IMC Combined

WELCOME!
MBA (WX) Lecture Session On
“Integrated Marketing Communications’’

Prof. Ashish Hathi
1 12/5/2022 Confidential - Prof. Ashish Hathi

Integrated Marketing Communications
Session 1
Chapter 1 – Integrated Communication

Our
Reference
Book
(ePearson
Library)

Profile
Ashish
Hathi
Marketing Professional | Coach |
Author

Passionate marketing professional.
Over 37 years of professional exposure.
Currently Vice President – Automotive

Snap-shot & CSR Business Solutions
Overview
Visiting faculty since 2002 at few
management institutes, Mumbai
On SWAYAM online platform, a course on
Consumer Buyer Behaviour is running 4th
season. Trained over 15000 students. 4500+
registered students in season 4.
05/12/22 Confidential - Prof. Ashish Hathi

Over 37 years
Experience B2B 16 years B2C 21 years
Classification
20 years 17 years

Consulting
Mktg. Research
Communication
Industry Automobile
Exposure
Logistics
ITES/Digital Marketing
Training & Development

Professional
Experience
Old on top; recent at the bottom

Institutional
Connect
* Visiting faculty
* DLP
* Content Development
* Vi-Va
* Assessments

Marketing Strategic Consumer
Management Management Buyer Behaviour
Ashish Hathi Ashish Hathi Ashish Hathi
Authour Advertising &

Sales
Marketing Distribution
Research Management
Promotion
Customer
International Marketing
Centric
Marketing Finance
Organization

Chapters Overview
1. Integrated communications 8. Brand activation

2. Branding 9. Direct marketing
3. How marketing 10. Public relations
communications work
11. Sponsorship
4. Marketing communications
12. Exhibitions and trade fairs
planning
13. Measuring campaign
5. Advertising
effectiveness
6. Online communication
14. Ethical issues in marketing
7. Media planning communications

13
Course Syllabus Weightages
CATEGORY CLASSIFICATION / CHAPTERS WEIGHTAGE
A STRUCTURAL
Integrated communications
How marketing communications work?
Marketing communications planning 60%
Media planning
Measuring campaign effectiveness
B MARCOM MIX
Advertising
Online communication
Brand Activation 30%
Direct Marketing
Exhibitions and trade fairs
C ADDITIONAL TOPICS
Branding
Public Relations
10%
Sponsorship
Ethical issues in marketing communications

14
Session-wise Chapter/s Coverage
S-1 Chp 1 Integrated communications
S-2 Chp4 Marketing communications planning

S-3 Chp7 Media planning
S-4 Chp3 How Marketing Communication Works?
Chp6 Online Communications
S-5 Chp6 Online Communications
Chp2 Branding
S-6 Chp2 Branding
Chp5 Advertising

Session-wise Chapter/s Coverage
S-7 Chp5 Advertising
Chp9 Direct marketing
S-8 Chp9 Direct marketing
Chp8 Brand Activations
Chp12 Exhibitions and trade fairs
S-9 Chp12 Exhibitions and trade fairs
Chp13 Measuring campaign effectiveness
Chp14 Ethical issues in marketing communications
S-10 Chp11 Sponsorship
Chp10 Public Relations

#onepagelesson
• Industry is changing so rapidly that syllabus is not

able to keep sync with new developments.
• I take this responsibility to provide you brief
insights for you to later explore.
• #onepagelesson will be presented ONLY BEFORE
THE CLASS starts.
• You need to pick the point and EXPLORE MORE.
• Its NOT COVERED UNDER SYLLABUS.

Plan for Your IAs
IA No SESSION Format
IA-1 SES-1 DQ (1 qns, ONE PART, 10 marks)
IA-3 SES-3 DQ (1 qns, two parts, 10 marks)

IA-7 SES-7 DQ (1 qns, 10 marks)
IA-8 SES-8 DQ (2 qns, 5 marks each)
IA-9 SES-9 DQ (2 qns, 5 marks each)

UNDERSTANDING PPT STRUCTURE
Components of Consumer Brand Equity
• What may help to an extent;
oSharing of information
oThe communications across divisions
oFrequent and timely internal communication
oAgility in cross-functional planning, and review
oThe co-ordination of all communications activities
have to be organized

Integrated Marketing Communications
Session 1
Chapter 1 – Integrated Communication

Chapter 1
INTEGRATED COMMUNICATIONS

Coverage As Per the Session Plan
Session Topic Learning Outcome (Students shall understand)
What marketing communications is?

Chp 1 - Integrated
S-1 About communications mix
communications
Integrated communications

Introduction

What is non integrated marketing communications means?
What is IMC? – Generic, 3.20 https://youtu.be/sOfHtANrmbI

What Did We Learn?
• Integrated communication means combining various

media/tools under ONE BIG IDEA to produce GREATER
EXPERIENCE for consumers.
• Traditionally one way communication was happening
• Post internet, we bombarded consumers but still didn’t work
• Consumer got the choice – Info, analysis, where, and how
• Consumer is ore connected and experiential – WIIFM?
• Integrated Marketing Communication – Based on Big idea,
something of value, engages consumers, allows sharing
• From the era of only paid media, we now have earned media

What Did We Learn?
• So for the big idea to be of value and engage customers,

irrespective of his location (touchpoints), can still allows him
to be the PART OF THE EXPERIENCE, media/tools needed
to be integrated
• Advertising agencies – BE A BRAND NAVIGATOR
• To integrate and be successful – Start with what your
consumers want, look for new engaging media, develop a
big idea that can ingrate and leverage different media, and
give experiential engagement to the consumer

Essence of the subject
Integrated Marketing Communication Relevance;
oCommunication is a
catalyst for creating
PULL

oOnline channels have

added new
dimensions/challenges

oIMC provides force and

the momentum

Marketing Basics

Marketing Mix

Foundation Pillars = MARKETING MIX
• Product = Customer
Needs Identified as 4
• Price = Cost to the
Customers
Cs of
• Place = Convenience Marketing
• Promotion =
Communication
35 12/5/2022 Confidential – Faculty – Ashish Hathi

Marketing Communication
What is IMC? A Beginner's Guide to Integrated Marketing Communications (g2.com)

(REFER 5 INTERESTING VIDEO EXAMPLES)

What’s in It For Us?
Integration of
Communication Communication
Mix
Integration of channels for marketing communication

opens up infinite opportunities

Classification of Communication
Image communication Action communication

Image Communication Advertisement
• Image advertising is an approach
to advertising that is designed to
cultivate positive attitudes
about a brand, company, or
concept.
• Rather than advertising a

product based on what it does,
image advertising promotes
ideas about a brand, creating
mental images for consumers
that will encourage them to buy
the product.
• Lifts the image of the

brand
• Right association of the
brand helps
o Reference to
context
o Cause
o Personality
o Contribution
o Innovation
o Popularity


brand
brand helps
o Reference to context
o Cause
o Personality
o Contribution
o Innovation
o Popularity


brand
brand helps
o Cause
o Personality
o Contribution
o Innovation
o Popularity


brand
brand helps
o Cause
o Personality
o Contribution
o Innovation
o Popularity


brand
brand helps
o Cause
o Personality
o Contribution
o Innovation
o Popularity


brand
brand helps
o Cause
o Personality
o Contribution
o Innovation
o Popularity

Developing An Image Communication -
Process
Tell about product, Reinforce brand Create brand

service, brand, awareness preference
company
Image
communication
Increase customer Improve relations Done to have a positive

satisfaction with target groups influence on the (buying)
behaviour of the target group

Process

company
Image
communication


Developing An
Image • Tell about product, service, brand, company,
Communication - philosophy, belief, motto
Process
Developing An
Image • Reinforce brand awareness
Communication -
Process
Developing An
Image • Create brand preference
Communication -
Process
Developing An
Image • Increase customer satisfaction
Communication -
Process
Developing An
Image • Improve relations with target groups
Communication -
Process
Process

company
Image
communication


Harr wrapper mein inaam pakka

Developing An Action Communication –
Process
Provides experience, Highlight working of

touch and feel unique features
opportunity
Action
communication
Compel consumer to Establish Done to have compelling

connect with engagement/repeat action-oriented initiative
brand/company connection from the targeted
customers

Developing An
Action
• Provides experience, touch and feel
Communication – opportunity
Process
59 Confidential - Prof. Ashish Hathi 12/5/2022

Developing An
Action
Communication – • Highlight working of unique features
Process

Developing An
Action
• Compel consumer to connect with brand /
Communication – company
Process

Developing An
Action
Communication – • Establish engagement / repeat connection
Process

Developing An Action Communication –
Process
Provides experience, Highlight working of

touch and feel unique features
opportunity
Action
communication
Compel consumer to Establish Done to have compelling

connect with engagement/repeat action-oriented initiative
brand/company connection from the targeted
customers

WHAT IS MARKETING
COMMUNICATION?
Refers to the means adopted to
convey messages
About the products and the brands they sell

• With the intention to persuade them to purchase

What is Marketing Communication?
• Offer Solutions to the Following Questions (Maggi);

o Why shall the product be used?
o How can the product be used?
o Who can use the product?
o Where can the product be used?
o When can the product be used?
o Also known as MarCom

• Marketing Communication = MarCom
75
MARKETING COMMUNICATION
OBJECTIVES
Marketing
Communication
Objectives
• To COMMUNICATE
o Product/brand
o US/ESP (Emotional Selling
Proposition)
o What is it?
o When/where to use?
o How it helps?
o Brand purchases
o Ways to engage
o Ways to purchase
12/5/2022 Confidential - Prof. Ashish Hathi 71

Marketing
Communication
Objectives
• To COMPETE
o Category superiority
o Product superiority
o Brand promise
o Value proposition

Marketing
Communication
Objectives
• To CONVENIENCE
o What’s in it for customer

o Need it satisfies
o Problem it solves
o Worthy of price charged
o Promotional offer

Communication Mix for IMC
Brand Activation
Sponsorship
Exhibition
Trade Fair
Online Communication

Integrated Marketing Communication
55

Distinct Phenomenon You May Have Noticed
How Will YOU Explain It?
AXIS Bank NOT Doing IMC AXIS Bank Using IMC
Head Off – Mktg Obj Specific

Marketing Function Ad
Head Off – Sales Sales Obj Specific

Function Ad
Sales Obj Specific,

Zonal / Regional Off Immediate Needs
Specific Ad

Can You Identify the Contrast?
55

Can You Identify the Contrast?
Axis Bank, 2.20 (6) Axis Badhti Ka Naa Zindagi Campaign - YouTube 55

Secondary
Teaser Communication
Communication
Teaser – Hoarding (Zindagi Ki Picture Coming Soon…)
Main Communication – TVC, Hoardings (Zindagi ki Picture Mein Interval nahi hota)
Secondary Commuication – Hoardings (Block dates) and like wise

Integrated Marketing Communication
• Should use communications methods that will;

o Break the communication clutter
o Reach audiences with interesting and persuasive messages
o Assure that MarCom investments yield an adequate return
on investment
55

What is IMC?
• Harmony between different media channels /
Direct/Interactive
promotional mix is essentialMarketing to deliver one message
Events & Word of
IMPACTFULLY Experiences Mouth
• Overall, all the messages from the organization tell

Advertising
the same story
Personal
Sales Promotion Public Relations Selling
&
Publicity

What is IMC? – External View
• IMC brings synergy to create competitive advantage, boost

inquiries and sale
• Unified message has more impact
• Unified message is able to cut through the noise
• Integration within media, channels and streams can be
multiplier to achieve marketing objective
Info/Relive Ads Emotional Appeal Engagement/Leads Acquisition

https://www.business2community.com/integrated-marketing/imc-
Old Spice IMC, 2.0 campaign-month-man-man-smell-like-01213762

Principles of Designing & Implementing IMC MIX
Consistency Synergy
Advertising, Sales Promotion, PR, DM,

Sponsorship, Events, Exhibitions
All have to
work in same
direction –
Consistency of
message

Why do IMC?
• To increase communications effectiveness and

consistency
• To promote synergy
• Exploit the feasibility of interlinking to achieve
marketing objectives
100
Benefits of IMC
• Promotes customer focus

• Leads to a recognition of all audiences
• It also means clear objectives are set
• It encourages consideration of full range of media
vehicles
• It can use full range of communication methods
Confidential – Faculty – Ashish Hathi

Intel My Discoveries IMC, 3

Utilization of Medium Under IMC
3600 Marketing
Addiotnally;
- Media tasks
- Tactical phases
- Activities
within phases
Take the Case Study
LET’S GO LIVE

IMC in Brief, 1.40 https://vimeo.com/240321473

Walking the walk:
AVM – BBDO
• A new approach for a snack
that has only been
communicating new flavours
and prize promotions for years

WELCOME!

Prof. Ashish Hathi
1 12/14/2022 Confidential - Prof Ashish Hathi

Chapter 4
PLANNING
The integrated communication plan process

Basics of Segmentation-Targeting-Positioning
Chp 4 - Marketing communications
S-2 Marketing communications – DAGMAR framework (4 aspects)
planning
Communication objectives in different stages of Product Life Cycle
Communication strategies

https://www.economicsdiscussion.net/marketing-
2/marketing-communication-meaning-purpose-role-process-
Pre-view and-strategies/31623
• Marketing communication planning is one of the

most elaborate planning activity and needs not only
understanding about the various marketing subjects,
promotion mix, MarCom mix, media, channels,
digital world, analytics and more.
• MarCom planning comprehensively covers –
purpose, elements, process, role, approach, strategy,
planning, relevance, strategy model, and goals.
• Let view one short video before we commence this
chapter.

Pre-view
Marketing Communication, 1.0 https://youtu.be/-hkJaN3Pl-E

What Did We Learn?
• MC uses different marketing communication

channels/tools in combination
• Marketing communication focuses on the way
desired message is delivered to target group/s
• MC can use any one or combination of different
channels of communication – Advertising, PR, DM
• MC attends to communication need of marketing
mix – 4 PS – Product / 7 Ps for Service

The Integrated Communications Plan

Preamble
Inside-Out Approach
Corporate Marketing Marketing Marketing Marketing Target

Plan Strategy Mix Communication Objectives Segment
Out-In Approach
Brand positioning and communications are based on
your target audiences’ needs and motivations

PROCESS STEPS

PROCESS STEPS PLAN SECTIONS

LET’S REWIND
1
2
12/14/2022 Confidential - Prof Ashish Hathi

Let’s Rewind - Communication
• List 8 stages (Process steps) of integrated

communications plan development
• Classify IMC development plan in to 4 sections?

Situation Analysis

Elements of Strategic Marketing Planning
• What we have set for ourselves to collectively

achieve? (Vision & Mission)
• Where are we now? (Situation analysis)
• Where we want to be or ought to be?
• How should we get there? (Strategies, plans, goals
and objectives)
• How do we know when we got there?
(Performance evaluation)

Constituents of Marketing Environment
Marketing
Environment
Internal External
Man, Money,
Machinery, Micro
Materials, Markets
Macro

PESTEL & SWOT Analysis
PESTEL SWOT
LEVERAGE IMPROVE
EXPLOIT DEFEND
https://corporatefinanceinstitute.com/resources/management/pestel-analysis/#what-is-
a-pestel-analysis

Communication Audit
Own organization Competitors Organization
Covers communications strategy;
o The communications audit – o Past communications audit

Vertical/Horizontal o Competitor communications
o Communications strategy strategy research
research ✓ Competitive ads, promotions,
o Communications content PR material, etc.,
research ✓ Analyzed to judge
• All forms of internal and competitive
external communications are (communications) strategies
studied • Analyzed to judge competitive
• Done to assess consistency with (communications) strategies
overall strategy, as well as their • Competitive media strategies and
internal consistency media mixes can be studied
18 12/14/2022
Segmentation

Point to Ponder Over…
Are all consumers same?
20
12/14/2022 CONFIDENTIAL - Ashish Hathi
Do they require same product/services?
21
Why Such a Spread?
Over 10varities of Noodles Over 17varities of Toothpaste Over 5varities of Fabric Wash
Swaraj Tractors Range
Why not marketers the

one-product-fits-all
strategy?
22
Mass Market
What meaning will you

Derive out of this image?
Segmented
Market
23
Understanding Segmentation
Segmentation is
all about finding
WE
the SIMILARITY
are all so
in DIFFERENCES
DIFFERENT
24
Individual/s Homogeneous Groups Needs
Consumers Market Segmentation Different Needs
25
12/14/2022
What Can You Infer From This Picture?
Market Segmentation
• Similarities such as;
o Demographics
o Cultural/social/religious
influences
o Reference groups
o Way of living
o Likes/dislikes/choices
o Actions/Interests/Opinions
26
12/14/2022 CONFIDENTIAL – Ashish Hathi
Market Segmentation
• Developed on – Region, City size, Density area, Climate
• People who live in the same area have similar needs and wants
Geographic • Easy to articulate/induce * Media has evolved that way
• Developed on – Age, Sex, Marital Status, Family size, Income,

Occupation, Education, Religion
• Targeting possible as media viewership aligned
Demographic
• Possible to evaluate effectiveness as data is available
• Developed on – Personality, Psychographic, Lifestyle, Social

class
• Personality-choice is correlated * Better appeal
Psychographic
• Better appeal possible thus more effective

Market Segmentation
• Clustering consumers into segments according to specific
benefits sought
• Benefit’s relevance depends on their evolving need and
changing lifestyle
Benefit
• Fogg deo – More spray, Moov – Smudge free ointment
• Saffola oil – Cholesterol reducing
• Developed on – Culture, Subculture, Religion, Race, Social class

• Family Life Cycle (FLC) – Marital - Young single, Young married
Socio Cultural with no children, With children

Market Segment – Travelers Segments

Targeting

Targeting a Specific Segment
?
12/14/2022 Confidential – Faculty – Ashish Hathi
LET’S GO LIVE

Selecting the Right Target Groups
• Determine target market

• If my segment for SMART WATCHES is youth in
the age group of 17 to 30 years whose family income is
over Rs. 75 lakhs, then my targeting could be;
College youth (17-21) Working (22-30) Self Employed (22-30)
• Identification – College going Dispersed Nature of profession
• Sufficiency (Size) –65% of SSC pass 60% of graduates 30% of graduates

• Stability – Year on year Year on year Year on year
• Accessibility – College prog, MTV, FB Different channels Different channels
• Responsiveness –
Peer pressure, style Need based Need based

Targeting Strategy

Targeting Strategies
Separate Marketing Marketing Mix for

Mix for each segments specific segment
In-Class Scenario Discussion

Positioning

Brand Positioning
What is Positioning?

