Integrated Marketing Communiucation INNER PAGES
Integrated Marketing Communiucation INNER PAGES
Integrated Marketing Communiucation INNER PAGES
SEMESTER - IV (CBCS)
MARKETING ELECTIVE
INTEGRATED MARKETING
COMMUNICATIONS
Published by : Director,
Institute of Distance and Open Learning,
University of Mumbai,
Vidyanagari,Mumbai - 400 098.
3. Advertising.......................................................................................................22
5. Promotional Campaign.....................................................................................48
7. Media Planning.................................................................................................74
8. Personal Selling................................................................................................85
Programme - Masters in Management Studies
Semester - IV
S.Y.M.M.S
MARKETING (ELECTIVES) SEMESTER - IV
INTEGRATED MARKETING
Semester : IV-Elective COMMUNICATIONS
Title of the Subject / course : Integrated Marketing Communications
Course Code : SYLLABUS
Credits : 4 Duration : 40
Learning objectives
To understand how key elements of IMC i.e. Advertising, Public Relations, Sales Promotion,
Direct Marketing are integrated.
Prerequisites if any
Connections with Subjects
in the current or Future
courses
Module
No. Content Activity* Learning Outcome
1 Lecture Understanding Basics of IMC
Definition of IMC, Key Features,
Types.
2 Lecture Understanding different
Advertising-Types of Media - TV,
Media for Advertising
Print, Radio, OOH, Internet
3 Advertising- Developing the Lecture / To understand the working of
Campaign, effect of Celebrity Industry Guest an Ad-Agency
endorsements. Lecture
Advertising Agency- Functions,
Types, Structure
4 Reputation Management-Issues Lecture / Case To learn how to manage
and challenges. study perceptions during crisis
discussions
5 Promotional campaigns : Sales Lecture / Case To learn the dynamics of
Promotion- Consumer Promotions, study various promotions
Trade Promotions etc. discussions /
videos
6 Direct Marketing-Methods, Lecture / Case To understand direct
Advantages, Limitations study marketing tools and
discussions techniques.
Recommended Book
Advertising and Promotion by George Belch, Michael Belch, Keyoor Purani, 9th
1
Edition, McGraw Hill
Integrated Marketing Communication in Advertising and Promotion by Terence
2
Shimp,8th Edition, Cengage Learning
3 Advertising and Promotion by Jaishree Jethwaney & Shruti Jain, 2nd Edition, Oxford
Assessment
Internal 40%
Semester-end 60%
1
INTRODUCTION TO INTEGRATED
MARKETING COMMUNICATIONS
Unit Structure:
1.1 Objectives
1.2 Introduction
1.3 Definition and Meaning of Integrated Marketing Communication
(IMC)
1.4 Evolution of IMC
1.5 Key Features of IMC
1.6 Types of IMC
1.7 Summary
1.8 Test Your Knowledge
1.9 Questions
1.10 Answers
1.11 References
1.1 OBJECTIVES
1.2 INTRODUCTION
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Advertising, Direct Marketing, Sales Promotion, and Public Relations must Introduction to
Integrated Marketing
all be considered together for the following reasons: Communications
All communicate; all seek to persuade; persuasion is the goal; and should
never depart from a brand's perspective.
All of these communication tools perform better when used in tandem rather
than separately. Their whole is greater than the sum of their parts if they
communicate consistently with one voice all of the time, every time.
When it comes to the concept of IMC, there are numerous definitions. Even
while IMC has become an important aspect of many people's
communication strategies, differences in definitions can be confusing to the
reader, preventing IMC from being fully developed and understood.
According to The American Marketing Association :
"Integrated Marketing Communication (IMC) is a planning process
designed to assure that all brand contacts received by a customer or prospect
for a product, service, or organization are relevant to that person and
consistent over time".
The American Association of Advertising Agencies (AAAA), defines it
as:
“A concept of marketing communication planning that recognizes the added
value of a comprehensive plan that evaluates the strategic roles of a variety
of communication disciplines, e.g. general advertising, direct response,
sales promotion and public relations – and combines these disciplines to
provide clarity, consistency and maximum communication impact.”
According to Kotler and Armstrong, Integrated Marketing
Communications (IMC) is a concept in which a:
“Company carefully integrates and coordinates its many communication
channels—mass media advertising, personal selling, sales promotion,
public relations, direct marketing, packaging, and others—to deliver a clear,
consistent, and compelling message about the organization and its
products.”
According to different authors IMC is defined as follows:
According to Schultz definition(1991)- “The process of managing all
sources of information about a product/service to which a customer or
prospect is exposed and which, behaviorally, moves the customer toward a
sale and maintains customer loyalty”
Pickton & Broderick- “IMC is bringing together of all marketing
communications activities”
Kliatchko- “IMC is the concept and process of strategically managing
audience-focused, channel-centred and results-driven brand
communication programmes over time.”
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Integrated Marketing Percy- “IMC is planning a systematic way in order to determine the most
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effective and consistent message for appropriate target audiences.”
Floor & Van Raaij- “IMC is a process where all messages and methods are
geared to each other in such way that they complement and reinforce each
other, and that added value is the result”.
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These are only a few examples of IMC components; the exact mix and focus Introduction to
Integrated Marketing
of these components will vary depending on the brand, target demographic, Communications
industry, and marketing objectives. The objective is to combine and
organize these components intelligently in order to produce a cohesive and
consistent brand message across multiple media.
1.7 SUMMARY
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Integrated Marketing d) Close communications between production managers and
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marketing managers
4. Which of the following is NOT a key feature of IMC?
a) The customer represents the starting point for all marketing
communications activities.
b) Brand managers and their agencies should be amenable to using
various marketing communication tools.
c) Multiple messages must speak with a single voice.
d) the ultimate goal is to influence brand awareness and enhance
consumer attitudes toward the brand
5. The ultimate goal of integrated marketing communications is
to_______________
a) increase brand awareness
b) affect the behavior of the targeted audience
c) learn how to outsell the competition
d) lower production costs
1.9 ANSWERS
1) a 2) c 3) a 4) d 5) b
1.10 QUESTIONS
1.11 REFERENCES
• Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M.
