1. Introduction to Integrated Marketing Communications

2. Marketing Communications
Advertising
Sales Promotion
Public Relations/Publicity
Personal Selling
Direct Marketing & E-marketing

3. Integrated Marketing Communications (IMC)
It is the communications mix adopted by a company to derive synergies from the various types of marketing communications available

4. Relationship between Promotion, Promotional Mix and IMC
Process
Tools
Management
Promotion
Promotional Mix
IMC

5. Volney B. Palmer – media broker
Advertising has its origins in the U.S. in the early part of the 20th century
Volney B. Palmer – media broker
Ads were released to make the magazines interesting and the media paid for the ads instead of getting paid!

6. Ladies Home Journal -1902
“The editor of the Ladies Home Journal thinks that we publish it for the benefit of the American women. This is an illusion, but a very proper one for him to have. The real reason, the publisher’s reason is to give you who manufacture things American women want, a chance to tell them about your product – Cyrus H. K. Curtis, founder of ladies Home Journal

7. Definitions of Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. – Kotler
Advertising is a paid, mass mediated attempt to persuade
“salesmanship in print”
Substitute for a human salesman

8. Economic effects of advertising
Provides information
Maintains or enhances brand equity
Supports the media
Provides employment
Reduces distribution cost
Provides product utility
Stimulates introduction of new products

9. Ethical Issues to Advertising
Over crores is the adspend of this country. Can this not be used for more productive purposes?
Goods could be cheaper if such huge adspends were not incurred by industry
“Advertising makes people buy things which they never knew, which they don’t need with money that they don’t have”
Advertising is intrusive and invades personal privacy
Advertising is manipulative and has a damaging influence on impressionable minds
Advertising is offensive and distasteful.
Advertising promotes and raises aspirations fuelling a materialistic society
Advertising promotes harmful products like tobacco and alcoholic beverages
Advertising promotes stereotype thinking
Advertising leads to deceptive claims being believed by a gullible society

10. Advertising Media
Press
Electronic
Cinema
Radio
Outdoor TV
Internet

11. The Communication Process
Filter
Filter
Sender
media
Receiver
Encoding
Decoding
Noise
Feedback
Response

12. Major Institutions involved in the field of Advertising management
Control Institutions
Facilitating Institutions
Government
Ad agency
Advertiser
Media
Competition
Research
suppliers
Markets and Consumer behaviour

13. The Advertising Agency
Client Servicing/Accounts management
Media
Creative
Accounts
Personnel/HRD

14. Niche Agencies Media shops – Mindshare, Madison, Starcom
Creative boutiques – Ray and Kesavan
Event management agencies- Wizcraft
Sales Promotion agencies
Direct marketing outfits – Lintas Direct
PR houses – Genesis
Research suppliers – MARG, IMRB, Nielsen

15. Role of Advertising within the Marketing Program
What can advertising do and cannot do?
Contribution of advertising to sales
Mix of ‘Pull’ and ‘Push’ in the communication mix