38
Brand Positioning - Preferential Space of Mind
That’s
“BRAND POSITIONING”
39
39 14/12/22
Establishing Brand Positioning
• To determine your strong brand position;

a) you need to determine segments,
b) target market,
c) defining and communicating the competitive frame of
reference,
d) arrive at P-O-Difference
e) determine positioning.

Case Study - Citywise Maggi Masala TVC
Understanding the differences in consumers
Mutter Paneer
Maggi Masala, 0.30 https://www.youtube.com/watch?v=l3L1JzagDTM

Understanding the differences in consumers
Rajma
Maggi Masala, 0.30 https://www.youtube.com/watch?v=73ykv4vk6uM

Case Questions
• Which is the unique way to segment the market
was found out?
oThey did not only find the key to trigger interest in

their product but a unique way of demographic-
geographic-psychological segmentation.
• What is their positioning plank?

oTaste bhi, health bhi aur khooshiyaan bhi
Communication Objective/s

Collaborative-Collective Learning Tasks
• Let’s collectively pull out what is marketing

communication.
oWhat it means?
oWhat it covers?
o What is it supposed to achieve?

Marketing Communication Objectives
goals goals goals

The reach Process goals Effectiveness Marketing

communications goals
goals goals should be derived from
organizational/business
Communicating to Conditions which Action generating objectives and objectives
reach the target should be expectations by of the broader marketing
groups in an established before pursuing the plan.
effective and any communications consumers to
efficient way can be effective purchase

• The reach goal of communicating is to reach the target

groups in an effective and efficient way.
o Good segmentation profile
o Insights into the media behaviour of the desired segments
• Process goals are conditions which should be established
before any communications can be effective.
o All communications should capture the attention of the
target group
o Make and appeal or be appreciated
o Be processed (and remembered)
• Effectiveness goals are the most important resulting goals.

DAGMAR Approach to Objective Setting
• DAGMAR = Defining Advertising Goals for

Measured Advertising Result.
• Pioneered by Russel H. Colley (1961).
• Establishing a measurable link between advertising
goals and advertising results.
• It monitors and evaluates promotion campaigns thus it
is a planning and control tool.
• 52 distinguished advertising goals were listed which
can be used for single advertisement or year long
campaign for a product.
• Goals may pertain to sales, image, attitude etc.
LET’S REWIND

Let’s Rewind – Marketing Communications
• List marketing communication objectives

• Which methodology is used for setting marketing
communications objectives?

DAGMAR
Approach
to
Objective
Setting

DAGMAR
Approach to
Objective
Setting
• It is a hierarchy-of-effects model.
• To get a person to buy a product it is believed that a consumer
will follow the shown phases.
• It is a framework to define campaign effectiveness goals.
12/14/2022 Confidential – Faculty – Ashish Hathi 53

DAGMAR
Approach to
Objective
Setting
• During the communications process nine effects can be

established.
• Marketer need to select the most appropriate
communications effect or goals from the list.
• Every promotional campaign should be organized with one or
more of these communications objectives in mind.
DAGMAR
Approach to
Objective
Setting
• The choice of the right goals depends on the problems that have
arisen in the preliminary situation analysis of the market, brand
positions, competition, opportunities and threats.
• Communications objectives are only an intermediary way to
reach marketing goals of a higher order, such as sales volumes,
market share, penetration, etc.
1) Developing Category Wants/Needs
• Brand must fit within category needs and wants.

• Buying motives shall be present for communication
acceptance.
• There must be a perception of the product category as a
good means of meeting specific motives.
• Suitable for a) Innovation product b) Category awareness –
for non-users c) Repositioning – specific need (addition of
product line)

2) Brand awareness: Recognition and Recall
• Brand awareness = association = brand name,

logo, package, style, <-> with a category need.
• Ways brand awareness can be defined as;
a) Top-of-mind - think of a soft drink, and name of
Coca-Cola comes up
b) Brand recall - People may also recall several
brands spontaneously – Colgate. Pepsodent
c) Above awareness is Un-aided

2) Brand awareness: Recognition and Recall
• Brand awareness
• Brand recognition – Aided awareness – At times
people recognise a brand by its package, colour,
logo, etc.
a) Buyers will be better able to recognise brands than
to recall brand names spontaneously.
b) Brand recall is not a guarantee that the buyer will
recognise the brand in a shop

3) Brand Knowledge
• Brand knowledge and comprehension mean that

target consumers are aware of the most essential
brand characteristics, features and benefits.
• They know the strengths of the brands as compared
with competitive brands; they know why they
should buy brand X instead of brand Y or Z.
• Essentially, consumers should be able to recall the
brand’s positioning, promise, organization, brand
association, history and more

4) Brand Attitude
• In marketing practice there is no such thing as a
permanently very favourable brand attitude.
Existing brand attitudes Certain brand attitude switch to another

can also be adapted to cannot be improved attitude -repositioning
appeal to other and
new target groups
4) Brand Attitude
• If there is a negative prior brand attitude, changing the

attitude is necessary - reposition the brand by
appealing to different buying motivations.
• Cadbury’s fungus problem/Maggi’s Lead content
problem.
Using DAGMAR to Decide Marketing Goals
The number of people in each step of the hierarchy

of objectives can be expected to decrease

Using DAGMAR to Decide Marketing Goals
MARKETING TASKS UNDER IMC
Increase the unaided recall or
aided recognition
Increase the number of target

consumers preferring the brand above
the competitive brands
Encourage non-buyers to try the

brand for the first time
Stimulate current buyers to stay loyal and purchase
the products again or buy them more frequently
The number of people in each step of the hierarchy

of objectives can be expected to decrease

Product Life Cycle

Product Life Cycle (PLC)
Intro Growth Maturity

Category Need Brand Attitude Top of Mind Decline
Marketing
Brand Awareness Brand Preference Brand Attitude Purchase
Communications Brand Loyalty
Brand knowledge New Target Group
Objectives Satisfaction
Brand Attitude

LET’S REWIND
6
7
12/14/2022 Confidential - Prof Ashish Hathi

Let’s Rewind – DAGMAR/PLC
• List 9 stages of DAGMAR approach

• What are the stages of product life cycle?
• What may be the marketing communication
objective of maturity stage of PLC?

In-Class Discussion
• You are a new marketing head of Tata CLIQ

a) List for management your IMC roll out process?
b) What will you cover under situation analysis?
c) From identified 5 segments – kids, teenagers,
wedding aspirants, trendsetters, professionals, how
will you go about selecting your target? Which
targeting strategy is appropriate?
d) What may be your marketing communication
objectives? Explain any one
e) They wish to introduce NEW CATEGORY OF
HAND-MADE AYURVEDIC PRODUCTS. Using
DAGMAR suggest salient aspects and what needs to
be done by you as a Head of Marleting?
Communication Strategies

Communication Strategies
Message strategies Positioning strategies Creative strategies

1) Message Strategies
• A very important -> it has to convince consumers.

• Understanding of the target group is crucial.
• Two strategic approach is available;
o Unique Selling Proposition (USP Based)
o Emotional selling proposition (ESP)
• In order to know which USP or ESP to go for, the
advertiser needs to have a clear consumer insight.
Cadbury Brothers AD-Emotional https://youtu.be/HctFehbv8-E
1) Message Strategies
• A brand’s message platform should thus reflect;

a) the core positioning a brand wants to establish
in the mind of its target customers
b) should support the objectives of the campaign.

2) Positioning - Preferential Space of Mind
That’s
7
4

Perceptual Map to Develop Positioning
o Quick-Slow / Expensive-Inexpensive
(SPEED:COST)
o Low price-High price / Limited features-
More features (PRICE:FEATURES)

Creating Marketing Positioning
1) What position, do we already have in our TG’s mind?

2) What position do we want?
3) What companies must be outgunned if we are to establish
that position?
4) Do we have enough marketing budget to occupy and hold
that position?
5) Do we have the guts to stick with one consistent
positioning strategy?
6) Does our creative approach match our positioning strategy?

Developing a Positioning Strategy
1) Identification of competitors
2) Assessment of the consumers’ perception of
competitors
3) Determination of positions of competitors
4) Analysis of consumers’ preferences
5) The positioning decision
6) Implementation of the positioning
7) Monitoring the position

Changing a Positioning Strategy / Repositioning
1) Introduce a new brand
2) Change an existing brand
3) Changing beliefs with regards to own brand
benefits
4) Changing beliefs with regards to competition
brand benefits
5) The importance of attributes may be changed
6) New attributes can be added to the ‘perceptual
map’ of consumers

https://youtu.be/It2nAQjSzHE
APURVA CHAMARIA, DIRECTOR & HEAD GLOBAL BRAND & DIGITAL MARKETING
HCL TECHNOLOGIES
12/14/2022 Confidential - Prof Ashish Hathi 80
WELCOME!

Prof. Ashish Hathi
1 15/12/22 Confidential – Prof Ashish Hathi

Chapter 4
PLANNING (BALANCE SLIDES)
Positioning Strategies
• Generic strategies;
o Preemptive – PUFF foam by Godrej Refrigerator
o Superlative – Thickest ketchup - Heinz
o Exclusive – NIKE (Where all athletes belong)
o Positioning within category – Ye to Bada Toing Hai, Amul Macho
o Positioning by competitor strategy - Samsung
o Positioning by benefits – Dove Moisturiser soap
o Positioning by product attributes iPhone
o Positioning for usage – Amazon. Flipkart,
o Positioning for a user group – Starbucks, Zodiac, Walmart
o Positioning by cultural symbols – Hamara Bajaj, Tata Tea –
Dumdaar Uttar Pradesh, Dil Walon Ki Delhi

Creative Strategy

3) Creative Strategy - Creative Brief

3) Creative Strategy - Creative Brief
The purpose of the ad refers to the desired reaction of

the target audience, including how should the ad make
them feel or what should the ad make them do.

3) Creative Strategy - Creative Idea
Tu Kya Karr Raha Hai
• ‘Making the simple complicated is commonplace, making

the complicated simple, awesomely simple, that’s
creativity.’
• A creative idea essentially a proposition which makes it
possible to communicate a brand’s position in an original,
attention-getting, but easy-to-catch way.
• Creative idea in Marketing communications must help to
accomplish marketing objectives.

Communication Forward Path
Target Groups
Message
Strategy Offline
Media Print
Positioning Tactical Broadcast
Strategy Communication
Internet
Plan
Online Digital
Creative
Media
Strategy
Using tools (MarCom), Developing media plan covered under MARKETING PLANNING.
Control and evaluation will be covered under MEASURING EFFECTIVENESS.
HOWEVER, STUDENTS MUST LEARN TO ARTICULATE IT HERE,
IF QUESTION NEEDS SUCH COVERAGE.

Chapter 7
MEDIA PLANNING

Media planning process

S-3 Chp 7 - Media planning Media objective - Reach and Frequency of Ads
Selection of Media Mix

Introduction

MP - Its Place in Advertising Campaign
Process
Confidential – Prof Ashish Hathi

MP - Its Place in Advertising Campaign
Process

ISSUES T THAT NEEDS TO BE
ANALYZED
Introduction – Issues That Needs to Be
Analysed
Created advertisement needs to be taken

to the target audience

Introduction –
Issues That
Needs to Be
Analysed
Who are they?
15 December 2022 Confidential – Prof Ashish Hathi 17
Who Are They?

Introduction –
Issues That
Needs to Be
Analysed
Where are they?
20
Introduction
– Issues That
Needs to Be
Analysed
How to reach
them?
15 December 2022
Introduction –
Issues That Needs
to Be Analysed
• How often do we
need to reach them?

Introduction –
Issues That Needs
to Be Analysed
• What will it cost
us to do so?

Above issues needs to be analyzed,
understood and decided upon in
Introduction
any media–planning.
Issues That Needs
to Be Analysed
• What will it cost
us to do so?

Introduction
• Crux – Deliver the advertising to the target audience in a

way that it is visibly effective and cost efficient
• Marketing communications have two basic tasks;
o Message creation
o Message dissemination
• Media planning facilitates message dissemination
• Helps you to determine which media to use – a) Mass
media, b) Support media
• Tells you when and where to use media to reach desired
audience.

Media Planning Process

Definition of Media Planning
Defined as “Media planning in advertising is a series of decisions

involving the delivery of message to the targeted audience”.
Media planning includes details of the usage of media in an

advertising campaign, such as;
Media Running Reach &
Cost Markets Rationales Strategies
selected dates frequency

Understanding Media Planning Process
Media
Planning
Process

1) Assessing the Communication
Environment
• Media planners;
o Should be acquainted with all regulations and legal
aspects, as well as with local habits.
o Should be able to judge the communications efforts
of the competition.
▪ Category spending
▪ Share of Voice (SOV)
▪ Media Mix

Ad Category Relative Spend
35
Share of Voice (SOV)
% of Advertising Spend By Value
Competitor E, 6
Competitor A, 15
Competitor D, 27
Competitor B, 22
Competitor C, 30
35
Media Mix Evaluation
www.marketingcharts.com/charts/
2) Describe the Target Audience
• We have studied segmentation variables.

• Target audience can be a) Primary e b) Secondary.
• Where geographically are they located and when should
efforts be made to reach them? Others touch points to reach
them.
35
• We have studied segmentation variables.

• Target audience can be a) Primary e b) Secondary.
• Where geographically are they located and when should
efforts be made to reach them? Others touch points to reach
them.
35
• A variable that needs special attention at this stage is the

media behaviour of the target audience.
• Media planner need to examine the role of
consumers in shopping, buying and consuming a
product to target the right groups of consumers effectively -
Mothers for Kids game
35
3) Select the Media Objectives
• Media objectives are goals for the media program

accomplished through media strategies.
• It is related to what advertiser is trying to
achieve – increase brand awareness, increase brand
persuasion or both or other aspects.
• Based on the above, media tasks get determined;
oExposure – If brand awareness increase is imp.
oPenetration – If brand persuasion or reinforcement is
more imp.
35
Media Objectives
35
Media Objectives - Frequency
What is Frequency Two Characteristics
Long-term exposure
During a campaign
?
• Only question needs to be answered - How
often should a consumer be exposed to a message for it to
be effective?

Effective Frequency
• It is a dependent variable – objective, message, clutter,

threshold
• Defined as ‘the minimum number of exposures,
within a purchase cycle, considered necessary to motivate
the average prospect in the target audience to accomplish an
advertising objective’.
• Situational variables play an important role –
new/existing product, prod category, consumer buying
involvement, value of an item, needs-want state, position,
perception, message attitude, clutter etc

Why High Repetition is Still Beneficial
• It makes the message more memorable and raises brand

recall.
• It makes attitudes more accessible and raises consumers’
confidence in their attitudes, making them more resistant to
attitude change and brand switching.
• It increases the believability of the ad claims.
• It leads to a greater top-of-mind brand awareness.
• It functions as a signal or cue for brand quality.

