INTEGRATED MARKETING

COMMUNICATIONS: AN
INTRODUCTION
Session 1
FOCUS FROM TRADITIONAL
MARKETING TO IMC
Earlier trends:
▪ Mass media marketing was the norm
▪ Sales/ distribution funnel, PR agencies, direct marketing agencies were auxiliary
support
▪ Budgets were separately assigned, media wise

Evolution:
▪ Early 80s saw the need for a strategic integration of promotional tools
▪ Advertising alone as a stream was challenged
▪ Sales promotion, PR, direct marketing
THUS, AROSE THE CONCEPT
OF IMC
Integrated marketing communications is a strategic business process used to plan,
develop, execute and evaluate coordinated, measurable, persuasive brand
communications program over time with consumers, customers, prospects,
employees, associates and other targeted relevant external and internal audiences.
The goal is to generate both short-term and financial returns and build long-term
brand and shareholder value
THUS, AROSE THE CONCEPT
OF IMC
Integrated marketing communications is a strategic business process used to plan,
develop, execute and evaluate coordinated, measurable, persuasive brand
communications program over time with consumers, customers, prospects,
employees, associates and other targeted relevant external and internal audiences.
The goal is to generate both short-term and financial returns and build long-term
brand and shareholder value

Integrated marketing can be defined as a strategy for providing a cohesive, holistic

brand narrative across all platforms where the brand chooses to advertise.
Integrated marketing ensures brand consistency regardless of where buyers would
want to connect with it.
THUS, AROSE THE CONCEPT
OF IMC
Integrated marketing communications is a strategic business process used to plan,
develop, execute and evaluate coordinated, measurable, persuasive brand
communications program over time with consumers, customers, prospects,
employees, associates and other targeted relevant external and internal audiences.
The goal is to generate both short-term and financial returns and build long-term
brand and shareholder value

Maximum communication impact

REASONS FOR GROWTH OF
IMC
▪ Great value in strategically integrating communication functions
vs
Autonomous operation of individual streams
▪ Communication encountered just once – people tend to move on
▪ Longer lasting effect
▪ Relevant medium for relevant audience (demographically and geographically)
CASE STUDIES
THE TRUTH IS HARD BY NEW
YORK TIMES
Problem: Declining subscribers; diminishing
confidence in news

Objective: Regain universal trust

Solution: Launched ‘The truth is hard’ campaign

in 2017

In 2018, a video showing clarity of news

production was released
THE TRUTH IS HARD BY NEW
YORK TIMES
Effect: Made viewers rethink their definition of
truth
https://www.youtube.com/watch?
v=pp8vIJhwESw
Exercise: What journalists must undergo to
reveal truthful news
https://www.youtube.com/watch?
v=18CGnEpeRfI
Medium: Social media films, outdoor and print
campaign

Outcome: subscription rose by 100%

WAZZUP BY BUDWEISER
▪ The Super Bowl is a place TV ads can dream big
▪ Budweiser created a commercial where buddies repeated this line over and over while
sipping Budweiser and watching football
▪ Wassup made it’s way into pop culture
▪ Memes were seen
▪ Brand pioneered in directing visitors to their website – internet was in the early phase
▪ On website, visitors could learn to say ‘Wassup’ in 30 languages

End result: Increased website visitors

▪ https://www.youtube.com/watch?v=BNaMBWnzNvI
WELLS FARGO
▪ Financial services leader and 3rd largest bank globally
▪ Problem: Plagued by claims by fraud
▪ Solution: Stuck to IMC and rebranding to regain confidence (2017)
▪ Campaign: Well optimised campaign to appeal to its target demographic
WELLS FARGO
▪ Intersection of human sentiments combined with cutting-edge technology, which
was critical to changing Wells Fargo’s overall customer experience.

▪ C Ex: the playlists curated by Wells Fargo to promote and familiarize their
customers with their financial services.

These videos were specially designed to not only establish Wells Fargo’s credentials
as a reputed bank but also to dispense important financial information to its
customers.
BREAKING2 BY NIKE
▪ In 2016, Nike teamed up with National Geographic to document Nike’s quest to break
the two-hour barrier

▪ On 6 May 2017, Eliud, Lelisa Desisa and Zersenay Tadese attempted to break the two-
hour marathon barrier

▪ The shoe that started this:

▪ The Nike ZoomX Vaporfly 4% was the groundbreaking shoe that Eliud and his pacers wore for
his first Breaking2 attempt
▪ Nike Sport Research Lab collaborated to identify specs for each runner to perform at peak
efficiency
▪ The Nike ZoomX Vaporfly Next%, has even better energy return than the 4%
▪ Nike Sport Research Lab worked with atheletes:
▪ Refine diet and hydration
▪ Optimal race setting – finalised Northern Italy
▪ Dynamic formation to reduce wind drag

Breaking2 became more than an experiment or race!

