Imc Module 4 6

EAST WEST
INSTITUTE OF TECHNOLOGY
DEPARTMENT
OF
MBA & RESEARCH CENTRE
INTEGRATED MARKETING
COMMUNICATION
Subject Code: 22MBAMM404
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Prof. Sanjana G
INTEGRATED MARKETING COMMUNICATION- 22MBAMM404
Module-01
Integrated Marketing Communication: Role of IMC in marketing process, IMC planning
model, Marketing and promotion Process model. Communication Process, steps involved in
developing IMC programme, Effectiveness of marketing communications Advertising:
Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in
various stages of PLC
Meaning of IMC
IMC is defined as customer centric, data driven method of communicating with the customers.
IMC is the coordination and integration of all marketing communication tools, avenues,
functions, and sources within a company into a seamless program that maximizes the impact
on consumers and other end users at a minimal cost.
Definition of IMC
The American Marketing Association(AMA) defines IMC as “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.”
Role of IMC
Prof. Sanjana G, Assistant Professor, East West Institute of Technology, Bangalore Page 1
Marketing and promotion process model for the product and services has also been analyzed,
so that firms can make appropriate strategies to gain advantages. In order to introduce new
product in the market, business firms have to follow the product life cycle. Marketer has to
make campaign of the product that is in a mature stage of the product life cycle. Marketing and
Promotion Process Model is focused towards introducing the new product in the market, as it
marketing and promotion process model assists the management to plan and develop marketing
strategy.
Marketing research is helpful in developing the marketing strategies in regard to product,
pricing, distribution and promotion decision. In order to make the promotion of product at the
maturity stage, marketing planning program development is the difficult task. Organizations
have to decide, which type of marketing and promotion activity is suitable in order to grab the
large part of customers
In addition, marketing expert should have appropriate knowledge about the current trends and
culture in the external environment, so that the advertisement and taglines can be created as
per the culture and values of the target market, which is helpful to create positive impact. It is
difficult to identify the promotional program at the maturity stage of the product. In the maturity
stage, marketing expert has to take various promotional decisions in order remain the product
in the market for long period. Therefore, marketing expert has to frame different policies and
strategies in order to address the issues in making the marketing and promotional development
plan. Marketing research and development program is helpful in addressing the issues in
making promotional decisions.
The integrated marketing communication (IMC) process, which involves coordinating various
promotional channels to deliver a clear, consistent message to a target market.
 Opportunity Analysis - In this stage, a company would research its target market to
identify potential customers and their needs.
 Product/Service Development - Here, the company would design a product or service
that meets the needs identified in the opportunity analysis.
 Market Selection - This would involve the company deciding which target markets to
focus its marketing efforts on.
 Positioning - This would involve developing a marketing message that communicates
the unique selling proposition of the product or service to the target market.
The bottom portion of the image seems to refer to the different marketing methods used to
promote a product or service, though the text is difficult to make out. These methods could
include:
 Advertising - Paid promotion through media channels.

 Public Relations (PR) - Earning media coverage through stories and press releases.
 Sales Promotion - Short-term incentives to encourage a purchase.
 Direct Marketing - Communicating directly with potential customers through email,
social media, or other channels.
 Personal Selling - One-on-one communication with potential customers.
IMC planning model
Involves the process of planning, executing, evaluating & controlling the use of our various
promotional mix elements to effectively communicate with targeted audience, it provides
framework for developing, implementing and controlling our organization’s ‘IMC’ program.
 Situation Analysis: This stage involves researching the marketing environment to

identify opportunities and threats. This would include things like competitor analysis,
target market research, and industry trends.
 Promotional Program Development: Here, the company would outline its marketing
goals and objectives. This would involve things like brand awareness, sales growth, or
lead generation.
 Develop Integrated Marketing Communications Programs: This stage involves
selecting the specific marketing channels that will be used to reach the target audience.
This could include advertising, public relations, sales promotion, direct marketing,
personal selling, and interactive marketing.
 Integration & Implementation of Marketing Communications Strategies: In this
stage, the company would develop a plan for how to integrate its marketing channels.
This would involve ensuring that all of the messages are consistent and complementary.
 Budget Determination: Here, the company would allocate a budget for its marketing
activities.
 Review of Marketing Plan: This is the final stage, where the company would evaluate
the effectiveness of its marketing plan and make adjustments as needed.
Steps involved in developing IMC programme
There are typically six steps in the IMC planning process. Each are important in their own right
and can be applied to practically any business or organization, no matter the size or industry.
While your plan might utilize each marketing communications function differently, the overall
idea remains the same.
Step 1: Know your target audience

As a general rule, there is no “general audience”. You always want to communicate with a
specific audience to make the most effective use of your resources. Segmenting specific
audiences into groups based on characteristics will help you identify who are most likely to
purchase or utilize your products and services.
Step 2: Develop a situation analysis

Commonly referred to as a SWOT Analysis, this is basically a structured method of evaluating
the internal strengths and weaknesses, and external opportunities and threats that can impact
your brand. A situation analysis can provide much insight into both internal and external
conditions that can lead to a more effective marketing communications strategy.
Step 3: Determining marketing communication objectives

In this step, you basically want to document what you want to accomplish with your IMC
strategy. Objectives should be measurable if you truly want to map your campaign’s
effectiveness at the end of your plan’s term.
Step 4: Determining your budget