(2018). Marketing management: an Asian perspective. Harlow:
Pearson.
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2
ADVERTISING AND TYPES OF MEDIA
Unit Structure:
2.1 Objectives
2.2 Introduction
2.3 Definition and Meaning of Advertising
2.4 Objectives of Advertising
2.5 Importance of Advertising
2.6 Definition and Meaning of Media
2.7 Types of Media
2.8 Summary
2.9 Test Your Knowledge
2.10 Answers
2.11 Questions
2.12 References
2.1 OBJECTIVES
2.2 INTRODUCTION
The many channels and platforms through which marketers send their brand
messaging to the target audience are referred to as media in the context of
Integrated Marketing Communications (IMC). The media plays an
important part in IMC since it serves as a vehicle for communication as well
as a means of reaching and engaging with the target recipients of the
marketing message.
IMC media might include both traditional and digital platforms. Television,
radio, newspapers, magazines, outdoor billboards, and direct mail are
examples of traditional media. These channels have long been utilized for
mass communication and have a broad reach, allowing marketers to reach
a large number of people.
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Integrated Marketing Digital media, on the other hand, refers to the online platforms and channels
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that have grown in popularity as the internet and technology have grown.
Websites, search engines, social networking platforms, email, mobile apps,
online display advertising, and streaming platforms are all examples.
Digital media enables marketers to reach out to specific segments and
individuals based on their interests, demographics, and behaviours.
In IMC, media selection is an important decision that is influenced by
criteria such as target audience, marketing objectives, budget, message
complexity, and desired reach and frequency. Marketers must carefully
analyze the features and effectiveness of various media channels to ensure
that their brand message reaches the correct audience in the most effective
way.
Furthermore, media planning and buying are critical components of IMC,
encompassing actions like as defining the best media mix, deciding the best
timing and frequency of commercials, negotiating media rates and
placements, and monitoring the performance of media campaigns.
The definition of media in IMC goes beyond the simple dissemination of
communications. It involves the strategic planning, selection, and use of
media channels in order to establish harmony and consistency in brand
communication across many touch-points. To provide a consistent and
cohesive brand experience, effective media management in IMC entails
combining media activities with other communication components like as
advertising, public relations, sales promotion, and direct marketing.
Ultimately, media in IMC acts as the conduit for delivering brand messages
to the target audience, making it a crucial element in the overall marketing
communication strategy.
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Integrated Marketing However, magazine advertisements do have some drawbacks. They
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require advanced preparation and submission, leaving limited
flexibility for last-minute changes. Magazine advertisements are
generally more expensive than newspaper advertisements due to their
smaller circulation. The limited reach of magazines is another
disadvantage of this form of advertising.
Broadcast Media:
Broadcast media is the electronic delivery of audio or video content to a
large audience. It entails the distribution of information, entertainment,
news, and advertisements via television and radio channels. Broadcast
media has long been a popular and important public communication and
advertising medium.
1. Television (TV): Television broadcasting encompasses the
transmission of audiovisual content to viewers via television networks
or cable/satellite providers. It presents a potent and influential
medium for advertisers to connect with a wide-ranging audience.
Television commercials provide an opportunity for captivating visual
narratives, product demonstrations, and the ability to evoke emotions.
The advantage of television advertising lies in its ability to merge
sight, sound, and motion, captivating viewers and leaving a lasting
impression of the brand.
2. Radio: Radio broadcasting serves as a means of delivering audio
content to listeners via radio stations. It offers a distinctive approach
to reach a wide audience, particularly during activities like
commuting when visual engagement may be restricted. Radio
advertisements have the ability to utilize sound, voice-overs, jingles,
and memorable phrases to establish brand recognition and foster an
emotional bond with listeners. Additionally, radio proves effective for
localized targeting since stations often cater to specific regions or
demographics.
Outdoor or Out of Home (OOH) Media:
Outdoor or out-of-home (OOH) media refers to advertisements and
promotional messages placed in public places in order to reach a large
audience who are not at home. It entails displaying brand messages in
physical sites and structures such as billboards, transit advertisements, street
furniture, and other signage. Because of its planned placement and great
visibility, out-of-home (OOH) media provides distinct advantages in
Integrated Marketing Communications (IMC).
1. Billboards: Billboards are enormous advertisements that are placed
along roadways, highways, or in densely populated regions. They
have a wide range of visibility and attract the attention of cars,
pedestrians, and commuters. Billboards provide plenty of space for
creative imagery, powerful messaging, and the ease of conveying
brand awareness or promoting special campaigns.
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2. Transit Advertising: Transit advertising is the placement of Advertising and
Types of Media
advertisements on public transit vehicles, stations, or terminals. This
includes bus advertisements, tube advertisements, train platform
displays and airport signage. People are targeted by transit advertising
during their everyday commutes or travels, allowing firms to access a
captive audience and create exposure in congested urban locations.
Internet Media:
The Internet has transformed how we interact, access information, and do
business. The Internet, as a media in Integrated Marketing Communications
(IMC), has unequalled reach, engagement, and targeting capabilities.
1. Websites: Websites act as a focal point of communication and
information for brands. They allow businesses to present their
products, services, and brand identity in a comprehensive and
interactive manner. Websites enable businesses to reach and convert
potential customers online by providing interesting content,
multimedia components, and e-commerce capability.
2. Search Engine Marketing (SEM): Search engine marketing is the
practice of promoting websites using paid search adverts that display
on search engine results pages. Marketers can bid on keywords related
to their business in order to ensure that their website displays
prominently when users search for related phrases. SEM enables
targeted reach and instant visibility to users who are actively looking
for certain products or information.
