IMC

Session-1,2

 Advertising give reason to buy, sells promotion give them incentive to buy.
 PR focus on building the goodwill of the company.

5 marketing communication

1. Utilize your physical location

2. Build and maintain the website
3. Offer a way to speak someone
4. Be found by your target market
5. Engage customer within same community

Factor for selling

1. Target Market
2. Share your experience
3. Return on investment

Then wow

Normal now

1. Mid segment car market

2. Housing and real estate
3. Fashion and apparel category
4. FMCG: glossaries
5. Laptops

Session- 3,4

RIN SUREXCEL
Consumer Role:

 Initiator
 Influencer
 Decision maker
 Buyer
 User

4 sources of information

 Personal
 Public
 Commercial
 Experiential

High involvement Low involvement

Significant differences Complex buying behaviour Variety seeking behaviour
between brands
few differences between Dissonance reducing buying Habitual buying behaviour
brands behaviour

Classic coca-cola

Terminology

Danial gmail ad.

Session-5,6

Observation

1. Culture
2. Verity of jewellery

Factors:

 Social
o Primary (family)
o Secondary (batch, class)
o Aspirational (cricketer, celebrity)
 Psychological (attitude, perception)
 Personal (age, income, occupation, lifestyle)
 Cultural (shared values)
Introduction to advertising:

Burger

Taste

Costly

Mobile

Costly

Laptop

Car

Bike

Not luxury

Coffee

2 rupee sachet

Food

Delivery

Session 10:

What makes a brief

What is the key challenge we are facing?

Who are we talking to?

What do they feel, think and do currently?

how do we want to change or reinforce this?

If we could convivence them of one thing, what would it be?

Why should they believe us?

How we will know, we are successful?
what else could be helpful?

What do we need and when?