages
marketers will be able to reach more people, be positioned higher and have more options for
obtaining successful results. If one wants to maximize their presence on social networks, being
known and drive more traffic towards one’s social profiles and website is a good option.
This is how a Twitter advertisement looks like as an advertisement on one’s timeline:

3. Banners
Banners are, probably, the best-known form of online advertising and much of this is because they
were the first advertisements to appear on the Internet. They consist in strategically placing
advertisements with different formats, sizes and designs within a web page. Users who click on the
advertisement will be taken to the site one chooses. The problem, though, is that nowadays the
advertisements are so saturated that one barely pays any attention to them. Therefore, if one wants to
advertise online, one must first consider the other options such as Google AdWords or advertising on
social networks.
For example, if you’re reading a news article on any online newspaper, let’s say DailyMail.com,
you’ll see advertisements like this:
 4. Pop-ups
Pop-ups are windows that pop up and takes one to a website different from what one was just looking
and although years ago this method was quite efficient, nowadays it is becoming a bigger and bigger
no-no on the Internet. Now, this is not related to the ever so popular online marketing
resource: inserting a pop-up on your own website which invites users to register, subscribe or simply
enter their email in order to receive information which is completely free. Something as simple as
this can help gain prospects, increase database and give better results.

5. Advertising on blogs
This is not referring to advertisements that appear on any blog since this goes along with banners or
Google advertisements but rather a type of indirect advertising which is usually done
through storytelling and branded content, creating an advertisement around an experience, story or
reflection. This is a relatively new method and therefore many businesses are still unaware of the
advantages.
It consists of a type of collaborative advertising and in order to take advantage of its potential, one
must search for the leaders in the related relevant sector to pay them in exchange for them writing an
article where they speak highly of the related products or services. and when it is said “pay”
marketers are not only talking about money but can also offer the prospects, products and services or
other things that can be benefitted to the prospects.
If marketers already know which blogs are followed by their target public, then this is a very good
option to get discovered and get some traffic.
TheFashionSpot, for example, is one of the most well-known fashion and beauty blog who tends to
talk about various products and services as you can see in the following image:
 6. Advertising on cell phones
This is without a doubt one of the advertising strategies on the Internet that has gained more
popularity in the past years since practically the entire world has a smartphone or other type of
mobile device they regularly connect with.
This causes more and more companies to opt to adapt their advertisements to the fastest growing
medium. And contrary to what happened long ago when the majority of mobile advertisements were
just simple adaptations of computer advertisements, now advertisements are more intended to be
viewed from a smartphone without being bothersome; whether they be text, video or images.
They can be on both social networks as well as Google AdWords, banners or other forms of
advertising. Thus, marketers should keep in mind that users don’t use smartphones and computers in
the same way so chose a responsive design, adapt the design and make sure that your page is adapted
to be seen on a mobile phone. And above all, make sure that the loading time is not too long, calls to
action stand out and that buttons are visible.
In this example you can see an Orbitz advertisement on Facebook created exclusively to be viewed
from a smartphone:
 7. E-mail and Marketing Automation

Email marketing is the targeting of consumers through electronic mail (email). Often associated with
data mining, email marketing can be used to impact consumers in a variety of ways. In general, email
marketing is a more evolved, digital form of traditional direct mail marketing. Businesses can send
different emails to different subscribers based on their interests, which is usually determined by the
content they engage with. However, for an effective email marketing, personalisation is the key.
Personalisation of the ads with the prospects wants and desires can help marketers to target the
prospects more effectively. Email marketing is a tolerable and friendly form of advertising, and
marketers should definitely use it but consider it as part of the digital marketing strategy not as a
form of advertising.
Apple, for example, is one of the companies who tend to use it frequently in order to share their
promotions without the users seeing it as only an advertisement -they even add a “buy” button
directly in the email-:

8. Video advertising
Viral videos are growing and there are even social networks solely designated to videos such as
YouTube or Vine. In fact, these platforms can become an excellent pace for advertising your product
and service. By using YouTube, Dailymotion, Vimeo and Vine video advertisements, they’ll be
shown to the user before the video even starts to play; they can even be placed on website and search
results.
Furthermore, this form of advertising also includes banners and advertisements that can be inserted
as a video on a website; it shown to attract double the amount of users than plain text or images.
This is a good option to keep in mind and in addition is an economical option that’s easy to
configure.
For example, if we search for “online marketing” on YouTube the first result that appears is
an advertisement.
 9. Remarketing
Remarketing is one of the best Internet advertising techniques for both small and large advertisers.
It’s not just a form of advertising but is rather a very good feature that allows marketers/advertisers
to create personalized advertisements that will be shown to users who have previously visited the
website but didn’t complete any conversion. This solution is found within Google AdWords, the
online advertising giant, and is mainly focused on Return on Investment. Therefore, it’s an option a
marketer should consider if a lot of users are leaving the site without buying anything. Poorly
utilizing remarketing can seem aggressive, but with a good configuration it won’t be negative at
all: it can be very useful and profitable for the business.
10. User Generated Content
It is the term used to describe any form of content such as video, blogs, discussion form posts, digital
images, audio files, and other forms of media that was created by consumers or end-users of an
online system or service and is publicly available to others consumers and end-users. The advantage
is that it convinces the prospect into marketing the products which is like a word-of-mouth campaign
where customers gain a sense of belonging. The other advantage is that it is free. Companies don’t
have to spend on this type of marketing as it is more effective than most of the marketing channels.
Prospects are persuaded because a consumer who understands the need is marketing the product.
11. Chatbots
A chatbot is an artificial intelligence (AI) program that simulates interactive human conversation by
using key pre-calculated user phrases and auditory or text-based signals. Chatbots are frequently used
for basic customer service and marketing systems that frequent social networking hubs and instant
messaging (IM) clients. They are also often included in operating systems as intelligent virtual
assistants. A chatbot is also known as an artificial conversational entity (ACE), chat robot, talk bot,
chatterbot or chatterbox. The ultimate advantage is that is to make ads much more interesting, so that
people feel like they are dealing with an actual person, and not with a large corporation.

12. Voice search

Voice search can often be mobile and locally focused and embedded into mobile apps and devices, for
example location-based searching. Voice search can also be functionally focused, with digital
assistants are integrating into products that are part of everyday life both at work and at home including
searching for “how to” information, or controlling. Voice search improves user experience of search
engines by being faster and more convenient and providing more accurate results. This means that, if
marketers’/advertisers’ website content is optimized (particularly for mobile use) effectively, the
business could be the first one a digital personal assistant suggests.
 1

An Introduction to Integrated
Marketing Communications

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
 It’s Google’s World

The most powerful brand in the world

 It’s Google’s World

• Founded in 1998
– Delivers relevant search results by
favoring pages linked to by other sites
– Sells ads linked to search keywords
– Annual revenue exceeds $10 billion
• Keys to success
– Simplicity
– Speed
– Accuracy
 Google Adwords

• Keyword-targeting advertising
– Text ads at top or side of search results
– Advertisers compete for top spot
– Cost is “per click” (CPC)
• Contextual ads
– Appear on other relevant Web sites
• Site-targeted
– Generates sales and branding
– Cost is per thousand impressions (CPM)
 Google Rapidly Expanding

• Beyond online search advertising

– Automated purchase of radio ads
– Magazine and newspaper ad-buying
– YouTube
– Google TV Ads
– Partnership with Nielsen Media Research
– New varieties of online ads
 Rapidly Changing Media Environment

• Increasingly difficult to target

audiences & communicate effectively
– Consumers no longer passive recipients
– They demand more than information
– From a myriad of sources
 Integrated Marketing Approach

• Traditional mass media

– Television, radio, magazines, newspapers,
billboards
– Now drive consumers to Web sites
• Online strategies
– Provide detailed information
– Be experiential, entertaining, interactive
– MySpace, YouTube, Facebook, wireless
mobile media devices, e-mail
The New Look of Advertising

Interactive, Informative, Entertaining

Growth of Advertising and Promotion

Expenditure in Billions of Dollars

Advertising Outside
U.S.
2007
1980

U.S. Advertising

$0 $50 $100 $150 $200 $250 $300 $350 $400

 What is Marketing?