3. Social Media: Social media platforms like Facebook, Instagram,
Twitter, LinkedIn, and YouTube have evolved into effective tools for
brand communication and customer involvement. They provide a
platform for content sharing, audience interaction, community
building, and targeted advertising initiatives. Targeting on social
media is possible based on demographics, interests, behaviours, and
user-generated data.
4. Email Marketing: Email marketing is the practise of sending
promotional messages, newsletters, or personalised material to
people's email addresses. It is a low-cost, focused method of
communication that lets organizations to nurture existing customer
connections, generate leads, and drive conversions. Personalization of
email marketing might be based on user preferences, purchase history,
or segmentation data.
5. Online Display Advertising: Banner ads, pop-up ads, video
commercials, and other graphical or interactive advertisements
displayed on websites, apps, or social media platforms are examples
of online display advertising. To reach specific populations,
advertisers might use advanced targeting options such as
demographic profiling, contextual targeting, or remarketing. Display
advertising benefits from aesthetic appeal, interactivity, and the
ability to track performance via analytics.
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Integrated Marketing 6. Content Marketing: To attract and engage a target audience, content
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marketing entails generating and delivering valuable, relevant, and
consistent information. It consists of blog entries, articles, videos,
infographics, and other types of content that provide users with
information, enjoyment, or solutions. Content marketing contributes
to the development of brand authority, credibility, and trust, as well
as boosting organic traffic and cultivating consumer loyalty.
2.8 SUMMARY
1. What is advertising?
A. publicity B. sales promotion C. paid information D. all the above
2. Placement of advertisements inside or outside transportation vehicles
is known as
A. Arial advertising. B. Outdoor advertising C. Transit advertising
D. classifieds
3. _________ are large structures located in public places which display
advertisements to passing pedestrians and motorists.
A. posters B. billboards C. display D. classified
4. What are the elite qualities of advertising?
A. Consumers view advertised products as standard and legitimate.
B. Advertising is expressive, allowing the dramatization of products.
C. Advertising can be used to build up a long-term image for a
product.
D. Can reach masses of geographically dispersed buyers at low cost
exposure.
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5. Newspaper Advertising Strengths Advertising and
Types of Media
A. Audience in appropriate mental frame.
B. Mass audience coverage.
C. Flexibility.
D. All the above
2.10 ANSWERS
1) D 2) C 3) B 4) C 5) D
2.11 QUESTIONS
2.12 REFERENCES
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018).
Marketing management: an Asian perspective. Harlow: Pearson.
Saxena, R. (2005). Marketing management. Tata McGraw-Hill Education.
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3
ADVERTISING
Unit Structure:
3.0 Objectives
3.1 Introduction
3.2 Different Dimension of Advertising
3.3 Developing the Campaign
3.4 Effect of Celebrity Endorsements
3.5 Advertising Agency- Functions
3.6 Advertising Agency- Types
3.7 Advertising Agency- Structure
3.8 Summary
3.9 Question
3.10 Case let
3.11 Reference
3.0 OBJECTIVES
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We will delve deeply into the realm of Advertising, a concept rooted in the Advertising
Latin term 'Adverto,' signifying the act of redirecting focus towards a
particular subject or objective.
Definition
Advertising embodies a compensated and impersonal mode of showcasing
and advocating concepts, products, or services, attributed to a discernible
sponsor. Every advertisement is accompanied by a specified medium and
message. The advertiser's objective is to disseminate their messages and
notions to potential customers, imparting information effectively. Through
this approach, the advertiser endeavors to enhance the recognition of
products or services, ultimately achieving the fundamental goal of this
endeavor.
• Choice of media.
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Integrated Marketing Salman Khan's persona as an action star didn't necessarily align with
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the image of a refreshing beverage like Mountain Dew, which led to
questions about authenticity.
6. Overexposure: Overusing a celebrity in multiple endorsements can
dilute the impact and make the association less effective.
Example: Deepika Padukone's Multiple Endorsements
Deepika Padukone's numerous endorsements led to questions about
whether her association with a brand was genuine or just for financial
gains.
Introduction
Advertising has become quite complicated and expensive these days. Many
companies seek help from advertising agencies to handle the work for them.
To make advertising successful, the advertising agency and the company
need to work together closely. They collaborate on things like which media
to use, what the ads should say, how much money to spend, and what goals
they want to achieve. The company should provide all the important
information to the ad agency, like details about the company, the market,
and the customers.
The agency becomes like a part of the company and both sides need to work
well together. The agency needs to be skilled and understand things like
how the product is different from others, how it's known, and how it's sold.
Nowadays, agencies know a lot about marketing and even help with things
like research to choose the best ways to promote the product. This close
relationship between the company and the agency benefits both of them in
the long run.
An advertising agency is a special group that's good at planning and creating
advertisements for companies. In India, there are many such agencies with
offices in cities like Delhi, Mumbai, and Chennai. Companies use these
agencies because they have experts who are really good at what they do,
like artists, writers, and people who know about media and technology.
These agencies have lots of experience in solving problems for different
companies, so they can be trusted.
Choosing the right agency involves looking at things like whether they offer
all-around services or just specific ones. It's also important to see if the
agency works well with the company and if they have the right skills. The
agency's history of working with other companies, their creativity, and how
they solve problems are all important factors.
Other things the agency does include managing money, deciding where to
show the ads, doing research, and keeping everything organized. They help
the company by providing specialized services for promoting products.
Companies like Tanishq, which sells jewelry, have used agencies like Lowe
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Lintas for their advertising campaigns. This shows how making smart Advertising
decisions about agencies can lead to successful advertising.