Media Objectives – Reach
• What is Reach?
• Defined as “Number of
different persons / households
exposed to a particular media
schedule at least once during a
specified time period”.
• Reach indicates the size of the
unduplicated audience
• Media plan is the interrelated
concepts of reach & frequency
40 15/12/22
Media Objectives – Reach
• Reach is used to set their objective for the total number of

people to be exposed to the media plan
• Reach has three characteristics;
o Calculated as a percentage. Reach also indicates size of the
audience
o Reach measures the accumulation of audience over time (It
is time specific)
o Reach doesn’t double count people exposed multiple times

Continuity
• Concerning campaign continuity, advertisers have three

possibilities: a continuous, a pulsing or a flighting schedule:
• Continuous scheduling
o Reflects continuous pattern of advertising – every day /
week / month
o Advertisement runs steadily as per given continuity w/o
variation
o The advertiser spends a continuous amount of money
throughout the whole campaign period.
o However, since most companies have budget constraints, a
continuous schedule might result in too low expenditures
per period to be effective.
Continuity

Continuity
• Continuous scheduling
o Prevalent in service and packaged goods that require
continuous reinforcement on the audience for top-of-mind
recollection
o Because of its nature it covers entire purchase cycle
o Volume discount of media buying is available
o Possible by large advertisers only

Continuity
• Flighting scheduling
o Alternative approach to continuity is followed
o Instead of continuity, here heavy advertising in certain
months and no advertising in other months are given
o This advertising period coincides with business period
o Advertiser gets media with optimal reach, higher reach in
shorter period of time, unified campaign on different media
vehicles

Continuity
• Pulsing scheduling
o Combination of first two methods
o Overall low level in most months but spends more in
selected months
o Indicates that a certain level of advertising takes place
during the whole campaign period (‘dripping’), but during
particular periods higher advertising levels are used
o Advantage of continuity and flight scheduling both are
available – E.g..: Consumer durable ads in first 10 days of
the month by dealers

Continuity
• Other two scheduling tactics worth mentioning;

o Double-spotting
o Roadblocking
o With double-spotting, two spots are placed within the same
programme to increase the likelihood of obtaining the effective
frequency. (Multi-spotting)
o Roadblocking refers to placing the same ad across many channels
at the same time. In this case, reach can be seriously increased since
everyone watching TV at, for example, 9 p.m., will be exposed to
the ad.
o Moreover, it is also a partial solution to the zapping phenomenon
since even zapping will not help consumers to avoid the ad.

LET’S REWIND
4
9
15/12/22 Confidential – Prof Ashish Hathi

Let’s Rewind – Media Planning Basics
• Media planning encompasses what?

• What does media planning decisions cover?
• What are specific questions related to media
planning?
• List steps involved in media planning
• List different media objective?
• What is frequency and reach in media?

Selecting Media
• Following factors influence media selection;

o Product type
o Target group
o Type of ad campaign
o Budget
o Availability of media space

Selecting Media
Media Channel Media Vehicle
• This is how you transmit a • Refers to specific methods of
message across to a specific media used by advertisers to
audience deliver advertising messages to
• TV, Radio, Print, billboards etc. the target audience.
• Includes cost effective media for
advertising chosen for effective
coverage to reach target audience
• STAR TV, FB/INSTA, 98.3 FM
• Thus, first right channel / class is selected, and later media

vehicle is selected.
• It’s the media vehicle which takes you to your target
customers.
52 15/12/22
Selecting Media – Role of Specific Media
• Deliver brand message

• Create brand relationship
• Sustain brand relationship
• Strengthen brand relationship
• Connect companies with customers
• To ‘Deliver’ means ‘to take something to a person’ and to
‘connect’ means ‘to join together’
• Delivery is only the first step in connecting – opens the
door to touch a customer in a meaningful way with brand
message.
Selecting Media
• Print – generate awareness and
– Right Media reinforcement
Mix & IMC
55 15 December 2022
Selecting Media
– Right Media • TV – Build awareness and persuasion
Mix & IMC
56 15 December 2022
To grab the offer, SMS
Maggi on 57578
Selecting Media
– Right Media • Radio – reminder
Mix & IMC
57 15 December 2022
Selecting Media
• Outdoor – reminder and initial
– Right Media awareness during product launches
Mix & IMC
58 15 December 2022
Selecting Media
• The Internet – engage with the
– Right Media consumers
Mix & IMC
59 15 December 2022
Selecting Media
– Right Media
Mix & IMC

Selecting Media
• Quantitative criteria
• Qualitative criteria
• Quantitative criteria
o Reach
o Frequency
o Continuity
o Selectivity
o Extent of memorization (B-coefficient)

Selecting Media
• Qualitative criteria Technical criteria

o Geographic flexibility Production cost
o Message life Media buying
characteristics (lead time, cancellation)
o Seasonal influence
o Image-building capability
o Emotional impact
o Medium involvement
o Active or passive medium
o Attention devoted to the medium
o Quality of reproduction
o Adding value to the message (by means of the context)
o Amount of information that can be conveyed
o Demonstration capability
o Clutter

Selecting Media
• Different media available to advertisers;

o Print media – Newspapers, magazines
o Broadcast media – TV, Radio, Cinema, Over-the-Top (OTT)
o Out of Home Media – Billboards, Neon displays
o Digital media – Internet, Social media
o Direct mail advertising
o Point of purchase advertising
o Other media – Yellow pages, Product placements,
infomercial, in-cinema

Selecting Media – Media Evaluation
Audience –
Audience – profile
Audience – Objective to be
(including media
targeted achieved – AIDA,
habits)
Lead, Acquisition
Message – Appeal
Impact – Reach, Response – Nature,
structure,
frequency, routes, ease of
Modulation,
continuity, cost response
Delivery efficacy
Internal The End Result –

Management – Response no,
creative platform, Objective reach,
creativity, Production ROI

Selecting Media – Social Media Evaluation
(LinkedIn)
• Audience – targeted – Suitable for B2B, Micro targeting among
professionals
• Audience – profile (including media habits) - target segment profile<->
LinkedIn profile/categorization not very friendly
• Audience – Objective to be achieved – Interest in newly launched
product, Act to download the APP, Lead generation for product, acquisition
• Impact – Reach, frequency, continuity, cost – Reach first, frequency later
(Mathematics not available), scheduling flexibility as per options offered,
• Message – Appeal structure (Limited), Modulation (Difficult), Delivery
efficacy (High & Certain)
• Response – Nature, routes, ease of response – Single response option can
be covered, routes offered, ease of response is manual
• Internal Management – creative platform, creativity, Production –
manageable with agency support, can be self-managed
• The End Result – Response no, Objective reach, ROI - Complex
75
In-Class Discussion
• As an agency media director, you have to discuss media

plan with Head of Marketing of one FMCG company
for advertising a skin care product brand.
a) Factors you will consider while selecting media
scheduling method
b) List different media (broad category) available to
advertisers and Select any 3
c) List Roles of Specific Media
d) List quantitative criteria for selecting any media
e) List some of the qualitative criteria for selecting any
media
15/12/22 Confidential – Prof Ashish Hathi 69
WELCOME!

Prof. Ashish Hathi
1 05-12-2022 Confidential - Prof Ashish Hathi

Chapter 3
HOW MARKETING
COMMUNICATIONS WORK?
Learning Outcome (Students shall
Session Topic
understand)
Understanding Hierarchy of Effects

Chp 3 - How Marketing Model
Communications Work? Attitude formation & changen
Communication in the digital age
S-4
Online communications objective

Chp 6 - Online communications
Online communication tools

Models

Things/action have to
happen in a certain order,
Consumers go through
implying that the earlier
three different stages
effects form necessary
in responding.
conditions in order for the
later effects to occur.
3 stages are a) a
True for marketing Cognitive b) an
communication as well affective and c) a
conative

MarCom – Hierarchy of Effects Model
6 05-12-2022 Confidential – Faculty – Ashish Hathi

FORM AN BEHAVIOURAL
LEARN ATTITUDE RESPONSE

IN SHORT…
Brand knowledge is Emotional OR Understanding based

LEARNT, awareness evaluative response action is taken which is
created occur, ATTITUDE an outcome of
towards brand is BEHAVIOURAL
formed RESPONSE

MarCom – Various Hierarchy of Effects
Models
Route 1 Affective – Conative –
Cognitive
Form an Behavioral
- Learn
attitude Response
Route 2
Conative – Affective –
Cognitive
Behavioral Form an
- Learn
Response attitude
The low-involvement hierarchy-of-effects model
Cadbury’s Valentine Pop-Heart Chocolate
Affective – Route 3
Form an Conative –
attitude Cognitive -
Behavioral
Learn
Response
The experiential hierarchy-of-effects model
Window shopping a dress
MarCom – Various Hierarchy of Effects
Models
Model Cognitive Affective Conative
AIDA, St Elmo Lewis Attention Interest, Desire Action
AIDAS, Sheldon Attention Interest, Desire Action, Satisfaction
AIDCA, Kitson Attention Interest, Desire, Action
Conviction

Attitude Formation and Change

Introduction
The ultimate challenge for marketing communications is to change
attitudes in favour of the company’s brand.
Cognitive
Affective (Knowledge)
(Feelings)
Conative
(Action
1) The Cognitive Component intention)
(Learn/Knowledge)
2) The Affective Component
(Form an attitude)
3) The Conative Component
(Behavioural response)
overall evaluation of a brand

Attitudes can also change
Attitude - Favourable/Unfavourable (Ab)

Salient Aspects of Attitude
• Attitude needs to be gauged regularly

• Not directly observable, but must be inferred
• A whole universe of consumer behaviours – consistent
purchase, recommendations to others, top rankings,
beliefs, evaluations, and intentions – are related to
attitudes.
• Attitudes Are a Learned Predisposition
• Attitudes Occur within a Situation
• Under different conditions, our attitude does not hold
the same relevance or salience for the product or an
individual. E.g..: PDA
Components of Attitudes
• Attitude Formation
• Marketers must understand the formation of attitudes,
so as to affect these in a desired manner.
• Essentially, attitude formation is;
oA learning process
oThere are some sources of influence on attitude
formation
oPersonality affects attitude formation
oMotivation is to a large extent influenced by consumer
needs and goals. Consumer needs can be categorized as
functional, symbolic or hedonic 41

Components of Attitudes
• Attitude Formation
• Marketers must understand the formation of attitudes,
so as to affect these in a desired manner.
• In order to beattitude
Essentially, persuasive, marketing
formation is; communications should
tap into
oA consumers’
learning processmotivational concepts and marketers need
to understand what goals consumers are trying to accomplish
oThere are some sources of influence on attitude
formation by buying the product
oPersonality affects attitude formation
oMotivation is to a large extent influenced by consumer
needs and goals. Consumer needs can be categorized as
functional, symbolic or hedonic 41

Moving On…
• Hierarchy of Effect Model

Provide a framework for communications objectives
and campaign effectiveness measurement
It recognizes TOM-AWARENESS
Attitude Motivation Ability Opportunity

Hierarchy of Effect Model –
Ability/Opportunity
• You may be motivated but may still not be able to do things

• Ability refers to the resources needed to achieve a
particular goal
• House purchase
• Laptop on installment
• Opportunity deals with the extent to which the situation
enables a person to obtain the goal set
• DO WE NOT HAVE A FRAMEWORK WHICH

ENCOMPASSES ALL THESE?

Hierarchy of Effect Model – Attitude
Formation and Change - BASICS
Different
communicat 1) The first refers to the way attitudes
ions models are formed – primarily cognitive,
regarding affective or behavioural
attitude
formation
and attitude
change can
be classified 2) The second is about the level of
along two elaboration of a message, or central-
dimensions;
route versus peripheral-route processing.

So, What Context Has Been Set?
• Consumer deals with his need related dilemma

• Solution made available must find consumers acceptance
• This context is identified as ‘Consumer Buying Behaviour’
• Consumer behaviour can be influenced;
• To discontinue his existing behaviour

• To change from the existing behaviour
• To add to his existing behaviour
• Marketers must understand influences that drive consumers decision

Influencing Consumer Behaviour - Detergent
• Discontinue – Low-cost
detergent
Change – Safe on hands

detergent
Add – Use different detergents

for washing machine
• Use different additive
during washing – Dettol
Laundry Cleaner

The Elaboration Likelihood Model
Two Routes to Attitude Formation
Primary – Cognitive/Affective/Conative – About the level of elaboration
LOW MAO: PERIPHERAL PROCESSING of a message – HIGH MAO
Central Route Processing
Background music, humour, an attractive source McDonald's French Fries

https://www.youtube.com/watch?v=0AfoomfNqVU
Binani Cement 1.30

Same Product – Different Approach
https://www.youtube.com/watch?v=IkM-lzaDa9Y
Roongta Steel Bar 0.30

Same Product – Different Approach
https://www.youtube.com/watch?v=G3wUKdSzdts
Roongta Steel Bar 0.30

The Elaboration Likelihood Model
• Depending on the quality and credibility of the arguments,

consumers will react by producing counter, support or
neutral arguments
• Which may induce a negative, positive or no attitude
change
• A favourable brand attitude might be formed because of
peripheral cues – But it may not last long
• Under low M-A-O – Peripheral cues starts working
• With an easy-to-process, product-related message, might
also work under low MAO
• This is because the cognitive resources to form counter-
arguments are lacking
Connecting Dots…
• So far we learnt;
o The central route pertains to cognitive attitude formation
(people think carefully about the substance of the message)
o Peripheral-route processing is more likely to give rise to
affective attitude formation (people rely on how the ad
makes them feel instead of what the ad really tells)
o In reality, under different MAO conditions, both rational
arguments and affect may give rise to peripheral and central
(and even biased) processing

Connecting Dots…
• It is not so much the MAO (Motivation-Ability-

Opportunity) factors, but consumers’ goals that might
determine;
o Whether consumers rely on the substance of the message
(i.e. the strength of the claims, the force of the product
attributes, etc.) to form a judgement
o Alternatively rely on their affective responses (i.e. ad-evoked
feelings, aesthetic of the product design, endorser, etc.)

Chapter 6
ONLINE COMMUNICATIONS

Chp 7 - Media planning Selection of Media Mix
Understanding Hierarchy of Effects Model

Hierarchy of Effects Model
Chp 3 - How Marketing Importance of Attitude in
S-4 Communications Work? Consumer Persuasion
Attitude formation
Chp 6 - Online Online communications objective

communications Online communication tools
Mobile marketing
Chp 6 - Online
S-5 Social media marketing
communications
Measuring online advertising effectiveness

Snapshot of Online Dynamics
• India has an internet user base to grow to 821 million by

2022.
• The penetration of e-commerce is low 3.4% overall internet
users.
• India’s e-com market to see 300 mn shoppers by 2025.
• Worldwide, 4.13 billion people 2019 are connected to the
Internet.
• Online ad spend is second after TV.

