M1: Introduction To Integrated Marketing Communication

Integrated Marketing Communication, AIDA Model, Setting Goals and Objectives, Concept of
DAGMAR In Setting Objectives, Elements Of IMC, Role of Advertising in India’s Economic
Development, Ethics in Advertising, Social, Economic and Legal Aspects of Advertising.

Introduction to Integrated Marketing Communication (IMC)

Integrated Marketing Communication (IMC) is a strategic approach to promoting a brand,

product, or service by ensuring consistency across all marketing channels. It involves
coordinating various promotional tools and strategies to deliver a unified message to the target
audience. IMC aims to create a seamless experience for consumers, thereby maximizing the
impact of marketing efforts and enhancing brand recognition.

AIDA Model

The AIDA model is a marketing framework that describes the stages a consumer goes through
before making a purchase. It stands for:

1. Attention: Capturing the consumer's attention.

2. Interest: Building interest by providing relevant information.
3. Desire: Creating a desire for the product or service.
4. Action: Encouraging the consumer to take a specific action, such as making a purchase.

Setting Goals and Objectives

Setting clear and measurable goals and objectives is crucial in any marketing strategy. Goals are
broad primary outcomes, while objectives are specific, measurable steps to achieve these goals.
The SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound) is often used to
set effective objectives.

Concept of DAGMAR in Setting Objectives

The DAGMAR (Defining Advertising Goals for Measured Advertising Results) model is used
for setting advertising objectives and measuring their effectiveness. It emphasizes four stages of
communication effects:

1. Awareness: Making the target audience aware of the brand or product.

2. Comprehension: Ensuring the audience understands what the product offers.
3. Conviction: Persuading the audience to believe in the product’s value.
4. Action: Motivating the audience to take action, such as purchasing the product.
Elements of IMC

Key elements of IMC include:

1. Advertising: Paid, non-personal promotion of ideas, goods, or services.

2. Public Relations: Building and maintaining a positive image and relationship with the
public.
3. Sales Promotion: Short-term incentives to encourage the purchase or sale of a product or
service.
4. Direct Marketing: Communicating directly with target customers to generate a response
or transaction.
5. Personal Selling: Face-to-face interaction to persuade a buyer to make a purchase.
6. Digital Marketing: Online marketing activities including social media, email marketing,
and search engine optimization.

Role of Advertising in India’s Economic Development

Advertising plays a significant role in India's economic development by:

1. Stimulating Demand: Encouraging consumer spending and increasing demand for

goods and services.
2. Promoting Competition: Fostering competition among businesses, leading to better
products and services.
3. Creating Jobs: Generating employment opportunities in various sectors including media,
production, and marketing.
4. Supporting Media: Providing revenue to media companies, helping them offer diverse
content to the public.

Ethics in Advertising

Ethical advertising involves promoting products and services in a truthful, fair, and socially
responsible manner. It avoids misleading claims, respects consumer privacy, and upholds
societal values.

Social, Economic, and Legal Aspects of Advertising

1. Social Aspects: Advertising can influence societal norms and behaviors. It must be
culturally sensitive and avoid reinforcing harmful stereotypes.
2. Economic Aspects: Advertising drives consumer spending, supports market competition,
and contributes to economic growth.
 3. Legal Aspects: Advertising is regulated by laws to prevent false claims, protect
consumer rights, and ensure fair competition. In India, bodies like the Advertising
Standards Council of India (ASCI) oversee advertising practices.

M2: Consumer And Media

How advertising works: perception, cognition, affect, association, persuasion, behaviour,

Associating feeling with brands, Use of research in advertising planning; Advertising Media;
industry structure, functions, advantages, disadvantages of print, Television, Radio, Internet,
Outdoor, Basic concept of media planning, media selection, Media Scheduling strategy, setting
media budgets

How Advertising Works:

1. Perception

Perception in advertising is about grabbing the audience's attention. It's the process by which
consumers notice and interpret advertising stimuli.

2. Cognition

Cognition involves the mental processes of understanding and remembering the information
presented in ads. It includes how consumers think about and make sense of the ad content.

3. Affect

Affect refers to the emotional response elicited by an advertisement. This could range from
feelings of happiness, sadness, excitement, or fear.

4. Association

Association is about linking the advertised product with certain qualities, ideas, or experiences.
It's how brands become associated with specific values or lifestyles in consumers' minds.

5. Persuasion

Persuasion involves convincing the audience to believe in the advertised product’s benefits and
to take a desired action, such as making a purchase.
6. Behavior

Behavior in advertising is the ultimate goal: to drive consumers to take a specific action, such as
buying a product, visiting a website, or signing up for a service.