Functions of Advertising Agency
Advertising agencies serve as essential players in the realm of marketing,
taking on various roles and functions that contribute to the success of both
businesses and campaigns. Here, we explore the core functions of these
agencies and their impact on the marketing landscape:
1) Attracting Clients
2) Research Endeavors:
3) Advertising Planning:
4) Budget Formulation:
5) Coordination Enhancement:
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Integrated Marketing teams, and distributors. Seamless coordination is pivotal for sustained
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campaign success and minimizes conflicts that can hinder progress.
4. Creative Boutique:
3. Creative Department:
3.9 QUESTION
3.11 REFERENCE
Books
1. Consumer Behaviour and Advertising Management by Matin Khan,
published by New Age International (P) Ltd ISBN (13) : 978-81-224-
2552-9
36
2. Advertising and Promotion: An integrated Marketing Advertising
Communications Perspective (Sixth Edition), George E. Belch &
Michael A. Belch, Publisher McGraw- Hill Companies
3. Integrating Marketing Communication, by Philip J. Kitchen and
Patrick De Pelsmacker, Taylor & Francis e-Library, 2004, ISBN 0-
203-33724-7 (Adobe eReader Format)
4. Integrating Marketing Communication, by Tony Yeshin, published
by The Chartered Institute of Marketing, ISBN 0 7506 1923 6
Website
1. https://bbamantra.com/advertising-agency/
2. https://commercemates.com/advertising-agency/
3. https://subjectquery.com/concept-of-advertising-agency/
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4
REPUTATION MANAGEMENT
Unit Structure:
4.0 Objectives
4.1 Reputation Management- Introduction, Meaning and Definition
4.2 Reputation Management-Issues and Challenges
4.3 Case Study
4.4 Summary
4.5 Question
4.6 Reference
4.0 OBJECTIVES
1. To understand the concept of reputation management.
2. To know about the different issues and challenges in reputation
management
3. To deal the real life situation of reputation management through case
studies.
Meaning
This definition highlights the role of social media as a key tool in reputation
management. It focuses on leveraging social media platforms to actively
engage with the audience, build a positive network, and promote favorable
content.
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4.2 REPUTATION MANAGEMENT-ISSUES AND
CHALLENGES
Challenges:
• Lack of Control:
Organizations often struggle to control the narrative, particularly in
an environment where negative reviews or complaints can quickly
gain traction online. A brand may find it challenging to manage a
situation where multiple customers share their negative experiences
with a product on various platforms.
• Speed of Response:
With widespread mobile phone usage, the speed of response to
reputation-threatening incidents is crucial. A slow or ineffective
response to a crisis can lead to further damage. For example, an e-
commerce platform receiving complaints about a data breach must
respond promptly to address concerns and prevent loss of trust.
Issues:
• Crisis Management:
Companies in India need a robust crisis management plan. For
instance, a food contamination issue in a popular restaurant chain
could cause severe damage to its reputation. Quick and effective
40
communication, along with corrective actions, is essential to prevent Reputation Management
customer distrust and negative publicity.
• Competitor Actions:
Competitors might engage in smear campaigns to harm a rival's
reputation. For instance, a telecom company spreading false
information about another company's network reliability can lead to
customer skepticism and reputation damage.
• Privacy Concerns:
Collecting and using data for reputation management can raise
privacy concerns among Indian consumers. Mishandling data or
sharing personal information without consent can lead to negative
perceptions and potential legal actions.
• Rapid Acknowledgment:
Trendify India's social media team detects the trending hashtag and
swiftly responds to the initial Instagram post. They express regret for
the customer's experience and commit to resolving the issue.
• Detailed Investigation:
The brand initiates an internal investigation to identify the reasons for
the faulty handbag. They assure customers that the problem will be
addressed transparently.
• Centralized Communication:
Trendify India creates a dedicated section on their website to address
the crisis. They share the link across all their social media platforms
to ensure consistent messaging.
• Customer Engagement:
The brand actively engages with customers' comments, addressing
concerns and sharing progress updates on the investigation.
• Behind-the-Scenes Content:
The brand creates videos showcasing their quality control processes,
emphasizing their dedication to delivering high-quality products.
• Integrated Messaging: The company integrates its CSR efforts into its
overall IMC strategy. It promotes its environmental initiatives
through advertisements, press releases, and social media campaigns.
4.6 SUMMARY
• Reputation management within IMC involves proactive efforts to
manage stakeholders' perceptions through cohesive and unified
communication strategies. It goes beyond crisis response,
encompassing ongoing initiatives that gradually shape and influence
attitudes.
4.7 QUESTIONS:
Multiple Choice Questions
1. What is the primary goal of reputation management within the realm
of Integrated Marketing Communication (IMC)?
A) Increasing sales.
B) Building a diverse product portfolio.
C) Maintaining, enhancing, and influencing perceptions.
D) Reducing operational costs.
2. Which of the following is NOT a component that reputation
management under IMC involves coordinating?
A) Marketing
B) Public relations
C) Social media
D) Inventory management
3. According to John Doorley and Helio Fred Garcia, what does
reputation management involve?
A) Randomly addressing stakeholder perceptions.
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B) Proactively shaping stakeholder perceptions. Reputation Management
4.8 REFERENCES
• Doorley, J., & Garcia, H. F. (2011). Reputation management: The key
to successful public relations and corporate communication.
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5
PROMOTIONAL CAMPAIGN
Unit Structure:
5.0 Objectives
5.1 Sales Promotion
5.2 Managing Consumer Promotion
5.3 Managing Trade Promotion
5.4 Summary
5.5 Case Let
5.6 Question
5.6 Reference
5.0 OBJECTIVES
• For Manufacturers
1) Increasing Profits: Sales promotion enhances sales in
competitive markets, leading to increased profits.
2) Product Introduction: It aids in introducing new products by
capturing potential customers' attention.
3) Quick Stock Disposal: It swiftly disposes of existing stocks
during product launches or changing consumer preferences.
4) Customer Retention: Sales promotion helps retain customers,
preventing them from switching to competitors' brands.