Pre-Read Summarization
• This subject is very wide and covers multiple nature of media such as
online, mobile and digital. However, it is so wide spread that each one
can take a different dimension to view them. I am providing you two
links 1) Reading material and 2) Video. Reading materials gives you brief
over view (may not be well structured but represented in a simple
terms). Understanding online media and it’s importance is more
important in this topic’s content. I am sharing one 3 mins video for you
to view. It will give good connect to start our chapter under
consideration.
• 10 Types of Online Marketing Channels & their Practical Applications (digitalvidya.com)
https://www.bing.com/videos/search?q=online+media&ru=%2fvideos%2fsearch
%3fq%3donline%2bmedia%26FORM%3dVDVVXX&view=detail&mid=55F903F67
0EE963BF15E55F903F670EE963BF15E&&FORM=VDRVSR
https://www.youtube.com/watch?v=B2IrPIdW
hRQ&feature=youtu.be
Online Media, 3.25 Samsung-Think With Google, 1.50 10
Understanding it Little Better
• Online marketing is the one subset of the digital marketing

realm.
• Online marketing includes internet and world-wide-web
based connected devices being used.
• Digital marketing covers both offline and online media.
o Online Marketing Digital Marketing
o Website TV
o Social media Smartphone/Phone APP
o Mobile marketing Digital billboards/interactive
consoles
10
Understanding it Little Better
• Two-way communication is possible thus interaction can

take place.
• Today you need to join, guide and lead
conversations that shape your brand perception.
10
Characteristics of online media
• https://www.youtube.com/watch?v=Ic76K-
pNy3U

Online Communications Objectives
1) Generating brand awareness - Brand in the evoked set

2) Shaping brand image and brand attitudes - Differentiation
from competition. Improve consumers’ knowledge and
judgement about a brand.
3) Generating trial - Attracting new buyers/brand switchers to
the brand
4) Creating loyalty - Influencing consumers’ buying behaviour
(satisfaction, committeemen, cost-saving)
10
Online Communication Tools?
a) Websites
b) Search Engine Optimization
c) Online advertising including Advergames
d) Online events and web(sem)inars
e) Viral marketing
f) Online contests and sweepstakes
g) E-sampling and e-couponing
h) Email marketing
i) Mobile marketing
j) Interactive television
k) Social networking sites

Websites
Microsites
rd
3 Party Sites
50 05/12/22
• Database development
• Lead generation
51 05/12/22
a) Websites
Characteristics Website/Landing Page

Assessment Characteristics
Built in response Know more, order now, register, Download

Segment/Targeting Difficult but look, feel and interactions can be
Offer (Micro targets) Website-difficult; landing page-May be
Lead Generation Know more, Order now, FAQs, BOTS
Acquisition of Customer Specs, Demo, Comparisons, Info
Retention of Customer Limited
Monitoring Mechanism Unique visitors, page views, downloads, orders
Taps Max of CLV-How? New prod intro, updated prod, range, offers, info
Tapping CLV Limited as it’s a strategic aspect

c) Online Advertising
• Any paid form of commercial Create an Electronic Online

Presence
messages on any specific rented spaces on online media.
Place Advertisements Online

Place Ads in to Build Internet Brands
Attract Visitors to Web Site
Buy Online Ads That Pop Up While Consumers are
Surfing, “Banners”, Content Sponsorships

c) Online Advertising
• Types of online advertising are as follows;

C1) Banner ads
C2) Pop Ups & Pop Under
C3) Interstitials
C4) Corporate Advertising Websites
C5) Search Engine Advertising
C6) Sponsorship
C7) Email
C8) Social Networking Sites

C1/2) Types of Banner Ads
Banner Ad
Interstitials Ad/Superstitial AD

C3) Types of Banner Ads
Interstitials Pop Up Ad
Interstitials Pop Under Ad

C4) Corporate Advertising Websites
C5) SEO Engine Advertising
Paid Placements Sponsored
Paid Inclusion
SEO Engine Advertising - Report
Other Types of SEO Advertising
• Other search engine advertising methods

o Impression specific (cost per impression) - Advertiser pays
each time the ad is displayed.
o Display on site to specific TG - Advertiser pays for
exposure of their message to a specific audience. Known as
CPT/CPM.
o Click specific (cost per click) - Advertisers are charged for
number of times their ads are clicked.
o Affiliate advertising - This performance-based marketing
technique in which a business rewards one or more
affiliates for each visitor brought about by the affiliate’s
own marketing efforts.

Integrated Response Campaign
Mobile Ad Micro Site
Additional integration;
• Thank you email/SMS
• Warranty registration
• Related prod info & exclusive offer
Shop Now
Speak with
You Decide Web Assistant
You Purchased
to Wait
Specific Items
All Continues to Get Planned Emails, SMS, tapped on Social media,

etc.
d) Online Events and Web(sem)inars
• Face-to-face communications tools such as exhibitions,

trade shows and events have been translated to an online
environment.
• It is being done for variety of products.
• Participation may be free, on invitation or payment.
• Web(sem)inars, with experts that first give an exposition
and afterwards participate in chat sessions, are also
becoming more common in business-to-business markets
and professional segments.
• It is generally free but at the end, commercial proposal is
given.
h) E-Mail Marketing
• Customizing email message is possible

• Customer’s permission is a must
• Customer gives opt-in during download i.e. permission
• Opt-in strategy has benefits like;
o Person is interested
o Companies can ask questions to develop profile

Variants of Email – Opt-In Based
• Opt-In Format of Permission Marketing

• Volunteering Information for reward
• Better Targeted Marketing Communications
• Profitability
• Better use of Customer Databases
• Measurement and tracking of email marketing

effectiveness can be carried out automatically
even at a detailed level.

• Email Format of Permission Marketing

After permission granted, asked me

About nature of business, organization

VC done, thank you email with

Relevant info as requested

Now started getting

Such webinar invites

Link takes me to Registration Form
However, at the end, constant drive to
Pull you to take the FREE TRIAL
It also gives them qualified LEAD,
Permission for future interactions
Online Communication Tools
Tasks of DM Particulars
Built in response
Segment/Targeting
Offer (Micro targets)
Lead Generation
Acquisition of Customer
•Retention
you of Customer
Monitoring Mechanism
Taps Max of CLV-How?
Tapping CLV
You can either make a one table covering ALL ONLINE TOOLS or SEPARATE FOR EACH

Creating an Effective Email Campaign
76 12/5/2022 CONFIDENTIAL - Ashish Hathi

Measuring Email Marketing Effectiveness
77 12/5/2022 CONFIDENTIAL - Ashish Hathi

In-Class Discussion
• As a Head of Marketing of new natural herbs based

products (hair oil, skin paste, herbal shampoo),
please plan following;
a) Which online media tools (any three) you will
propose them?
b) How did you decide about these online media?
(assessment characteristics based evaluation matrix)

05-12-2022 Confidential - Prof Ashish Hathi 79
WELCOME!

Prof. Ashish Hathi

Chapter 6
ONLINE COMMUNICATIONS

Chp 7 - Media planning Selection of Media Mix
Understanding Hierarchy of Effects Model

Hierarchy of Effects Model
Chp 3 - How Marketing Importance of Attitude in
S-4 Communications Work? Consumer Persuasion
Attitude formation
Chp 6 - Online Online communications objective

communications Online communication tools
Mobile marketing
Chp 6 - Online
S-5 Social media marketing
communications
Measuring online advertising effectiveness

Online Communication Tools
Tasks of DM Particulars
Built in response
Segment/Targeting
Offer (Micro targets)
Lead Generation
Acquisition of Customer
• you of Customer
Retention
Monitoring Mechanism
Taps Max of CLV-How?
Tapping CLV
You can either make a one table covering ALL ONLINE TOOLS or SEPARATE FOR EACH

j) Mobile Marketing
• Mobile marketing: SMS/MMS

• Mobile APP - reminders, new
product/service, offers, loyalty
development
• Message sent in other applications
also visible
• For lead generation
• For livelier engagement
• For demo/transection

k) Interactive Television
• Possible among TV owners with digital TV sets

linked through set top box receiving signals either
through satellite or cable
• Television medium that gives viewers the ability to
interact with programmes and to use a number of
interactive services
• Long way to go for being accepted as DM medium
• Perhaps convergence of computer and Networked
TV may change the scenario

Social Media
50%
The Social Media Revolution
• Social media enables Social Media Marketing (SMM),

which is a form of Internet marketing that utilizes social
networking websites as a marketing tool.
• The goal of SMM is to produce content that users will share
with their social network to help a company increase brand
exposure and broaden customer reach.
• Types
o Full-blown = FaceBook
o Specialized = LinkedIn
o Radically different = Twitter, Snap Chat

• SMM helps a company get direct feedback from customers

(and potential customers) while making the company seem
more personable.
• The interactive parts of social media give customers the
opportunity to ask questions or voice complaints and feel
they are being heard. This aspect of SMM is called social
customer relationship management (social CRM).
• Classification
o Networking = FB, LinkedIn, Twitter
o Media = Blogging, YouTube, Instagram, Podcast

Utility of the Social Media
• Offers you better targeting

• Wide and deep reach
• Can give you frequency also
• Capable to engage and involve customers deeply, high
response probability
• Offers better customer response options
• Real-time data availability enables you to tweak offer,
channel etc.

• There are six different types of social media;
X
X X

Importance of Blogging
• Belongs to the high self presentation/self disclosure and low

social presence/media richness.
• Drive traffic to your website
• Increase your SEO/ SERP
• Position your brand as an industry leader
• Develop better customer relationships
• Connect your brand
• Create
Confidential – Faculty – shared
Ashish Hathicontent platform

Instagram voice notes hack /
A food delivery platform in India used Instagram voice to create a novel competition
and increased its reach by 7,700%.
• The main objective of content communities is sharing content

between users.
• Content communities may be devoted to specific subject –
Photographs – Instagram/Flickr, Presentations – SlideShare,
exchange pic/movie – snapchat
• Communities have millions of registered users
• Brand can build sub-community on select platforms

Importance of Instagram
• Effective pictorial communication – picture speaks

thousand words
• # (Hashtag) unifies all communication
• Helps in brand building & developing brand personality
• Suitable for product & services both
• Allows you to use, user generated content
• Through third party app, you can track your analytics

Social Networking Sites
• Social networking sites enable users to connect by creating

personal profiles, inviting friends to access those profiles,
sending emails and instant messages between each other.
• These personal profiles can include photos, video, audio
files, blogs, link to websites, and more.
o Facebook
o Twitter
o LinkedIn
o Pinterest

Benefits of Using Social Media
• Customer interaction
• Reputation management
• New customer acquisition
• Feedback mechanism
• Branding
• Drive web traffic
• Analytics for ROI

Facebook - Importance
• Networking / Groups
• Business
• Journalism
• Communication
• Community building
• Analytics for ROI

Importance of LinkedIn
• Networking / Groups
• Business
• Communication
• Community building

Social Media
Tasks of DM Social Media Particulars
Built in response Know more, order now, register, Download, Multi-
buttons response options
Segment/Targeting Micro level targeting possible
Offer (Micro targets) Reaching target is better
Lead Generation Know more, Order now, FAQs, Registration
Acquisition of Customer Live video, story-telling
Retention of Customer Regular product/brand elevation, and community
Monitoring Mechanism Real time review – specific and detailed available
Taps Max of CLV Targeting, new prod intro, offers, info
Tapping CLV Targeted ad, bundle offer

Collaborative-Collective Learning Task
• Do you think by being on all these

medium/vehicles/channels, you achieve integrated
marketing communication? Discuss.

How Online can help you integrate? 3.20 What is Integrated Marketing? - YouTube

Integration of Communication Tools
Mobile
Website LinkedIn YouTube
Shop Now
Company Info Sponsored Ad Corporate Image Prod range video

Innovative Image Know More Cue Innovative Image Prod Demo video
Prod Range Prod Immersion Mktg Case studies Corp. image video
Prod Features Prod Features Networking How to? videos
Comparisons Prod Demo Film Followers
Price Price & Offer Videos
Dealer locator Order Now Hyper links Real time surrounding you on sites
Speak with CSE Hyper links Periodic connect
And More And More Email/updates/case studies/offers
BOTS
Form submission
Contact details

Integration of Communication in IMC
Self-service, widgets
35 05/12/22
Social Network Opportunities for Brands
• Know more about

products/services/offers/launches/promotions/events
• People connect to brand pages because of personal brand
experiences and conversations about brands
• Though the loudspeaker is not in the hands of consumers,
Brands can create healthy interactions
• Build community
• Drive participative purpose/cause

Measuring Effectiveness of Online Advtg.
100
5 Levels of Measuring Online Advertising
Depth Level
100
Effectiveness – 9 Categories of Indicators
1) Display
2) Convenience
3) Traffic
4) Interaction
5) Subscription
6) Media
7) Distribution
8) ROI
9) Post-test
100
Effectiveness – 9 Categories of Indicators
100
Chapter 2
BRANDING

Brand strategies
The concept of brand equity
Chp 2 - Branding Marketing communication & brand equity
The benefits of branding for the consumer and the
S-6
manufacturer
Chp 5 - Advertising Types of advertising

Brand - Introductions

What is a Brand?
• A brand is a name, term, sign, symbol or design or a

combination of them, intended to identify the goods
or services of one seller or group of sellers and to
differentiate them from those of competitors
(American Management Association)
Parle G is a glucose biscuit from Parle Products and competitors are

Tiger Glucose from Britannia, Sunfeast from ITC

What is a Brand?
Branding-Generic, 4.00 https://youtu.be/sQLlPC_alT8

• It’s a brief yet very engaging (2 mind-blowing

commercials video) and helps you grasps the
meaning of BRANDING well. You may get
addicted as it is like an encyclopedia on branding, if
you explore other tabs.
• Following blog also has useful basic understanding
and 3 videos inside the article. Gives you a good
learning.
• What Is Branding? | The Branding Journal

Brand Positioning

Salient Aspects of Any Brand

Psychological?
AXE
Deo
Relevance Differentiate Recall
• Relevance to brand occupying preferential space of

mind

Preferential Space of Mind
That’s

Brand Strategies

Brand Strategies
2 x 2 Matrix
Product Category
Brand Name
Existing New
Existing Product Line Brand Extension
Extension
New Multi-Brand New Brand

Brand Strategies – Product Line Extension

• For same new product with same brand

• Introducing a new product within same
category - such as new flavors, forms, colors, added
ingredients, package sizes.
• It has relevance to what brand represents OR group
of existing products line under it
• Maggi (What brand represents) – Different noodles
• Colgate – Colgate total, Colgate white, Colgate enamel health
• Allows you to target
an existing market by
leveraging the current brand name
Helps you to The existing Helps you to Possible

have more share brand name has develop a within lower
of existing a large customer
base of loyal marketing
customers' following, and
pocket new
customers budget with
products/variati low
ons will tend to acquisition
be relatively well cost
received
Brand Strategies – Multi-Brand
Garnier, Maybelline New York, NYX Professional Makeup, 3CE

Stylenanda, Essie, Dark and Lovely, Mixa, MG, Niely, Kiehl’s
Since 1851, La Roche-Posay, and more

• For same product with different brands

• Introducing a new brand for same product
• For capturing emerging different segments at
the marketplace having different likes, desires, personality and
more
• Existing brand may not be accepted or serve
the segment well
o Taj Hotels – Premium segment
o Vivanta by Taj – Younger upcoming premium conscious customers
o Gateway – Senior professionals, working managers tasting success
o Ginger – Budget hotel

You grab larger pie Helps you to have

of the varied customer more share of the
base current market
Allows you different Grab more shelf

positioning space in retail
Connecting existing brand with

You may consider new similar product category
variations to suit may not either find
needs, wants and desires acceptance OR may
of emerging distinct tarnish existing brand
customer segment position among the existing
customer base

Brand Strategies – Brand Extension
TITAN, COLGATE

• For new product (nature/category) category under

the same brand
• Its about introducing a totally different
nature or category of the product
• McDonald’s – now a days offering gourmet coffee products
and thereby effectively broadening the positioning of
McDonald’s from fast food only to being perceived as also
competing against Starbucks to some extent
• Brand extensions work best if the
new product
category has some relationship to the
brand’s existing product category and
perceived area of expertise


Brand Extension https://youtu.be/3jlLHqrr5FA

From 1 min till 2.50 min
IT HAS RELEVANCE TO ALLOWS YOU TO GRAB HELPS YOU TO HAVE MORE

CAPTURING EXISTING LARGER PIE OF THE SHARE OF THE EXISTING
CUSTOMER BASE BY KNOWN CUSTOMER BASE CUSTOMER’S WALLET
COMPELLING THEM TO TRY
AND SWITCH TO YOUR BRAND
FOR THE NEW PRODUCT

ALLOWS YOU LEVERAGE BRAND EXTENSIONS NEEDS TO NEEDS TIME TO

BE APPROACHED WITH CARE,
EXISTING POSITIONING AS THE MARKET MAY NOT BUILD ACCEPTANCE
FULLY ACCEPT THE AND THUS MODERATE
BRAND’S EXPERTISE IN HIGHER MARKETING
ANOTHER PRODUCT BUDGET NEEDED AND
CATEGORY HIGHER ACQUISITION COST

Brand Strategies – New Brand
• Occurs when company decides to develop a new

product line that they haven’t offered before
• Involves introducing a totally different
nature of the product
• Hindustan Lever used to be in Hygiene Products but
when they introduced Kissan Sauce, it was a different
category and nature of product
• Decision depends on various factors such as
corporate image, channel coverage or nature of
customer base to induce
Brand Strategies – New Brand
• It has relevance to capturing existing

customer base by compelling them to try and
switch to your brand for the new product
• Allows you to capture the new
market/customer base
• New brand offers challenges and opportunities both
• Needs more time to build acceptance, establish
brand positioning and thus higher marketing
budget needed and higher acquisition cost involved
Brand Strategies
Modified Understanding – TWO BRANDS
Product Category
Existing New
Brand Name
Product Line Extension Brand Extension

Existing
Corporate Branding
New
Multi-Brand New Brand
Two Brands Endorsement Ingredient Co-branding

Brand Strategies – Two Brands
• In endorsement branding two brand names of

the same company are used, one of them
serving as a quality label or endorsement
• Strategy is placed somewhere between an
extension and a multi-brand strategy
• Kellogg’s (Cornflakes, Rice Krispies, Coco Pops,
etc.)

Brand Strategies – Ingredient Branding
• In ingredient branding, a brand of a basic ingredient

of the product is mentioned next to the actual product’s
brand name.
• A prerequisite for ingredient branding is that the
ingredient has to be essential, differentiating
and of consistently high quality
• The advantages are that both brands can benefit from
the synergy effects
• Communications costs may be shared
• Intel, Nutrasweet, Gore-Tex and Tetrapak.

