Integrated marketing communication

1. ADVERTISING
MANAGEMENT

2. INTEGRATED MARKETING
COMMUNICATION with
INTRODUCTION TO BRANDING

3. Integrated Marketing
Communication can be
defined as
 A concept of marketing communications planning that
recognizes the added value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines.

4. So how does it play a role
with IMC or advertising?
There are 3 ways in which it
plays a role:

5.  It is a key element in inducing trial or repurchase in many communication
programs in which advertising creates awareness and favorable attitudes
but fails to spur action. The action comes about due to the limited duration
of the program so the consumer must act quickly. The consumer may
perceive this as a value for money purchase.
 In many retail outlet the companies are able to make out through scanners
as to which brands are moving fast off the retail shelves and also try to
understand as to which shelf does not receive much sales so that they could
reduce the hiring or the display of merchandise from the shelf. This is done
in order to be cost effective.
 In order to keep the brand equity of the brand intact especially for high
involvement products and ‘feeling’ products, the advertising and sales
promotion efforts must complement each other.

6. Publicity
Advertising Sales Promotion
Public Relations
Personal selling
Marketing Communication Tools

7. Advertising
 Which is any paid form of non-personal communication of ideas,
products and services by an identified sponsor.
Sales Promotion
 Short term direct inducement to encourage sales of products and services.
Personal selling:
 For making sales, a salesman interacts orally with the
buyer or buyers in the form of sales presentation.
Public Relations
 Marketers engage in public Relations to develop a favorable image
of their organizations in the eyes of the public –
public at large, customers, suppliers, government, media,
competitors, shareholders, employees and the society.
Personal selling
 For making sales, a salesman interacts
orally with the buyer or buyers in the form of sales presentation.

8. Direct or Database Marketing
 This involves not just direct mail but also telemarketing & direct response
advertising on T.V and radio and other media, in which ad aims to generate
an action response (eg. Call center number).
has two advantages over mass advertising:
 The ability to target specific individual consumers with an offer that is
tailored to that consumer.
 The ability to directly measure response.

9. Two types of Sales Promotion
Consumer promotion Trade promotions

10.  Consumer promotion
 coupons
 samplings
 premiums
 sweepstakes
 low-cost financing deals
 rebates
 Trade promotions
 allowances for featuring the product in retail advertising
 display
 merchandising allowances

11. Retail Advertising
 The retails in order that the consumer can see the product and buy it are
those that provide the consumer with lots of information.
 So listing the size, color and prices of various shirts in a store make a buyer
more action inductive.
 Appropriate behavioral aspects are used in case of durables and
automobiles.
 The advertisement used here must create a strong sense of desire, curiosity
and urgency to get the reader or viewer to make the store visit.

12. Cooperative Advertising
 Here a manufacturer offers retailers an advertising program for the later to
run.
 The program may include suggested advertising format, materials to be used
to create actual advertisements, and money to pay a portion of the cost.
 Certain merchandise quantity is also suggested for the retailer to stock and
perhaps display.
 The intention of this type of communication is to stimulate short-term sales.
 The advertsing is specific to the product, the place as to which it can be
purchased and the price.
 To maintain the brand image and to reinforce the company’s leverage with
the retailers are important long-term considerations.
 The need should also be to expand the distribution coverage by allowing
allowances to the retailers.

13. THREE TYPES OF CO-OP
ADVERTISING
Ingredient producer co-op: When the producer
of an ingredient pays part of an ad run by the
user product.
Horizontal: When local dealers in a geographic
area pool money for advertising.
Vertical: When the upstream manufacturer or
service provider pays for a downstream
retailers ad.

14. Reminder, point-of-Purchase and Specialist Advertising
 Reminder ads serve to stimulate immediate purchase and/or use to counter the inroads of
competitors. It is basically reminding the consumer about its existence.
 ‘Shelf talkers’ or point of purchase materials placed in stores at or near the place where the
brand is on display. You might have seen sachets of shampoos hanging right in front of the
shop and they hit you on the face that could be taken as point of purchase material. Here
the product itself acts as the material. Top of the mind awareness is the basis of the
reminder and point of purchase material.
 Specialist advertising is useful in circumstances when certain free products like diaries,
pens and calendars bearing the name of the manufacturer are given to the consumers for
greater brand awareness. Pepsi and Coca Cola often paint the entire shop with their logo,
this is to remind the consumer of their existence in that area.