• For Consumers
1) Cost Benefits: Consumers enjoy reduced product prices through
sales promotions.
2) Financial Gains: Prizes and travel rewards provide financial
benefits to customers.
3) Informed Choices: Sales promotions offer comprehensive
information about product quality, features, and uses.
4) Confidence in Quality: Schemes like money-back offers instill
consumer confidence in product quality.
5) Improved Lifestyle: By trading in old items for newer ones,
consumers elevate their standard of living and social image.
• Scheme Selection
The choice of a scheme should prioritize innovation and
uniqueness to achieve the designated objectives. For instance,
while a price-off scheme can effectively clear inventory at the
retail level, promoting a specific pack size benefits from
schemes like in-pack or banded premiums, which have
demonstrated positive outcomes. It's important to recognize that
a consumer scheme successful for one product might not work
for another. Also, the success in one market or in the past doesn't
guarantee similar outcomes elsewhere or in the future.
Additional points of emphasis include:
• Scheme Execution
Given varying state tax structures, target market selection for
the scheme should encompass neighboring satellite markets to
prevent leakage. For schemes involving coupons, personality
premiums, and refund/rebate offers, assigning specific
personnel at field/regional offices is crucial to expedite
processing and minimize consumer doubts and delays.
• Follow-up
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Integrated Marketing For optimal scheme performance, continuous monitoring is
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essential after the scheme's commencement. Monitoring should
encompass brand and premium availability, visibility area,
store-wise daily brand movement, and competitor responses.
Timely adjustments such as reminder advertisements,
additional point-of-purchase materials, and salesforce
deployment might be necessary to prevent the scheme from
misfiring. Thus, a contingency plan for such situations should
be prepared.
B) Organizing Consumer Contest
Consumer contests involve inviting individuals to participate in
competitions based on their creative skills. Typically spanning a period of
five weeks or more, these contests aim to generate heightened awareness
and enthusiasm for the sponsor and/or their brand. While consumer contests
can fulfill several sales promotion objectives outlined earlier, there are
specific objectives for which they are particularly well-suited. These
objectives include:
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be viewed negatively. The gap between the closing date and result Promotional Campaign
announcement should be minimized and advertised.
3) Advertising and Promotion
Integrated advertising and promotion efforts targeting consumers,
trade partners, and the salesforce are crucial for contest success.
Media advertising complemented by retail-level displays and point-
of-purchase materials, along with active market touring by the
salesforce, boost public participation. Repetition of advertisements
and intensified reminder ads towards the contest's end are effective
strategies. Announcing early bird prize winners stimulates early and
increased participation.
4) Consumer Contest Rules
Clarity in contest rules is paramount for smooth conduct. Rules should
address aspects such as:
5.4 SUMMARY
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• Successful Product Launch: The introduction of a new product line is Promotional Campaign
well-received by the market, gaining significant attention from both
existing and new customers.
5.6 QUESTIONS
5.7 REFERENCES
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6
DIRECT MARKETING METHODS
Unit Structure:
6.1 Objectives
6.2 Introduction
6.3 Definition and Meaning of Direct Meaning
6.4 Advantages of Direct Marketing
6.5 Limitations of Direct Marketing
6.6 Tools and Techniques of Direct Marketing
6.7 Test Your Knowledge
6.8 Answers
6.9 Questions
6.10 Summary
6.11 Caselet
6.12 References
6.1 OBJECTIVES
6.2 INTRODUCTION:
To put it simply, Direct Marketing is nothing more than getting the message
out directly. The Direct Marketing Association (USA) describes it as "an
interactive marketing system that uses one or more advertising media to
effect a measurable response and/or transaction at any location."
We find some essential words in the preceding definition that distinguish
Direct Marketing (DM) from other marketing communications disciplines.
These key words are:
Interactive: One-on-one communication or engagement between a
marketer and a prospect/customer
One or more advertising media: a synergistic combination of media that
is often more effective than any single channel.
Measurable Response: It is feasible to accurately quantify response.
Transactions can take place anywhere: by phone, at a kiosk, via mail, or
in person. Direct Marketing, Direct Mail, Mail Order, Direct Response
Advertising: Many people associate Direct Marketing with a medium
(Direct Mail), a strategy (Direct Response Advertising), or a distribution
channel (Mail Order). In fact, DM is all of these things and much more.
According to Drayton Bird, Vice-Chairman and Creative Director of Ogilvy
& Mather Direct Worldwide, "it includes any activity whereby you reach
your customer or prospect directly and they respond to you directly."
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with the information they need to make an informed decision in a Direct Marketing
Methods
convenient place, such as their office or home.
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6.8 ANSWERS
1) B 2) C 3) A 4) B 5) B
6.9. QUESTIONS
6.10 SUMMARY
6.11 CASELET
Caselet 1:
A Case Study on XYZ Company
Introduction:
Direct marketing is a marketing strategy that involves reaching out to
potential customers directly, without intermediaries, to promote products or
services. This case study focuses on XYZ Company, a fictional e-commerce
company, to explore how they implemented direct marketing techniques to
drive customer engagement, increase sales, and enhance overall business
performance.
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Background: Direct Marketing
Methods
XYZ Company is an online retailer that specializes in selling consumer
electronics. The company faced challenges in reaching its target audience
effectively and increasing its market share in a competitive industry. To
overcome these obstacles, XYZ Company decided to implement a
comprehensive direct marketing campaign.
Objectives:
The primary objectives of XYZ Company's direct marketing campaign were
as follows:
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Incentivized Referral Programs: Encouraging existing customers to refer Direct Marketing
Methods
new customers through incentives creates a win-win situation and drives
word-of-mouth marketing.
Consistent Follow-up: Regular and timely follow-ups through SMS and
personalized phone calls help maintain customer interest and establish a
strong relationship.