Associating Feeling With Brands

Creating emotional connections between consumers and brands is crucial. This can be done
through storytelling, using relatable scenarios, and leveraging emotional appeals that resonate
with the target audience.

Use of Research in Advertising Planning

Research helps in understanding consumer behavior, preferences, and trends. It informs the
development of effective advertising strategies, the creation of relevant messages, and the
selection of appropriate media channels.

Advertising Media

Industry Structure and Functions:

 Print: Includes newspapers, magazines, and brochures.

o Functions: Provides detailed information, targeting specific demographics.
o Advantages: High credibility, targeted audience.
o Disadvantages: Declining readership, limited engagement.
 Television: Combines audio and visual elements.
o Functions: Broad reach, impactful storytelling.
o Advantages: Wide audience, strong emotional impact.
o Disadvantages: High cost, ad-skipping.
 Radio: Audio-only medium.
o Functions: Reaches mobile audiences, local targeting.
o Advantages: Cost-effective, wide reach.
o Disadvantages: No visual element, background medium.
 Internet: Digital platforms including social media, websites, and search engines.
o Functions: Interactive, measurable.
o Advantages: Highly targeted, measurable ROI.
o Disadvantages: Ad-blocking, short attention spans.
 Outdoor: Billboards, transit ads.
o Functions: High visibility, local reach.
o Advantages: Constant exposure, broad reach.
 o Disadvantages: Limited message space, passive engagement.

Basic Concept of Media Planning

Media planning involves strategizing the best way to deliver an advertising message to the target
audience. It includes selecting the right media channels and scheduling the ads for maximum
impact.

Media Selection

Choosing the appropriate media involves considering factors such as audience demographics,
media consumption habits, cost, and the nature of the message.

Media Scheduling Strategy

This involves determining the timing and frequency of advertisements to optimize reach and
effectiveness. Common strategies include:

 Continuous: Ads run steadily over a period.

 Flighting: Ads run in bursts with no ads in between.
 Pulsing: A combination of continuous and flighting, with regular low-frequency ads and
occasional bursts.

Setting Media Budgets

Allocating budget for media involves considering the overall marketing budget, campaign goals,
and the cost-effectiveness of different media channels. Budgeting methods can include:

 Percentage of Sales: Allocating a fixed percentage of sales revenue to advertising.

 Objective and Task: Defining campaign objectives and determining the budget needed
to achieve them.
 Competitive Parity: Matching competitors' spending.
 Affordability: Based on what the company can afford to spend.

Module-3: Advertising Program

Planning and managing creative strategies; Creative approaches; Building Advertising Program:
Message, Theme, advertising appeals; Advertising layout: how to design and produce
advertisements; Advertising Budget: nature and methods of advertising appropriation; Art of
copywriting; Guidelines for copywriting; Copywriting for print, Audio, TV and outdoor media.
Planning and Managing Creative Strategies

1. Creative Approaches Creative approaches in advertising refer to the different methods used
to convey the advertising message. Some common approaches include:

 Humor: Using comedy to capture attention and create a positive association.

 Emotion: Evoking emotions such as happiness, sadness, or fear to make the message
memorable.
 Rational Appeal: Providing logical reasons or facts to persuade the audience.
 Lifestyle: Showing how a product fits into a particular lifestyle.
 Fantasy: Creating imaginative scenarios that capture the audience's interest.

2. Building Advertising Program: Message, Theme, Advertising Appeals

 Message: The core idea or information the advertisement aims to communicate. It should
be clear, concise, and compelling.
 Theme: The central concept or underlying message that ties the entire campaign
together. It reflects the brand’s identity and values.
 Advertising Appeals: Techniques used to attract attention and influence the audience's
feelings or attitudes. Common appeals include:
o Emotional Appeal: Targeting the audience’s emotions.
o Rational Appeal: Focused on logic and facts.
o Moral Appeal: Addressing the audience's sense of right and wrong.
o Fear Appeal: Highlighting potential risks or dangers.
o Humor Appeal: Using comedy to engage the audience.

3. Advertising Layout: How to Design and Produce Advertisements The layout involves the
arrangement of visual and textual elements in an ad. Key elements include:

 Headline: Captures attention and conveys the main message.

 Body Copy: Provides detailed information and supports the headline.
 Visuals: Images, graphics, and other visual elements that enhance the message.
 Call to Action (CTA): Encourages the audience to take a specific action.
 Brand Elements: Logo, tagline, and other brand identifiers.

4. Advertising Budget: Nature and Methods of Advertising Appropriation The advertising

budget is the financial plan for an advertising campaign. Methods for determining the budget
include:

 Percentage of Sales: Allocating a fixed percentage of sales revenue.