15. Sales Promotions
 Sales promotions are different from advertising, in that they do not involve
the use of mass media.
 Many sales promotions are designed to encourage the immediate sale of
goods, while others have longer-run goals of keeping customers loyal to the
store, aiding salespeople, or attracting customers into the store.
 The term promotion is used to refer to all communication efforts made on an
impersonal basis, including sales promotions, publicity, and advertising.

16. Personal Selling
 Personal selling involves individual, face-to-face communication, in contrast
to the impersonal mass communication involved in advertising.
 Effective personal selling is quite often, the most important and effective
element in retail communication.

17. Publicity
 Two factors distinguish publicity from advertising – cost and control.
 When a newspaper, magazine, TV or radio features a retailer’s store,
personnel, product or events and the retailer does not have to pay for it, the
retailer receives publicity.
 The retailer cannot, however, control the time, direction, or content of the
message.

18. Word-of-mouth
 Retailers cannot directly control what customers say to friends about their
stores, services and products.
 However, they should be aware of this channel of information because
potential customers often rely on what customers of a store say about it.
 Unfair treatment of one customer can create an ever-widening web, as more
people are told about that customer’s experience.
 Fortunately, fair treatment and real value are also discussed among
customers, although positive aspects may not have as much influence as
negative ones do.
 The point is, customers are going to talk about how they are treated in a
store.

19. Public Relations
 “Public relations involves many functions beyond product publicity,
including public affairs, lobbying, and investor relations.”

21. Public Relation department
may perform any or all of the
following functions:

22. Press Relations or press agentry: Creating and placing news worthy
information in the news media to attract attention to a person, product or
service.
Product publicity: Publicizing specific products.
Public affairs: Building and maintaining national or local community
relations.
Lobbying: Building and maintaining relations with legislators and government
officials to influence legislation and regulation.
Investor relations: maintaining relationships with shareholders and others in
the financial community.
Development: Public relations with donors of members of nonprofit
organizations to gain financial or volunteer support.

23. Now let us Discuss a Few
Features and Terms of a Few
PR Tools

24. Press
Releases
Press Kits
Public
Appearanc
es
Speeches
Presentati
ons
Press
Conference
s
Special
Events
Advertise
ments or
PSAs

25. Press Releases
 is a short document, usually one page, aimed at raising awareness and
calling attention to an event or newsworthy happening at your company.
 are sent to all areas of the media: print, radio and television. If it is deemed
newsworthy by the media, it can generate a multitude of public awareness.

26. Press Kits
 also known as a media kit, is an expansion on your press release.
 It is usually a high quality folder containing your press materials: press
releases, brochures, collateral materials, company biography, news
clippings, photographs (if applicable), contact information and any other
relevant materials.
 They are also made available to the media upon request when someone is
seeking more information about your company.

27. Special Events
 These offer a terrific way for any company to get some good press.
 Having your company name associated with popular events is sure to garner
positive recognition.
 For example, say your company is involved in putting on a pancake breakfast
to raise money for the local humane society. This generosity, caring and
concern is sure to have an effect on how others see your business from that
point forward. Not only that, but also these events often receives large
amounts of media coverage, especially if there is a politician or local
celebrity.

28. Advertisements or PSAs
 for example the brewing company advertisements discouraging
drinking and driving,
or the tobacco company ads urging youngsters not to smoke.
Ads like these, known as public service announcements
(PSAs), are not made with the goal of increasing sales, although the
goodwill they create can contribute to sales in a roundabout way.

29. Speeches
 When done well, few things can convey your message like a well-
delivered speech. This is easier said than done, since a great deal of
work goes into the process. The speech must be concise, entertaining
and well articulated. Politicians and corporate heads are constantly
called upon to speak publicly. Because of this, they often hire
speechwriters, people who know how to craft a message effectively to
pull emotional strings. Small business owners may be asked to speak at
a college or high school function, before a group or club, or at any
number of events. But they should not just sit around and wait to be
invited. Take the proactive route and volunteer to speak!

30. Public Appearances
 Placing a representative from your company at various events can yield
numerous benefits to your business. It is a way of taking part in the
community, showing your interest and opening up the lines of
communication. There are many places and events at which to make
appearances: charity galas and fundraisers, community symposia, chamber
of commerce conventions and mixers, and many others - the calendar is full
of them. It’s just a matter of having someone present to show that your
company is concerned with what is going on in the region.

31. Press Conferences
 Holding a press conference is usually only necessary to make a major
announcement. A representative or two from your company speaks,
making the announcement and elucidating upon it, and the
conference is open to question and discussion with the members of
the media. The speaker should be thoroughly prepared for all
possible questions. In general, the speaker should be someone who
is well spoken, charming and able to address negative matters in a
positive fashion. As a general rule, never hold a press conference if a
press release or a few telephone calls will serve your purpose.