Conclusion:
FitPlus successfully implemented various direct marketing methods to
attract new customers, increase membership sign-ups, and foster customer
loyalty. By leveraging targeted email campaigns, direct mailings, referral
programs, SMS marketing, and personalized phone calls, FitPlus achieved
significant growth, improved engagement, and enhanced brand perception
in a competitive fitness market.
6.12 REFERENCES:
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018).
Marketing management: an Asian perspective. Harlow: Pearson.
Saxena, R. (2005). Marketing management. Tata McGraw-Hill Education.
Karunakaran, K. (2008). Marketing management. Himalaya Publishing
House.
Percy, L. (2023). Strategic integrated marketing communications. Taylor &
Francis.
Juska, J. M. (2021). Integrated marketing communication: advertising and
promotion in a digital world. Routledge.
Broderick, A., & Pickton, D. (2005). Integrated marketing communications.
Pearson Education UK.
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7
MEDIA PLANNING
Unit Structure:
7.1 Objectives
7.2 Introduction
7.3 Concept of Media and Message
7.4 Media Objectives
7.5 Definition and Meaning of Media Planning
7.6 Media Planning Process
7.7 Media Scheduling
7.8 Media Planning Implementation
7.9 Test Your Knowledge
7.10 Answers
7.11 Questions
7.12 Summary
7.13 Caselet
7.14 References
7.1 OBJECTIVES
7.2 INTRODUCTION
The many channels and platforms through which marketers send their brand
messaging to the target audience are referred to as media in the context of
Integrated Marketing Communications (IMC). The media plays an
important part in IMC since it serves as a vehicle for communication as well
as a means of reaching and engaging with the target recipients of the
74 marketing message.
IMC media might include both traditional and digital platforms. Television, Media Planning
radio, newspapers, magazines, outdoor billboards, and direct mail are
examples of traditional media. These channels have long been utilized for
mass communication and have a broad reach, allowing marketers to reach
a large number of people.
Digital media, on the other hand, refers to the online platforms and channels
that have grown in popularity as the internet and technology have grown.
Websites, search engines, social networking platforms, email, mobile apps,
online display advertising, and streaming platforms are all examples.
Digital media enables marketers to reach out to specific segments and
individuals based on their interests, demographics, and behaviours.
In IMC, media selection is an important decision that is influenced by
criteria such as target audience, marketing objectives, budget, message
complexity, and desired reach and frequency. Marketers must carefully
analyze the features and effectiveness of various media channels to ensure
that their brand message reaches the correct audience in the most effective
way.
Furthermore, media planning and buying are critical components of IMC,
encompassing actions like as defining the best media mix, deciding the best
timing and frequency of commercials, negotiating media rates and
placements, and monitoring the performance of media campaigns.
The definition of media in IMC goes beyond the simple dissemination of
communications. It entails the strategic planning, selection, and use of
media channels in order to establish harmony and consistency in brand
communication across many touch-points. To provide a consistent and
cohesive brand experience, effective media management in IMC entails
combining media activities with other communication components like as
advertising, public relations, sales promotion, and direct marketing.
Media objectives might vary based on the specific circumstances and goals
of a single organization or campaign. However, some common media
purposes include:
1. Reach and Exposure: The goal of media is to reach a large audience
and maximize exposure for the message or material being transmitted.
This goal is to ensure that the message reaches as many individuals as
possible in order to raise awareness, boost brand presence, and
maximize interaction potential.
2. Targeted population: Media can be used to reach a certain
demographic or target population. This goal entails identifying media
channels and platforms that efficiently reach the target audience based
on criteria such as age, gender, location, interests, or behaviour. The
goal of targeted audience objectives is to send personalized
communications to a specified group in order to increase engagement
and response.
3. Communication and Information: Media is used to communicate
and disseminate information. Communication goals include
effectively conveying messages, sharing information, educating the
audience, and creating understanding or awareness about a product,
service, or issue. This goal emphasizes the clarity, correctness, and
relevancy of the information conveyed.
4. Persuasion and Influence: Media can be utilized to influence and
convince people's attitudes, beliefs, views, and behaviours. Influence
and persuasion objectives strive to affect or shape the audience's
perceptions, preferences, and decision-making processes. This goal is
frequently focused on developing a positive brand image, raising
interest, pushing certain behaviours, or increasing sales.
5. Engagement and Interaction: Media can help organizations and
their audiences engage and interact. Engagement objectives seek to
stimulate active participation, contact, and dialogue. This can be
accomplished through the use of social media, interactive marketing,
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contests, polls, or other types of user-generated material, which Media Planning
fosters a feeling of community and helps to establish relationships.
6. Return on Investment (ROI): Media goals can also be linked to a
positive return on investment. This goal focuses on optimizing media
strategy and resource allocation to maximize the efficacy and
efficiency of media campaigns. It entails tracking and analyzing key
performance indicators (KPIs) such as reach, engagement, conversion
rates, and sales to ensure that media initiatives generate a positive
return on investment.
The goals and ambitions of a given organization or campaign may influence
media objectives. Organizations may coordinate their media strategies,
methods, and metrics by defining clear objectives. This ensures that they
effectively communicate with their target audience, achieve desired
outcomes, and ultimately contribute to overall business success.
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Integrated Marketing
Communiucation
78
The purpose of media planning is to develop an effective and efficient Media Planning
media strategy that guarantees the right message reaches the right
audience at the right time and through the right media channels. To
obtain the intended advertising results, a careful analysis of audience
behaviour, media possibilities, budget considerations, and constant
monitoring and optimization are required.
79
Integrated Marketing Monitor and optimize: Continuously monitor the performance of media
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placements throughout the campaign. Track key metrics such as reach,
frequency, impressions, click-through rates, and conversions. Use the data
and insights gathered to optimize the scheduling strategy and make any
necessary adjustments or refinements.
Evaluate and analyze: After the campaign concludes, evaluate the overall
effectiveness and impact of the media scheduling strategy. Analyze the
results against the defined objectives and key performance indicators.