Having a realistic idea on what you have to work with is important, as it will shape the tactics
you develop in the next step. Once you determine your overall budget, you will want to come
back to this after completing step five to further refine your budget allocations.
Step 5: Strategies and tactics

Looking back at the objectives you created in step three, you will want to develop strategies
which are ideas on how you will accomplish those objectives. Tactics are specific actions on
how you plan to execute a strategy.
Step 6: Evaluation and measurement

Almost as important as the plan as a whole, you want to outline a method of how you will
evaluate the effectiveness of your IMC strategy. Sometimes elements of your plan will not
work. It is important to know what did or didn’t, try to understand why, and make note for
future planning.
Communication Process
Effectiveness of marketing communication

1. Measuring the Effectiveness of advertising.
How many people saw your ad (reach) and how often (frequency)? Metrics include
impressions, clicks, and reach on social media platforms. The percentage of people who see
your ad and click on it. A high CTR indicates your ad is relevant and engaging. The percentage
of people who click on your ad and take a desired action, like making a purchase. The cost of
acquiring a new customer through advertising.
2. Measuring the Effectiveness of sales promotion.

The increase in sales directly attributable to the promotion. Compare sales during the
promotion to a similar period without it. For coupons or discounts, track the percentage of
people who use them. The net profit generated from the promotion divided by the cost.
3. Measuring the Effectiveness of public relations.

Track the number and reach of articles, mentions, and broadcasts about your company. Tools
like media monitoring services can help. Analyse the tone of media coverage to see if it's
positive, negative, or neutral. See if PR efforts drive more people to your website.
4. Measuring the Effectiveness of Sponsorship.

Track if brand mentions increase after sponsorship. Social media listening tools can help. See
if sponsorship drives more people to your website. Use unique tracking codes in sponsored
content. Measure engagement with sponsored content, like likes, shares, and comments.
5. Measuring the Effectiveness of other promotional tools.

Track likes, shares, comments, and follower growth. Measure open rates, click-through rates,
and conversion rates for email campaigns. Track website traffic, leads generated, and social
media shares for content pieces.
Purpose of Advertising
 To introduce a new product by creating interest for it among the prospective customers.
 To support personal selling programme. Advertising maybe used to open customers'
doors for salesman.
 To reach people inaccessible to salesman.

 To enter a new market or attract a new group of customers.
 To light competition in the market and to increase the sales as seen in the fierce
competition between Coke and Pepsi.
 To enhance the goodwill of the enterprise by promising better quality products and
services.
 To improve dealer relations. Advertising supports the dealers in selling the product.
Dealers are attracted towards a product which is advertised effectively.
 To warn the public against imitation of an enterprise's products.
Role of Advertising
 Creating awareness
Advertising can help introduce a product or service to potential customers who may not have
been aware of it previously. By raising awareness, advertising can generate interest and
stimulate demand for the product or service.
 Building brand identity

Advertising can help create a distinctive brand identity for a company or product, by
associating it with certain values, attributes, or benefits. Effective advertising can help establish
a brand’s personality, voice, and tone, and differentiate it from competitors.
 Communicating product benefits

Advertising can help communicate the unique features and benefits of a product or service to
potential customers. By highlighting the benefits, advertising can persuade customers to
consider the product or service and potentially make a purchase.
 Shaping consumer attitudes and perceptions

Advertising can help shape the way customers perceive a brand or product. By using persuasive
messaging, emotional appeals, and memorable visuals, advertising can influence how
customers think and feel about a product or brand.
 Increasing sales and revenue

Effective advertising can lead to increased sales and revenue for a business. By generating
interest, building awareness, and communicating product benefits, advertising can help drive
customer acquisition and retention.
 Supporting other marketing efforts

Advertising can complement other marketing efforts, such as public relations, social media,
and promotions. By working together with other marketing tactics, advertising can help create
a consistent and integrated marketing message.
Advertising Functions
 Informing
Advertising can inform potential customers about a product or service, including its features,
benefits, and pricing. By providing information, advertising can help customers make informed
purchase decisions.
 Persuading
Advertising can persuade potential customers to consider a product or service, by highlighting

its unique benefits, solving a problem, or creating a need. By using persuasive messaging and
visuals, advertising can influence customer behavior.
 Reminding
Advertising can remind customers about a product or service, by maintaining a consistent
presence in the marketplace. By reminding customers about a product, advertising can help
build brand awareness and increase customer retention.
 Building brand identity

Advertising can help establish and reinforce a brand’s identity, by associating it with certain
values, attributes, or benefits. By creating a distinctive brand identity, advertising can
differentiate a brand from competitors and create customer loyalty.
 Generating demand
Advertising can stimulate demand for a product or service, by creating interest and desire
among potential customers. By generating demand, advertising can help increase sales and
revenue for a business.
 Supporting sales efforts

Advertising can support sales efforts by creating a positive perception of a product or service
in the minds of potential customers. By providing information and generating interest,
advertising can help sales teams close deals and increase revenue.
Types of Advertising
 Print advertising: This includes ads in newspapers, magazines, brochures, flyers, and
other printed materials.
 Broadcast advertising: This includes ads on TV and radio, as well as cinema and
outdoor advertising.
 Online advertising: This includes ads on websites, social media platforms, search
engines, and mobile apps.
 Outdoor advertising: This includes billboards, posters, banners, and other outdoor
signage.
 Direct mail advertising: This includes physical mailings, such as flyers, postcards, and
catalogs, delivered directly to consumers’ mailboxes.
 Product placement: This involves integrating a product or brand into a TV show, movie,
or other form of media content.
 Influencer marketing: This involves partnering with social media influencers or
bloggers to promote a product or brand to their followers.
 Native advertising: This involves creating sponsored content that blends in with the
non-sponsored content on a website or social media platform.
 Guerrilla marketing: This involves using unconventional and often low-cost tactics to
promote a product or brand, such as flash mobs or street performances.
Advertising appeal in various stages of PLC

