INTEGRATED MARKETING COMMUNICATIONS

• Traditionally, marketing has relied on ‘Promotion Mix’ i.e. personal selling, advertising, sales promotion and publicity for communicating to the consumer.

• In present times this approach serves a very limited function Today cos rely on the other elements of marketing mix for effective communication i.e. product features, price. place of delivery to communicate their offer.

• All the 4Ps of marketing are considered as components of marketing mix.

• The cos communicate through quality product, attractive and convenient packaging, pictures and symbols, price and the terms of the sale, attractive stores/showrooms and efficient salesmen.

• The process also involves feedback from the consumer to gauge how the communication is being received by the target market.

INFORMATION FLOW FROM OTHER MEDIA• Today, there is a big threat to the conventional promotional measures

because information is reaching the consumer thru Print, TV, Net, Mobile, Blogs, Chat groups Youtube.

• Well before the formal message reaches the target audience, much more comprehensive and factual message reaches the consumers thru various routes. The situation is further compounded by the reliability and credibility of these alternate channels.

• As communication reaches faster from various other sources, the marketer cannot rely on the conventional measures used so far.

COMMUNICATION THRU—PRODUCT PERSONALITY• A basic generic product acquires a distinct personality thru marketing efforts.• By positioning we tell how it is different from other similar products.• Thru branding the product makes a promise and develops loyal customers.

• When this finely managed product lands on the shelf it is communicating to the consumer thru its shape, colour, packaging, logo, labeling etc.

• COMMUNICATION THRU BRAND NAME & LOGO• No woman buys cosmetics They buy Lakme, L’Oreal, Ponds, Garnier. As utility

and function is concerned any of these products will serve the purpose. The buyer, however, distinguishes one product from another thru brand name.

• COMMUNICATION THRU COMPANY NAME• Well established cos can add to the positive impression e.g. Raymonds, Tata’s,

Microsoft.

COMMUNICATION THRU-PRICE

• PRICE QUALITY EQUATION.• Consumers tend to use price as an indicator of quality. When several

brands of same product are available, the buyer tends to decide on the basis of price. The higher priced brands are associated with quality.

• Same case with gifts. The consumer cannot gauge the nature of the gifts; however, he concludes that if the price is high enough it must be of higher quality.

• PRICE AS A STATUS SYMBOL• In certain cases price becomes a symbol of esteem and status.-cars,

residential locations, restaurants, can be a major source of prestige.

• PRICE AS AN INDICATOR OF TECHNOLOGICAL SUPERIORITY• For various consumer goods price can also indicate technical superiority,

latest technology, innovation etc• CONSUMERS CONCEPT OF ‘REASONABLE PRICE’

COMMUNICATIONS THRU--PLACE• Why do people say “I buy only from X store.” Why• They have a wide selection• Their service is good• It is cheap• Location is good• They have quality products.

• STORE IMAGE The outlets/stores also project a unique image about themselves—by virtue of location, décor, extent of merchandise, trained salesmen extra service eg Home Saaz Modern Stores

• STORE MERCHANDISE• The range and type of merchandise offered may make a customer switch

over to the store eg Lifestyle, Westend Vimal fabrics.

• Store is a powerful communicator for leading brands—Mount Blanc pens,Baccarose cosmetics etc.

COMMUNICATION THRU---PROMOTIONS

• For a long period marketing communications was considered to be synonymous with promotions.

• Promotions consist of following components:• a) Personal selling• b) Advertising• c) Sales promotions• d) Publicity

• Unlike other components which can be controlled by the firm, publicity cannot be entirely controlled by the firm.

• The firm is a part of the society and therefore cannot remain immune from and indifferent to the impressions that the society forms about it.

• A firm tackles these issues on two fronts:• a) Oversee and ensure that stories and write-ups that appear about it are

favourable to it.

• b) Conduct publicity campaigns around some innovation developed by it or some social issues—health , environmental-- tackled by it.

• Various routes by firms these days are

• a) Sponsorship of events

• b) Event Management

• c)Public Relations—Management of reputation.

EFFECTIVE COMMUNICATION• The following steps are necessary for effective communication:• a) Identifying the target audience• b) Determining the communication objective• c) Designing the message• d) Selecting the communication channel• e) Establishing the communication budget• f) Determining the communication mix• g) Measuring the effect of communication• h ) Managing the IMC process

TARGET AUDIENCE IDENTIFICATION• The marketers should have a clear idea as to whom the communication is

directed .Is it individuals, groups, specific section of public, potential prospects of company, p resent users. deciders,, influencers etc.