It was a model to test what happens when science meets passion and commitment

Campaign was aired live on social media – trending # - unique Nike shoe emoji –
front row ticket to the race!
HOUSE OF INNOVATION BY
NIKE
https://www.nike.com/in/house-of-innovation

In 2019, Nike produced a mixed-media artwork

This was displayed in the main store in NY in 2019

What it shows: historic sporting incidents created by sports person using Nike

What it did: unique shopping experience

HOUSE OF INNOVATION BY
NIKE
What it did: Unique shopping experience

Create own footwear

Customise garments – alter colors, emblems, change fabrics, mix two clothing styles

https://www.youtube.com/watch?v=eecmQ3xhlZ0
WHAT DO WE UNDERSTAND
FROM THESE?

Despite the cross-platform variance in execution, the coherence of the message is

retained all throughout
WHAT IS HAPPENING IN
CURRENT TIMES?
▪ This is an era of micromarketing: an approach to advertising that tends to target a
specific group of people in a niche market

▪ With micromarketing, products or services are marketed directly to a targeted

group of customers
WHAT IS HAPPENING IN
CURRENT TIMES?
▪ Media fragmentation led to increased spends
▪ On media which is targeted
▪ Can reach specific market segments

e.g. increased budgets on digital media

WHAT IS HAPPENING IN
CURRENT TIMES?
▪ Consumers are less responsive to traditional marketing
▪ Live in media saturated and brand conscious world
▪ Hence, respond to advertising differently
▪ Prefer being reached out in different places + sources
FIESTA MOVEMENT
https://www.youtube.com/watch?v=QRM2COyU8JI
TO SUMMARISE
▪ IMC movement is driven by:
▪ Shift in marketing expenditure from traditional to unconventional media
▪ Dynamism of digital media
▪ Shift from manufacturers to retailers
▪ Development of database marketing
▪ Greater accountability from ad agencies
ROLE OF IMC IN BRANDING

Developing and sustaining brand identity and equity

TOOLS OF IMC:
PROMOTIONAL MIX
▪ Marketing mix vs promotional mix

▪ Includes:
▪ Advertising
▪ Direct marketing
▪ Interactive/ internet marketing
▪ Sales promotion
▪ Public relations and publicity
▪ Personal Selling
▪ Events and experiences
▪ Media planning
CLASS ACTIVITY: IMC
EXAMPLES
▪ Hair care
▪ Skin care
▪ Apparel
▪ Accessories
▪ Consumer durables
▪ Food & beverage
▪ Automobile
▪ Entertainment
▪ Service
▪ Healthcare
IMC MISTAKES
▪ Not having an overarching campaign goal/ messaging

▪ Assuming the audience wants to engage only on one channel

▪ Ignoring the data collected

▪ Not using results on one platform to enrich the others

▪ Poor communication between channel owners

IMC MISTAKES
▪ Making promises you can’t deliver on
▪ In 1996, Pepsi enacted its "Pepsi Points" integrated marketing campaign. The company ran ads through print and
on television to promote a system where consumers could collect "points" through labels on Pepsi products that
they could redeem for prizes like t-shirts and sunglasses.
▪ The campaign was partly centered around a tongue-in-cheek bit about how consumers could redeem seven million
"Pepsi points" for a Harrier fighter jet. One advertisement featured a teenager flying the plane to school saying,
"This sure does beat the bus!"
▪ The advertisement was intended to be a joke, but a 21-year-old business student decided to take it seriously. He
realized that it would cost $700,000 to accrue enough Pepsi points to buy the jet — which was valued at roughly
$33.8 million. After finding enough investors to lend him the money he needed, he tried to buy the jet from Pepsi.
▪ When Pepsi told him that they weren't going to sell him a military-grade fighter plane for less than 2% of its
value, he took them to court. A surprisingly extensive legal battle ensued before the courts officially ruled that
the campaign was clearly in jest — saying, "The callow youth featured in the commercial is a highly improbable
pilot, one who could barely be trusted with the keys to his parents' car, much less the prize aircraft of the United
States Marine Corps."
▪ Still, Pepsi's integrated marketing campaign — where they supported their sweepstakes and point redemption
system with print and television ads — was a bit careless. Though the company was making a joke, it was still
making a promise that someone might take advantage of.
You always have to walk the walk.
PEPSI – LIVE FOR NOW

https://www.youtube.com/watch?v=uwvAgDCOdU4
PEPSI – LIVE FOR NOW

ISSUE:
If the Black Lives Matter movement were led by a 21-year-old white supermodel
armed with a can of fizzy soda, then maybe everyone would just get along.