Every product goes through a series of stages, namely the introduction, growth, maturity,
decline. After a period of development it is introduced or launched into the market; it gains
more and more customers as it grows; eventually the market stabilizes and the product becomes
mature; then after a period of time the product is overtaken by development and the
introduction of superior competitors, it goes into decline and is eventually withdrawn.
However, most products fail in the introduction phase. Others have very cyclical maturity
phases where declines see the product promoted to regain customers.
Thus, in this case, a suitable advertising and promotion campaign is required to be identified
and followed. Strategies for the differing stages of the PLC.
 Introduction stage of PLC

The need for immediate profit is not a pressure. The product is promoted to create awareness.
If the product has no or few competitors, a skimming price strategy is employed. Limited
numbers of product are available in few channels of distribution. Advertising differentiates the
product. Print ad of a Printer giving details about its specifications.
 Growth stage of PLC

Competitors are attracted into the market with very similar offerings. Products become more
profitable and companies form alliances, joint ventures and take each other over. Advertising
spend is high and focuses upon building brand. Market share tends to stabilize. Advertising
establishes participation with the marketplace.
 Maturity stage of PLC

Those products that survive the earlier stages tend to spend longest in this phase. Sales grow at
a decreasing rate and then stabilize. Producers attempt to differentiate products and brands are
key to this. Price wars and intense competition occur. At this point, the market reaches
saturation. Producers begin to leave the market due to poor margins. Promotion becomes more
widespread and uses a greater variety of media. Advertising puts price ahead of the
competition.
 Decline stage of PLC

At this point, there is a downturn in the market. For example more innovative products are
introduced or consumer tastes have changed. There is intense price-cutting and many more
products are withdrawn from the market. Profits can be improved by reducing marketing spend
and cost cutting. Defensive advertising or for revitalization.
Advertising Vs Marketing mix
Important Questions:
1. Explain the role of IMC in marketing process.

2. Explain IMC planning model with neat diagram.
3. Briefly explain Steps involved in developing IMC programme.
4. Brief the steps involved in developing IMC programme.
5. Explain the purpose, Role, Functions of advertising.
6. Explain the various stages of PLC.
7. Differentiate Advertising Vs Marketing mix.
*****
Module-02
Advertising Agency: Type of agencies, Services offered by various agencies, Criteria For
selecting the agencies and evaluation.
Advertising objectives and Budgeting: Goal setting – DAGMAR approach, various
budgeting methods used.
Definition
An advertising agency often referred to as a creative agency or an ad agency in a business

dedicated to creating, planning, and handling advertising and sometimes other forms of
promotion and marketing for its clients. An agency can also handle overall marketing and
branding strategies promotions for its clients, which may include sales as well.
Types of agencies
 Full Service Agencies
A full-service advertising agency provides comprehensive and integrated marketing services

to clients, handling all aspects of their advertising and promotional needs. These agencies
typically offer a wide range of services including market research, strategic planning, creative
development, media planning and buying, digital marketing, public relations, and campaign
management. They collaborate closely with clients to understand their business objectives,
target audience, and competitive landscape, developing tailored strategies to effectively reach
and engage consumers. By offering a holistic approach, full-service agencies ensure
consistency in messaging across various channels while optimizing budget allocation for
maximum impact.
 In house advertising agencies
An in-house advertising agency is a department or division within a company that handles its
advertising and marketing activities internally, rather than outsourcing these tasks to external
agencies. These in-house agencies operate as part of the company's organizational structure
and are staffed by dedicated professionals who specialize in various aspects of advertising and
marketing. Their roles and responsibilities typically include market research, strategic
planning, creative development, media planning and buying, digital marketing, social media
management, public relations, and campaign execution.
 Interactive advertising agency
An interactive advertising agency is a specialized marketing firm that focuses on crafting

engaging and two-way promotional experiences for brands in the digital space. Unlike
traditional agencies that might create TV commercials or print ads, interactive agencies delve
into the world of online marketing, crafting content that gets users to actively participate. They
might develop clickable ads, interactive social media campaigns, or even immersive virtual
reality experiences – all with the goal of sparking a conversation and building a connection
with potential customers online. These agencies are masters of the digital landscape, using
cutting-edge tools and tactics to make advertising fun, informative, and most importantly,
memorable.
 Creative boutiques
Creative boutiques are the nimble artisans of the advertising world. Unlike their larger agency
counterparts, they operate with a smaller team, allowing for a more personalized and focused
approach. This fosters an environment brimming with creativity and fresh ideas. Boutiques
specialize in crafting unique and impactful marketing campaigns, often tailored to specific
client needs. They might design eye-catching visuals, write witty copy, or develop innovative
social media strategies – all with the goal of making your brand stand out from the crowd. Their
strength lies in their agility and ability to adapt to new trends quickly. Imagine them as the
hippest art studios of advertising, where out-of-the-box thinking reigns supreme.
 Specialist advertising agencies
The world of advertising is vast, and specialist advertising agencies cater to the specific needs
of a brand's message and target market. Unlike full-service agencies that offer everything from
market research to campaign execution, specialist agencies excel in a particular niche. This
could be anything from crafting emotional narratives for luxury brands to developing data-
driven strategies for tech companies. Think of them as the special forces of advertising – highly
trained experts who bring a unique skillset to the table. For example, a healthcare specialist
agency might focus on crafting educational and trustworthy campaigns, while a gaming
specialist might create immersive and interactive experiences. By partnering with a specialist
agency, brands gain access to a deep well of knowledge and proven strategies within their
specific industry, maximizing the impact of their advertising efforts.
Criteria for selecting and evaluating agencies
 Years of experience: While selecting an advertising agency, it is advisable to look into

