UNIT II

Integrated Marketing Programme

Situation Analysis
Role of advertising and promotion in an organization’s integrated
marketing programme, Elements of the Marketing Mix and its impact on
IMC, Target Marketing, Segmentation and Positioning strategies and its
application in IMC
The Purpose of Advertising

• Advertising has three primary objectives: to inform, to persuade, and to remind.

• Informative Advertising creates awareness of brands, products, services, and
ideas. It announces new products and programs and can educate people about the
attributes and benefits of new or established products.
• Persuasive Advertising tries to convince customers that a company’s services or
products are the best, and it works to alter perceptions and enhance the image of a
company or product. Its goal is to influence consumers to take action and switch
brands, try a new product, or remain loyal to a current brand.
• Reminder Advertising reminds people about the need for a product or service, or
the features and benefits it will provide when they purchase promptly.
Informative Advertising
• Informative advertising is any kind of “promotion that educates the
public on
• (1) what are the benefits and features of a product,
• (2) what it does or can do,
• (3) how it compares with competing or similar products in value and
benefits, and
• (4) where it can be bought.
• It is normally followed by persuasive and brand-building advertising.”
Informative Advertising
• Informative advertising similarly engages persuasive techniques but
focuses on presenting audiences with facts and figures to persuade them.
• Rather than drawing on emotions, this advertising method highlights how
products and services’ features benefit consumers and solve their
problems.
• Informative ads can involve comparisons between products and
competitors’ products, highlighting key differences.
• Informative advertising frames facts and figures in a way that compels
consumers to take a desired action.
• Although not appealing to emotion like persuasive advertising,
informative advertising can help marketers achieve similar goals.
 Informative Advertising
To raise awareness of policy initiatives or public
health concerns, nonprofit organizations and
government agencies often deploy informative
advertising campaigns.

FDA The Real Cost Campaign

The U.S Food and Drug Administration (FDA), for
example, runs an informative advertising initiative
to bring the public’s attention to the dangers of
tobacco.
One ad that’s part of the FDA’s
“The Real Cost Campaign” lists the potential
health issues from tobacco in large white letters
as a canister of chewing tobacco sits in someone’s
back pocket.
 Informative Advertising
The Surfrider Foundation
The Surfrider Foundation similarly implemented
an informative advertising campaign to persuade
audiences to commit to the organization’s
sustainable solutions.

The nonprofit organization committed to

protecting the world’s oceans developed an
informative ad campaign around research into
fish populations’ plastic indigestion.
The ad promotes one of the organization’s core
causes: reducing the impact of plastics in marine
environments.
 Informative Advertising
Miller Lite
The beer company, Miller Lite, deployed an
informative advertising campaign that featured
comparisons with competitors’ products.

In 2019, Miller Lite ran an ad campaign that

compared itself to Bud Light. Rather than
employing a celebrity to sing its praises, Miller
Lite showcased differences between the
products’ nutritional values.
Persuasive Advertising