Brand Strategies – Co-Branding
• In co-branding, two or more brands are

simultaneously presented on one product
• Forming an alliance may be driven;
o By the desire to leverage positive brand equity of
the partner brand - Braun and Oral B launching an
electric toothbrush
o To share or decrease advertising or development
costs
o To gain access to new markets or distribution
channels
In-Class Discussion
• For kitchen appliances company, which social

media will you recommend and why?
• Nat Habit, new start up in making of ayurvedic

/herbal hair oil under the brand NAT HABIT’S
DASHBUTTI. Post phenomenal success of their
hair oil, they want to enter in to skin care, nail care,
eye care. Which brand strategy will you
recommend.

WELCOME!

Prof. Ashish Hathi
1
Chapter 2
BRANDING
2
Brand strategies
Chp 2 - Branding Marketing communication & brand equity
The benefits of branding for the consumer and the
S-6
manufacturer
Chp 5 - Advertising Types of advertising
3
Brand Equity
4
Brand Development Phases
BRAND
IDENTITY
BRAND BRAND
VALUE INSIGHT
BRAND
BRAND BRAND
eQUITY IMAGE
BRAND
LOYALTY
5 Confidential – Faculty – Ashish Hathi

Distinct Aspects of Brand Equity
X Financial Brand Equity
Consumer Brand Equity
6
Distinct Aspects of Brand Equity
b) Consumer Brand Equity

• For a marketer, consumer brand equity is more
important than financial brand value.
• It represents the ‘marketing value’ of a brand
• It can be measured in different ways
• At the end it tries to capture the extent to which the
brand gives the product extra marketing strength.

Gets influenced by

Brand Imagery - Measuring Brand Personality
• Researchers have identified five personality factors

popularly known as BIG FIVE.
Brand Personality
Scale
Sincerity Excitement Competence Sophistication Ruggedness
(Chroma) (Amazon.in) (iPhone) (Mac) (Bolero)
• There are additional traits under each, which can be

researched and found out.
Brand Feeling – How to Understand It?
Means-End Chain

• Brand Performance/Perceived quality

o In assessing brand association structures, not only
should the evoked associations be measured, but also their
desirability, strength and uniqueness, i.e. the extent to
which customers value the associations they make, and
the extent to which the brand is perceived to be the only one
that evokes that particular set of associations.

Only component which is

customer centric, involving
his behaviour

Components of Consumer Brand Equity - Loyalty
Different Levels
of Loyalty

Mktg Tasks
Increase switching cost

- upgrade
Exclusive offers, Repeat
purchase offers, varieties
Jyaada Lo, Jyaada
Bachao

Mktg Tasks
Exclusive Membership,
Unique offer, rewards
Membership, pre-launch
previews, upsale/cross sale
Increase switching cost

- upgrade
Exclusive offers, Repeat
purchase offers, varieties
Jyaada Lo, Jyaada
Bachao

Loyalty – Icing on the Cake
• By managing their communities in the right way;

o Companies can build fierce loyalty
o Enhance marketing efficiency
o Increase their brand’s equity
• Certainly, customers who feel they belong to a brand
community will remain brand loyal.
• Moreover, the experiences gathered by means of the brand
community increase word of mouth, leading to many
friends also buying the brand.

Marketing Communication & Brand Equity
18
Salient Aspect of MARCOM for Equity Building
• Designed for select few

• Shifts from product/features to image/experience
• Builds deep and wider awareness
• Designed to match with evoked sets of personality
• Offers picture of distinctiveness and exclusivity
• Media chosen are selective, and direct
• Engagement is critical
80
Benefits of Branding
80
22
Benefits of Branding
Brand Equity Components Benefits
Brand awareness Brand in evoked set
Influences attitude & perception
Product performance/perceived quality Differentiation/positioning
Price premium
Reason to buy
Brand extension possibilities
Imagery association (user type, brand All above
Personality, feeling) Memory association
High brand loyalty Reduced marketing cost
Trade leverage
Attracting new customers
Respond to competitive threats 80
For those who value precision: WMF Grand Gourmet Blades. Unsurpassably sharp and
manufactured from unique special blade steel……
Chapter 5
ADVERTISING
24
25
Brand strategies
Chp 2 - Branding
Marketing communication & brand equity
The benefits of branding for the consumer and the manufacturer
S-6
Types of advertising
Chp 5 - Advertising
Advertising appeals (Partly covered)
27
Introduction to Advertising
• Advertising -> to attract attention -> turn the mind towards.

• Advertising -> inform -> influence -> to create demand.
• Advertising can be in ANY FORM, FORMAT, on ANY
MEDIA.
• Advertising is just one of the promotional mix.
• The most crucial step in the advertising process is a)
translating the message strategy into a creative platform and
b) advertising execution tactics.
10
Types of Advertising
Consumer Industrial
10
Trade
S 6
10
Institutional Ad Selective Ad

Generic Ad Theme Ad

Action Ad Transformational Ad

Types of Advertisement
Print
Publication
Above the Line
Broadcast
Online
In-store
Direct advertisement
Below the Line
Activations
Exhibitions/Trade shows

Creative Platform

Essence of Any Good Advertising Strategy
1) A sustainable creative idea and approach

37
2) can be implemented in various media

and tools
38
3) Rich and relevant enough to be used

over a period of time
39
Creative Platform – A) Creativity in Advertising
• Creative advertising has been accepted as stimulus to

encourage people towards a product.
• Cadbury’s Dairy Milk = Kutch meetha ho jaye
• Amul Butter = Utterly Bitterly Delicious
• Raymond’s = The Complete Man
• Thump’s Up = Taste the thunder
• The creative advertising conveys their message in an
entertaining and engaging ways.
• ORIGINALITY, INGENUITY, INVENTIVENESS AND
IMAGINATION are foundations of creativity.
Creativity – Ultimate Deliverables
• Assist in selling
• Relevant to target audience
• Make the ‘brand’ an essential part of the creative solution
(ad is remembered but not the brand)
• Should work towards building brand identity and brand
preference
• Creating brand preference is the ultimate objective of
advertising (long-term perspective)

Creativity – Ultimate Deliverables
https://youtu.be/mpuuJ7PJLwk
Flipkart’s The Big Billion Days, 4.30, only 1st 2 ads

Advertising Appeal
80
43
Advertising Appeals
• Next step after discovering a Big Idea i.e. what the

advertising message should communicate.
• This stage determines how the message will be executed /
constructed.
• This is known as advertising APPEALS.
• Appeal has direct connotation with effectiveness.
• Its an approach to attract the attention of consumers and to
influence their feeling towards the brand.
• Appeal forms the core message and execution is the way in
which that content is presented.

Advertising Appeals
• FIVE approaches;
1) Informational / Rational appeals
2) Emotional appeals
3) Endorsers
4) Transformational Appeals
5) Combining Rational & Emotional
Appeals
Confidential – Faculty – Ashish Hathi 45

1) Informational / Rational Appeals

• Presents a rational picture by providing information

• Shows how it meets consumer need
• Lay out in concrete terms what problem is solved, need
fulfilled or cost-benefit derived
• Horlicks for ‘Nutrition’ & Colgate for ‘Cavity Protection’
• Contains verifiable, factually relevant cues that can serve as
evaluative criteria
• Most action communications use rational appeals (v/s
image
• Most product performance ads use rational elements (v/s
Imagery)

NATURE OF APPEALS
• Feature appeal - Electric Motor, Bearings, Laptop
• Competitive Advantage Appeal - Washing
machines, AC, TV
• Favourable Price Appeal - Surf Excel ab 99 ke
badle 79 mein
• News Appeal – Advertorial - Nayi Wheel Tikiya,
Breakthrough Ceramic Technology Bearings now
in India
• Product Popularity Appeal - Only SUV to touch
10.00 lakhs customer base – Scorpio
48
• High Quality & Performance Appeal - Dettol –

Trusted name in anti-septic lotion V/s Savlon, Sony
Bravia LED
• Economy & Low-Price Appeal - Salana 10000 ki
bachat, Zero Maintenance
• Long Life Appeal - BOSS Headphone v/s ordinary,
Dura Cell, Amaron car batteries
• Scarcity Appeal - Mahindra XUV 500, opened
booking for car
• Other Rational Appeals
49
• Other nature of Rational Appeals

o Purity – Tata Salt
o More profits
o Time saving – Video downloads 43% faster

CREATIVE FORMATS OF Informational /
Rational Appeals
• CREATIVE FORMAT? the way in which something is
arranged.
• Talking head - the characters tell a story
• Demonstration - CEASEFIRE Fire extinguishers
• Problem solution - Tata Salt Purity
• Testimonial - Detergent, health products
• Slice of life - dirty cloths of kids (detergent), tooth paste for
bad breath – NOW ITS STORY TELLING
• Dramatization - Putting ink on white cloth (detergent)
• Comparative ads – Direct/indirect comparison
• Teaser ad – Partial info, new solution or inquisitiveness
Creative Format-Talking Head –
Informational Appeal
• the characters tell a story
• Experienced individuals speaks with inexperienced
• Inexperienced questions the experienced
Bhala Uski Kameez Meri Kameez Se Safed Kaise

52
Creative Format-Talking Head –
Informational Appeal
• the characters tell a story
• Experienced individuals speaks with inexperienced
• Inexperienced questions the experienced
Bhala Uski Kameez Meri Kameez Se Safed Kaise

53
Creative Format-Demonstration
• CEASEFIRE Fire extinguishers
• FEVIKWIK
• Demonstrates the core advantage, USP
54
Creative Format-Problem
Solution
• Tata Salt Purity test
• 3M slip AC filters for allergen control
55
Creative Format-Testimonials
• Actual users experience shared
• Actual users shares benefits
56
Creative Format-Slice of Life
• tooth paste for bad breath

• NOW ITS STORY TELLING
57
CREATIVE FORMATS OF Informational /
Rational Appeals
• CREATIVE FORMAT? the way in which something is
arranged.
• Talking head - the characters tell a story
• Demonstration - CEASEFIRE Fire extinguishers
• Problem solution - Tata Salt Purity
• Testimonial - Detergent, health products
• Slice of life - dirty cloths of kids (detergent), tooth paste for
bad breath – NOW ITS STORY TELLING
• Dramatization - Putting ink on white cloth (detergent)
• Comparative ads – Direct/indirect comparison
• Teaser ad – Partial info, new solution or inquisitiveness
2) Emotional Appeal
• Emotional advertising refers to advertising that tries to

evoke emotions in consumers rather than to make
consumers think
• Designed to persuade using emotional cues
• It mainly consists of non-verbal elements such as images
and emotional stimuli
• It has better consumer connect and captures attention,
develops brand loyalty
• Emotional appeals do not necessarily evoke emotions in all
people, although they are designed to do so
• LIC – Jindagi ke Saath Bhi, Jindagi ke Baad Bhi
2) Emotional Appeals
• Humour
• Achievement/success
• Eroticism
• Warmth
• Fear
• Shock tactics
• Music
62
• Positive Emotional Appeals

• Negative Emotional Appeal
• Positive emotions like – Humor, warmth, love, care, pride,

joy, music are weaved into advertisement to induce
consumers to opt for it
• E.g..: Lux – Appki Soondarta Ka Raaz; Umeedon sey aagey
badhney ka plan - Complan
• Negative emotions like – Fear, anxiety, sex, humor, are
weaved into advertisement to induce consumers to opt for it
• E.g..: Ceasefire fire extinguisher, Volini, DEO

2) FORMATS of Emotional Appeals
• Negative Emotional Appeals

• Fear – Response to threat that expresses some sort of
danger
o Consumers want to take steps to protect against the threat –
Pimples
o Fear of loss / damage is bigger than gain
o Useful for insurance, awareness, injury
o E.g..: Burnol, Ceasefire Fire extinguishers
o Consumers want to take steps to overcome anxiety –
mouthwash, Axe Deo, LIC Retire Rich

2) Emotional Appeals - Fear
• Typical risks that might be used in a fear appeal are;

• Physical. ‘When are you going to install an alarm? After
they break in?’
• Social. The risk of being socially ostracised, often used for
deodorants, dandruff shampoo, mouthwash, etc.
• Time. ‘Do you realize that most people spend X years of
their life washing the dishes?’

2) Emotional Appeals - Fear
• Typical risks that might be used in a fear appeal are;

• Product performance. The risk that competitive brands do not
perform adequately. Dyson vacuum cleaners are promoted as having
no bag, which makes them the only cleaner to maintain 100%
suction, 100% of the time.
• Financial. The risk of losing a lot of money, typically used by
insurance companies.
• Opportunity loss. Pointing out to consumers that they run the risk
of missing a special opportunity if they do not act right away.


• Eroticism –
o Presence of various erotic thought provocation stimuli elements
o Sexual self expression is gratifying
o It impacts your subconscious mind
o It certainly attracts more attention, but purpose may not be brand
o E.g..: Successful use condoms, vitalizers; unsuccessful use like
MR Coffee, Tuff Shoes
o Achieving communications objectives such as the attitude
towards the ad or the brand, and purchase intention is always
uncertain


• Shock tactics – Shock advertising deliberately startles and
offends an audience.
o Contains unexpected and surprise and offend audiences
because
o they violate norms, transgress laws or customs (e.g.
indecent sexual reference, obscenity), or
o breach a social or moral code (e.g. vulgarity, gratuitous
violence, disgusting images)
o The main advantage of these tactics is that they secure the
audience’s attention.
Negative Emotional Appeals – Shock Tactics


• Humor – Humor makes someone to laugh at it
• Specific humor may not make everyone laugh at it
• Recipient may remember the humor but not the brand
• Humor can be cognitive or incognitive
o Humor may help consumers to remember brand or easily
forget it
o It’s a tricky appeal
o E.g..: Successful use Mentos (Dimag ki batti jalade);
unsuccessful use Happydent
27
71
27

• Achievement/Success – Individuals relate it with it
promptly as every individuals have such moments in life
• Your self-esteem is influenced and thus brand/product may
find quick acceptance mentally first
• Mental acceptance will take him close to the product,
removes apprehension about its use
o May get generalized as often used more
o It is not having exclusivity feeling
27
In-Class Discussion
• Post customer service among customers you

realized that many customers are loyal to you but
for them switching to other brand is not very
difficult. Prepare an approach note to highlight why
loyalty management is essential and what marketing
needs to do to handle such a scenario.
• For promoting Protein Rich Chocolate bar, what
kind of informational/rational appeal one can
consider?
• What kind of informational/rational creative format
one can consider.
74
75
WELCOME!

Prof. Ashish Hathi
1 21/12/22
For those who value precision: WMF Grand Gourmet Blades. Unsurpassably sharp and
manufactured from unique special blade steel……
Chapter 5
ADVERTISING
2 21/12/22
What Kind of Appeal is in This Ad?

