Integrated Marketing Communication

Sales promotion is meant for a temporary hike in sales.

E.g. Diwali/New Year’s/Black Friday Sales

Understanding Marketing Communications

Case: Lifebuoy (2013)
Objectives:
1) Reach => Biggest objective
2) Brand Recall
3) Sales
4) Market Share
Linked it with diarrhoea – Negative reinforcement
Kumbh Mela – Targeting the masses
1) In Hindi
2) Through free lunches
3) With a message stamped on rotis
4) In the form of a question (implicit assumption of using the soap)
Cost benefit analysis:
Total cost =~ 25 lakh
People impacted =~ 50 lakh

Brand recall is calculated through a sampling of audience through an aided

or unaided (clues offered in questionnaire) methods.

Advertising components:
1) Paid communication
2) Sponsor is identified
3) Tries to persuade or influence
4) Reaches a large audience
 5) Conveyed through impersonal mass media
“Advertising is the structured and composed non personal communication
of information usually persuasive in nature about products (goods, services
and ideas) by identified sponsors through various media”

The complexity of adverts may be dependent upon the product that we are
selling. This is also dependent upon the target audience’s awareness,
education and maturity.

Case: Advertising or distribution?

E.g., Upon asking for Product A and facing its unavailability, the distributor
may offer a substitute “B”. The moral is that neither product has the right
marketing mix because the customer may reject the substitute or may not
have a good brand recall, while Product A lacks in distribution.

Key Feature of IMC

1) Start with the customer or prospect
Setting the right target audience is a must for efficient adverts.
2) Use any form of relevant contact or touch point
a. Touch points and 360-degree branding
360-degree branding does not imply that all channels of
promotion are used. It implies that all the relevant forms of
promotion relevant to the target audience are used.
3) Speak with a single voice
Across different media platforms, a single message must be sent out.
This improves recall due to a single message being resonated.
4) Build relationships
This is to push the customer into a habit of purchasing the same
product over and over without thinking (entering the loyalty loop).
C’est gagné par la voix du consommateur.
5) Affects behaviour
On doit faire les <<adverts>> que les consommateurs peuvent
rappeler souvent.
Need: Anything that arises out of deprivation of something is a need.
Want: A want is a means to fulfil the need. This is dependent on liking and
preference.
Desire: Desire arises out of the ability to buy, and the customer also
possesses a willingness for the product.

Key Concepts of Advertising

1) Strategy
a. The logic and planning behind the advert
b. Advertisers develop ads to meet objectives
c. Advertisers direct ads to identify audiences
d. Advertisers create messages that speak to the audience’s
concerns
e. Advertisers run ads in the most effective media
2) Creative Idea
a. C’est l’idée centrale qui gagne l’attention du consommateur.
b. La créativité faire la victoire de l’avertissement.
3) Execution
a. On doit créer les avertissements qui ont la meilleure
technologie.
b. Avec une limite, les vendeurs veulent utiliser l’argent
effectivement et
4) Media
a. Communication channels that reach a broad audience
b. How to deliver the message is just as important coming up with
the creative idea of the message.

Roles of Advertising
1) Hard Sell Approach
Selling through a message which evokes urgency or portraying a
price. This involves a call to action and mentions numerous details.
2) Soft-sell approach
These types of ads intend to evoke questions and does not divulge a
lot of details about the brand. These may be pertaining to the central
or a particular aspect of the brand which is to be highlighted. Uses a
lot of white space and very little font. This is expected to increase
curiosity until the consumer finds the written word.