• Persuasive advertising focuses on developing

an emotional connection with target
audiences.
• Seeking to drive emotion, this type of
advertising focuses on products and services’
benefits specifically for the consumer.
https://www.youtube.com/watch?v=HzevRHUEnVI
https://www.youtube.com/watch?
v=GL_xg0L0pY8&list=PLtA0sbiAgWbMwT9NTEUMzaLe3fJKdCIO
p&index=6
Persuasive Advertising
Persuasive advertising often
engages celebrities in
campaigns to encourage
consumers to feel positively
about the brand.
For example, Heinz employed
award-winning musician Ed
Sheeran for an ad campaign
to help grow the brand’s
presence outside the US.
https://www.youtube.com/watch?v=AlQpt67L1es
Reminder Advertising
• Reminder advertising, also known as retentive advertising,
aims to maintain brand awareness and encourage existing
customers to make repeat purchases.
• With reminder advertising, companies take advantage of
customers and potential customers familiar with the brand.
• There are many forms of reminder advertising, including email
newsletters, display ads, and social media campaigns.
• The purpose of reminder advertisements is to get customers
thinking about the brand, upping the likelihood of more
purchases and boosting revenue for the company.
Reminder Advertising
• https://youtu.be/8mKFF5K4aUI
• In this ad, Coca-Cola isn't introducing
any new product. All they're doing is
trying to remind you that their brand
exists and you might be thirsty.
• This is a great reminder ad because
you're probably not thinking about
Coke all day. By seeing these types of
messages, you're more likely to
purchase a Coke the next time you
can.
Reminder Advertising
Coca Cola is a company that sells
one established product and
doesn’t need an introduction.
In this ad, they aren’t introducing
new packaging or taste.
Instead, they are just gently
reminding that this product exists
and provide a new outlook on it
with a catchy slogan “Taste the
feeling”
Reminder Advertising
• Zillow
• Zillow is another brand that benefits from reminder
advertising. With Zillow, you can look to buy or rent a
new apartment, condo, or house. However, people
don't make these big purchases all the time. Instead,
Zillow needs to rely on reminder ads so their
audience chooses Zillow when it's time to buy a new
house.
• This is a great example of a reminder ad. This shows
that Zillow isn't trying to show you anything new, but
rather remind you that they'll be there when you're
ready to buy a house.
• Realtor.com has "wrapped" a house as part of what
it's calling a comparative "experiential" advertising
campaign that the company says showcases the
difference between realtor.com's listing database and
that of its major industry competitor, Zillow.
 Reminders Advertising
McDonald's
Again, McDonald's is a globally recognized brand. If they
aren't launching a new product, almost any ad you see
from them is a reminder ad.

In this McDonald's ad, the company isn't trying to launch

any new menu items or tell you about something new.
Instead, they're just reminding you that the company exists.
And hopefully, they made you hungry enough to go buy
some French fries.

Ultimately, reminder ads are a great way to stay top-of-mind

with your audience. Since most people need to come in
contact with brand several times before they purchase,
reminder ads are an excellent way to convert leads.
Elements of Integrated Marketing Communications