CUSTOMER SPEAK:
"This ad trivializes the urgency of the issues and it diminishes the seriousness and
the gravity of why we got into the street in the first place," activist DeRay McKesson
told NBC News correspondent Gabe Gutierrez.
Pepsi is not the first multinational brand to attempt to use
counterculture and protest movements to sell its product.
In 1971, Coca-Cola’s iconic "I’d Like to Teach the World to
Sing," advertisement rode the wave of flower-power
protest that had emerged in opposition to the Vietnam
War.
APPLE AND U2 GIVE AWAY
FREE MUSIC AND CAUSE A PR
STORM
▪ Who wants free stuff? Everybody!
▪ It was a safe assumption from both Apple and U2. Apple CEO Tim Cook went up on
stage with Bono to announce that U2’s newest album, Songs of Innocence, would be
given for FREE to all five million iTunes users! Apple would be seen as a wonderful and
generous company, and U2 would get a ton of publicity. It seemed like a perfect
win/win situation.
▪ What went wrong?
▪ Unfortunately for Apple, not everyone wants to have free music on their iPhones. Many
people were surprised, or worse, annoyed, that their iPhones had automatically
downloaded U2’s album without their permission. Instead of being seen as generous,
Apple was harshly criticized for being intrusive.
▪ By the end of the campaign, there were only 6,000 extra sales of Songs of Innocence.
What about the royalty costs for Apple? 100 million!!
 SELF STUDY 1
Read:
▪ How is the agency world organised - Principles of Advertising
and IMC by Tom Duncan
▪ Pages 27 - 38 and 43 - 49
THANK YOU
Session 2
 How is the agency world organised - Principles of Advertising and IMC by Tom
Duncan
 Pages 27 - 38 and 43 - 49
 Advertising

Media Direct
planning marketing

Events and Internet

experiences marketing

Personal Sales
Selling promotion

Public
relations and
publicity
It is the paid form of non personal communication about an organisation, product,
service, or idea by an identified sponsor
It is the paid form of non personal communication about an organisation, product,
service, or idea by an identified sponsor
 Most widely used and known form of promotion
 Targets mass consumer markets
 Media advertising is a cost effective means to reach large numbers of consumers:
 GEC aired at prime time could reach 5 million people
 Hindi daily Dainik Jagran could reach 16 million people
 India Today could reach 1.7 million

 Helps build brand equity: gives information + influences their perceptions

 Helps establish differentiation and create brand image:

Build/ maintain brand awareness while reaching masses, there is no other cost effective substitute
 PauseTheBargain: https://www.youtube.com/watch?v=5_PkxqnrwX4&t=72s

 ReverseTheKhata: https://www.youtube.com/watch?v=kMrVXJmOXfI

 ComeAsYouAre: https://www.youtube.com/watch?v=m5iZL3jVZoQ
 Objective: BreakTheBias during
International Women’s Day

Change consumer mindset:

50% of Gen Alpha girls aged
12-15 believe they can do any
job they want to. But there’s
another 50% that need to learn
they can, too.
 Super Bowl is a huge property to advertise: 1 in 2 NFL fans say they find new products
through TV ads, and 41% of Americans watch or follow the NFL

 Products generally increase their campaign duration to 30 seconds to make the most of
Super Bowl. But Reddit tried something different

 Proposition: Go Small Or Go Home

 https://www.youtube.com/shorts/wtR1kB9RXVo

 https://twitter.com/reddit/status/1358572629729320960
 Business 2 Consumer Business 2 Business

• National advertising • Business to business

• Retail/ local advertising
advertising • Professional
• Primary versus advertising
selective-demand • Trade advertising
advertising
 Organisations directly communicate with target consumers to generate a response
and/ or a transaction
 Organisations directly communicate with target consumers to generate a response
and/ or a transaction
 Key tool is direct response media like :
 Direct mail: https://www.youtube.com/watch?v=s9c6oGmcM28
 Catalogues: https://inspirationfeed.com/catalogue-examples/
 Telemarketing
 Broadcast media – infomercials/ home shopping: https://www.youtube.com/watch?v=9Knxprg5PAc
 Direct selling – party plans/ person-to-person selling: https://www.youtube.com/watch?v=KhrRRjgVfxU

Objective:
1. Get direct response
e.g. test drive, votes, contribution

2. Build an image – maintain customer satisfaction – customer education

 Change in lifestyle + Two income households

 Both this led to more access to income but less time for in-store shopping

 Push strategy more than pull

 Aids: credit cards/ toll-free numbers/ internet/ apps/ websitr

 Database formation called as database marketing.
 This helps to:
 Improve market segmentation
 Aid repeat purchase
 Cross-sell
 Customer relationship management
 Immediate response  Timing

 Selective reach  Personalisation

 Segmentation capabilities  Cost effective

 Frequency  Measure effectiveness

 Testing
 Image factors – spam/ junk

 Accuracy of database

 Do not contact lists

 Interactive media allows for a back-and-forth flow of information whereby users
can participate in and modify the form and content of the information they receive
in real time
 Interactive media allows for a back-and-forth flow of information whereby users
can participate in and modify the form and content of the information they receive
in real time