the number of years they have been in the industry. Not only does experience teach new
things but also helps in recognizing what the client is actually looking for, this helps in
saving both time and money.
 Where is it located: World is now a global village and distance is no more a hurdle,
however if given a choice, it is always better to look for an advertising agency which is
located locally so that it is easy to establish an effective communication.
 Clientele: In order to establish confidence at the first phase, it’s wise to inquire about
the advertising agencies current and past clientele. You will also be able to find out the
kind of services they offer by looking into their past performances.
 Past performance: As mentioned above, looking into the advertising agencies‘past

performance gives you an idea about the way they work and the result, which is
delivered, accordingly you can bid for price and set a cost structure.
 Attitude & Approach: The initially stages of communication and inquiry will provide
you a rough idea about the ad agencies ‘attitude. Since it is a creative field, therefore it
is very important for the ad agency to be flexible and keep a positive attitude.
 Techniques and skills: Try and look into their expertise and the services, which they
have rendered before. How successful an ad agency has been in the past does not always
mean they would be able to do justice for you as well. Try and find out the skills they
have and their forte and see whether it would match to your requirements.
 Cost: Cost and pricing forms a very important part of any marketing or promotional
activities. Make sure you take into consideration the total expenditure involved as well
as arrangements for dispersal of expenses. It’s better to discuss in advance how both
the parties would like the payment to be, either fixed cost on an annual basis or a
monthly payment on a flexible tenure.
 Applauds and recognition: If you are looking to play safe then it’s wise to hire an
advertising agency which is already recognized and is known to be delivering good
services, however if you are ready to experiment then sometimes small fish and new
players also deliver quality results.
Services offered by various agencies
1. Market Research:
a. Conducting surveys and focus groups
b. Analyzing market trends and consumer behavior
c. Competitive analysis
2. Strategic Planning:
a. Developing marketing and advertising strategies
b. Brand positioning and messaging
c. Identifying target audiences
3. Creative Services:
a. Concept development and campaign ideation
b. Copywriting for ads, websites, and other marketing materials
c. Graphic design, including logos, brochures, and print ads
d. Video production for TV, online ads, and social media
e. Photography services
4. Media Planning and Buying:
a. Identifying the best media channels for reaching target audiences
b. Negotiating and purchasing ad space on TV, radio, print, online, and outdoor
c. Managing media schedules and budgets
5. Digital Marketing:
a. Search engine optimization (SEO)
b. Pay-per-click (PPC) advertising
c. Social media marketing and management

d. Email marketing campaigns
e. Content marketing and blogging
f. Influencer marketing
6. Public Relations:
a. Managing media relations and press releases
b. Crisis management and communication
c. Event planning and execution
d. Sponsorship and partnership opportunities
7. Event Marketing:
a. Planning and organizing promotional events
b. Trade show and exhibition support
c. Experiential marketing campaigns
8. Analytics and Reporting:
a. Measuring campaign performance
b. Analyzing return on investment (ROI)
c. Providing detailed reports and insights
9. Branding:
a. Brand strategy development
b. Logo and identity design
c. Brand guidelines and style guides
10. Web Development and Design:
a. Website design and development
b. User experience (UX) and user interface (UI) design
c. E-commerce solutions
11. Mobile Marketing:
a. Mobile app development
b. SMS marketing
c. Mobile advertising campaigns
12. Print Services:
a. Designing and printing brochures, flyers, and posters
b. Direct mail campaigns
ADVERTISING OBJECTIVES AND BUDGETING
Specific objectives of advertising
 To increase Demand
Increasing demand is all about making more people want your product or service. It's like
stoking a fire – you want to create a spark of interest that grows into a burning desire to own
what you're offering.
 To educate masses
Educating the masses, in the context of marketing, is all about spreading awareness and
understanding about your product or service to a large audience. It's not just about telling them
it exists, but rather about creating a deep dive into its value.
 To build goodwill
Building goodwill is about fostering positive feelings and trust towards your brand. It's like
building a bridge between you and your customers, where they feel respected, valued, and
confident in your offerings.
 To reach customer left out of salesman
Not every potential customer gets approached by a salesperson. There are a few reasons for
this:
 Limited Sales Force: Companies may not have the resources to have salespeople
reach every single person who might be interested in their product.
 Targeting Challenges: It can be difficult to pinpoint exactly who needs your product,
especially in a large market. Salespeople might focus on specific segments, leaving
others out.
 Customer Preferences: Some people simply dislike the direct approach of a
salesperson and prefer to research on their own before making a purchase.
 To sell new product
Selling a new product requires a strategic approach to generate excitement and convince
potential customers to take a chance on something unfamiliar.
 To build new brand
Building a new brand is about establishing a distinct identity in the market, one that resonates
with your target audience and sets you apart from competitors.
 To attract and help middlemen
Attracting and helping middlemen, also known as distributors, resellers, or wholesalers, is