 Objective and Task: Setting specific objectives and estimating the cost to achieve them.
 Competitive Parity: Matching or exceeding competitors' spending.
  Affordability: Based on what the company can afford to spend.

5. Art of Copywriting Copywriting is the craft of writing persuasive and compelling text for
advertisements. It involves:

 Understanding the Audience: Knowing the target audience’s preferences, needs, and
behaviors.
 Crafting a Clear Message: Conveying the message in a straightforward and engaging
manner.
 Creating an Emotional Connection: Using words that resonate with the audience's
emotions.
 Incorporating a Strong CTA: Encouraging immediate action from the audience.

6. Guidelines for Copywriting Effective copywriting should follow these guidelines:

 Be Clear and Concise: Avoid unnecessary words and jargon.

 Focus on Benefits: Highlight how the product or service benefits the audience.
 Use Persuasive Language: Employ strong, persuasive words and phrases.
 Maintain Consistency: Ensure consistency in tone and style with the brand’s voice.
 Engage the Reader: Write in a way that captures and holds the reader’s attention.

7. Copywriting for Different Media

 Print Media: Focus on clear and engaging headlines, detailed body copy, and strong
visuals.
 Audio Media (Radio): Use a conversational tone, simple language, and repeat key
information.
 TV Media: Combine strong visuals with concise and impactful dialogue or narration.
 Outdoor Media: Keep the message short and impactful, with eye-catching visuals and
minimal text.

M4: Other Elements Of IMC- Sales Promotion, PR, Events And Experiences And Word Of
Mouth

Consumer and trade sales promotion, application of sales promotion in different domains; Using
public relations in image building; Planning and executing events, event management; Viral
marketing, building organic word of mouth communication
Sales Promotion, PR, Events and Experiences, and Word of Mouth

1. Consumer and Trade Sales Promotion

 Consumer Sales Promotion: Tactics aimed at end consumers to stimulate immediate

sales, such as:
o Coupons: Discount vouchers to encourage purchase.
o Samples: Free trials to introduce new products.
o Contests and Sweepstakes: Incentives to engage customers and create
excitement.
o Loyalty Programs: Rewards for repeat purchases to foster customer loyalty.
 Trade Sales Promotion: Strategies aimed at retailers and wholesalers to encourage them
to stock and promote products, such as:
o Trade Allowances: Discounts or deals to retailers.
o Trade Shows: Events where manufacturers showcase their products to retailers.
o Incentive Programs: Rewards for achieving sales targets.

2. Application of Sales Promotion in Different Domains

Sales promotions can be tailored to various industries and domains:

 Retail: Seasonal discounts, flash sales, and in-store promotions.

 B2B: Bulk purchase discounts, trade incentives, and product demonstrations.
 E-commerce: Limited-time offers, free shipping, and online coupons.
 Services: Free consultations, trial periods, and referral discounts.

3. Using Public Relations in Image Building

Public Relations (PR) focuses on managing a company's reputation and building a positive
image. Key PR activities include:

 Press Releases: Announcements sent to media outlets to generate publicity.

 Media Relations: Building relationships with journalists and influencers.
 Crisis Management: Addressing and mitigating negative publicity.
 Corporate Social Responsibility (CSR): Initiatives that demonstrate the company's
commitment to social and environmental causes.
 Sponsorships: Associating the brand with positive events or causes.

4. Planning and Executing Events

Events are powerful tools for engaging with the target audience and creating memorable
experiences. Effective event planning involves:
  Objective Setting: Defining clear goals for the event.
 Audience Analysis: Understanding who the event is targeting.
 Budgeting: Allocating resources effectively.
 Venue Selection: Choosing a location that aligns with the event’s objectives.
 Promotion: Marketing the event to ensure maximum attendance.
 Logistics Management: Coordinating all operational details.

5. Event Management

Event management encompasses the comprehensive planning, organization, and execution of

events. Key components include:

 Project Management: Overseeing the event timeline and milestones.

 Vendor Coordination: Managing suppliers and service providers.
 On-Site Management: Ensuring smooth operation during the event.
 Post-Event Evaluation: Analyzing the event’s success and gathering feedback for
improvement.

6. Viral Marketing

Viral marketing aims to create content that is highly shareable and spreads rapidly through social
networks. Key elements include:

 Engaging Content: Creating videos, articles, or memes that capture attention.

 Emotional Appeal: Content that evokes strong emotions is more likely to be shared.
 Social Media Strategy: Leveraging platforms like Facebook, Instagram, Twitter, and
TikTok to disseminate content.
 Seeding Strategy: Initiating the spread by targeting influencers and early adopters.