 Helps in
 Making enquiries
 Respond to questions
 Fill in a lead form
 Make purchase
 Create awareness
 Generate interest
 Disseminate information
 Create an image
 Create a strong brand
 E-commerce
 Website: https://www.carlsberg.com/en-in/
 Banner ads – pop ups
 Search marketing
 Behavioral and contextual targeting
 Rich media
 Social media marketing
 User generated content
 Podcasting
 Blogs
 Virtual and augmented reality
Banner pop-up ads
Search engine marketing
 https://www.youtube.com/watch?v=z2T-Rh838GA
 https://www.youtube.com/watch?v=WxzcD04rwc8

Virtual reality: https://virtualspeech.com/blog/vr-applications

 Target marketing
 Message tailoring
 Interactive capabilities
 Information access
 Sales potential
 Creativity
 Exposure
 Speed
 Privacy
 Marketing activity which provides extra value or incentives to the sales force, the
distributors, or the ultimate consumer and can stimulate immediate sales
 Marketing activity which provides extra value or incentives to the sales force, the
distributors, or the ultimate consumer and can stimulate immediate sales

 Two types:
 Consumer oriented: includes couponing, sampling, premiums, rebates, contests,
sweepstakes
 Trade oriented: marketing intermediaries like wholesalers, distributors and retailers

 FACT: in consumer packaged goods companies, sales promotion is 70% of the

promotional budget
 Trial and repurchase
 Increased consumption of an established brand
 Targeting specific market segment
 Consumer oriented promotions Trader oriented promotions

• Samples • Point of purchase displays

• Coupons • Training programs
• Premiums – Zomato Gold, McDonald’s • Trade shows
Happy Meal • Cooperative advertising
• Contests/ sweepstakes • Contests and dealer incentives
• Refunds
• Bonus packs
• Price-offs
• Loyalty programs
• Event marketing
 Declining loyalty
 Increased sensitivity towards promotional deals
 Fragmentation of the consumer market – Domino’s
 Short-term focus – EOSS
 Clutter – Festive campaign
Axis Bank end of season sale
Domino’s coupons
Breaking the festive clutter
1 + 1 strategy
Premium
Online Reputation Management:

1. What did Nestle’s Maggi do wrong wrt ORM during the Maggi
crisis? 250 words minimum
1. Describe your views
2. What could have been done differently?

2. Example of positive impact of ORM on brand/ product/ service

with details
1. Why do you think it worked
2. Learnings for the an aspiring marketeer
1. Direct Marketing:
Dell’s Direct Marketing Strategy:

https://www.crn.com/news/mobility/dell-direct-sales-in-conflict-with-channel-
partners

2. The promotional mix: The tools for IMC - Advertising and promotion: An
integrated marketing communications perspective by Belch and Poorani
Pages 18 - 31
 Rapid fire for direct marketing examples for toll-free numbers etc.
 B2B examples
 https://www.ies.edu/aemsweb/stafflogin.aspx
Session 3
Direct Marketing:
Dell’s Direct Marketing Strategy:

https://www.crn.com/news/mobility/dell-direct-sales-in-conflict-with-channel-
partners
Online Reputation Management:

1. What did Nestle’s Maggi do wrong wrt ORM during the Maggi
crisis? 250 words minimum
1. Describe your views
2. What could have been done differently?

2. Example of positive impact of ORM on brand/ product/ service

with details
1. Why do you think it worked
2. Learnings for the an aspiring marketeer
 What is Primary versus selective-demand advertising
 Advertising

Events and Direct

experiences marketing

Personal Internet
Selling marketing

Public
Sales
relations and
promotion
publicity
 Direct Marketing

Advertising
Interactive/ Internet
Marketing

Sales Promotion
 Advertising

Events and Direct

experiences marketing

Personal Internet
Selling marketing

Public
Sales
relations and
promotion
publicity
 Designed to promote the organisation + its products/ services

 Corporate reputation and marketing communication: Converging fields

1. Non marketing function : maintain an image in the public eye

 Employees, investors, neighbors, special interest groups

2. Marketing communication function:

 Marketing objectives which can be aided by public relations activities including
 raising awareness,
 informing and educating,
 gaining understanding,
 building trust,
 giving consumers a reason to buy,
 motivating consumer acceptance
How does MPR help:
1. Pre-buzz – dramatize launch/ specific campaign
1. E.g. i-phone launch pre-buzz creates anticipation leading to increased press coverage
and word of mouth
2. Improving ROI
3. Creating advertising news where there is no product news:
https://www.youtube.com/watch?v=G6BF4KLl2hQ
4. Introducing a product with little/ no advertising
5. Building brand-to-customer bonds: Pillsbury Bake-Off – since 1949. In 2022
prize money is $1 million
 Understanding public attitudes:
 Warning system
 Input in the planning process
 Internal support
 Increases effectiveness

 Develop and execute plan:

 Determine audience – internal/ employee/ investor/media etc.