• An organizational
function Value

• Processes for creating,

communicating, and Relationship marketing
delivering value to
customers Mass customization
• Managing customer
relationships in ways Customer relationship
that benefit the management (CRM)
organization and its
stakeholders
 The Scion Web Site

Consumers can now customize

the car they want to purchase
 Marketing Mix

• The four Ps
Product

Price

Place

Promotion
Coordinated Marketing Elements Build Image
 Traditional Marketing Approach

Sales
Special
Point of promotion
events
purchase Interactive
marketing

Media
Packaging
Adver-
tising
Public
relations
Publicity Direct
Direct
marketing response
 Contemporary IMC Approach

Sales Direct
Packaging
promotion response

Media
Point of
purchase Adver-
Public
tising relations
Publicity

Interactive
marketing Direct
Special
marketing
events
 Defining IMC

IMC is a strategic business

process used to plan, develop,
execute and evaluate coordinated,
measurable, persuasive brand
communication programs with
consumers, customers, prospects
employees and other relevant
external and internal audiences.

The goal of IMC is to

generate short-term
financial returns and build
long-term brand value.
Contemporary Perspective of IMC

Recognized as a business process

IMC Importance of relevant

Multiple relevant audience
audiences

Demand for accountability and

Demand for accountability
measurement of outcomes
 Test Your Knowledge

Why are marketers decreasing the use of mass media

advertising and increasing the use of integrated
marketing communications?
A) The mass market has become fragmented.
B) New technologies have given consumers
greater control over the communication
process.
C) Use of the Internet and electronic
commerce is growing.
D) New global markets are emerging.
E) All of the above.
 Growing Importance of IMC

• Strategic integration of
communications functions
– Avoids duplication
– Synergy among promotional tools
– More efficient and effective marketing
• Rapidly changing environment
– Consumers
– Technology
– Media
Behind the Growing Importance of IMC

From Toward
Media advertising Multiple forms of communication

Mass media Specialized media

Manufacturer dominance Retailer dominance

General focus Data-based marketing

Low agency accountability Greater agency accountability

Traditional compensation Performance-based compensation

Limited Internet availability Widespread Internet availability

 The Role of IMC in Branding

• Brand identity is a combination of

– Name
– Logo
– Symbols IMC plays a major role
in developing and
– Design sustaining brand
– Packaging identity and equity

– Performance
– Image or associations
The Most Valuable Brands in the World

Brand Value
Rank Brand (Billions)
1 Coca-Cola $65.32
2 Microsoft 58.71
3 IBM 57.09
4 General Electric 51.57
5 Nokia 33.70
6 Toyota 32.07
7 Intel 30.95
8 McDonald’s 29.39
9 Disney 29.21
10 Mercedes-Benz 23.57
 Finding New Ways to Build Brands

• Consumers are driving the trend

– They view brands as a form of
self-expression
– They know more about brands and the
companies that make them
– Cynicism about corporations is at an
all-time high
– They seek and share information with
other consumers via the Internet
 Finding New Ways to Build Brands

• Get consumers involved

– Apple Computer lets consumers test
products in store
– Starbucks positions stores as a
community gathering place
• Interaction can be the best marketing
– MySpace
– Facebook
– Google
 The Promotional Mix

Advertising

Direct Marketing

Interactive/
Internet Marketing

Sales Promotion

Publicity/Public
Relations

Personal Selling
 Advertising

• Paid forms of non-personal

communication
– About an organization, product, service,
or idea by an identified sponsor
– No feedback from audience
– Important for products and services
aimed at mass consumer markets
– Cost effective
The Most Common Forms of Advertising

National Advertising

Retail/Local Advertising

Primary vs. Selective

Demand Advertising
Consumers

Business-to-Business Advertising

Professional Advertising

Trade Advertising
Organizations
 Direct Marketing

Direct
Mail
Direct
Internet
Response
Sales Advertising
Direct
Marketing
Shopping
Telemarketing
Channels

Catalogs
Bose Uses Direct Response Advertising

Includes call
for action.
Phone number,
mail-in form,
website address
provided.
 Interactive/Internet Marketing

• Back-and-forth communication
– Users participate in and modify the form
and content of information
– Happens in real time
• Interactive media
– Internet
– CD-ROMs
– Kiosks
– Interactive television
– Digital cell phones
 Sales Promotion