crucial for expanding your reach and sales potential.
 To remain the customers.
Retaining customers is essential for any business, and marketing plays a crucial role in keeping
them engaged and coming back for more.
 To inform about changes in marketing mix.
Keeping your customers informed about changes to your marketing mix is crucial for
maintaining a smooth relationship and ensuring they understand the evolving value you offer.
 To enter new geographical area.
Entering a new geographical area presents exciting opportunities for growth, but also requires
careful planning and adaptation.
Factors determining Advertising objectives
 Stage in PLC
 Available finance
 Level of competition
 Marketing objectives
 Nature of product
 Market segmentation
 Distribution strategy.
DAGMAR Approach
DAGMAR is a marketing expression that stands for “Defining Advertising Goals for
Measured Advertising Results”. It is a marketing tool to compute the results of an advertising
campaign. DAGMAR attempts to guide customers through ACCA model.
 Awareness
 Awareness of the existence of a product or a service is needful before the purchase
behavior is expected. The fundamental task of advertising activity is to improve the
consumer awareness of the product.
 Once the consumer awareness has been provided to the target audience, it should not
be forsaken. The target audience tends to get distracted by other competing messages
if they are ignored.
 Awareness has to be created, developed, refined, and maintained according to the
characteristics of the market and the scenario of the organization at any given point of
time.
 The objective is to create awareness about the product amongst the target audience.
 Comprehension
 Awareness on its own is not sufficient to stimulate a purchase. Information and
understanding about the product and the organization are essential. This can be
achieved by providing information about the brand features.
 Example: In an attempt to persuade people to budge for a new toothpaste brand, it may
be necessary to compare the product with other toothpaste brands, and provide an
additional usage benefit, such as more effective than other toothpaste because it
contains salt or that this particular toothpaste is vegetarian toothpaste, which will, in
turn, attract more customers.
 The objective is to provide all the information about the product.
 Conviction
 Conviction is the next step where the customer evaluates different products and plans
to buy the product. At this stage, a sense of conviction is established, and by creating
interests and preferences, customers are convinced that a certain product should be tried
at the next purchase.
 At this step, the job of the advertising activity is to mould the audience’s beliefs and
persuade them to buy it. This is often achieved through messages that convey the
superiority of the products over the others by flaunting the rewards or incentives for
using the product.
 Example: Thumbs up featured the incentive of social acceptance as “grown up”. It
implied that those who preferred other soft drinks were kids.
 The objective is to create a positive mental disposition to buy a product.
 Action
 This is the final step, which involves the final purchase of the product. The objective is
to motivate the customer to buy the product.
Advertising budget:
An advertising budget is an estimate of a company's promotional expenditures over a certain

time period. More importantly, it is the money a company is willing to set aside to accomplish
its marketing objectives. When creating an advertising budget, a company must weigh the value
of spending an advertising dollar against the value of that dollar as recognized revenue.
Various budgeting methods used
 Percentage of Sales Method
It is a commonly used method to set advertising budget. In this method, the amount for
advertising is decided on the basis of sales. Advertising budget is specific per cent of sales. The
sales may be current, or anticipated. Sometimes, the past sales are also used as the base for
deciding on ad budget.
 Objectives and Task Method
This is the most appropriate ad budget method for any company. It is a scientific method to set
advertising budget. The method considers company’s own environment and requirement.
Objectives and task method guides the manager to develop his promotional budget by, defining
specific objectives, determining the task that must be performed to achieve them, and
estimating the costs of performing the task. The sum of these costs is the proposed amount for
advertising budget.
 Competitive Parity Method
Competition is one of the powerful factors affecting marketing performance. This method
considers the competitors’ advertising activities and costs for setting advertising budget. The
advertising budget is fixed on the basis of advertising strategy adopted by the competitors.
Thus, competitive factor is given more importance in deciding advertising budget.
 Affordable or Fund Available Method
This is, in real sense, not a method to set advertising budget. The method is based on the
company’s capacity to spend. It is based on the notion that a company should spend on
advertising as per its capacity. Company with a sound financial position spends more on
advertising and vice versa. Under this method, budgetary allocation is made only after meeting
all the expenses. Advertising budget is treated as the residual decision. If fund is available, the
company spends; otherwise the company has to manage without advertising. Thus, a
company’s capacity to afford is the main criterion.
 Expert Opinion Method
Many marketing firms follow this method. Both internal and external experts are asked to
estimate the amount to be spent for advertisement for a given period. Experts, on the basis of
the rich experience on the area, can determine objectively the amount for advertising. Experts
supply their estimate individually or jointly. Along with the estimates, they also underline
certain assumptions. Internal experts involve company’s executives, such as general manager,
marketing manager, advertising manager, sales manager, distribution manager, etc.
 Market Share method
The Market Share method is a critical approach used in business to evaluate a company's
performance in comparison to its competitors within a particular industry or market. This
method involves calculating the percentage of total sales in the market that is attributed to a
specific company over a defined period. It provides insights into a company’s relative position
in the market, its competitiveness, and growth potential.
 Unit Sales method
The Unit Sales method is a straightforward approach used by businesses to measure their
performance by counting the number of units sold over a specific period. This method focuses
on the volume of products sold rather than the revenue generated, providing a clear picture of
market demand and product popularity.
1. Explain the types of advertising agency.