 Implement plan:
 Press release
 Press conference
 Exclusive
 Interviews
 Social network and blogs
 The key to effective PR is to establish a good program, worthy of public interest and
to manage it properly
 Gillette: https://www.youtube.com/watch?v=G6BF4KLl2hQ

 https://www.youtube.com/watch?v=nBNWK8BcF38

 IKEA Stay Home: https://www.youtube.com/watch?v=IHCD5dz2l8s

 Logitech: BS detection spoof - https://youtu.be/qlS70If_lNo

By giving their product a punny, yet subtly accurate name, the video pokes fun at
most businesses’ obsession and overuse of buzzwords. But it also has the feel of a
real product overview, which makes it even more hilarious.
 ALS Ice Bucket Challenge:
https://www.youtube.com/watch?time_continue=5&v=XS6ysDFTbLU&feature=em
b_logo

Subway – Eat Fresh Refresh: https://www.youtube.com/watch?v=_pXVJvrSRU8

Tom Brady pulls a loaf of bread from an oversized perfume bottle. "Smells so good,
you can almost taste it," he narrates. It's a humorous take on the moody, often
confusing perfume ads – while highlighting Subway's new ingredients and options.
 Stabilo Boss: Highlight the
remarkable
 Star Wars: Passing the Box-Office Baton to
The Avengers

 Avengers: Infinity War recently shattered Star

Wars: The Force Awakens’ record for the
biggest opening weekend ever by grossing
over $250 million.
 Johnnie Walker: Jane Walker

 To promote gender equality and honor the

many achievements of women throughout
history, Johnnie Walker launched a female
version of its whisky on International
Women’s Day called Jane Walker
Fearless Girl, as she is called, was
commissioned by the investment
management firm State Street Global
Advisors as a part of their campaign
to pressure companies to add more
women to their boards
 Generation of news about a person, product or service that appears in media

 This is a subset of PR

 Difference between PR and publicity:

 Publicity is a short term strategy
 PR is designed for positive information – publicity could be positive or negative
 PR is controlled by the org – publicity (positive or negative) often originates from sources
other than the org
Advantage:
 Power
 Credible
 Cheaper than other medium
 Word of mouth

Disadvantage:
 Lack of control
 Timing
 Accuracy
 One example of good + bad PR/ publicity
 Effective sales function:

 Indoor personal selling

 Outdoor personal selling: cars, photocopiers

Personal selling is a personalised sales method that employs person-to-person

interaction between a sales representative and prospective customers to influence the
customer's purchase decision
Event marketing is the experiential marketing of a brand, service, or product
through memorable experiences or promotional events.
Types of events:
 User conferences.
 Pop-up shops.
 Networking events & mixers.
 Lunch and learns.
 Community events.
 5K run, walk, swim, or ride.
 Auctions.
 Special guest events.
 Experiential activations are an ongoing installation that allows viewers to
participate in or observe an activity that represents a brand. This type of event
often involves a shocking or extremely memorable image
 JetBlue’s Ultimate Icebreaker:

To promote the launch of JetBlue’s new

direct flights from New York to Palm
Springs, the Greater Palm Springs
Convention & Visitors Bureau invited
New Yorkers to “break out of the chill”
of winter.…

The standing exhibit encouraged

onlookers to break the ice by any
means necessary. Each participant
walked away with a free prize.
Experiential marketing is the future of advertising

 https://www.youtube.com/watch?v=7sJaTiV5Hjs
Tinder: https://www.youtube.com/watch?v=xfD25WM1XWQ

Other campaigns: https://www.youtube.com/watch?v=qZhbmlbfG5U

 https://www.youtube.com/watch?v=UhQ2T5V2SQE
 You are an airline company who’s business was impacted owing to COVID. You are
in the process of planning an integrated marketing campaign. Which promotional
mix would you ideally like to go with as part of your plan. Give reasons for
choosing each promotional tool. You also need to define medium for your plan
400-500 words

 Objective: To build trust around health safety measures taken to ensure optimum service

 Budget: 5 Cr

 Target audience: Loyalty segment (frequent flyers) + intenders

 To be shared post class
Session 3
 You are an airline company who’s business was impacted owing to COVID. You are
in the process of planning an integrated marketing campaign. Which promotional
mix would you ideally like to go with as part of your plan. Give reasons for
choosing each promotional tool. You also need to define medium for your plan
400-500 words

 Objective: To build trust around health safety measures taken to ensure optimum service

 Budget: 5 Cr

 Target audience: Loyalty segment (frequent flyers) + intenders

 Advertising

Events and Direct

experiences marketing

Personal Internet
Selling marketing

Public
Sales
relations and
promotion
publicity
1. Process of planning an IMC
2. Role of IMC
3. IMC role players
4. Consumer Behavior
5. Defining the IMC objective
6. Arriving on the IMC budget
 Integrated marketing communications management involves the process of
 Planning
 Executing
 Evaluating
 Controlling the use of various promotional mixes to effectively communicate with our
audiences
 Review the marketing plan and objectives

Analysis of the promotional campaign situation

Analysis of communication process

Budget determination

Develop IMC campaign

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC campaign

 Review the marketing plan and objectives

 Current market share – growth trajectory – how to get there

 These plans generally include:

1. Situation analysis:
Internal: Marketing requirement/ audit review
External: Competition analysis, environment analysis
2. Marketing objectives:
Sales – market share – profitability
3. Marketing strategy:
Selection of target market, marketing mix check
4. How to implement:
Promotional mix
5. Process for monitoring, evaluating etc.
 Analysis of the promotional campaign situation

 Consumer behavior analysis

 Market segmentation and target marketing
 Market positioning

Internal:
Reviewing previous campaign data
 Analysis of communication process

 Marketeers need to think about the process consumers go through while seeing
and responding to communication
 E.g.
 should a celebrity be taken on board?
 Proposed media mix?