*Click outside of the video screen to advance to the next slide

 Using the Internet as an IMC Tool

The
Internet

Educates or A persuasive A sales tool

informs advertising or an actual
customers medium sales vehicle

Obtains Provides Builds and

Communicates
customer customer maintains
and interacts
database service and customer
with buyers
information support relationships
 Sales Promotion

Coupons
Samples Trade Allowances
Premiums
POP Displays
Contest/Sweepstake
Refunds/Rebates Training Programs
Bonus Packs Trade Shows
Loyalty Programs Coop Advertising
Events

Consumer-oriented Trade-oriented
[For end-users] [For resellers]
 Sales Promotion

• Most of the promotional budget now

goes to sales promotion
– Declining brand loyalty
– Increased consumer sensitivity to “deals”
– Larger and more powerful retailers are
demanding more trade promotion support
 Test Your Knowledge

_____ is nonpersonal communication,

neither directly paid for nor run under,
identified sponsorship.
A) Advertising
B) Sales promotion
C) Publicity
D) Public relations
E) Personal selling
 Advertising Versus Publicity

Factor Advertising Publicity

Control Great Little

Credibility Lower Higher

Reach Measurable Undetermined

Frequency Schedulable Uncontrollable

Cost High/Specific Low/Unspecified

Flexibility High Low

Timing Specifiable Tentative

 Publicity Vehicles

Feature
Articles

News
Interviews
Releases Publicity
Vehicles

Press Special
Conferences Events
 Public Relations

Systematically planning and

distributing information in an attempt
to control and manage image and the
nature of the publicity received.
 Public Relations Tools

Cause-related
Marketing

Publicity Special
Vehicles Publications

Community Corporate
Activities Advertising

Public Affairs Special Event

Activities Sponsorship
 Personal Selling

• Person-to-person communication
– A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
 IMC Audience Contact Tools

Public
Broadcast Internet/
Print media Relations/
media interactive
publicity

Out-of-home Direct
media marketing

Target Audience
Personal Sales
selling Promotion

Point-of- Word-of- Events and Product

purchase mouth sponsorship placements
 Test Your Knowledge

The _____ is a written document that

describes the overall marketing strategy
and programs developed for an
organization, product line, or brand.
A) promotional plan
B) marketing plan
C) communications plan
D) marketing audit
E) situation analysis
 The IMC Planning Process

• Developing an integrated marketing

communications plan requires

Planning
Executing
Evaluating
Controlling
 Basic Elements of a Marketing Plan

1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

 Model of the IMC Planning Process
Review of marketing plan

Analysis of Promotional program situation

Analysis of communications process

Budget determination

Develop integrated marketing communications program

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Develop objectives and strategy for each

Develop message, media strategy, and tactics

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

 Promotion Integrated Marketing Communication
Elements of promotion ● Advertising Strategies ●
Other Methods of Promotion

BUAD 307 PROMOTION Lars Perner, Instructor 1

Learning Objectives

• Understanding the
obstacles that advertising
messages face
• Understanding the
choices facing marketing
managers regarding
– Promotional objectives
– Promotional message
– Media choice
– Advertising and promotion
spending
BUAD 307 PROMOTION Lars Perner, Instructor 2
Elements of the Promotion Mix
• Advertising • Personal selling
• Sales Promotion • Public relations
– Sales
• Direct marketing
– Coupons
– Rebates
– Premiums

BUAD 307 PROMOTION Lars Perner, Instructor 3

Promotion by Decision Stage

• Pre-purchase
– Influence
decision,
preference
– Samples to
induce trial
• Purchase
– Sales promotion
– Point-of-purchase
(POP) displays

• Post-
purchase
– Increase
repurchase
propensity

BUAD 307 PROMOTION Lars Perner, Instructor 4

Developing the Advertising Program

SPECIFYING
IDENTIFYING THE
ADVERTISING
TARGET AUDIENCE
OBJECTIVES

SETTING THE
DESIGNING THE ADVERTISING
ADVERTISEMENT(S) BUDGET

BUAD 307 PROMOTION Lars Perner, Instructor 5

Some Media Alternatives

• Television • Magazines
– Conventional advertisements • Newspapers
– Infomercials
• Outdoor
– Sponsorship programming
– “Placements”
• Internet
• In programming • Point-of-purchase
• “Superimposed” • Other
• Radio – Movie theaters
– On other products