• Knowledge of target audience influences the message: “what’ is to be said; to “whom” is it to be said; “where” “when” “how” is it to be said.

• IMAGE ANALYSIS• This is an exercise that attempts to understand hoe the target market

“sees” the co. i.e. percept-analysis.

COMMUNICATION OBJECTIVE• After the target audience has been established, the marketer must decide

on the response he would like from the target audience.

• The various responses may be• a) Awareness• In case a large proportion of the target market is not aware of the product

or service being offered by the firm, the objective may be to spread awareness about the product.

• e g MBA from IBS in addition to CFA

• b) Knowledge• The target audience may be aware of the product but may not have

detailed knowledge about the product• e g ICFAI having so many other programs.

• Liking• The firm must find out why a particular product or service is liked or

disliked by the target audience. If there some perceptual gaps in the product or service being offered , the firm must try and correct them.

• Preference• The target audience may be aware of the product, may have knowledge

and liking, but may not be preferring the product. The co must find out the reasons for the consumers not preferring their product and must educate the consumers on the quality, value, performance of the product.

• Conviction• The consumers may prefer the product but may lack the conviction to

purchase . e g PGDBA from IBS need not be doubted.

• Purchase• Even if the target market is convinced about the product, it may not

purchase it. At this stage, the communicator must persuade these potential customers to purchase their product thru discounts, sampling etc. e g IBS can ask some graduates to attend career counseling sessions

• Once the co has decided on the response, it has to work on the communication message.

• A message is said to be effective if it is able to hold attention, generate interest, induce desire for the product and provoke action

• Content • A message can have three types of appeals• a) Rational• This approach is helpful in industrial products eg car ads present

performance data.

• b)Emotional • Positive and negative appeals are used to induce people to buy. E g Onida

Saffola;• c)Moral• Appeals to what is correct.eg Indian Oil, Times of India

MESSAGE STRUCTURE• i) Best ads let the viewers form their own opinion

• Ii)Forcing an opinion may lead to a very narrow definition

• Iii)Some ambiguity pushes the consumer towards purchase

• Iv) Communication will be seen as negative if the sender is untrustworthy.

• v) Explicit conclusion can limit appeal

• FORMAT

• Source

CHANNEL SELECTION• PERSONAL COMMUNICATION CHANNELS• --Advocate Channels: sales persons talking to buyers

• --Expert Channels; Experts talking to buyers

• --Social Channels; Friends,family members known people talking to buyers

• NON-PERSONAL COMMUNICATION CHANNELS

• --Print media

• --Electronic media

• --Broadcast media-radio,television

• --Outdoor media

MARKETING COMMUNICATION MIX• The major components of marketing mix are

• a) Advertising

• b) Sales Promotion

• c)Public Relations

• d)Personal Selling

• e)Direct marketing

ADVERTISING

• DEFINING THE ADVERTISING OBJECTIVE

• --Informative Advertising• Used largely in the introductory stage of the product.• Kellogs Advt• Dandi Salt

• --Persuasive Advertising• Used largely in competitive stage to steer the consumer towards your

product• Duracell batteries last 3 times more than other batteries• Pepsodent claiming that it is 102 times better than others• Bisleri claiming that it is giving 10% more than other mineral water

• --Reminder advertising• Used largely in the maturity stage as a reinforcement. Meant to reassure

the consumer that he has made the right decision.

• ADVERTISING BUDGETS• Factors influencing advertising budget:• a) Stage in PLC

• b) Market share& consumer base

• c) Competition & clutter

• d) Frequency

• e) Product substitutability

AD DESIGN• MESSAGE GENERATION

• MESSAGE EVALUATION

• MESSAGE EXECUTION• ---Rational Positioning• ---Emotional Positioning

• ---COPY• ---ARTWORK

• SOCIAL RESPONSIBILITY REVIEW

MEDIA SELECTION• TARGET AUDIENCE MEDIA HABITS• --Radio/TV reaches largest no of teenagers

• PRODUCT• Clothes-Print Media• Electronic goods—TV

• MESSAGE• Sale—TV/Radio/Print• Comparative Data– Print• COST

EVALUATION OF AD EFFECTIVENESS

• COMMUNICATION EFFECT RESEARCH• --Direct Rating• --Portfolio Tests• --Laboratory Tests

• SALES EFFECT RESEARCH