IMPORTANT is to set the communications goals and objectives

e.g. awareness of a product – information driven – building brand image -

GUIDING FORCE FOR DEVELOPING OVERALL STRATEGY AND OBJECTIVES OF EACH

PROMOTIONAL MIX
 Budget determination

 What will the campaign cost?

 How should the money be allocated?

ANSWER:
 What has to be done to meet the objective
 How much money is available

GENERALLY, THE ACTUAL BUDGET GETS FINALISED ONCE THE PROMOTIONAL MIX
STRATEGIES ARE DEVELOPED
 Develop IMC campaign

Advertising Direct Interactive/ Sales PR/ publicity Personal

marketing internet promotion selling
marketing

Advertising Direct Interactive/ Sales PR/ publicity Personal

objectives marketing internet promotion objectives selling
objectives marketing objectives objectives
objectives

Advertising Direct Interactive/ Sales PR/ publicity Personal

strategy marketing internet promotion strategy selling
strategy marketing strategy strategy
strategy

Advertising Direct Interactive/ Sales PR/ publicity Personal

message and marketing internet promotion message and selling
media strategy message and message and media strategy message and
tactics media strategy media strategy tactics media strategy
tactics tactics tactics
Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC campaign

 Review the marketing plan and objectives

Analysis of the promotional campaign situation

Analysis of communication process

Budget determination

Develop IMC campaign

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC campaign

 Marketing Target Marketing planning: Campaign Target
strategy and marketing development market
analysis process

Promotion
Identifying to final
markets buyer

Opportunity Product Promotional

analysis decisions decisions:
•Advertising
Market
•Direct
segmentation Ultimate
marketing
Competitive Pricing •Interactive consumer
analysis decisions marketing •Customer
Selecting a •Sales •Business
target market promotion
•Publicity/
Target Channel-of- PR
marketing Positioning distribution •Personal
through decisions selling
marketing
strategies
 Marketing
strategy and
analysis

Opportunity analysis:
Opportunity  Nykaa
analysis
 Uber/ Ola
 Swiggy

Competitive
analysis
Competition analysis:
 BMW-Audi: https://www.feedough.com/brand-wars/

Target  Dove-Pantene
marketing  McDonald’s-Burger King
 Target
marketing
process

Identifying  Identifying markets – with unfulfilled needs – similar lifestyles, needs,

markets likes
e.g. Bira white/light/blonde
Market
segmentation  Market segmentation: Geographic, demographic, socioeconomic,
psychographic

Selecting a
 Selecting a target market:
target market
1. Determine how many segments to enter: Undifferentiated/
differentiated/ concentrated marketing
Positioning 2. Determine which segments offer most potential
through
marketing
strategies
 The art and science of fitting the product or service to one or more segments of the broad
market in such a way as to set it meaningfully apart from competition

Approaches to positioning:
1. By product attributes and benefits
2. By price/ quality
3. By use/ application
4. By product class
5. By product user
6. By competitor
7. By cultural symbols

REPOSITIONING
Positioned itself as a dessert: https://www.youtube.com/watch?v=rf0X0ycQz3I
Ref in next slide
Refs in next few slides
Spotify — Free-Music-With-Ads to Content Creator & Tastemaker
 Not all examples of brand repositioning are necessitated by stale or outdated strategies. Transformative crises
like COVID-19 reshape business models and consumer needs across the spectrum, nearly overnight. One
way to respond to a crisis is to reposition your brand to better serve the “new normal.”
 Spotify might seem like a brand well-positioned to thrive in a pandemic — it’s digital, remote, and provides
stressed or struggling customers with a welcome escape. However, Spotify also relies heavily on revenue from
the advertisements served to its many free listeners. COVID caused many advertisers to cut budgets, and this
business model struggled.
 This required a pivot towards a more successful model for the market — one that has already proven profitable
with brands like Netflix. Spotify repositioned itself in two essential ways:
 They upped their focus on original content like podcasts and Spotify® Originals.

 They put enormous effort into curated playlists (from internal experts, external experts, AI, and celebrities).