2. Explain the various services offered by advertising agency.
3. What are the criteria for selecting the advertising agency?
4. Explain the objectives of advertising.
5. Explain DAGMAR Approach.
6. Explain the various method used in advertising budget.
*****
Module-03
Media planning: Factors considered in Media Planning, Developing Media plan,
Importance, Problems encountered, Advertising Media, Media Evaluation-Print, Broadcast
media, Support media in advertising.
Media strategy: Creativity, Elements of creative strategies and its implementation,
Importance of Headline and body copy.
Definition of media
According to Philip Kotler, “The communication channels through which the message moves
from sender to receiver is called media”. The communication channels used in advertising
includes, Television, radio, printing press, outdoor advertising etc
Definition of media planning
According to George E. Belch, “media planning is the serious of decisions involved in

delivering the promotional message in most effective manner to the largest number of potential
customers at lowest cost”. Media plan is a document describing Objectives, Strategy, Tactics,
resource allocation, media mix to be used in order to reach the target customers.
Factors considered in Media Planning
 Target Audience
Understanding the demographics, psychographics, behaviors, and preferences of the target

audience is fundamental. This includes factors such as age, gender, income level, geographic
location, lifestyle, and media consumption habits.
 Media Objectives
Clear objectives must be defined, such as increasing brand awareness, driving sales, promoting
a new product launch, or enhancing brand perception. These objectives guide the selection of
media channels and strategies.
 Budget
The allocated budget plays a crucial role in determining which media channels can be utilized,
the frequency and reach of advertising, and the overall campaign effectiveness.
 Media Reach and Frequency
Reach refers to the total number of unique individuals or households exposed to an ad within
a specified time frame, while frequency is the average number of times each person or
household is exposed to the ad. Balancing reach and frequency helps optimize exposure and
impact.
 Media Channels
Choosing the right mix of media channels is critical. This can include traditional channels like
television, radio, print (newspapers, magazines), and outdoor advertising, as well as digital
channels such as social media, websites, search engines, and mobile apps.
 Media Scheduling
Determining when to advertise is important for maximizing reach and relevance. Factors such
as seasonality, holidays, day parts (morning, afternoon, evening), and specific events or
promotions need to be considered.
 Geographic Considerations
Depending on the product or service being advertised, media planners must decide whether to
focus on local, regional, national, or international markets. Geographic targeting ensures
messages reach the right audience in the right location.
 Competitive Analysis
Understanding the media strategies of competitors helps identify opportunities and threats.
Analyzing competitors' media presence, messaging, and tactics can inform decisions about
differentiation and positioning.
 Creative Considerations
Media planners collaborate with creative teams to ensure that the media strategy aligns with
the creative execution. This involves considering the format, messaging, and visual elements
that will resonate with the target audience across chosen media channels.
 Measurement and Analytics
Establishing metrics to measure the effectiveness of media campaigns is crucial. Metrics may
include reach, frequency, impressions, click-through rates, conversion rates, brand awareness
lift, and return on investment (ROI).
Developing Media plan
 Market Analysis
This initial step involves researching and understanding the market. It includes identifying the
target audience, analysing competitors, and assessing market trends. The goal is to gather all
the necessary information to create an effective media plan.
 Establishment of Media Objectives
In this step, specific goals for the media campaign are set. These objectives should be clear,
measurable, and aligned with the overall marketing strategy. They could include targets for
reach, frequency, and engagement.
 Media Strategy Development and Implementation
Based on the market analysis and objectives, a media strategy is developed. This strategy
outlines which media channels will be used, the timing of the campaign, the budget allocation,
and the creative approach. Once the strategy is developed, it is then implemented.
 Evaluation and Follow-up
After the media campaign has been executed, it is important to evaluate its effectiveness. This
involves measuring the campaign's performance against the established objectives and
analysing the results. Based on this evaluation, follow-up actions are taken to improve future
campaigns.
Importance of media planning
1. Optimum utilization of resources.
Media planning ensures that resources (time, budget, personnel, etc.) are used efficiently. By
carefully analyzing the market and selecting the right media channels, advertisers can
maximize the impact of their campaigns without wasting resources.
2. Helps in achieving advertising objectives
By setting clear media objectives and developing a strategic plan, media planning helps ensure
that advertising efforts are aligned with the overall goals of the campaign. This alignment
increases the likelihood of achieving desired outcomes, such as increased brand awareness,
higher sales, or improved customer engagement.
3. Selecting appropriate Media
Media planning involves choosing the most effective media channels to reach the target
audience. This selection is based on factors such as audience demographics, media
consumption habits, and the strengths of each media type. Choosing the right media ensures
that the message reaches the intended audience in the most impactful way.
4. Selection of optimum media mix
An effective media plan includes a mix of different media channels to maximize reach and
engagement. The optimum media mix balances various factors, such as cost, reach, frequency,
and the unique advantages of each media type, to create a comprehensive and effective
campaign.
5. Helps in Allocating advertising budget
Media planning involves determining how to allocate the advertising budget across different
media channels and activities. This ensures that the budget is spent strategically, prioritizing
channels and tactics that are most likely to deliver the best return on investment.
6. Ensures appropriate timing of advertising.
Timing is crucial in advertising. Media planning involves scheduling the campaign to ensure
that ads are delivered at the most opportune times, whether it's specific times of the day, days
of the week, or seasons of the year. Appropriate timing increases the likelihood of reaching the
audience when they are most receptive to the message.
Problems encountered in media planning
 Insufficient information
Developing a media strategy requires a good understanding of your target audience, the media
landscape, and your competitors. However, data collection can be time-consuming and
expensive. You may also encounter limitations in the data available, especially regarding
audience behavior and media consumption habits.
 Time pressure
There is often pressure to launch marketing campaigns quickly, which can leave little time for
developing a comprehensive media strategy. This can lead to rushed decisions that are not well-
informed.
 Difficulty in audience measurement
It can be challenging to accurately measure the reach and impact of your media campaigns.
This is especially true for traditional media channels like print and television. Even with digital
media, tracking the effectiveness of campaigns across multiple channels and devices can be
complex.
 Difficulty in cost comparison
Comparing the costs of different media channels is not always straightforward. Channels may
have different pricing structures, and the cost-effectiveness of a channel can depend on a
variety of factors, such as your target audience and campaign goals.
Advertising Media
Advertising media is a wide range of channels aimed at promotion. Brands use various
advertising media to communicate their message to potential customers. The right channels
help companies increase sales and build long-lasting relationships with their audience.
Advertising in the media is crucial for every brand. Each channel is an intermediary between a
brand and its customers. Finding a perfect channel allows brands to present their product
successfully, communicate their value, and maintain trustful relationships with the target
audience.
With the correct channel and well-thought-out advertising message, companies build brand
awareness, create buzz around their brand, showcase and demonstrate the benefits of their
products, increase their sales volume and revenue, and collect clients’ personal information
that allows them to craft highly relevant and personalized offers.
Media Evaluation
Media evaluation is the process of analyzing and assessing media content to determine its
effectiveness. It's a crucial step for businesses, organizations, and even individuals who want
to understand how well their message is being received through different media channels.
Media evaluation is the process of critically examining and judging a piece of media content.
It's like giving the media a report card to understand its strengths, weaknesses, and overall
effectiveness.
Types of advertising media
 Print media
It includes printing advertisements in Newspapers, magazines, and other printed surfaces such
as posters and outdoor boards.
Newspapers and Magazines are the majorly used print Media.
The importance of the print media can be declined in future days due to rise of mobile
technology and internet.
 Broadcast media
When one talks of advertising the people first thinks about Television and Radio.
Television
Television is the ideal medium of advertising because of its ability to combine visual Images,
Sound, Motion, and Color.
Radio
Radio is a mass media that appeals to the ear and brain of listeners. It ruled from 1920 to 1970
 Support media
Out-of-Home Media
Out of home advertising [outdoor advertising] essentially any type of advertising that reaches
the consumer while he or she is outside the home.
Transit Advertising
Advertising that appears inside and outside the public transportation vehicle, in waiting areas,
and at the stations and terminals is called as Transit Advertisement.
Less Cost, High Exposure, High frequency
Promotional product marketing
Promotional products such as pens, mugs, key rings, calendar and T-shirts etc. are given in
order to market particular product. It involves posting messages and promotional items outside
where the people can see them.
Movie theater advertising
Movie theater advertising is an effective medium for Advertising, its advertising recall are 4
times greater than the ads placed in television.
Point of purchase media
Point of purchase refers to advertising at the place and time of purchase.
Exhibition and trade fair
It is a huge gathering of manufacturers for the purpose of displaying, demonstrating and