Identify successes and areas for improvement to inform future media
scheduling decisions.
It's worth noting that the specific approach to media scheduling may vary
depending on factors such as the nature of the campaign, budget constraints,
target audience preferences, and the availability of data and analytics tools.
Advanced technologies and data-driven insights play an increasingly
significant role in optimizing media scheduling decisions for better
campaign outcome
7.10 ANSWERS
1) C 2) B 3) A 4) A 5) B
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Integrated Marketing
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7.11 QUESTIONS
7.12 SUMMARY
The act of carefully identifying and selecting the most effective media
channels to reach a target audience and achieve marketing objectives is
known as media planning. It entails performing research, analyzing market
trends, and comprehending customer behaviour in order to create a
comprehensive media strategy. In contrast, media scheduling is concerned
with determining the timing and frequency of media placements within the
selected channels in order to maximize reach and impact. It entails
developing a precise schedule outlining when and where advertisements
will be broadcasted or published. The execution and administration of the
media plan, including negotiating with media vendors, evaluating
performance, and making revisions as needed, is referred to as media
planning implementation. Companies may maximize their advertising
efforts and engage with their target audience in the most efficient and
impactful way possible by combining smart planning, clever scheduling,
and effective implementation.
7.13 CASELET
82
Ad Placement: The team negotiates with each publication for optimal ad Media Planning
placement. They select high-visibility positions such as inside front covers,
back covers, and full-page spreads to capture maximum attention.
Creative Design: The creative team develops visually appealing and
engaging advertisements that highlight the unique features and benefits of
the beauty products. They ensure the brand's messaging is consistent across
all print ads.
Ad Scheduling: The media planning team distributes the ads strategically
over a three-month period, considering peak readership periods and
seasonal trends. They aim to maintain a consistent presence to reinforce
brand awareness.
Monitoring and Evaluation: Throughout the campaign, the team monitors
the print publications' circulation and readership figures. They track the
response rate through dedicated URLs or promotional codes to measure the
campaign's effectiveness.
Results:
The print media campaign generates a substantial increase in brand
awareness and product interest among the target audience. The company
receives positive feedback from retailers and experiences a surge in product
sales following the campaign's launch.
Caselet 2: Digital Media Planning and Implementation
Scenario:
A startup tech company has developed a revolutionary mobile app targeting
busy professionals. They want to generate user acquisition and drive app
downloads through digital media channels.
Media Planning:
The media planning team researches the digital landscape to identify
platforms and channels that resonate with the target audience. They focus
on social media platforms, search engine marketing, and display
advertising.
Implementation:
Social Media Advertising: The team creates engaging social media
campaigns on platforms such as Facebook, Instagram, and LinkedIn. They
utilize precise targeting parameters to reach professionals based on their
demographics, interests, and job titles.
Search Engine Marketing (SEM): The team conducts keyword research
to identify relevant search terms used by the target audience. They develop
compelling ad copies and optimize landing pages to drive traffic and
increase app downloads through search engine advertising.
83
Integrated Marketing Display Advertising: The team collaborates with relevant websites and
Communiucation
blogs that cater to the target audience. They create visually appealing
display ads that convey the app's value proposition and benefits. Ad
placements include banner ads, interstitial ads, and native ads.
Influencer Partnerships: The team identifies influencers within the tech
and professional space who can promote the app to their followers. They
establish partnerships to create sponsored content, reviews, or tutorials that
highlight the app's features and encourage downloads.
Performance Tracking: The team closely monitors key performance
indicators (KPIs) such as click-through rates (CTR), conversion rates, and
cost per acquisition (CPA) to assess the campaign's effectiveness. They
make data-driven optimizations to maximize results.
Results:
The digital media campaign successfully generates significant user
acquisition and drives a high volume of app downloads. The startup receives
positive user feedback and experiences a steady increase in active users,
establishing a strong presence within the target market.
7.14 REFERENCES
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018).
Marketing management: an Asian perspective. Harlow: Pearson.
Saxena, R. (2005). Marketing management. Tata McGraw-Hill Education.
Karunakaran, K. (2008). Marketing management. Himalaya Publishing
House.
Percy, L. (2023). Strategic integrated marketing communications. Taylor &
Francis.
Juska, J. M. (2021). Integrated marketing communication: advertising and
promotion in a digital world. Routledge.
Broderick, A., & Pickton, D. (2005). Integrated marketing communications.
Pearson Education UK.
84
8
PERSONAL SELLING
Unit Structure:
8.0 Objectives
8.1 Personal Selling - Introduction, Key Aspects, Definitions
8.2 Principles of Personal Selling, Negotiation Skills
8.3 Public Relations
8.4 Internet Marketing – Concept, Importance, Benefits
8.5 Types of Internet Marketing
8.6 Summary
8.7 Question
8.8 Reference
8.0 OBJECTIVES
86
• Utilize online tools and interactive platforms to showcase Personal Selling
customization options and create a sense of exclusivity.
6. Responsive Customer Support:
89
Integrated Marketing • Pay attention to tone, grammar, and formatting to maintain
Communiucation
professionalism and make a positive impression.
2. Active Listening in Virtual Interactions:
• Pay close attention to verbal cues, tone of voice, and other non-
verbal signals to understand the customer's needs, concerns, and
preferences.
93
Integrated Marketing If your business is just now looking into online marketing, you are in good
Communiucation
company — 60% of marketing leaders say their companies are only
beginning to visualize and build a digital marketing organization. These
marketers are all headed online because that is where the consumers are —
and the sales. US adults spend more than eight hours a day consuming
digital media, and nearly 30% of US retail sales happen online. That is a
huge share of the market you are missing out on every day that you do not
have an internet marketing strategy in place. Internet marketing is a great
opportunity for you to reach more people for your business.