This strategy positioned Spotify as a tastemaker and content creator, not just a music provider. The results speak
for themselves. Artists and customers uploaded over 150k podcasts in just one month. Exclusive celebrity
podcast deals and artist-curated playlists exploded. Subscriptions are doing well — and so is Spotify.
 Marketing planning: Campaign
development

Product Promotional
decisions decisions:
•Advertising
•Direct
marketing
Pricing •Interactive
decisions marketing
•Sales
promotion
•Publicity/
Channel-of- PR
distribution •Personal
decisions selling
 Branding  Packaging
 LinkedIn:
Case Study: Cocal cola Integrated Marketing Communications:
https://www.linkedin.com/pulse/case-study-coca-cola-integrated-marketing-
gregory-stringer

Competition analysis:
https://www.marketingmind.in/ad-wars-5-iconic-battles-of-brand-rivalries/
https://www.feedough.com/brand-wars/
Session 5
 LinkedIn:
Case Study: Cocal cola Integrated Marketing Communications:
https://www.linkedin.com/pulse/case-study-coca-cola-integrated-marketing-
gregory-stringer

Competition analysis:
https://www.marketingmind.in/ad-wars-5-iconic-battles-of-brand-rivalries/
https://www.feedough.com/brand-wars/
1. Process of planning an IMC
2. Role of IMC
3. IMC role players
4. Consumer Behavior
5. Analysing the communication process
6. Defining the IMC objective
7. Arriving on the IMC budget
8. How to make ppts
 IMC participants

Marketing
communication
Advertiser (Client) Advertising agency Media organizations Collateral services
specialist
organizations

Direct Marketing/
Sales Promotion/
Interactive/ Digital/
PR agencies and
firms
 Centralised system
 Decentralised system
 In-house agency
 Centralised system:

1. The advertising manager is responsible for all promotional activities (except

sales). May also be termed as Marketing Communications Manager
2. Responsible for everything end to end: budgeting – communication –
creation – media planning - execution
 President

Research & Human

Production Finance Marketing
development Resources

Marketing Product
Advertising Sales
research planning
 Decentralised system:
e.g. P&G, Unilever, Nestle etc.

1. Brand Manager is responsible for total management including planning,

budgeting, sales and profit performance
2. Creation, media planning and execution is looked after by external
agencies. These agencies could be different for different products
3. Each product receives concentrated focus

Lowe Lintas is the agency for Wheel HUL), JWT India is the agency for
Rin (HUL)
 Corporate

Research & Human

Production Finance Marketing
development Resources

Product Marketing
Sales
management services

Brand Advertising Marketing

manager department research

Sales promotion
Ad agency Package design
Merchandising
 In-house agencies

1. Reduce costs and maintain control over agency

E.g. Hyundai, Avon, Revlon, Benetton

2. Can combine help from outside agencies for optimum solution

1. Creation, media planning and execution is looked after by external
agencies. These agencies could be different for different products
2. Each product receives concentrated focus
 • Facilitated communications
• Fewer personnel required
Advantages •
•
Continuity in staff
Allows for more top management involvement

• Less involvement with and understanding of

overall marketing goals
Disadvantages • Longer response time
• Inability to handle multiple product lines
 • Concentrated managerial attention
• Rapid response to problems and opportunities
Advantages • Increased flexibility

• Ineffective decision making

• Internal conflicts
Disadvantages •
•
Misallocation of funds
Lack of authority
• Internal rather than external focus
 • Cost savings
• More control
Advantages •
•
Increased coodination
Stability
• Access to top management

• Less experience
• Less objectivity
Disadvantages •
•
Less flexibility
Less access to top creative talent
 4 major groups:
 WPP: JWT, GroupM Media, Y&R
 Omnicom: BBDO, DDB Mudra, TBWA
 Interpublic: Draft FCB, McCann Erickson
 Publicis: Leo Burnett, Saatchi & Saatchi
 Director, Client Account Account Account
Servicing Director Supervisor Executive

Director,
Account Market
Planning
Planner Research
&Research

Creative Graphic
Art Director Copywriter Studio Artist
Director Designer

Social media
Digital Social media Social media
President Digital Lead creative
Director planner copywriter
executive

Website/ App
COO/ CFO UI/ UX Head Design Head HTML spoc QC spoc
– Tech Lead

Print Broadcast
Traffic
Production Production Production
Manager
Director Manager

Specialised Direct Sales Public Events &

services Marketing Promotion Relations experiences

Media Media Planner Media Buyer

Management & Financial Office Human

Accountant
Finance Manager Manager Resources
 IMC participants

Marketing Collateral services:

communication production,
Advertiser (Client) Advertising agency Media organizations
specialist packaging, research,
organizations consultants

Direct Marketing/
Sales Promotion/
Interactive/ Digital/
PR agencies and
firms
Challenge for marketers:

How to influence the purchase behavior of consumer in favor of the product or

service being offered

Interesting to note – that while marketers aim to influence consumer product

behavior, they also do understand that the actual purchase is only part of an overall
process
 Process and activities people engage in when searching for, selecting, purchasing,
using, evaluating and disposing of products and services so as to satisfy their
needs and desires

Purchase decisions are results of a long detailed process:

1. Extensive search
2. Brand comparison
3. Evaluation
4. Review
WEARING THE CONSUMER HAT – Understanding consumer behavior:
1. What are the needs being met

2. And how can this need translate into a purchase

Marketers need to think about:

1. Where do customers prefer to buy a product?
2. How likely is it that they are influenced by marketing stimuli at the point of
purchase?
3. How the decision process and reasons vary across different consumer sets
A. Stages in the consumer decision making process

Post
Problem Information Alternative Purchase
purchase
recognition search evaluation decision
evaluation

B. Relevant internal psychological processes

Attitude
Motivation Perception Integration Learning
formation
Problem recognition:
 Difference between ideal state to actual/ current state

Types of problems for a consumer:

Out of stock
dissatisfaction
new needs/ wants
related purchase (laptop sleeve required for a newly purchased laptop)
marketer induced problem recognition (mouthwash, night creams, under eye cream)
new products (veet)
 The way a consumer perceives a problem and is motivated to solve it, influences
his decision making
E.g. buying a watch has a function + accessory based requirement being fulfilled

 Hence, marketers examine ‘motives’ for any action. Thereby, using the Maslow’s
Hierarchy of Needs as a ground rule

 Motivation research in marketing: Gain insights into the underlying causes of

consumer behavior. Methods: focus groups, interviews, tests

Adv-disadv of both routes

 Internal – External
1. Perception: Slice Aamsutra
 Sensation: packaging, brand name/ unit
A. Stages in the consumer decision making process

Post
Problem Information Alternative Purchase
purchase
recognition search evaluation decision
evaluation

B. Relevant internal psychological processes

Attitude
Motivation Perception Integration Learning
formation
 Purchase decision also depends on
 Nature of product/ service
 Amount of experience they have with the product
 Importance of the purchase

Consumer learning is the process by which individuals acquire the purchase and
consumption knowledge and experience they apply to future related behavior

Two approaches:
1. Behavioral approach (external stimulus)
2. Cognitive learning approach (internal process i.e motivation)
 External, environment stimuli than internal processes

 Stimulus-response

Classical conditioning

Operant conditioning
 Puposive Goal
Goal Insight
behavior achievement
 Culture

Subculture

Social class

Reference
groups
Situational
determinants
 Sender’s Receiver’s
field of field of
experience experience
Source/ Channel
Encoding Decoding Receiver
sender message
Mass markets and audiences

Market segments

Niche markets

Individual and
group audience
STAGES AIDA MODEL HIERARCHY OF INNOVATION INFORMATION
EFFECTS ADOPTION PROCESSING
MODEL MODEL MODEL

Cognitive stage Attention Awareness Awareness Presentation

Knowledge Attention

Affective stage Interest Liking Interest Comprehension

Desire Preference Evaluation Yielding

Conviction Trial Retention

Behavioral stage Action Purchase Adoption Behavior

 AIDA – used by sales rep
 Hierarchy of effects – show how advertising works
 Innovation adoption model – consumer phases for a new product or service
 Helps analyse consumer-product relationships

 E.g. consumer research helps understand how customers perceive a product. This
model helps in creative approach i.e. rational vs emotional approach
 Advertising input

Message content, media scheduling, repetition

Filters

Motivation, ability (involvement)

Consumer

Cognition Affect Experience

Consumer behavior

Choice, consumption, loyalty, habit etc.

 Marketing objectives
 Sales objectives
 Communications objective
 5% repurchase/ regular use

20% trial

25% preference

40% liking

70% knowledge/ comprehension

90% awareness
 DAGMAR: Defining Advertising Goals for Measured Advertising Results

 Helps set advertising objectives and measuring results of an ad campaign

Session 7
1. Originality
2. Flexible
3. Elaborate
4. Synthetic
5. Artistic value
Requires to think about:
 Creative challenge
 Taking creative risks
 Perpetual debate: Creative versus hard-sell advertising
 Creative personnel
 Account planning team: background research – product or qualitative or
quantitative or market research
 Inputs to the creative team: storyboard or copy
 Creative strategy development: creative brief
 Major selling ideas: USP, brand image, inherent, drama, positioning
 Rational/ Functional  Emotional
 Headline
 Sub headline
 Body copy
 Visual elements
 Branding

In totality, the above is referred to as a layout

 Script
 Production – including pre-production, preparation and shoot
 Post production
 Client evaluation and approval
 Execution
 Market analysis
 Establishment of media objectives
 Media strategy development and implementation
 Evaluation and follow-up
 Transit media: Airport, station, bus stops
 Cinema advertising: Vicco Turmeric ads over the years. HDFC Life Insurance
 Branded entertainment: In-film advertising and co-branded association
 In-film adv example: Audi and Avengers: End game:
https://youtu.be/oa30WbgEqys
 Guerilla advertising:
 Cause related marketing
 Celebrity marketing: TEARS model i.e. Trust Expertise Attractiveness Respect
Similarity