BUAD 307 PROMOTION Lars Perner, Instructor 6

 Reaching the Customer: Encoding,
“Noise,” and “Decoding”

NOISE

Other ads
News articles
Other store displays

ENCODING DECODING
MESSAGE
SENDER THE THE RECEIVER
CHANNEL
MESSAGE MESSAGE

Media, Salesperson
Mktg mgr Advertisement Receiver Customers
Advertising mgr Coupon Retail store interpretation of Media audience
News program
Advertising Sales presentation the message News media
agency Press release Clients
Store display
CHANNEL
FEEDBACK

Text, p. 211.

BUAD 307 PROMOTION Lars Perner, Instructor 7

Some Promotional Objectives

• Brand awareness • Brand preference

– Knowledge of product category – Willingness to pay a premium
• Existence for the brand
• Benefits – Resistance to competitor
• Functions promotions (e.g., sales,
• Technology coupons)
– Knowledge of brand differences – Willingness to buy under less
convenient circumstances
• Brand attitude
– Favorable beliefs about the • Increase in product
brand category or brand usage
• Overall
– Quantity used
• Relative to competitors
– Frequency used
• Product category or – Scope of uses
brand trial • Increase in short term
sales

BUAD 307 PROMOTION Lars Perner, Instructor 8

Promotional Objectives Across the
Product Life Cycle (PLC)
• Introduction • Maturity
– Advertising and – Advertising
public relations  persuasion,
awareness reminder
– Sales promotion  – Sales promotion
trial  market share
– Personal selling 
distribution • Decline
– Reduction in
• Growth advertising and
– Advertising and PR PR
 brand loyalty – More emphasis
– Less emphasis on on sales
Text, p. 217 sales promotion promotions 
temporary sales

BUAD 307 PROMOTION Lars Perner, Instructor 9

Increase in Product Category or Brand
Usage—Product Category Potential Examples
• Scope of uses • Frequency used
– Orange juice: “It isn’t
just for breakfast
anymore”
– Baking soda
– ZipLock™ bags
– WD-40™ (lubrication
and sticker removal)
• Quantity used
– Calcium supplements
– Milk
BUAD 307 PROMOTION
– Cosmetics
– Deodorant
– Wine
– Greeting cards
– Phone calls
• Cell phone minutes
• Call to family/friends
– Hotels, airlines
– Conference calls
– Car engine oil
– Canned soup
Lars Perner, Instructor 10
Communications Objectives

• Informing • Persuading
– Awareness – Preference based on
– Interest competitive
– Benefits advantages
– Other information – Brand switching or
prevention of brand
switching
• Reminding
– Trigger memories
– Maintain preference
and buying habits

BUAD 307 PROMOTION Lars Perner, Instructor 11

Some Advertising Strategies
• Comparative ads
– Illegal in most countries
– Generally very disliked by
U.S. consumers but still
relatively effective
• Humor appeal
– A way to get attention to the
advertisement—but the
consumer may remember
the humor and not what the
product featured was
• Adding beliefs
• Classical conditioning
(association)
BUAD 307 PROMOTION
• Fear appeal
– To be effective:
• Feared stimulus must be
of medium intensity—
enough to motivate
action but not so intense
that the individual “tunes
out” the ad
• A clear solution must be
offered—e.g., use
Listerine™ to avoid
tooth loss due to
gingivitis
• Repetition
• Celebrity endorsements
Lars Perner, Instructor 12
The Elaboration Likelihood Model and Likely
Effectiveness of Celebrity Endorsements

Is endorser
Product congruent with
Yes
important or product
High
expensive? elaboration
endorsed?
No Yes
Low
elaboration No

Celebrity More likely

endorsements Unlikely to be to be
more likely to be effective effective
effective

BUAD 307 PROMOTION Lars Perner, Instructor 13

Executing The Advertising Program

• Pre-testing
– Several “story boards” or actual ads are created
– Ads are tested on consumers
• Instant response technologies (consumers either rate
approval or have physiological measures taken throughout
an ad duration
– The best performing ad or ads are chosen subject
to constraints imposed (e.g., need to specify a
certain message or use certain types of models)
• Possible redesign
• Carrying out advertisement
– Full service agencies
– Limited service agencies
– In-house