The difference between internet marketing and digital marketing-
Although marketers often use these terms interchangeably, there are subtle
differences between internet marketing and digital marketing. Essentially,
digital marketing is a broad term for marketing strategies that leverage
digital channels to promote products or services, from TV ads and
billboards to social media platforms and pay-per-click campaigns. This
indicates that digital marketing isn’t limited to the internet.
In contrast, internet marketing refers to a set of marketing strategies that are
exclusively carried out via the internet. This makes it a subset of digital
marketing, but it is really a core factor, since most digital marketing
strategies fall within the boundaries of internet marketing.
Online marketing and ecommerce make it possible for the entire customer
journey to happen digitally. Potential customers can discover a brand,
engage with a brand, make a purchase, and finally advocate for that brand
— all online. Plus, digital media can be less costly to produce than print or
other mediums, and it can reach a much wider audience.
Traditional marketing channels include billboards, radio, print, and
television, while online marketing shows up in social media, websites,
emails, and other forms. The methods, strategies, and channels that fall
under the umbrella of online marketing are diverse, but they all seek to use
the internet to connect to larger and more targeted audiences.
8.4.2 Importance of Internet Marketing
94
right when they’re ready to convert, no matter the time, no matter the Personal Selling
time zone.
• Nurture leads
• Reduce churn
95
Integrated Marketing When building an Internet marketing strategy, identify what you want
Communiucation
to achieve with your online marketing. Possible goals you could
choose from are:
• Boosting engagement
• Earning calls
• Encouraging downloads
• Gaining subscribers
• Netting sales
• Demographics
• Socioeconomic status
• Interests
• Hobbies
• Occupation
96
It is also important to consider your budget, too. You want to ensure Personal Selling
you are investing in strategies that fit within your budget, so you do
not overspend.
4. Monitor your strategies
For Internet marketing strategies to drive the best results, you need to
analyze the data from your campaigns. Online data tracking tools such
as Google Analytics can help you keep track of data from your
Internet marketing strategy in real-time. This platform is great for
SEO and PPC strategies. You can track:
• Fast. Your audience can act on your messaging right away, giving
you a quick turnaround on your investment.
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Integrated Marketing in the right customers rather than blasting and hoping it reaches those
Communiucation
who are looking for it.
Online marketing offers businesses the opportunity to connect with large
audiences, often efficiently and affordably, in real time.
There are many types of online marketing, and just as the internet continues
to change and evolve, the way businesses use it to market their products and
services will change along with it. You do not need to use every type, but
successful marketers will select at least a few that complement each other
and work best for their goals.
Common types of online marketing include:
• Email marketing
• Influencer marketing
• Affiliate marketing
• Web design
• Paid advertising
• Display advertising
• Content marketing
• Influencer marketing
Internet marketing examples
Internet marketing uses several techniques and strategies to drive online
traffic, leads, and sales. Online marketing involves using these major
strategies:
A. Email Marketing
Email marketing enables you to connect one-on-one with leads
interested in your products or services. There are several different
types of emails you can send, but some of the most popular ones are:
• Newsletters
98 • Customer service
• Follow up Personal Selling
• Loyalty/rewards
• Recommendations
• Promotions
You can also take advantage of the advanced targeting and personalization
options that come with email Internet marketing strategies. With emails,
you want to hit users with reminders and deals when they are most likely
ready to convert.
Use email personalization to send emails to your audience when:
• You publish new content they might like: You can show off your new
content and get your audience to interact with your brand. Show that
you have something in common with them.
• They look at your products and services: You can send promotions on
those products or services, or recommend similar ones they might be
interested in.
• Optimize for mobile search: Ensure your website and content are
mobile-friendly and optimized for search engine rankings on mobile
devices.
• YouTube
Social media platforms gather a excess of information on users that
you can use to target your ideal audiences — the ones that are most
interested in what you have to offer. Pulling in these audiences with a
wide variety of engaging social media ad types will boost your traffic
and engagement, as well as your sales and conversions.
E. Social Media Marketing
Social media networks provide a great opportunity to market online
because of how easy it is to use the networks to share information.
That is why social media marketing is a great option for your business.
With social media, you can:
• Build your brand voice: Social media is one of the best places to
show off what makes you unique. You can showcase how your quality
products and services improve your audience’s life. You can also
show off the relevant content that you produce.
Social media provides an essential means of engaging with your customers,
building your brand voice and identity, and providing people with great 103
Integrated Marketing customer service. Social media marketing is the process of acquiring
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attention and sales using social media platforms such as Facebook,
Instagram, or Twitter.
Social media marketing can be split into two camps: organic (free) or paid.
There are tons of ways to use paid social media marketing to promote
your business, and each platform has its own suite of paid promotional
options. You can pay to promote your existing organic posts or create
a dedicated Facebook ad tailored to your marketing objectives.
Case Study
105
Integrated Marketing 3. Enhanced Customer Satisfaction: Through personalized
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communication, responsive customer support, and customized
offerings, XYZ Company significantly enhanced customer
satisfaction. This resulted in positive reviews, testimonials, and word-
of-mouth referrals, further strengthening their brand reputation.
4. Competitive Advantage: The successful implementation of personal
selling in internet marketing provided XYZ Company with a
competitive advantage in the e-commerce industry. Their ability to
build strong customer relationships and deliver personalized
experiences set them apart from competitors.
Conclusion: The case study on XYZ Company highlights the effectiveness
of integrating personal selling strategies into internet marketing efforts. By
focusing on building relationships, utilizing data and analytics, effective
online communication, virtual demonstrations, customization, and
responsive customer support, XYZ Company achieved notable business
growth and customer satisfaction. Their successful implementation serves
as a model for other companies seeking to leverage personal selling in the
realm of internet marketing, emphasizing the importance of personalized
approaches in the digital landscape.
8.6 SUMMARY
8.7 QUESTIONS
8.8 REFERENCES
107