3) Endorsers
Individual who is Alternatively,

an expert or person may make
opinion maker in to look like an
the field expert

3) Endorsers
• Expert endorsement – • Celebrity endorsement

Suffola using doctor, too is a part of this type
shampoo with hair • Celebrity endorsement
stylist – Hritik for macroman,
Shahrukh for Nerolac
Expert endorsement evokes more positive affective responses
May be counter productive – Sourav Ganguly in Fortune Oil ad
5 21/12/22
4) Transformational Appeals
o Intended to create a shift in belief / attitude

essential so that they try your product
o Such ads create feelings, images, meanings and
beliefs about the product that may be activated
when consumers use it
o E.g..: Flavored condoms, Pregnancy pill/kit,
Stabilizer

5) Combination Appeal
https://youtu.be/Zno646E2fWc
Wheel Detergent – Combination Appeal, 0.30

5) Combination Appeal
• Combination of Rational + Emotional appeals

• Used when products are used for rational reasons, but
emotional appeal may tilt preference towards your brand –
Washing detergent ad where one mother looks at his kid’s
dull shirt v/s other student with white shirt and showing his
mother in very proud moment etc.
• Weightage in consumers psych could be different

ADDITIONAL - Moral Appeals
• Moral Appeals
• Directed at the consumer’s sense of what is right and proper
• Often used to encourage people to support social and ethical
causes – cleanliness, environment
• E.g..: Mahindra Duro scooter on launch showed an ad in
which couple chases car driver throwing water bottle out of
the car on road
26
LET’S REWIND
1
0
21/12/22
Let’s Rewind – Emotional/Transformational
Appeals
• List two distinct types (distinctions) of emotional

appeals
• List some of the emotional advertisement appeals
• What is transformational appeals?
11 21/12/22
New Advertising Formats
12 21/12/22
New Advertisement Formats
• Trends leading to development of new formats

o New retail formats
o Internet technology
o Internet speed
o Internet of Things (IoT)
• Vibrant broadcast media, digital media, digital marketing

and more gives rise to different formats

Brand Placement

New Advertisement Formats
• Brand placement
o Brand placement (product placement), is the paid inclusion
of brand identifiers in editorial content (a movie, TV
programme, game or book).
o Companies pay moviemakers, TV programme producers,
authors and game developers to include brand identifiers in
their content.
o It become increasingly popular because advertisers are
constantly looking for touch points with their audiences to
bypass the consumer’s growing resistance to traditional
forms of advertising

Story Telling
Fortune Oil, 4.00 https://youtu.be/FD768fgKg5k

Chapter 9
DIRECT MARKETING
17 21/12/22
Creative platform
Advertising appeals
Chp 5 - Advertising
New advertising formats
Campaign implementation
S-7
Direct marketing objectives

Chp 9 - Direct marketing Direct marketing – media & tools (Partly
covered)
Direct marketing – media & tools (Balance

Chp 9 - Direct marketing part)
S-8 Data Base marketing
Chp 8 - Brand activations Understanding sales promotions

Types of sales promotions
19 21/12/22
• This is a very interesting topic, and it’s kind of its

re-birth in this decade when it has become easy to
reach an individual more directly and personally
than ever before. In non-digital media it is known as
direct marketing and within digital media domain, it
is known as direct response marketing.
• 10 Innovative and Creative Direct Mail Marketing Examples (wdmonline.co.uk)
https://youtu.be/KgVALMo04sM
Earmuff at Koombh2013-Vodafone 8
20 21/12/22
https://youtu.be/KgVALMo04sM
Earmuff at Koombh2013-Vodafone 8
21 21/12/22
DM in Retail World!
Experience That Makes Me THINK!
S 7
8
22 21/12/22
Kitchen Chimney Purchased
23 21/12/22
Discussion About Loyalty Program
General statistics says 60%+ customers takes part in loyalty program
24 21/12/22
Validating Your Mobile Number
25 21/12/22
Credit Card Payment at the Shop
Kitchen Chimney was purchased
26 21/12/22
Receiving Offers from VISA or SBI
You receive SMS offer with the link and you click the link to view
28 21/12/22
The Offer!
0% Interest, 6 Interest Free EMI
SBI Gains by more use of card, VISA gains by market share

and customer by an offer
29 21/12/22
Offer from the Retailer
DP-VIJAOFR DP-VIJAELX
EXCLUSIVE
FESTIVAL
OFFER
BONANZA
Buy any item
Buy any item
from VARUN
from VARUN
APPLIANCES
APPLIANCES
And get FLAT
And get FLAT
20% OFF,
15% OFF
Show this
SMS
Goes to who did not take Goes to those who took

Loyalty Program Loyalty Program
30 21/12/22
Availing Exclusive Offer
31 21/12/22
SBI – VISA’s Direct Marketing Efforts
• Initially - kitchen utility products offer

• Explore your response to past offers
• Send other consumer durable offers
• Send other utilitarian offer
• Enhance your credit limits to make you feel
important
• Enhance your card category to premium
• Offer products of high-end value linked with
premium cards category – Gold, Car and more
32 21/12/22
Retailer’s Direct Marketing Efforts
• Continue to float offers for non-loyalty program

members
• More focused approach taken for LOYALTY
PROGRAM members
oExclusive offers
oExtended warranty
oHome service/Delivery
oJoint branded offer
oExtend loyalty program – grades, eligibility
33 21/12/22
DM in Retail Marketing
• Data capturing – Critical (mobile no), Profile (Personal
info)
• Offer development
• Sending emailer / SMS reminders
• Provide exclusive offers
• Provide long-term rewards
• Understand consumption patterns
• There may be parallel program for reminding those who
are not a member, not availing / responding
• Family profiling not done
• No info or incentive for other purchases
34 21/12/22
Customer Lifetime Value
• Starts using Gillette Razor

• Then starts Shaving Gel
• Multi slice blade, Refills
• Trimmers
• Accessories, Gifts
• Facewash
• Beard oil/Balm
• Introduce heated razor
• Account
• Referrals
8
35 21/12/22
Customer Wallet-Share
• Defined as the % share

of customer’s
expenditure that an • HUL PRODUCT MIX
organization is able to 1. Hair care
target on buying /
owning / using a 2. Oral care
product or a service in 3. Skin care
a given period of time
and may include 4. Personal wash
complementary / 5. Deo
ancillary products and
consumables if any.
8
36 21/12/22
So, What is Direct Marketing?
37 21/12/22
What is Direct Marketing?
Definition Based Characteristics / DM Planning Considerations
Seller Relationship Consumer
Communicating an offer
Method/s for a direct response
Measurable
Response ROI
38 21/12/22
• Built-in response
• SMS to 56567
• Email your ORDER on customer@tragingoff.com
• APP based approach
• QR code scanning
• Social media
• A special 800 number for the respondent to call
• A “department” code or operator name
• A unique URL / Landing page
• Planned route – Free webinar, offer in webinar,
selling more to those who took program/pursuing
with those who did not
39 21/12/22
• Monitoring mechanism
• SMS: no of SMS received Total Units Sold
Total Value Sale
• Email: orders received
• Hit rate / Visitors
• Likes
• Specific URL statistics
• APP download/first order/repeat orders
40 21/12/22
• Obtain personal information

• Name (may be through a sperate fields first
name, surname)
• Contact number
• Email address
• Alternative person
• Alternative person’s above info
• Seek permission
41 21/12/22
DM as a Marketing Communications
Technique
UTILITY DIRECT MARKETING PROVIDES

• Loyalty -> Customer Lifetime Value + Wallet share
• Retention became more important than acquisition
• Clutter and noise in non-digital media
• Digital revolution made direct reach possible
• Digital DM = Digital behavioural influence
• Measurability became reality
• From dispersed to integrated communication
feasible
42 21/12/22
43 21/12/22
Objectives of Direct Marketing
• Core communication objectives as follows;

1) Customer prospecting
2) Direct Sale
3) Customer cross-selling
4) Sales or distribution support
5) Customer retention and loyalty
6) Customer Engagement
7) Building brand community
44 21/12/22
Objectives of
Direct
Response
Marketing
• Core
communication
objectives as follows;
1) Customer
prospecting
21/12/22 45
Objectives of
Direct
Response
Marketing
• Core
communication
2) Direct Sale
21/12/22 46
Objectives of
Direct
Response
Marketing
• Core
communication
3) Customer
cross-selling
21/12/22 47
Objectives of SHIKHAR APP BY HUL
Direct
Response
Marketing
• Core
communication
4) Sales or
distribution
support
21/12/22 48
Objectives of
Direct
Response
Marketing
• Core
communication
4) Sales or
distribution
support https://www.mynestle.in/
India has approx 3,30,000 wholesalers

India has approx 12 million shops selling FMCG products
India has approx 15,000 Resdistrbution
Stockists / Super Stockists
21/12/22
Objectives of
Direct
Response
Marketing
• Core
communication
5) Customer
retention and
loyalty
21/12/22
Objectives of
Direct
Response
Marketing
• Core
communication
5) Customer
retention and
loyalty
21/12/22
Objectives of
Direct
Response
Marketing
• Core
communication
6) Customer
Engagement
21/12/22
Objectives of
Direct
Response
Marketing
• Core
communication
7) Building
brand
community
21/12/22
LET’S REWIND
5
4
21/12/22
Let’s Rewind
• What is share of wallet?

• List 6 points that defines direct marketing
• List some of the Built-In response options you can
use in direct marketing
• List some of the monitoring mechanisms working in
direct marketing
• List some of the objectives of direct marketing
55 21/12/22
Direct Sales
Can you recall old/digital age tools/offers, received
directly by you, which prompted you to buy?
• Reaching Business Reply / Order card

• Reaching ORDER ACTIVATION incentives like;
oDiscount coupons, vouchers
oWinners’ forms, lottery cards, prize draw tickets
oSmall gifts inside the envelope
oDigital Direct - Exclusive premier for select few
oDigital Direct - Limited stock
oDigital Direct - Instant gratification
56 21/12/22
S&D Support by DM – Funnel Approach
Personal Selling
57 21/12/22
S&D Support – Funnel Approach
Personal Selling
Direct Marketing
I registered for one Webinar from Concept note, B2B database
Zoom info and submitted details services, Key differentiators, final
Post program, received EMAIL, offer, special offer, case studies
Informing me B2B Database service
Series of Emails – Attend Demo Additional info
requested Virtual demo takes place
58 21/12/22
Customer Retention and Loyalty
• Relationship marketing has two positive effects;

oFirstly, customer retention, leads to a higher number
of customers
oSecondly, the longer they stay, the more profitable
they become.
oThe return per customer will increase,
ooperational costs will decrease,
opositive word of mouth will lead to new
customers and
oloyal customers are less price sensitive.
60 21/12/22
Customer Retention and Loyalty
• Sustain the loyalty and garner maximum of

customer Life Time Value (LTV), through:
oEstablishing the relationship
oCreating engagement
oBuilding brand community
oDevelop loyalty
oSustain loyalty
oGenerate referrals
oIncrease repeat purchase throughout lifetime
61 21/12/22
ADDITIONAL POINT - Customer Engagement
62 21/12/22
ADDITIONAL POINT - Customer Engagement
Physical Engagement – Lifebuoy Haath Dhoye Kya? Koombh2010

https://youtu.be/YImzLDw7SdM
63 21/12/22
Building Brand Community
64 21/12/22
Direct Marketing Media and Tools
65 21/12/22
• Direct marketing channels?
o Newspapers – Daily E, Daily-Local/Business E, B-Local,
Industry- General, Specific
o Magazines – General (Language, Nature), Domain specific
(Auto, fashion), genre (women, men, businessman)
o Broadcast – Terrestrial (DD), Satellite TV (Star, Tata SKY),
OTT (Netflix, Amazon Prime)
o Radio – Broadcast (AM – Music, Variety/FM-Music, Old
songs), Community (specific in nature)
o Telecommunication – Non-mobile (landline)
o Internet – Websites (company, generic, e-commerce)/Social
– Facebook, LinkedIn
o Exhibitions – Domain specific (Auto Expo, IPC)
66 21/12/22
Interactive TV
Websites
Mobile
Social
Blogs
67 21/12/22
• Non-addressable • Addressable media

media
oDirect Response Print oInteractive media Interactive TV
oDirect Response TV oDirect mail
Websites
Mobile
oDirect Response Radio oTelemarketing
Social
Blogs
Utilises traditional outlets where the Refers to advertising that connects

marketing message is delivered to brands with individual consumers
whoever happens to be listening or across multiple online advertising
watching and those individuals are platforms
not identifiable
68 21/12/22
What is Direct Response Advertisement?
69 21/12/22
Direct Response Advertising:
NON-ADDRESSABLE MEDIA
• What it is?
oInvolves the use of any of several media (e.g., direct
mail, TV, magazines, Web) to transmit messages to
encourage buyers to purchase directly from the
advertiser with the key element as its built-in
response
oIntermediaries can also be the part of this initiative
oBuilt-in response means it has call for action using
which customers can reach out to the advertiser
70 21/12/22
DRA Using Broadcast Media
Asian Paints Colour Expert, 0.30 https://youtu.be/sLcFXwEc20Q

71 21/12/22
• Characteristics of direct response advertising:
1. Makes a definite offer
2. Contains all information necessary to make a
decision
3. Contains a response device (e.g., coupon, phone
number, Web site) to facilitate action
4. Tools/Operational support is built/outsourced
1. Tools – Downloadable mobile APP, Whatapp chat
2. Operational support – missed call support, call centre
support, customer care support to address telephone
calls, social media based request, whatsapp chat
support
72 21/12/22
• Relativeness with DM
o You may NOT KNOW customers and their needs, problems
o However, you have kept WINDOW TO REACH YOU OUT
o You can have sound database, duly qualified
o You are able to profile the DB well
o You may NOT KNOW each stakeholders and their role
o Right offer ONLY MAY TRIGGER RESPONSE
o Partially measurable
o It is ONE-WAY thus appropriate for LEAD GENERATION
o DOES NOT ALLOWS YOU TO BUILD long-term personal
relationships with key decision makers
73 21/12/22
Ideas in DRA
74 21/12/22
DRA Broadcast – Home Shopping Channel
75 21/12/22
DRA Broadcast – Interactive TV
76 21/12/22
DRA Broadcast - Radio
“Call now" prompt

with a toll-free
phone number
77 21/12/22
ADDRESSABLE MEDIA : INTERACTIVE
• Email • Move to microsites • What way to offer/sale?

• SMS • Know More o Inform
• Request for Demo o Demo
• APP • Link to info o Engage/Excite
• Instagram • Order Now Form o Induce
• Link to Ordering page o Compel
• Website • Service support reminders
• Others • Loyalty program bonding
78 21/12/22
ADDRESSABLE MEDIA
79 21/12/22
ADDRESSABLE MEDIA
80 21/12/22
ADDRESSABLE MEDIA
81 21/12/22
ADDRESSABLE MEDIA : INTERACTIVE
• Relativeness with DM
o You KNOW TG profile/customers and their needs, problems
o TG you engage better – info, demo, desire, action
o Can give you REACH & FREQUENCY
o You may have sound database, duly qualified
o You are able to profile the DB well
o You understand buying behaviour
o Right offer – New product exclusive offer, refill/Premium offer, Exclusive
hamper, Bundle offer
o FULLY measurable
o It is TWO-WAY thus appropriate for LEAD GENERATION, ACQUISITION,
RETENTION, LOYALTY
o ALLOWS YOU TO BUILD LOYALTY/RELATIONSHIP with brand savvy
customers
82 21/12/22
DRA as Catalyst in IMC
Self-service, widgets
83 21/12/22
In-Class Discussion
• For NEW CONTENT DEVELOPMENT

ORGANIZATION, prepare your approach note on
Direct Response Advertising.
• Which addressable media will you use and why?
84 21/12/22
21/12/22 85
WELCOME!

Prof. Ashish Hathi
1 05-12-2022 Confidential – Prof. Ashish Hathi

IMC
Direct marketing & marketing communications
techniques
Chp 9 - Direct marketing Direct marketing objectives
Direct marketing – media & tools
Data Base marketing
Understanding sales promotions

S-8
Sales promotions – Importance, objectives
Chp 8 - Brand activations
Consumer promotions
Trade promotions
Brand experience
Types of exhibitions & trade fairs

Chp 12 - Exhibitions and trade fairs Objectives of trade fair
Planning an exhibition

Chapter 9
DIRECT MARKETING

Data Base Marketing
IMC

Use of Database Marketing
IMC

Use of Database Marketing
IMC
P1:C1 = Buying Highly profitable product/s thus high profit customer

44:c3 = Buying highly unprofitable product/s thus losing customer
Stage 1: Untargeted Marketing
• Available or sourced DB is
inducted into DM database –
Gold card members, Luxury
car owners
• Post induction, it is scanned or
segregated as per needed DM
target group’s database –
P2:C2
• You get potential prospects
database
• You send any and every
offer
Stage 2: Product-driven Mailings
• Choose the target group on the

basis of a test action
• Response scoring - A sample of
potential prospects is mailed, and
response profiles are compared
with non-response patterns
• The likelihood of response score
is determined
Send DM
• Those prospects for whom the
estimated returns (based on
response chance) would be higher
than the mailing cost are then
selected for mailing
• Leads to cannibalization – you
are incentivizing existing buyers

Stage 3: Client-driven mailings
IMC
• To take the negative aspects of product-driven database
marketing into account, a measure for individual client
relationship value method was developed.

Stage 3: Client-driven mailings
IMC
• To take the negative aspects of product-driven database
marketing into account, a measure for individual client
relationship value method was developed.

The Role of Direct Marketing in the IMC
Program
IMC
• Digital Direct-marketing encompasses other
elements of the promotional mix;
1) Combining Direct Marketing with Advertising

2) Combining Direct Marketing with Public
Relations
3) Combining Direct Marketing with Personal Selling
4) Combining Direct Marketing with Sales
Promotions
5) Combining Direct Marketing with Support Media
80
Combining Direct Marketing with Sales
Promotion (Activation)
Reinventing the ‘Wheel’ at Kumbh Mela

‘Pehno Fresh & Socho Fresh’
Wheel Wash-o-Cycle
80
Chapter 8
BRAND ACTIVATION

Coverage
IMC

Introduction
IMC
• At the heart of marketing: stimulating the purchase
process.
• Bringing consumers from a passive to an active
state.

Understanding Sales Promotions
IMC
• Engaging in persuasive communication
• Convincing others to buy immediately
• Promote by benefit, service, offer
• Planting the right ‘Compel to Act’ messages in the
minds of their target audience
• Suitable for lead generation, first trial, repeat
purchase drive, loyalty recognition and so forth
• However, sales promotion builds standard
behavioural response – Habit formation
Why You Want to do a Promotion?
IMC
a) Capture the attention of the right group of
potential customers in a credible yet catchy way
b) Persuade them to consider your products or
services
c) Influence them to IMMEDIATELY buy from
you/act as planned

Types of Sales Promotion
IMC
a) Consumer promotion
• Designed to attract relevant target group and
convert their interest in to desire and compel them
to act.