BUAD 307 PROMOTION Lars Perner, Instructor 14

Advertising Intensity and Return --A
Typical Relationship

The “S”-Shaped Curve

Response (e.g., sales, recall)

0.8

0.6 Saturation
Point
0.4

0.2 Too little to do

much good
0
0 5 10 15 20 25
Amount of Advertising Spending

BUAD 307 PROMOTION Lars Perner, Instructor 15

Sample Exam Question

BUAD 307 PROMOTION Lars Perner, Instructor 16

Measuring Advertising Effect

• Several possible criteria:

– Scanner data
• Individual TV exposure can be
matched against actual purchases
• Available only for grocery products
– Increase in sales (but it may be
impossible to separate effects of
different simultaneous ads)
– Lab studies:
• Recall
• Attitude toward product
• Preference

BUAD 307 PROMOTION Lars Perner, Instructor 17

Japanese Advertising—Use of animation
and cartoon characters

BUAD 307 PROMOTION Lars Perner, Instructor 18

Breaking Through the Clutter

BUAD 307 PROMOTION Lars Perner, Instructor 19

 INTERNET
ADVERTISING
Advertising, 1
 ❖ Is also known as Online advertising or Internet Marketing.
❖ Is a subset of digital media as it is limited to the internet.

❖ List a marketing strategy that uses the internet as a medium to obtain

website traffic and target and deliver marketing messages directly to
the right customers.
❖ Since the early 1990s there has been an exponential increase in the
growth of online advertising, which has evolved into a standard for
small and large organizations
❖ Online advertising is geared toward defining markets through unique
and useful applications.
❖ Online advertising is relatively less cheap and cost efficient compared
to other forms of advertising.

Advertising, 2
 Web
Banner

Social Content
Ads Sponsorship

Email Pop Up/

Pop Down
Ads Ads

Advertising, 3
 ❖ Web Banner : are graphical ads displayed within a web page.

❖ Content Sponsorship : is sponsored by a single advertiser.

❖ Pop-up/ Pop downs Ad : is displayed in a new web browser window that

opens above a website visitor's initial browser window. i.e. a secondary
window automatically pops up.

❖ Email Ad : is ad that comprising an entire email or a portion of an email

message.

❖ Social media ads : goal is to produce content that users will share with
their social network to help a company increase brand exposure and
broaden customer reach as well as direct feedback from customers (and
potential customers) while making the company seem more personable.

❖ Search Engine Ads : Most search engines show ads alongside search
results. SEAs are targeted to match key search terms (called keywords)
entered on search engines.

Advertising, 4
Advertising, 5
Advertising, 6
Advertising, 7
 Advantages
•allow advertisers to reach significantly more people at a fraction of the
cost.
•is ideal for businesses with a national or international target market and
large-scale distribution capabilities.
•the business serves people from all over the world.
•ensures that one’s messages are seen by the most relevant audiences.
•round the clock services.

Disadvantages
•one’s marketing materials are automatically available for anyone in the
world to copy, regardless of the legal ramifications.
• Limited use as majority of buyers are not internet savvy.
• limited appeal as it meets the needs of sophisticated buyers only.
• doubtful medium because it is associated with scams, frauds,
manipulation, misconduct, etc

Advertising, 8
 Factors Traditional Advertising Internet Advertising

(1) Nature Is static Is dynamic

(2)Space It does not space the It faces problems of lack of

problem of lack of space.
(3)Action Does not generate
immediate action.
(4)Attention Positively received by
people.
(5)Scope Found everywhere.
(6)Cost Costly to have global reach.
space, thus, small in size.
Generates immediate
actions.
Provides high attention
value & concentration
while using the internet.
Catches users who are
active on the web.
Economical to have global
reach.