7. Building Organic Word of Mouth Communication

Organic word of mouth involves natural, unsolicited promotion by satisfied customers. Strategies
to foster word of mouth include:

 Exceptional Customer Service: Ensuring a positive customer experience that

encourages sharing.
 Encouraging Reviews: Asking satisfied customers to leave reviews on platforms like
Yelp, Google, or social media.
 Creating Shareable Moments: Offering unique experiences or products that customers
want to talk about.
 Engaging with Communities: Participating in relevant forums, groups, and social media
discussions.
  Referral Programs: Incentivizing existing customers to refer new ones.

M5: Measuring Effectiveness

Measuring Advertising Effectiveness: stages of evaluations and various types of testing-Pre and
Post testing; Advertising agencies: history, role, importance, organizational structure, functions;
Selection of agency, client agency relationship, compensation strategies.

Measuring Advertising Effectiveness

1. Stages of Evaluation and Various Types of Testing

 Stages of Evaluation:
o Pre-Testing: Conducted before the advertisement is launched to predict its
effectiveness.
o During the Campaign: Ongoing evaluation to monitor the ad's performance.
o Post-Testing: Conducted after the ad campaign to measure its overall impact.
 Types of Testing:
o Pre-Testing:
 Concept Testing: Evaluating the basic idea of the ad before full
production.
 Copy Testing: Assessing the effectiveness of the ad's message and
content.
 Storyboard Testing: Testing the ad's visuals and narrative before final
production.
 Pilot Testing: Running the ad in a small market to gauge reaction.
o Post-Testing:
 Recall Tests: Measuring how well consumers remember the ad.
 Recognition Tests: Assessing whether consumers recognize the ad and its
message.
 Sales Effect Analysis: Evaluating the impact of the ad on sales.
 Brand Tracking: Monitoring changes in brand awareness and perception.
 Attitude Surveys: Gauging changes in consumer attitudes towards the
brand.
Advertising Agencies

1. History, Role, and Importance

 History: Advertising agencies have evolved from simple brokerage houses in the 19th
century to full-service firms that offer a range of marketing and advertising services.
 Role: Agencies create, plan, and manage advertising campaigns for clients. They offer
expertise in market research, media planning, creative development, and campaign
execution.
 Importance: Agencies provide specialized skills, save time, and offer an objective
perspective. They help businesses reach their target audience effectively and efficiently.

2. Organizational Structure and Functions

 Organizational Structure:
o Account Management: Liaises between the agency and the client, ensuring
client needs are met.
o Creative Department: Develops the visual and textual content of advertisements.
o Media Planning and Buying: Selects the appropriate media channels and
negotiates ad space.
o Market Research: Gathers and analyzes data to inform campaign strategies.
o Production: Manages the technical aspects of creating advertisements.
o Finance and Administration: Handles budgeting, billing, and overall
administration.
 Functions:
o Research and Analysis: Understanding the market, audience, and competitors.
o Strategy Development: Crafting the overall approach for the advertising
campaign.
o Creative Development: Designing and producing the ad content.
o Media Planning and Buying: Choosing the right media channels and purchasing
ad space.
o Campaign Execution: Implementing and managing the advertising campaign.
o Performance Evaluation: Measuring and analyzing the effectiveness of the
campaign.

3. Selection of Agency

 Criteria for Selection:

o Expertise and Experience: Assessing the agency's track record and industry
knowledge.
 o Creativity: Evaluating the agency's ability to produce innovative and effective
ads.
o Compatibility: Ensuring alignment with the client’s brand values and working
style.
o Cost: Considering the agency's fees and compensation structure.
o Client References: Checking feedback from the agency’s current and former
clients.

4. Client-Agency Relationship

 Key Factors:
o Communication: Regular and transparent communication is essential.
o Trust: Building mutual trust for a successful partnership.
o Collaboration: Working together to achieve common goals.
o Feedback: Providing constructive feedback to improve performance.
o Conflict Resolution: Addressing and resolving issues promptly.

5. Compensation Strategies

 Types of Compensation:
o Commission-Based: Agency earns a commission (typically 15%) on the media
space purchased.
o Fee-Based: Fixed fee for the services provided, regardless of media spend.
o Performance-Based: Compensation tied to the achievement of specific
performance goals.
o Retainer: Monthly or yearly fee for a set range of services.
o Hybrid Models: Combination of the above methods to suit both agency and
client needs.
 Choosing the Right Strategy:
o Client’s Budget: Aligning with the financial capacity of the client.
o Scope of Work: Matching the compensation to the complexity and duration of
the project.
o Agency’s Preferences: Considering the agency’s preferred compensation model.
o Performance Expectations: Linking compensation to performance can motivate
the agency to deliver better results.