The Arms of IMC Their Armour and its chinks.

Television Cons To many channels - fragmented City/geographical High Costs Clutter Fleeting Exposure Production costs high Still TV penetration an issue Pros Reach (All India & Regional) Audio Visual ( Image and effective communication) Impact High Medium Imagery Development of niche channels (suited to sharp focusing) Goes beyond the literate Good lead medium FMCG’s - Soft Drinks, Soaps, Foods, Durables,

Press Pros Fragmented/ Flexible Demos Psychographical Segmentation Geographical Timeliness Higher involvement Longer Shelf life More Details possible Product info Dealers Credibility Visual medium Cons Not National High Costs on a national platform Static medium – Less effective message delivery Clutter on a page Poor reproduction quality Buy NOW!! Durables, Regional players, Contests, Promotions, Launch phase, Local Advertisers (Ent.& Retail)

Radio Pros Regional/local flavor Cost effective Enters your mind space Captive (for what its worth) Cons Low reach Only Audio Lower attention than television Non standardized rate card Evaluation ? Fleeting exposure Retail, Entertainment, Contest, Promotions, Reminder

Outdoor Pros Flexibility High repeat exposure Relatively less cluttered Good reminder medium Regional focus Area specific (sharp focus) Cons Static Creative limitations Evaluation ? All categories- Serves as a reminder. Foods, Durables, etc.

Direct Mail/Telemarketing Pros Sharp focused – lowest wastage Involving Measurement Sharper message development Lower Cost (on a limited scale) Innovation possible (Audio visual etc) Cons Low response Consumer knows a direct mail and thus might ignore Does not carry image ‘halo’ of mass media Data Base – Controlled Identified target group. Banks, CC’s, Financial Products, Retail.. The list widens everyday!

Direct Contact Pros Involving Dynamic Touch and feel opportunity Experience the brand Sharp focused Creates WOM Brings the consumer closer to the brand Innovative Memorability Cons Costs Reach Time Services, Eureka Forbes, Financial Services

Events Pros Involving Dynamic Touch and feel opportunity Experience the brand Sharp focused Creates WOM Publicity Brings the consumer closer to the brand Innovative Memorability Reach in conjunction with PR / advertising Cons Costs Reach

Public Relations Pros Credible – 3 rd party Off guard – more effective than sales communication Dramatization possibility Free High Involvement and lots of information possible Reader picks to read about you Cons Message control Not timely No guarantees of publishing Charities, Clubs, Corporates

Internet Pros Interactivity Costs CRM tool Ability to establish a relationship Involvement/ Info. Dissemination Works well in conjunction with other mediums Sharp focused targeting based on interests. Demos and psycho’s Cons Evaluation credibility in doubt No Standardized Rates Not yet mass reach The youth, and young office goers! Contests, Promotions across categories.

Other, New, Innovative and Emerging Media/ disciplines Point of Sale Flyers Stickers W-O-M Balloons SMS/MMS Rural Mela’s/festivals Trains and Buses Lifts