IMC
b) Product specific sales promotion
• Its for the final consumers
• Persuading a potential customer to buy the product
• It’s a short-term tactic to boost sales

IMC
b) Product specific sales promotion
• Its for the final consumers
• Persuading a potential customer to buy the product
• It’s a short-term tactic to boost sales

IMC
c) Trade promotions
• It is required to provide sufficient incentives to
various trade channel members
• For purpose like improve their return, push your
product, pass benefits further downline to develop
sustained brand push, volume sale, providing larger
shelf area

Trade Promotions Approach
IMC
• Attractive terms of sale
• Dealer contests
• Services to dealers
• Organizations also conduct trade shows to
facilitate new product intro, network,
demonstrate the product to get volume, develop
preference among low/non-users of the
product/brand

Target Groups of SP-Nature & Objectives
Nature of Promotions
IMC
• consumer
promotions by
manufacturers;
• consumer
promotions by
retailers;
• trade promotions
by manufacturers,
aimed at
distributors;
• sales force
promotions by
manufacturers.

Expected Outcome of Sales Promotion
IMC
a) Consumer promotion
oRetain/reward existing customers
oOffer trial opportunity to acquire new customers
oAround new product launch of competition
oPromote new product launch initially
oDevelop loyalty
oPromoting store

Consumer Promotions
IMC
• Resort to vertical-effect or basket filling schemes;
oOne + One Free
oMulti-piece pack
oBundle offer / 20% extra
• Reinforce ongoing campaign

IMC
• Let’s bring out the NEW AGE MONETARY
INCENTIVES provided today.

Consumer Promo - Monetary Incentives –
New Age Options
IMC
• Cash Back
o You get some amount as a cash back
o Encourages more use
• Promo Code
o Consumer receives a promo-code
o To be used during the next transaction
• Bundle Pack (Frequently bought together)

Nature of Consumer Promotions
IMC
• Consumer promotion tools
Ways to represent them

Ways to check appropriateness

Consumer Promo - Monetary Incentives –
Price Cut
IMC
• Consumer gets an immediate discount when buying the
product.
• It can be used to;
o Generate trial
o Stimulate repeat purchase behaviour
o Encouraging ‘Basket-filling’
• The consumer benefit as the price cut is immediate and
unconditional
• The manufacturer can easily and quickly organize it
• Retailers are always ready need nothing much to do
• Furthermore, price cuts on the shelf almost invariably lead to
additional turnover, catches competition unaware

Consumer Promotions - Chance to Win
IMC
• Providing someone with a chance to WIN is always
fascinating and enticing
• It is a modus operandi in which consumer is
expected to do specific task during a given time
frame and later based on different nature of
assessments, select few gets rewarded
• This modus operandi could be; Can we discuss following
1. When appropriate
oContest 2. Mktg obj served?
3. Consumer attitude?
oSweepstakes 4. Operationalization task?
oLottery 5. Retailers' inclination?

Consumer Promo – Stakeholders & Task/Role
IMC
Do I need it?
Consumers Is it easy?
Where/how will I get?
Manufacturer Does it help met?

Retailer How complex, my task?
Is it directly/indirectly helping consumers? When will I get?
How easy it is for consumer to utilize?
Accountability?
Auditability?

Promotions - Basics
Sampling Extra Volume Premium IMC
Promotion Obj?
Perceived benefits - Consumers
Ease of targeting
Immediate sale increase?
Ease of obtaining benefit/s
Impact-Brand image/loyalty
Retailers interest
Execution/implementation load

Consumer Promotions – Product Promotions
IMC
• Convince customers to buy products from you
• Explains the major features and benefits
• Advertises sale
• Answer's customers questions
• Introduces new product, offers trials
• Product experience opportunity created

Consumer Promotions – Product Promotions
IMC

Product Promotions - Basics
IMC
• Sampling is a promotion technique that consists of
distributing small samples of a product free.
• Extra Volume/BOGOF - In this, an extra quantity of
the product is temporarily offered at the same price.
• Premiums may be offered in-, on- or near-pack.
They are small gifts that come with a product.

Retail Promotions
IMC
• Planned to improve goods movement from
distributors to retailers
• While many times companies do direct consumer
end promotions, it may not be feasible all the time
• During intro and maturity stages, retailers support
needed to push, persuade customers
• However, it is generally routed through distributors
to maintain their line interest, distributor, brand

Trade Promotions
IMC
• For existing products - aimed at maintaining shelf
space or at inducing the retailer to promote the
product by means of retailer promotions
• Two core focused purpose;
a) To push up the stock level
b) To reduce the stock level – Before new product
launch

Trade Promotions
IMC
• Trade promotion is a mutually beneficial deal.
• TP persuades channel members;
oTo include your product in their mix
oGive appropriate shelf space
oAssist in promoting the product
• Can cover entire channel or WS/Retailers
• Needed while launching a new product
• TP is done before consumer promotion especially
when launching a new prod.

Trade Promotions
IMC
• Activities that are executed for retail partners;
oMore channel members to accept new product
oIncrease their product visibility on retailers’ shelves
oIncrease average consumption rate for any product
oHelps to improve segmented promotion
oIdea approach for new product launch
• Special pricing, display fixtures, demonstrations,
value-added bonuses, no-obligation gifts

Trade Promotions
IMC

Trade Promotions – Off-invoice Allowances
IMC
• Off-invoice allowances are direct price reductions to
the trade during a limited period of time.
• They are the simplest form of trade promotions.

Trade Promotions – Off-invoice Allowances
IMC
oIndividual case bonus - a discount per unit
purchased
oVolume allowance - after selling a certain volume
oDiscount overrides – on long term volume target
oCount & Recount – per case units sold after
conducting pre and post audits
oFree merchandise - refer to ‘freebies’ includes
promotional items, that are distributed or sold
free of charge

Trade Promotions – Other Tools
IMC
• A slotting allowance is a one-time, upfront fee that is charged by
retailers before they allow a new product on their shelves to cover the
start-up costs of entering a new product into their system.
• Advertising/performance allowances aimed at encouraging the retailer
to advertise the manufacturer’s brand and are provided when proof of the
ad is produced.
• The manufacturer also pays part of the advertising campaign of the
retailer.
• Buy-back allowance scheme offers to buy back the ‘old’ product, or
commits to buying back the stock of the new product that is not sold
during a specific period of time.
• Additional materials (dealer loaders) are offered during a promotional
campaign, for instance a refrigerator during a soft drink summer
promotion.
Brand Experience
IMC
• The most powerful instrument to activate
consumers is a positive brand experience.
• A brand experience can be defined as ‘sensations,
feelings, cognitions, and behavioural responses
evoked by brand-related stimuli that are part of a
brand’s design and identity, packaging,
communications, and environments.’
• Strong results are more likely when an integrated
approach is used, and the brand experience is
related to the brand promise.
Brand Experience
IMC
• The brand’s promise becomes more credible and
acceptable.
• In addition, stimulating brand interactions (both
between the consumer and the company and among
consumers) enhances consumers’ engagement,
making brand purchase and repurchase more likely.
• Brand experiences have a direct effect on consumer
satisfaction and loyalty, as well as an indirect effect
via a change in brand personality associations.
• Brand experiences to be considered as key drivers
of brand equity.
Objectives of Experiential Marketing
IMC
- Attract attention - Start looks at the - Pleasing experiences - Purchase - Relationship

- Brand awareness Brand as part of - Distinct image - Repeat purchase develops
- Brand recall His personality - Loyalty builds
- Experience Linking - Improves image
Makes promise Objective
tangible evaluation SALES OBJECTIVE ACHIEVED

Set it for the right segment
IMC
Will it lead to call for action?
Fundamental
Compliment strategic
Focus – SP marketing planning
Planning
Sales promotions are aligned
with the brand image
Repeat purchase inducing

50
05-12-2022 Confidential – Prof. Ashish Hathi 48
Chapter 12
EXHIBITIONS & TRADE FAIRS

Coverage
IMC

IMC
Direct marketing & marketing communications
techniques
Chp 9 - Direct marketing Direct marketing objectives
Direct marketing – media & tools
Data Base marketing
Understanding sales promotions

S-8
Consumer promotions
Trade promotions
Brand experience

Chp 12 - Exhibitions and trade fairs Objectives of trade fair

IMC
• Since ages exhibitions and trade fairs have played crucial role in brand
promotions, product launches. Main reason for its growing success is its
ability to engage with right target groups and decision makers. It is a very
elaborate subject, but our focus is limited to using exhibition from IMC
point of view. Thus, read it accordingly.
• The marketing power of exhibitions | Exhibition & Event Association of Australasia
(eeaa.com.au) (With video on power of exhibition) – 5 mins
• Exhibition Marketing (imagineexhibitions.com)

• It’s an exhibition support service provider’s website. Please refer their ‘Expertise’
and ‘Services’ tags.

Introduction
IMC
• What it is?
oPublic display
oOne or collective group of participants
oFor specific profile of people
oShowcasing identified products / services
oPlatform to network, know new products
Bombay Exhibition Centre (Mumbai), Pragati Maidan
(Delhi), Bangalore International Exhibition (Bangalore),
India International Convention & Expo Centre (IICC),
Dwarka, Delhi

Types of Exhibitions and Trade Fairs
• Personal or General • Trade fairs

oGeneral interest oHorizontal
oSpecial interest oVertical
oConference-bound
oTrade mart
• Open to all public • Open to people in a
• Mostly free entry certain field of activity
or industry
• May not be free
Types of Trade Fairs
IMC
• Horizontal trade fair
oExhibitors from one single industry exhibit their
products and services to professional target groups,
such as sales agents or distributors, from different
industries.
oCompanies selling chemical components may
participate in that type of exhibition to market their
products to buyers from different industries (food,
detergents, etc..)

Types of Trade Fairs
IMC
• Vertical trade fair
oDifferent industries present their goods and services
to target groups belonging to one single field of
activity.
oVarious marketers of building materials, wooden
doors, plumbing equipment, etc.., may participate in
trade fairs aimed at construction companies.

Classifications of Exhibitions
IMC
Specific Industry Diverse Industry
Specific Focused Show Multi-Ind Exhibition

Public (Industrial Engineering &
(Photo Fair) Machinery Expo India)
Diverse Multi-ind Diversified trade

Public Visitors shows
(Machine Tool Expo) (Fashionista Akola 2021)
Other classifications - Public v/s Private fairs, Indoor v/s Outdoor fairs,
Static v/s Mobile fairs

Objectives for Trade Fair Participation
IMC

Planning an Exhibition
IMC
• Making a judicious decision is important
• The Exhibition Organizers
o What is the track record of the exhibition Organizer in staging
professional exhibitions?
• The Exhibition
o Has participation in exhibition been planned and budgeted for ?
• The Exhibitor
o Are the Marketing personnel totally convinced that they must
participate?
• The Stall and Exhibits
o Do we have new / improved products for display?
o What is the theme of our participation in the exhibition?

05-12-2022 Confidential – Prof. Ashish Hathi 60
WELCOME!

Prof. Ashish Hathi
1 23-12-2022 Confidential - Faculty - Ashish Hathi

Chapter 12
EXHIBITIONS & TRADE FAIRS

Exhibitions, Trade Fairs & IMC
IMC
• Following aspects needs to be understood;
oBooth / Raw space / Open space
oSponsorship
oSeminar
oCatalogue advertisement
oExhibition site advertisement
oOwn website/micro sites
oDirect mail – Invitation / Show Case / Thank You
oDigital engagement
oMedia interactions

Exhibition and IMC
IMC
• Engagement can get you leads.
• Can contribute to brand awareness, brand image,
corporate image building, and lead generation.
• Provides a complementary effect of trade shows on
personal selling.
• Trade show exposure significantly reduces the cost of
follow-up sales efforts to close the sale.
• Return-on-sales figures are higher among show
attendees than non-attendees.
• Trade shows also generate positive effects on customer
purchase intentions.
Advantages of Exhibitions/Trade Fairs
IMC
• Showcase organization’s might
• Takes you closure to your target groups
• Image building
• Demonstration
• Opportunity for personal selling
• Can give boost to selling
• Marketing opportunity for unveiling, pre-unveiling
• Great opportunity for PR & Publicity
• Clutter buster Exhibition Ind Statistical Overview
70
https://www.youtube.com/watch?v=7x9qBEZ6a8E
Chapter 13
MEASURING CAMPAIGN
EFFECTIVENESS
IMC
Chp 13 - Measuring campaign Pre/Post testing of advertising

effectiveness Measuring online, direct marketing effectiveness (Only 2)
S-9
Unethical MarCom practices
Chp 14 - Ethical issues in
Unethical use of MarCom instruments
marketing communications
Self-regulations of MarCom practices

Advertising Effectiveness
IMC
Three different kinds of research
1) Pre-test
2) Post-test
3) Campaign evaluation research

1) Pre-testing of Advertising
IMC

1) Pre-testing Techniques
IMC
• Three basic categories of ad pre-tests can be
distinguished;
a) a number of desirable characteristics can be
tested internally
b) samples of consumers can be used to test the
communications or intermediate effects
c) to test behavioural effects

1) Pre-testing Techniques
IMC
Characteristics
Testing
Communication/
Intermediary
Effects

1) Pre-testing Techniques – Internal Tests
A. Internal testing • Will it fulfil strategic objective?

• Will it meet marketing objective?
a) Pre-test checklist
• Will people get the message?
oStrategy alignment, • Will people take desired call to
objective sync, action?
effectiveness and call to • Verify number, dealer panel, QR
action readiness, facts code, social media, URL etc
checking. • Is company name correct, brand
logo correct?
• Identity standards followed?

1) Pre-testing Techniques – Internal Tests
A. Internal testing • Scorpio is able to accelerate faster

as it has ______ engine
b) Readability analysis • Reading Scorpio message, I like
it because ___________
oAdvertising copy
• Scorpio advertisement is trying to
should be understood tell me how it is better and how it
‘at first glance’ is different
oDifferent methods exist
– like fill in the blank,
statement completion,
statement
comprehension
1) Pre-testing Techniques – Communication
Effects
IMC
B. Communication effects
oMeasured in a sample of customers of the target
group
oIt is done to measure the effectiveness of ad as per
desired consumer response planned
oIt uses three approaches;
a) Physiological tests
b) Recall tests
c) Direct and indirect opinion measurement
Effect
IMC
oIn this, the reaction of the body to advertising
stimuli is measured
oTwo types of psychological tests
i. Measurement of arousal
ii. Measure the potential of an ad to be seen

Effect
i. Pupil dilation
measurement (eyes
shrink/expand)
ii. The galvanic skin
response
iii. Heartbeat and voice
pitch analysis
ii. Measure the potential of
an ad to be seen
i. Tachistoscop
ii. Eye camera research

Effect
i. Pupil dilation
measurement (eyes
shrink/expand)
response
pitch analysis
an ad to be seen
i. Tachistoscop

Effect
i. Pupil dilation
measurement (eyes
shrink/expand)
response
pitch analysis
an ad to be seen
i. Tachistoscop

Effect
IMC
i. Pupil dilation measurement (eyes
shrink/expand)
ii. The galvanic skin response
iii. Heartbeat and voice pitch analysis
ii. Measure the potential of an ad to be seen
i. Tachistoscop

Effect
i. Pupil dilation
measurement (eyes
shrink/expand)
response
pitch analysis
an ad to be seen
i. Tachistoscop

Effect
IMC
b) Recall tests
▪ The extent to which an individual recalls a new ad
or a new execution amid existing ads is tested.
▪ The ad to be tested is put in a portfolio, together
with other ads. The subject is asked to look at the
ads, and sometime later, the recall test takes place.
c) Direct opinion measurement tests
• A jury of customers is exposed to a number of ads
and asked to rate the ads on a number of
characteristics.

1) Pre-testing Techniques – Trailer Test
IMC
• Split-scan test
oTest which actually measures behaviour.
oThe TV/website viewing behaviour of a panel of
consumers is measured by means of a telemetric/eye
camera device.
oThe split-cable technology allows different random
groups of panel members to be exposed to different
campaigns.

IMC
Split-Scan Test

IMC
• Split-scan test
oThe actual behaviour of the same consumers that
were exposed to the different ads can be measured
in a controlled way (single-source data).
oFurthermore, other parameters can be manipulated
or controlled, such as the frequency of exposure and
the exposure of specific target groups.

