1. Promotion Decisions

2. Objectives: Communication process Effective communication
Introduction to communication mix
Dealing with communication mix

3. Elements in the Communication Process
SENDER
Media
Message
RECEIVER
Encoding
Decoding
Noise
Response
Feedback

4. Effective Integrated Marketing Communications (IMC)
Step 1. Identifying the Target Audience
Effective Integrated Marketing Communications (IMC)
Step 2. Determining the Communication Objectives
Buyer Readiness Stages(Lavidge and Steiner model)
Awareness
Knowledge
Cognitive
Liking
Preference
Affective
Conviction
Purchase
Motivational

5. Role of Integrated Marketing Communication (IMC)
Start dialogue and build relationship
To inform, persuade, and remind consumers directly or indirectly
Show way of use and user profile of product or service
Inform about brand marketer
May offer incentive or reward for trial and usage
Communication Objective: DRIP: Differentiate-Reinforce-Inform-Persuade

6. IMC Tools Direct Marketing Interactive/ Internet Marketing Advertising
Sales
Promotion
Personal
Selling
Publicity/Public
Relations

7. Factors Affecting the Choice of Promotional Mix
Nature of the Product
Stage in PLC
Target Market Factors
Type of Buying Decision
Promotion Funds
Push or Pull Strategy

8. What is Advertising? Business firms, Nonprofit organizations,
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising is used by:
Business firms,
Nonprofit organizations,

9. Advertising Advantages of advertising Advertiser controls the message
Cost effective way to communicate with large audiences
Effective way to create brand images and symbolic appeals
Often can be effective way to strike responsive chord with consumers
Disadvantages of advertising
High costs of producing and running ads
Credibility problems and consumer skepticism
Clutter
Difficulty in determining effectiveness

10. Typical structure in advertising agency
Head
(CEO/VP)
Creative
Client Servicing/
Account Mgmt.
Media
(Planning & Buying)
Accounts
Copy
Art
Ogilvy & Mather India

11. Developing Advertising Strategy Message Execution
Teaser Type
..\ad clip\India - Balbir Pasha Campaign Teaser - YouTube.flv
..\ad clip\India - Balbir Pasha Campaign - Regular - YouTube.flv
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Testimonial
Evidence
..\ad clip\cinthol-testimonial evidence.DAT
Slice of Life
..\ad clip\band-aid-slice of life.DAT
Scientific
Evidence
..\ad clip\Eggs-evidence.DAT
..\ad clip\BANDAID.dat
Lifestyle
..\ad clip\Fortune Gold Whiskey-lifestyle.DAT
Typical
Message
Execution
Styles
Technical
Expertise
Fantasy
..\ad clip\lehar fantacy 3.DAT
Personality
Symbol
..\ad clip\PERSONALITY-DEW.dat
Mood or
Image
..\ad clip\The Hindu - -Classroom- Ad - Good Quality - YouTube.flv
Musical
..\ad clip\coke -musicial.DAT

12. Advertising Appeals Profit Health Love or romance Fear Admiration
Chapter 15 Advertising and Public Relations
Advertising Appeals
Profit
Health
Love or romance
Fear
Admiration
Convenience
Fun and pleasure
Vanity and egotism
Environmental
Consciousness
Product saves, makes, or protects money
Appeals to body-conscious or health seekers
Used in selling cosmetics and perfumes
Social embarrassment, old age, losing health
Reason for use of celebrity spokespeople
Used for fast foods and microwave foods
Key to advertising vacations, beer, parks
Used for expensive or conspicuous items
Centers around environmental protection

13. Major Decisions in Advertising
Objectives Setting
Major Decisions in Advertising
Budget Decisions
Developing Advertising Strategy
Message Decisions
Developing Advertising Strategy
Media Decisions
Campaign Evaluation

14. Major Types of Advertising Media
Newspapers
Magazines
Radio
Television
Outdoor Media
Internet
Alternative Media

15. Media Scheduling Continuous Media Schedule
Chapter 15 Advertising and Public Relations
Media Scheduling
Continuous
Media Schedule
Advertising is run steadily throughout the period.
Flighted Media Schedule
Advertising is run heavily every other month or every two weeks.
Pulsing
Media Schedule
Advertising combines continuous scheduling with flighting.
Seasonal
Media Schedule
Advertising is run only when the product is likely to be used.

16. Checklist: Stages:: Campaign Planning
The advertising opportunity is appraised
The Market is analyzed
Ad objectives are determined
The budget and necessary control system are established
Planning the strategy for : Selecting Media; Creating Message
Ad is coordinated with promotion and marketing system
Results are evaluated

17. THANK YOU