booking orders for their latest product.
MEDIA STRATEGY
Creative Strategy
“A creative Strategy is a policy or guiding principle that specifies the general nature and
Characteristics of message to be designed.”
Elements of creative strategies and its implementation
 Strategic Objectives
These are the high-level goals that the media plan aims to achieve. They provide direction and
purpose for the campaign, aligning with the broader marketing and business objectives.
Examples include increasing brand awareness, driving sales, or launching a new product.
 Target Audience
Identifying the target audience is crucial for the effectiveness of the media plan. This involves
defining the demographic, geographic, psychographic, and behavioral characteristics of the
people the campaign is intended to reach. Understanding the target audience helps in selecting
the most appropriate media channels and crafting relevant messages.
 Product and its positioning
This involves understanding the product's unique selling points (USPs) and how it is positioned
in the market relative to competitors. Effective positioning highlights the benefits and
differentiators of the product, making it appealing to the target audience.
 Communication Medial
These are the channels through which the advertising messages will be delivered. The choice
of media (e.g., TV, radio, online, print, social media) depends on the target audience, budget,
and campaign objectives. The goal is to choose media that effectively reach and engage the
target audience.
 Advertising message
This is the core message that the campaign aims to communicate to the target audience. It
should be clear, compelling, and aligned with the strategic objectives. The message often
focuses on the benefits of the product and how it meets the needs of the target audience.
 Creative style
This refers to the creative approach used in the campaign, including the design, tone, and format
of the advertising materials. The creative style should be consistent with the brand's identity
and resonate with the target audience. It encompasses elements like visuals, copy, and overall
artistic direction.
Creative strategies & its implementation
 Planning and Development