32. Presentations
 A presentation is akin to a press conference. Depending on your line of
business, you may be asked to speak in front of a group of your peers,
clients, or to a club such as the Kiwanis or Rotary. The goal is to be
general, informative, anecdotal, and use as many attention-catching
devices as possible. Maybe you have a company video or film you can
screen, or possibly some of the company’s ads. The presentation is
basically a broader form of the press conference, which is usually focused
on one event or announcement. Think of the presentation as a quick
summary of everything you do and offer, and a listing of your
accomplishments.

33. Methods of Direct Selling

34. Person-to-person Selling
 Company and manufacturers’ representatives (independent contractors) sell
services and products directly to people at home, office or workplace, on a
one-to-one basis.

35. Party-Plan or Group
Presentations
 A system by which sales are made to individuals who are part of a group.
The sales person invites a “hostess” to hold a “party” for eight to ten
prospective customers, usually at home, but it can also be at an office or
workplace. The emphasis of the party is to have an enjoyable time,
products are attractively displayed whilst the independent contractor
talks about the various products and allows the audience to “feel”
products (touch, smell, taste, etc depending on the product being
demonstrated).

36. Some Facts/ Figures

37. Worldwide
• The number of direct sellers is growing at 220,000 per week worldwide.
• The direct selling industry does estimated sales of US $83 billion annually.
• Direct Selling is practiced in 165 countries of the world.
• 70% of the sales force involved in Direct selling are women
• Total direct sales people worldwide rose from 37mn in 1999 people to over
40mn in 2000.
• However worldwide revenues from direct selling shrunk by 2% from US$85mn
in 1999 to US$83mn in 2000.
• USA has the highest number of direct sales people at 11mn. Indonesia is No.2
with 4.2mn sales people

38. Worldwide
• In value terms Japan is the largest market with sales through direct selling
estimated at Rs28.4bn in 2000. This business is done only through 2mn direct
sales people.
• Sweden was the fastest growing market in terms of addition to direct sales
persons. Number of direct sellers in Sweden increased from 35000 in 1999 to
90000 in 2000, a 157% yoy jump.
• The sales force in Russia shrunk by 25% in 2000. However in terms of
revenues, Russia was among the fastest growing market in the world with sales
from direct selling rising by 42% from US$134mn in 1999 to US$189mn in 2000.

39. Introduction to Branding

40. BRAND
 “A name, term, sign, symbol or design or a combination of them,
intended to identify the goods or services of one seller or group or
sellers and to differentiate them from those of competitors”.

41. Brand identity
 includes brand names, logos, positioning, brand associations, and
brand personality.

42. Brand personality
 adds emotion, culture and myth to the brand identity by the use of a famous
spokesperson (Bill Cosby - Jello), a character (the Pink Panther), an animal
(the Merrill Lynch bull) or an image (You’re in good hands with Allstate).

43. Brand associations
 are the attributes that customers think of when they hear
or see the brand name.

44. Brand Equity
 BE = SA + PQ + SD (Brand equity equals strategic awareness plus perceived
quality plus singular distinction)
Strategic Awareness
 The presence of the brand
Perceived Quality
 It is the promise of the brand
Singular Distinction
 ‘The positioning of the brand. The only choice to make...without
reservation.’

45. Brand Strategy
 It is a method to capitalize on the value of the brands to achieve profitable
growth (i.e. positive economic impact on byway communities).
 The focus is a long term perspective and must be closely linked to business
strategy
Commoditization
 a situation in which a company’s products and services become perceived by
buyers as being interchangeable with those of other companies, so buying
decisions become driven by price.

46. Product & Branding Strategy

47. A product mix also called, as product assortment is the set of all products &
items that a particular seller offers for sale.
A Company’s Product Mix has certain concepts:
• Width: The width of a product mix refers to how many different product lines
the company carries. E.g.: HLL, P&G
• Length: The length of a product mix refers to the total number of items in the
mix.
• Width: The width of a product mix refers to how many variants are offered of
each product in the line.
• Consistency: It refers to how closely relate, the various product lines are in end
use, production requirements, distribution channels or some other way.

48. SOURCE: RAI TECHNOLOGY UNIVERSITY ADVERTISING MANAGEMENT
Presentations done by: Mark Anthony G. De Monteverde
FB: Demonteverde_mark@yahoo.com
IG: @magdm9728
email:Markdemonteverde60@gmailcom