Advertising, 9
Advertising, 10
 1

An Introduction to Integrated
Marketing Communications

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
 It’s Google’s World

The most powerful brand in the world

 It’s Google’s World

• Founded in 1998
– Delivers relevant search results by
favoring pages linked to by other sites
– Sells ads linked to search keywords
– Annual revenue exceeds $10 billion
• Keys to success
– Simplicity
– Speed
– Accuracy
 Google Adwords

• Keyword-targeting advertising
– Text ads at top or side of search results
– Advertisers compete for top spot
– Cost is “per click” (CPC)
• Contextual ads
– Appear on other relevant Web sites
• Site-targeted
– Generates sales and branding
– Cost is per thousand impressions (CPM)
 Google Rapidly Expanding

• Beyond online search advertising

– Automated purchase of radio ads
– Magazine and newspaper ad-buying
– YouTube
– Google TV Ads
– Partnership with Nielsen Media Research
– New varieties of online ads
 Rapidly Changing Media Environment

• Increasingly difficult to target

audiences & communicate effectively
– Consumers no longer passive recipients
– They demand more than information
– From a myriad of sources
 Integrated Marketing Approach

• Traditional mass media

– Television, radio, magazines, newspapers,
billboards
– Now drive consumers to Web sites
• Online strategies
– Provide detailed information
– Be experiential, entertaining, interactive
– MySpace, YouTube, Facebook, wireless
mobile media devices, e-mail
The New Look of Advertising

Interactive, Informative, Entertaining

Growth of Advertising and Promotion

Expenditure in Billions of Dollars

Advertising Outside
U.S.
2007
1980

U.S. Advertising

$0 $50 $100 $150 $200 $250 $300 $350 $400

 What is Marketing?

• An organizational
function Value

• Processes for creating,

communicating, and Relationship marketing
delivering value to
customers Mass customization
• Managing customer
relationships in ways Customer relationship
that benefit the management (CRM)
organization and its
stakeholders
 The Scion Web Site

Consumers can now customize

the car they want to purchase
 Marketing Mix

• The four Ps
Product

Price

Place

Promotion
Coordinated Marketing Elements Build Image
 Traditional Marketing Approach

Sales
Special
Point of promotion
events
purchase Interactive
marketing

Media
Packaging
Adver-
tising
Public
relations
Publicity Direct
Direct
marketing response
 Contemporary IMC Approach

Sales Direct
Packaging
promotion response

Media
Point of
purchase Adver-
Public
tising relations
Publicity

Interactive
marketing Direct
Special
marketing
events
 Defining IMC

IMC is a strategic business

process used to plan, develop,
execute and evaluate coordinated,
measurable, persuasive brand
communication programs with
consumers, customers, prospects
employees and other relevant
external and internal audiences.

The goal of IMC is to

generate short-term
financial returns and build
long-term brand value.
Contemporary Perspective of IMC

Recognized as a business process

IMC Importance of relevant

Multiple relevant audience
audiences

Demand for accountability and

Demand for accountability
measurement of outcomes
 Test Your Knowledge

Why are marketers decreasing the use of mass media

advertising and increasing the use of integrated
marketing communications?
A) The mass market has become fragmented.
B) New technologies have given consumers
greater control over the communication
process.
C) Use of the Internet and electronic
commerce is growing.
D) New global markets are emerging.
E) All of the above.
 Growing Importance of IMC

• Strategic integration of
communications functions
– Avoids duplication
– Synergy among promotional tools
– More efficient and effective marketing
• Rapidly changing environment
– Consumers
– Technology
– Media
Behind the Growing Importance of IMC

From Toward
Media advertising Multiple forms of communication

Mass media Specialized media

Manufacturer dominance Retailer dominance

General focus Data-based marketing

Low agency accountability Greater agency accountability

Traditional compensation Performance-based compensation

Limited Internet availability Widespread Internet availability

 The Role of IMC in Branding

• Brand identity is a combination of

– Name
– Logo
– Symbols IMC plays a major role
in developing and
– Design sustaining brand
– Packaging identity and equity

– Performance
– Image or associations
The Most Valuable Brands in the World

Brand Value
Rank Brand (Billions)
1 Coca-Cola $65.32
2 Microsoft 58.71
3 IBM 57.09
4 General Electric 51.57
5 Nokia 33.70
6 Toyota 32.07
7 Intel 30.95
8 McDonald’s 29.39
9 Disney 29.21
10 Mercedes-Benz 23.57
 Finding New Ways to Build Brands