• https://www.marketing360.in/6-elements-of-integrated-marketing-co
mmunications/
Role of Advertising
Types of Advertising
• Print Advertising
• newspapers and magazines ,fliers and brochures
• buy advertising space in any popular newspaper or magazine and the
cost depends on various factors including the quantity of space, type
• Broadcast Advertising
• Widespread all around the world.
• Includes radio, television, and Internet advertising.
• Cover up large number of audiences, even in real-time.
Types of Advertising
• Outdoor Advertising
• Billboards, kiosks, and tradeshows and events
• Attract potential customers.
• Events such as exhibitions and trade fairs facilitates effective
endorsement of the product
Types of Advertising
• Brand Advertising
• Long term brand identity image
• Mass target – International and national
• Retail and Local Advertising
• Message – Products in area
• Objectives – stimulate store traffic, build distinctive image of the local
retailer
•
Types of Advertising
• Political Advertising
• Politicians – vote for them or party or their ideas
• Direct Response Advertising
• Stimulate sale directly
• Telephone/mail response
• Business to Business Advertising
• Publications, Professional journals
Developing Effective Ads: The Creative
Strategy
• Effective advertising starts with the same foundational components as any
other IMC campaign:
• identifying the target audience and the objectives for the campaign.
• When advertising is part of a broader IMC effort, it is important to consider
the strategic role advertising will play relative to other marketing
communication tools.
• With clarity around the target audience, campaign strategy, and budget, the
next step is to develop the creative strategy for developing compelling
advertising.
• The creative strategy has two primary components: the message and
the appeal.
Developing Effective Ads: The Creative
Strategy
• The message comes from the messaging framework:
 What message elements should the advertising convey to consumers?
 What should the key message be?
 What is the call to action?
 How should the brand promise be manifested in the ad?
 How will it position and differentiate the offering?
• With advertising, it’s important to remember that the ad
can communicate the message not only with words but also potentially
with images, sound, tone, and style.
Developing Effective Ads: The Creative
Strategy
Developing Effective Ads: The Creative
Strategy
• Marketers also need to consider existing public perceptions and
other advertising and messages the company has placed in the market.
 Has the prior marketing activity resonated well with target
audiences?
 Should the next round of advertising reinforce what went before, or
is it time for a fresh new message, look, or tone?
Developing Effective Ads: Appeal
• Along with message, the creative strategy also identifies the appeal,
or how the advertising will attract attention and influence a person’s
perceptions or behavior. Advertising appeals can take many forms, but
they tend to fall into one of two categories: informational appeal
and emotional appeal.
Developing Effective Ads: Informational
Appeal
• The informational appeal offers facts and information to help the target
audience make a purchasing decision.
• It tries to generate attention using rational arguments and evidence to
convince consumers to select a product, service, or brand.
• For example:
 More or better product or service features: Ajax “Stronger Than Dirt”
 Cost savings: Wal-Mart “Always Low Prices”
 Quality: John Deere “Nothing runs like a Deere”
 Customer service: Holiday Inn “Pleasing people the world over”
 New, improved: Verizon “Can you hear me now? Good.”
Developing Effective Ads: Informational
Appeal
Developing Effective Ads: Emotional Appeal
• The emotional appeal targets consumers’ emotional wants and needs rather
than rational logic and facts.
• It plays on conscious or subconscious desires, beliefs, fears, and insecurities
to persuade consumers and influence their behavior.
• The emotional appeal is linked to the features and benefits provided by the
product, but it creates a connection with consumers at an emotional level
rather than a rational level.
• Most marketers agree that emotional appeals are more powerful and
differentiating than informational appeals.
• However, they must be executed well to seem authentic and credible to the
the target audience.
Developing Effective Ads: Emotional Appeal
• Examples of emotional appeals include:
 Self-esteem: L’Oreal “Because I’m worth it”
 Happiness: Coca-Cola “Open happiness”
 Anxiety and fear: World Health Organization “Smoking Kills”
 Achievement: Nike “Just Do It”
 Attitude: Apple “Think Different”
 Freedom: Southwest “You are now free to move about the country”
 Peace of Mind: Allstate “Are you in good hands?”
 Popularity: NBC “Must-see TV”
 Germophobia: Chlorox “For life’s bleachable moments, there’s Chlorox”
Developing Effective Ads: Emotional Appeal
• The following Heinz Ketchup commercial offers a humorous example
of an ad based entirely on an emotional appeal:
Marketing & Promotion Process Model
Four major Components
• a. Marketing Strategy & Analysis
• b. Target Marketing Process
• c. Developing the Marketing Planning Program
• d. The Role of Advertising and Promotion
Marketing & Promotion Process Model
• a. Marketing strategy & analysis:
• A strategic marketing plan usually
• Guides
Allocation of organization’s resources
Specific marketing programs and policies
• Evolves
from an organization’s overall corporate strategy and serves
as a guide for specific marketing programs and policies.
Marketing & Promotion Process Model
• a. Marketing strategy & analysis: A strategic marketing
plan usually evolves from an organization’s overall corporate
strategy and serves as a guide for specific marketing programs
and policies.
Opportunity Analysis
• Market opportunities
• Areas where:
There are favorable demand trends
Customer’s needs and opportunities are not being satisfied
Firm can compete effectively
• Steps to identify market opportunities
Examine the marketplace
Observe demand trends and competition in various market
segments
Marketing & Promotion Process Model
Ansoff Matrix – Market vs Product
Competitive Analysis
• Analyzing the competition in the marketplace and searching
for a competitive advantage
• Competitive advantage: Attributes that give a firm an edge
over competitors
 Better quality products
 Superior customer service
 Low production costs and lower prices
 Dominating channels of distribution
 Advertising
Marketing & Promotion Process Model
Target Market Selection
• Done after evaluating market opportunities and doing a
competitive analysis
• Has direct implications on a firm’s advertising and
promotional efforts.
Marketing & Promotion Process Model
Target Marketing Process
Target Marketing Process
Different Segmentation with
Examples:
• Geographic: Bennett, Coleman and Co. Ltd divided markets
according to geographical units for their tabloids
• Demographic: Age: HUL launched ‘Pepsodent kids’ toothpaste,
GSK’s Women Horlicks, Gender: HUL Fair & Lovely, Emami Fair
and Handsome
• Psychographic: personality: Raymond advertises its fabrics with the
tag ‘The Complete Man.’ and/or lifestyles (VALS): Mercedes
• Behavioristic: usage: Sony Play Station, benefit: Peter England-
wrinkle free trousers
 Market Segmentation
• Dividing a market into distinct groups with common needs, who respond similarly to a
marketing situation
• Criteria
• Geographic segmentation: Markets are divided into different geographic units
• Demographic segmentation: Dividing the market on the basis age, sex, family size,
education, income, and social class
• Psychographic segmentation: Dividing the market on the basis of personality, lifecycles,
and/or lifestyles
• Behavioristic Segmentation: Dividing consumers into groups according to their usage,
loyalties, or buying responses to a product
• 80-20 rule: 20 percent of buyers account for 80 percent of sales volume
• Benefit segmentation: The grouping of consumers on the basis of attributes sought in a
product is known as benefit segmentation.
Developing a positioning strategy:
Positioning by (with examples)
• Product Attributes and Benefits (Apple)
• Price/Quality (Mahindra XUV)
• Use or Application (Red Bull, Surf Excel is positioned as stain
remover ‘Surf Excel hena!’)
• Product Class (Dove: soap to mild shampoos category)
• Product User (Sony webcam & phones with HD recordings)
Selecting Target Market