Online/Website Effectiveness
IMC
• Google Analytics is a reporting platform where the user
can decide which parameters are of interest and get
analysis on.
• Google Analytics content reports gives you;
oDigital property analysis, part analysis
oCustomer analysis
oTraffic origin analysis
oLocation analysis
oEngagement analysis
oConversion analysis

Direct Marketing Effectiveness
IMC
• A known response scoring model is the RFM-model
(Recency – Frequency – Monetary Value)
• Recency: the time elapsed since the last purchase.
• Frequency: the frequency with which a customer
places an order.
• Monetary value: the average amount of money a
customer spends per purchase.
• You can define categories, give a ‘value’ or score
representing the importance of each category for
future response.
50
Direct Marketing Effectiveness
IMC
Values can also be derived from the analysis of past response behaviour.
Mailing can now be directed at fruitful RFM score category contacts.
Response scoring models can improve the effectiveness of mailing and improve
loyalty/ROI.
50
Chapter 14
ETHICAL ISSUES IN MARKETING

COMMUNICATIONS

IMC

Consumer promotions
Trade promotions
Brand experience

S-9 Chp 12 - Exhibitions and trade fairs Objectives of trade fair
Unethical MarCom practices

Chp 14 - Ethical issues in
Unethical use of MarCom instruments
marketing communications
Self-regulations of MarCom practices

Unethical MarCom Practices
IMC
a) Stereotyping
b) Controversial messages
c) Targeting vulnerable groups

a) Stereotyping
• Depicting things which makes one
believe either he is not having it or
must have it.
• Depicting person in Before-After
comparison / housewives doing
drudgery
• For male products, woman is
introduced to say how she feels – his
skin, vigour.
• Affect how individuals think about

themselves.
• Exaggeration, far from reality
DOVE Soap Photoshop Effect http://www.youtube.com/watch?v=T4y5b7INvqE

b) Controversial Messages
IMC
• Deliberately offends (opposite to startle)/violates norm
• Inappropriate depiction - transgression of law or custom
(Titan Gold), moral/social code (vulgarity)
• Controversial advertising appeals – shock, others
• May facilitate recall by breaking the clutter
• It can be divided into two broad categories:
oAdvertising for offensive products or ideas (e.g. female
hygiene products and alcohol; etc.)
oControversial advertising executions (e.g. sexual
appeals).
50%
b) Controversial Messages
• Six reasons for advertising to be IMC
seen as offensive: racist, anti-social
behaviour, sexist, too personal a
subject, indecent language and
nudity.
• Disgust appeals – AIDS, Smoking.
• Sex and nudity appeals to attract
attention.
• Scantily dressed models in
advertising appear to affect the body
esteem of both men and women.

d) Targeting Vulnerable Groups
IMC
• Marketing to targets like children is unethical.
• They are not only exposed to most media but also
in-school marketing.
• Marketing to teenagers, college students also to an
extent is considered as unethical.
• Elders, unemployed, dependents, differently abled
are some of the vulnerable other groups.
• Group members which lack the cognitive skills, life
experiences, inability to weigh evidence and make
an informed decision.

• What is wrong in these advertisements? IMC
85
Unethical Use of MarCom Instruments
IMC
a) Advertising
b) Packaging
c) Sales promotions
85
a) Advertising
IMC
Micromax Classis TVC
85
a) Advertising
IMC
85
a) Advertising
IMC
S 9
85
a) Advertising
IMC

d) Packaging
IMC
• Deceptive or misleading or not a true representation
of product inside.
• Label information misrepresents.
• Wrong picture representation or feature
representation.
• Unsafe packaging – children, environment
• Unwarrantedly large package
• Now governed by Legal Metrology act

e) Sales Promotion
IMC
• Failing to mail a free premium object or to provide
a rebate cheque
• Making consumers believe that their odds of
winning a prize in a contest is equal but actually not
• Mis-representation –Go to Malasia in just Rs 999*.
• Not doing draw even if announced.
• Promised international trip not given to anyone.
• Promised bumper price not given to anyone.
• Lack of objective assessment.
Regulations of MarCom Practices
IMC
• Worldwide only one body to self-regulate
• India-Advertising Standards Council Of India (ASCI)
• Not-for-profit, Non Govt Body, concerned with safeguarding
the interests of consumers.
• ASCI is a part of the Executive Committee of International
Council on Ad Self-Regulation (ICAS).
• Set code ensures fewer false, misleading & unfair claims.
• Sets up Consumer Complaints Council.
• Operates impartially on set objectives to achieve their
mission.

23-12-2022 Confidential - Faculty - Ashish Hathi 50
WELCOME!

Prof. Ashish Hathi

Chapter 13
MEASURING CAMPAIGN
EFFECTIVENESS (BALANCE)
2) Post-testing of Advertisements
IMC

IMC
• Communications effect tests
▪ Recall tests
oIt has variants – un-aided & aided recall
• Frequently used Recall tests are;
oGallup-Robinson Impact Test
✓Proved name registration
✓Idea penetration
✓Conviction
oDay-After-Recall (DAR)

IMC
C. Measurement of behaviour
• Useful where direct response ad is considered
• You can check what option makes individuals to
respond better or which ad has better behavioural
impact – considering purchase
• In the direct response ads, the number of people
calling a free telephone number announced in the
ad, sending back a coupon or actually buying the
product can be considered a measure of the
effectiveness of the ad
Advertising Efficiency Measures
IMC
• Above measures of communications results are
effectiveness measures.
• Marketers will be interested in efficiency
measurement - the extent to which the investment in
an advertising campaign has had a result.
• Over a longer period of time, data could be
collected on advertising budgets and sales per time
unit (three months, a year, etc..), and the
relationship between the two may be estimated.
• Other MarCom & Competition action ignored.

Chapter 11
SPONSORSHIP

IMC
Sponsorship, types of target groups

Chp 11 - Sponsorship Types of sponsorships
Branded entertainment
Public relations, scope and objectives

Challenges in PR
Chp 10 - Public relations
Steps in developing a PR plan
Instruments & Channels
Crisis communications

IMC
• This is a powerful tool used today as you need more
and more eyeballs to see and engage with your
brands.
• Sponsorship Marketing - The concept of sponsorship Marketing
(marketing91.com)

Sponsorship – What is It?
IMC
• Its an investment to exploit available commercial
space.
• Company’s brand interest -> meaningfully related
event/cause.
• Event organizer in fact gets the support and sponsor
meets their communication objectives.
• Two fundamental objectives of advertising served;
oThe generation of awareness.
oThe promotion of positive messages.
How Sponsorship Works? IMC Focus
IMC
• Sponsorship message is easy to understand/recall.
• Sponsorship gives higher visibility – easy to enter
evoked set in the minds of consumers.
• Event based and long-term exposure improves
brand awareness/acceptance.
• Sponsorships that are consistent with the
expectations of the target groups about the product
could be better recalled.
• Favourable carry over effect on the prior attitude
exists also for sponsored brand.
Hot wheels 50th Anniversary https://www.youtube.com/watch?v=F9mxCRzUmBA

Objectives - Sponsorship
• Awareness IMC
Marketing
• Image
• Corp Image
Corporate • Goodwill
Objectives • Pride
• News
Media
• Broadcast

Target Groups - Sponsorship
IMC
• General public – Consumers, non-consumers,
investors, government bodies, local community
• Channel members – Association, members
• Employees – Non-sales/mktg, sales/mktg, HR
• Opinion makers – Opinion leaders, CSR, policy
makers

Types of Sponsorship
IMC

IMC

Event Related Sponsorship
IMC
• It is a cost-effective instrument in terms of reaching
a particular audience.
• Variety of event -> offers choice to reach right TG.
• Certain events received large broadcast support-IPL,
India Film Project (IFP), Football Leagues
• Event sponsorship offers flexibility in achieving
different kinds of objectives.
• Objective - Increase awareness + Improve image
• Tool – Relationship building + Corporate hospitality
• Platform – Advtd + DB building + Sampling
Broadcast Sponsorship
IMC
• Program sponsorship on broadcast media is popular
• You may use it – Billboarding or brand placement

Cause-Related Sponsorship
IMC
• Cause-related sponsorship is a combination of PR, sales
promotions and corporate philanthropy, based on profit-
motivated giving to good causes.
• MUSH (Municipal, University, Social, Hospital) sponsoring
- money is given to good causes in return for exposure and
image-building linkage with the good cause sponsored.
• Transaction-based sponsorship (sometimes called cause-
related marketing) is different. Here, company’s contribution
to a designated cause is linked to customers’ engagement in
revenue-producing exchanges with the firm.
• Enhances company’s reputation and enables customers to
also participate in the cause.

Branded Entertainment
IMC
• Brand Entertainment = Entertainment + Brand
oBrand placement
oAdvertising funded program
oIn-game advertising incld advergames
oBrand placement
▪ The paid inclusion of branded products or brand
identifiers through audio and/or visual means within
mass media programs
▪ In film, in tv, music videos are utilized + Other ideas

IMC
• Brand Entertainment – Entertainment + Brand
oAdvertising funded program
▪ A programme is completely built around a brand,
which is fully integrated in the programme
▪ The brand may fully sponsor the programme
▪ Considered more advanced forms of brand/content
integration

IMC
• Brand Entertainment – Entertainment + Brand
oIn-game advertising incld advergames
▪ Getting/grabbing the opportunity to showcase your
brand while the game is on (Live or virtual)
▪ Players T-shirt, fencing, score boards and more
▪ Advergames - Games specifically developed to
promote brand, product or an idea/concept
▪ Around-the-game – While game is on, you get
additional area to promote your brand
75
Formats of Brand Entertainment Integration
IMC
• Out of many, two needs specific reference;
1) Prominently integrated
oProminently present in the editorial content
oBrand identifiers are shown frequently, central on
the screen
2) Subtle integration – opposite of the above: as
props, in-use, look & feel
• In non-scripted programmes brands can be used as
prizes, tools or ingredients.
• Non-profit/surrogate placement is possible.
75
Why Brand Placement is Effective?
IMC
• It can’t be zapped, remain unattended
• Guarantees you REACH & EXPOSURE
• Collateral mediums (DVD, OTT) can also carry it
• Useful when second life is given (Re-release) –
AMUL during Ramayan during COVID
• Viewers have high involvement with program and
thus positive brand rub-off is assured
• Its build connections, activate positive emotions and
develop favourite attitudes towards brands
75
Chapter 10
PUBLIC RELATIONS

Introduction – Public Relations
IMC
• An organization’s activities aimed at influencing the
way others (consumers, stockholders, etc..) feel
about brands, companies, government, etc..
• Managing Information - Good and Bad
• Attempting to Garner Publicity

Functions of Public Relations
IMC
• Introduce New Products
• Enhance Image
• Ease Public Acceptance of Corporate Changes
• Encourage Patronage of Non-Profit Institutions
• Defend/support during
adversity/calamity/competitive action
• Influence Government Legislation

Public Relations & Publicity
IMC
Management of relationships between

organizations and their stakeholders
PR influence's opinion about the company.
• Thus it needs to work towards closing the gap

between how its key public sees the organization
and how the organization would like to be seen by
its key public.
Public Relations under IMC
IMC
Willing to participate?
Register today at www.hul.co.in/registration/start-a-little-
good
This and similar such initiatives helped HUL

get Rs. 7.8 million worth of press feeds Start a Little Good
Received millions of registrations https://youtu.be/OSb5afmesJQ

Scope of Public Relation & What Does It
Cover?
IMC
- Brand Communications
Technology
- Customer Relationship Building
Financial Services - Corporate Reputation Management
- Financial Communications and IR

Infrastructure
- Community Relations
Pharma & Healthcare - Public Affairs
- Crisis Communications
Lifestyle
- Internal Communications

Common Objectives Under PR
IMC
• Giving information
• Influencing opinion
• Building or sustaining attitudes and feelings
• Seldom PR is directly aimed at changing behaviour
• Across different target groups, emphasis may differ

Public Under Public Relations
IMC
• Opinion leaders
• Financial publics
• Investors
• Media
• Government
• Citizen-action public
• Internal public
• General public
• Local public
Challenges in Public Relations
IMC

Good PR Plan/Steps in Developing a PR Plan
IMC
• Define target groups or audiences
• Determine the objectives and messages to be
conveyed
• Communications channels, tools and instruments
have to be put in place
• Timing for PR action
• Budget
• Implementation plan An Idea!
• Measuring its effectiveness…DON’T YOU THINK
SOMETHING IS MISSING?!!!
50% - 90
Communications in Times of Crisis
IMC
• A special type of circumstance in which PR play an
extremely important role is when the company faces
an unforeseen crisis.
• Good PR strategy should always take the possibility
of a crisis into account and be prepared for it.
• A set of rules and procedures should be put in place.
• Modern communication tools->Rapid spread.
• All kinds of audiences, like consumer interest
groups and the media, watch companies closely.

Managing Communications in Times of Crisis
IMC
• Prepare – Plan, People, Organization, Train, Build
scenarios for the unexpected, Crisis team,
stakeholders handling, Communication approach
• Pre-crisis
oCommunicate
oKeep in touch and be responsive
oDo not act as if problems do not exist
oBuild trust by communicating
oBuild scenarios for the unexpected
During the Crisis
IMC
• Designate a single spokesperson.
• Keep your employees informed. Communicate
internally and externally, in parallel.
• Only one story to tell.
• Details matter – Do not hide information.
• Compassion - Show understanding and regret.
• Reassurance – In command, under control feeling.
• What are we doing about it? Present in-depth
research by an independent organization.
After the Crisis
IMC
• After the crisis, the company enters the
readjustment phase and has to rebuild a new
reservoir of goodwill, based on the same principles
discussed before.
oFulfill given promise
oUpdate
oWork with affected
oRebuild

23-12-2022 Confidential - Faculty - Ashish Hathi 40

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WELCOME!

MBA (WX) Lecture Session On

“Integrated Marketing Communications’’

1 12/5/2022 Confidential - Prof. Ashish Hathi

Chapter 1 – Integrated Communication

2 12/5/2022 Confidential - Prof. Ashish Hathi

5 12/5/2022 Confidential - Prof. Ashish Hathi

6 12/5/2022 Confidential - Prof. Ashish Hathi

Over 37 years of professional exposure.

Currently Vice President – Automotive

05/12/22 Confidential - Prof. Ashish Hathi

05/12/22 Confidential - Prof. Ashish Hathi

05/12/22 Confidential - Prof. Ashish Hathi

Old on top; recent at the bottom

05/12/22 Confidential - Prof. Ashish Hathi

05/12/22 Confidential - Prof. Ashish Hathi

Ashish Hathi Ashish Hathi Ashish Hathi

Authour Advertising &

12 12/5/2022 Confidential - Prof. Ashish Hathi

1. Integrated communications 8. Brand activation

13 12/5/2022 Confidential - Prof. Ashish Hathi

14 12/5/2022 Confidential - Prof. Ashish Hathi

S-2 Chp4 Marketing communications planning

15 12/5/2022 Confidential - Prof. Ashish Hathi

16 12/5/2022 Confidential - Prof. Ashish Hathi

• Industry is changing so rapidly that syllabus is not

18 12/5/2022 Confidential - Prof. Ashish Hathi

IA-4 SES-4 DQ (1 qns, two parts, 10 marks)

IA-5 SES-5 DQ (1 qns, ONE PART, 10 marks)

IA-9 SES-9 DQ (2 qns, 5 marks each)

19 12/5/2022 Confidential - Prof. Ashish Hathi

20 12/5/2022 Confidential - Prof. Ashish Hathi

Chapter 1 – Integrated Communication

21 12/5/2022 Confidential - Prof. Ashish Hathi

22 12/5/2022 Confidential - Prof. Ashish Hathi

What marketing communications is?

23 12/5/2022 Confidential - Prof. Ashish Hathi

24 12/5/2022 Confidential - Prof. Ashish Hathi

What is IMC? – Generic, 3.20 https://youtu.be/sOfHtANrmbI

25 12/5/2022 Confidential - Prof. Ashish Hathi

• Integrated communication means combining various

26 12/5/2022 Confidential - Prof. Ashish Hathi

• So for the big idea to be of value and engage customers,

27 12/5/2022 Confidential - Prof. Ashish Hathi

28 12/5/2022 Confidential - Prof. Ashish Hathi

oOnline channels have

29 12/5/2022 Confidential - Prof. Ashish Hathi

oIMC provides force and

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31 12/5/2022 Confidential - Prof. Ashish Hathi

34 12/5/2022 Confidential - Prof. Ashish Hathi

35 12/5/2022 Confidential – Faculty – Ashish Hathi

What is IMC? A Beginner's Guide to Integrated Marketing Communications (g2.com)

38 12/5/2022 Confidential - Prof. Ashish Hathi

Integration of channels for marketing communication

39 12/5/2022 Confidential – Faculty – Ashish Hathi

Image communication Action communication

40 12/5/2022 Confidential - Prof. Ashish Hathi

• Rather than advertising a

• Lifts the image of the

42 12/5/2022 Confidential - Prof. Ashish Hathi

• Lifts the image of the

43 12/5/2022 Confidential - Prof. Ashish Hathi