• Consumers are driving the trend

– They view brands as a form of
self-expression
– They know more about brands and the
companies that make them
– Cynicism about corporations is at an
all-time high
– They seek and share information with
other consumers via the Internet
 Finding New Ways to Build Brands

• Get consumers involved

– Apple Computer lets consumers test
products in store
– Starbucks positions stores as a
community gathering place
• Interaction can be the best marketing
– MySpace
– Facebook
– Google
 The Promotional Mix

Advertising

Direct Marketing

Interactive/
Internet Marketing

Sales Promotion

Publicity/Public
Relations

Personal Selling
 Advertising

• Paid forms of non-personal

communication
– About an organization, product, service,
or idea by an identified sponsor
– No feedback from audience
– Important for products and services
aimed at mass consumer markets
– Cost effective
The Most Common Forms of Advertising

National Advertising

Retail/Local Advertising

Primary vs. Selective

Demand Advertising
Consumers

Business-to-Business Advertising

Professional Advertising

Trade Advertising
Organizations
 Direct Marketing

Direct
Mail
Direct
Internet
Response
Sales Advertising
Direct
Marketing
Shopping
Telemarketing
Channels

Catalogs
Bose Uses Direct Response Advertising

Includes call
for action.
Phone number,
mail-in form,
website address
provided.
 Interactive/Internet Marketing

• Back-and-forth communication
– Users participate in and modify the form
and content of information
– Happens in real time
• Interactive media
– Internet
– CD-ROMs
– Kiosks
– Interactive television
– Digital cell phones
 Sales Promotion

*Click outside of the video screen to advance to the next slide

 Using the Internet as an IMC Tool

The
Internet

Educates or A persuasive A sales tool

informs advertising or an actual
customers medium sales vehicle

Obtains Provides Builds and

Communicates
customer customer maintains
and interacts
database service and customer
with buyers
information support relationships
 Sales Promotion

Coupons
Samples Trade Allowances
Premiums
POP Displays
Contest/Sweepstake
Refunds/Rebates Training Programs
Bonus Packs Trade Shows
Loyalty Programs Coop Advertising
Events

Consumer-oriented Trade-oriented
[For end-users] [For resellers]
 Sales Promotion

• Most of the promotional budget now

goes to sales promotion
– Declining brand loyalty
– Increased consumer sensitivity to “deals”
– Larger and more powerful retailers are
demanding more trade promotion support
 Test Your Knowledge

_____ is nonpersonal communication,

neither directly paid for nor run under,
identified sponsorship.
A) Advertising
B) Sales promotion
C) Publicity
D) Public relations
E) Personal selling
 Advertising Versus Publicity

Factor Advertising Publicity

Control Great Little

Credibility Lower Higher

Reach Measurable Undetermined

Frequency Schedulable Uncontrollable

Cost High/Specific Low/Unspecified

Flexibility High Low

Timing Specifiable Tentative

 Publicity Vehicles

Feature
Articles

News
Interviews
Releases Publicity
Vehicles

Press Special
Conferences Events
 Public Relations

Systematically planning and

distributing information in an attempt
to control and manage image and the
nature of the publicity received.
 Public Relations Tools

Cause-related
Marketing

Publicity Special
Vehicles Publications

Community Corporate
Activities Advertising

Public Affairs Special Event

Activities Sponsorship
 Personal Selling

• Person-to-person communication
– A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
 IMC Audience Contact Tools

Public
Broadcast Internet/
Print media Relations/
media interactive
publicity

Out-of-home Direct
media marketing

Target Audience
Personal Sales
selling Promotion

Point-of- Word-of- Events and Product

purchase mouth sponsorship placements
 Test Your Knowledge

The _____ is a written document that

describes the overall marketing strategy
and programs developed for an
organization, product line, or brand.
A) promotional plan
B) marketing plan
C) communications plan
D) marketing audit
E) situation analysis
 The IMC Planning Process

• Developing an integrated marketing

communications plan requires

Planning
Executing
Evaluating
Controlling
 Basic Elements of a Marketing Plan

1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

 Model of the IMC Planning Process
Review of marketing plan

Analysis of Promotional program situation

Analysis of communications process

Budget determination

Develop integrated marketing communications program

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Develop objectives and strategy for each

Develop message, media strategy, and tactics

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

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