Determine how many segments to enter

Determine which segments offer the

most potential
Positioning
• Positioning involves fitting a product or service to one or more
segments of the broad market to make it unique within the
marketplace
• Set it meaningfully apart from competition.
• Approaches
 Focusing on the consumer - Linking the product with the benefits the
consumer will derive
 Focusing on competition - Positions the product by comparing the benefit it
offers versus the competition
Positioning Strategies
• Positioning by use or application
• Used to enter a market on the basis of a particular use or application
• Positioning by product class
• Positioning by product user
• Positioning by competitor
• Positioning by cultural symbols
• Makes the brand easily identifiable and differentiated from others
Positioning Strategies
• seven positioning strategies
1. Positioning by product attributes and benefits
• Sets the brand apart from competitors on the basis of specific characteristics
or benefits offered
• Salient attributes: Important to consumers and are the basis for making a
purchase decision
2. Positioning by price/quality
• Done where cost comes secondary to quality
• Price/Quality - Price is used as a characteristic of the brand. If a product is
positioned as high quality, price may be a secondary consideration. Another
option is to focus on product quality or value offered at a competitive price.
Positioning Strategies
3. Positioning by use or application
• Used to enter a market on the basis of a particular use or
application
• This strategy associates the brand with a specific use. This approach
can be an effective way to expand usage of a product.
4. Product Class - This strategy positions the product against a product
in another category, rather than against a competitor.
• For example, positioning frozen orange juice against fresh oranges.
Positioning Strategies
5. Product User - This strategy associates a brand with a type of
person or group that uses a product or service.
6. Competitor - This strategy positions a company or brand against a
competitor.
• Often another form of positioning is used to differentiate the brand.
7. Cultural Symbols - This strategy uses a cultural symbol to
differentiate a product from competitors
• (e.g. Keebler elves, the Jolly Green Giant, Tony the Tiger).
Repositioning
• There is another positioning Strategy - Repositioning
• It involves Altering a product’s or brand’s position due to:
 Declining or stagnant sales
 Anticipated opportunities in other market positions
• Difficult to accomplish because of entrenched perceptions and
attitudes toward the product or brand
Branding
• The goal of branding is to

Branding Builds and maintains brand awareness and interest

Develops and enhances attitudes toward the company or product

Builds and fosters relationships between the consumer and the brand
Branding
• The brand identity consists of the combination of the name, logo,
symbols, design, packaging, and image of associations held by
consumers.
• Brand equity is an intangible asset of added value or goodwill that
results from the favorable image, impressions of differentiation,
and/or the strength of consumer attachment to a company name,
brand name, or trademark.
Promotional Push Strategies
• Programs designed to persuade the trade to stock, merchandise and
promote a manufacturer’s products
• Goal
 Push the product through the channels of distribution by
aggressively selling and promoting it
• Trade advertising: Used to motivate wholesalers and retailers to
purchase products for resale
Promotional Pull Strategies
• Spending money on advertising and sales promotion efforts directed
toward the ultimate consumer
• Goal
 Create demand among consumers
 Encourage consumers to request the product from the retailer
Developing the Marketing Planning
Program
The Role of Advertising and
Promotion
• Interactive marketers use the various promotional-mix elements
• —advertising, sales promotion, direct marketing, publicity/public
relations, and personal selling
• —to inform consumers about their products, their prices, and
places where the products are available.