Dr. Jayashri VijayKulkarni
IMC is a concept that combines various marketing communication elements to influence consumer behavior positively. It involves features, processes, and key elements like advertising, publicity, personal selling, direct marketing, exhibitions, packaging, sponsorship, public relations, and sales promotion.
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Presentation Transcript
Module 1.1----IMC Integrated Marketing Communication Concept- Features- Elements- Role of Advertising in IMC-
IMC Concept- Combination of various elements of marketing communication. Tool for a marketer to influence behaviourof customers. Positive consumer behaviour for the product/service
IMC-contd. Features- Effective tool Process Several elements Every element has it s role Advertising is an important element.
IMC-contd Elements Advertising Publicity Personal selling Direct Marketing Exhibitions and Trade fair Packaging Sponsorship Public relations Sales promotion
IMC-Elements Advertising- Paid form Non personal communication Sponsor Paid media Sales promotion technique Publicity- Unpaid Both positive and negative communication No sponsorship Not necessarily sales promotion technique
IMC-Elements Personal Selling- Salesmanship Personal Communication No media Ltd.. Coverage Direct marketing- Direct communication to target audience E.G. Direct mail, yellow pages, just dial
IMC-Elements Exhibition and Trade Fairs- Out door Oldest form At various levels Various types Demonstration Sales Literature Effective tool
IMC-contd Packaging- Protective Attractive Primary & Secondary Brand Image Sponsorship- Modern tool Sponsoring any event Distinct brand Image
IMC-Elements Public Relations- Liaison Stake holders-Consumers,suppliers,financers, vendors, govt. officials Supportive tool Sales promotion- Induces customers and intermediaries After sale services Combo /Bondedproducts Discounts, Offers Free Samples, Free gifts Guarantees and warranties
IMC-contd Role of Advertising in IMC- Advt. as primary, foremost function Heavy Budget Long term impact Most power full tool Tool for promotion Tool for brand building
Role of Advertising in IMC Advertising and Personal Selling Advertising and Publicity Advertising and Sponsorship Advertising and Public relations Advertising and Sales Promotion Advertising and Direct Marketing Advertising and packaging Advertising and Trade Fairs and Exhibitions
Module 1.2 Advertising Advertising is non personal presentation of information through some paid media . American Marketing Association, Any paid form of non personal presentation and promotion of ideas, goods, services by an identified sponsor. It is a creative process. It involves planning, preparing and placing advertisements in the media to achieve desired result.
Advertising--Features Process Creativity as an integral part Paid form Non personal presentation Identified sponsor Tool for sales promotion Ideas/goods/services Is an Art Is a science Is a profession Builds Brand Image Various objectives An element in Promotion Mix
Advertising -Functions Promotion Awareness Attraction Brand Image Social messages Gears up market Reminder Competitive advantage Support other elements of promotion mix
Advertising-Evolution Early Form: Pre- Printing stage Emergence of printing technology Emergence of Advertising Agencies Radio Advertising TV Advertising Other forms Internet Advertising
Evolution Continued Advertising during Pre- printing Stage a. Trade marks b. Town Criers c. Sign Boards Advertising on emergence of printing technology: 1440/Johannce Gutenberg a. Handbills 1477-William Caxton b. News paper Advertising 1605-Germany c. Magazine Advertising- early 1700 s
Evolution Continued Birth of Ad Agencies: 1st Ad. Agency1786-William Taylor England 1stAmerican Ad. Agency 1843-Volney Palmer Radio Advertising: Marconi invented around 1900. T.V. Advertising: Johan L. Baird 1930-Commercially viable T.V. Other Forms Out door forms
Evolution Continued Advertising Organisations a. 1914 ABC b. 1917 AAAA, 1947- AAAI c. 1985 ASCI Internet Advertising: Electronic /Digital Advertising late 1990s Websites, Blogs, Twitter,Mobiles
AdvertisingActive Participants Advertisers Ad. Agencies Audience Media Ad. Production Houses Government research Firms Target Audience Self regulation bodies
Advertising-Importance/benefits To Manufacturer To The Consumers To the vendors To the Society
Module 1.3- AdvertisingClassification Stages in Life Cycle Target audience Functio ns Media Area Local Regional National Internati onal Rural Press/Print Broadcastin g Outdoor other Consumer Manufacture r Traders professional Direct vs. Indirect action Primary Vs. Selective Product Vs. Service Pioneering Competitive Retentive
Questions Module 1 What are the components of IMC? What is the role of Advertising in IMC? Define Advertising with its features. Write a note on evolution of Advertising. What are various active participants in the process of Advertising? Describe importance of Advertising. What is IMC? Explain its features.
Questions..Contd. Explain classification of Advertising. How advertising is classified on the basis of Media? Distinguish between print media and broadcasting media. How advertising is classified on the basis of functions? Distinguish between product advertising and service advertising. How advertising is classified on the basis of audience? Distinguish between primary advertising and selective advertising.
