Introduction to Integrated Marketing Communications

Marketing Communications

• Advertising• Sales Promotion• Public Relations/Publicity• Personal Selling• Direct Marketing & E-marketing

Integrated Marketing Communications (IMC)

It is the communications mix adopted by a company to derive synergies

from the various types of marketing communications available

Relationship between Promotion, Promotional Mix and IMC

Process Tools Management

Promotion Promotional Mix

IMC

Advertising has its origins in the U.S. in the early part of the 20th

centuryVolney B. Palmer – media broker

Ads were released to make the magazines interesting and the media paid for the ads

instead of getting paid!

Ladies Home Journal -1902

“The editor of the Ladies Home Journal thinks that we publish it for the benefit of the American women. This is an illusion, but a very proper one for him to have. The real reason, the publisher’s reason is to give you who manufacture things American women want, a chance to tell them about your product – Cyrus H. K. Curtis, founder of ladies Home Journal

Definitions of Advertising

• Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. – Kotler

• Advertising is a paid, mass mediated attempt to persuade

• “salesmanship in print”• Substitute for a human salesman

Economic effects of advertising

• Provides information• Maintains or enhances brand equity• Supports the media• Provides employment• Reduces distribution cost• Provides product utility• Stimulates introduction of new products

Ethical Issues to Advertising• Over 16000 crores is the adspend of this country. Can this not be used for

more productive purposes?• Goods could be cheaper if such huge adspends were not incurred by industry• “Advertising makes people buy things which they never knew, which they

don’t need with money that they don’t have”• Advertising is intrusive and invades personal privacy• Advertising is manipulative and has a damaging influence on impressionable

minds• Advertising is offensive and distasteful.• Advertising promotes and raises aspirations fuelling a materialistic society• Advertising promotes harmful products like tobacco and alcoholic beverages• Advertising promotes stereotype thinking• Advertising leads to deceptive claims being believed by a gullible society

Advertising Media

• Press• Electronic• Cinema• Radio• Outdoor

TV

Internet

The Communication Process

Sender ReceiverEncoding

ResponseFeedback

Decodingmed

ia

Filter Filter

Noise

Major Institutions involved in the field of Advertising management

Advertiser

Research suppliers

Government

Competition

Markets and Consumer behaviour

Ad agency

Media

Control Institutions Facilitating Institutions

The Advertising Agency

• Client Servicing/Accounts management• Media• Creative

• Accounts• Personnel/HRD

Niche Agencies

• Media shops – Mindshare, Madison, Starcom

• Creative boutiques – Ray and Kesavan

• Event management agencies- Wizcraft

• Sales Promotion agencies• Direct marketing outfits – Lintas Direct

• PR houses – Genesis • Research suppliers – MARG, IMRB, Nielsen

Role of Advertising within the Marketing Program

• What can advertising do and cannot do?• Contribution of advertising to sales• Mix of ‘Pull’ and ‘Push’ in the

communication mix