 Identify And Set Realistic Goals
Setting goals that reflect your company’s values and are in line with its long-term goals is the
first step in planning your creative strategy. Goals can include things like boosting engagement
on social channels, creating hotter leads in your funnels, increasing sales, etc.
 Identify Your Audience’s Problems
What problem are you solving for your target audience? What are their pain points? When you
consider these questions, it is important to go deeper than surface level. When you think about
the benefits you’re offering them, think about how they solve the bigger issues in their lives.
 Brainstorm And Choose Your Creative Strategy
When you’re developing a new creative strategy, a diverse team is beneficial. Diversity allows
for a higher variety of perspectives, providing a better selection of ideas. Varying perspectives
leads to higher rates of collaboration, producing more refined solutions and a strategy that will
connect on a more personal level with your audience.
 Create Your Unique Selling Proposition (USP)
Specifically, your USP is where you’ll define why you’re the best option. This will position
you as the authority in your industry and is the first step in building trust with your customers.
However, before you can position yourself as the best option in the industry, you must first
know exactly who your ideal customer will be.
 Determine How You’ll Measure Success
The easiest way to do this is to set milestones to gauge progress throughout the project’s
lifetime. This will provide you with a way to adjust your strategy if you find it’s not aligning
with your expected timeline.
 Implementing and Measuring

 Pre-Test
When beginning any new marketing campaign, it is essential to pre-test your strategies in
smaller pools. This will help you gain a better understanding of the potential success of your
creative strategy. This will also provide you with the opportunity to identify any issues or
shortcomings in your strategy and adjust them to be more successful.
 Evaluate Your Campaigns
Once you’ve executed your final product, ensure you check in on its success at various stages.
This will let you monitor its progress and pivot if needed. The best way to do this is to use your
previously determined milestones to measure the likelihood of meeting your goals in their
expected timelines. Another way to evaluate your campaign is to compare data from past
creative strategies to the data being received from your current strategy.
 Optimize
If you don’t meet your goals right away, consider completing some additional testing of various
marketing techniques (if time allows), while still maintaining the essential aspects of the
project. If you do find your creative strategy failing, use it as a learning opportunity.
Elements of Advertising copy
 Headlines
 Sub-Heads
 Body copy
 Catchy phrases
 Logo and signatures
 Closing idea
Importance of Headline & Body copy
Headline: The Attention Grabber
Think of the headline as your first impression. It's the initial hook that catches the reader's eye
and convinces them to invest their time in your content.
A strong headline is:
 Clear and concise: It quickly conveys the main message.

 Intriguing and interesting: It sparks curiosity and compels the reader to learn more.
 Benefit-oriented: It highlights the value proposition for the reader
Without a captivating headline, your brilliant body copy might go unnoticed.
Body Copy: The Closer
The body copy takes over after the headline has piqued the reader's interest. It's where you
elaborate on the message and convince the reader to take action.
A well-written body copy is:
 Informative and engaging: It provides valuable information and keeps the reader
engaged.
 Persuasive and solution-oriented: It explains how your product or service can solve
the reader's problem or fulfill their need.
 Well-structured and scan able: It uses clear formatting, bullet points, and
subheadings to make it easy to read.
A strong body copy builds trust, educates the reader, and ultimately leads them to take the
desired action (e.g., purchase, subscribe, and sign up).
1. Define media planning.

2. Explain the factors considered in media planning.
3. How to develop a media plan?
4. What are the importance of media planning?
5. What is advertising media & explain its types?
6. Explain the elements of creative strategies and its implementation.
*****
Module-04
Direct Marketing: Features, Functions, Growth, Advantages/Disadvantages, And Direct
Marketing Strategies.
Promotion: Meaning, Importance, tools used, Conventional/unconventional, drawbacks,
push pull strategies, Co-operative advertising, Integration with advertising and publicity
Public relation/ Publicity: Meaning, Objectives, tools of public relations, Public Relation
strategies, Goals of publicity
Corporate Advertising: Role, Types, Limitations, PR Vs Publicity
Definition of Direct Marketing
Direct marketing is a promotional method that involves presenting information about your
company, product, or service to your target customer without the use of an advertising
intermediary. It is a targeted form of marketing that presents information of potential interest
to a consumer that has been determined to be a likely buyer.
For example, subscribers to teen magazines might be presented with Face book ads for acne
medication, which, based on their age, they are likely to need. On the other hand, members of
the United States Equestrian Federation might all receive an email promotion offering special
pricing on horse gear. Current residents of Wilmington, Delaware might receive a flyer
announcing the arrival of Wegmans supermarket to their area. Conversely, people in
Wilmington, Ohio would not.
Features of direct marketing
The above mentioned characteristics are as follows:
1. Targeting
This includes selecting the message recipients, irrespective of the appropriate type of media
being used (such as print media, direct mailing, broadcast media, or telemarketing of sale calls).
Here, the target can be either existing or prospective customers or even large number of
suspects.
2. Interaction
Interaction triangle is placed in the center Interaction deals with the incentives or stimuli that
the marketers offer in order to get a response from the target market. It also includes the
response of the target market. Here the aim is to relate a response to appropriate stimuli.
3. Control
Control triangle relates to managing the marketing activity. It involves setting goals, preparing
strategic and functional level plans. Preparing budgets and evaluating outcomes. Control is a
continuous process as the future goals are formulated on the bases of previous outcomes. The
information under the interaction triangle should be accurate and complete for exercising
control.
4. Continuity
Continuity deals with customer retention, cross-selling and continuous product up-
gradation maintaining accurate records of customer interaction helps the marketers in
communicating with customers, recognizing their interests and appreciating their previous
customs.
Functions of Direct Marketing
 Generating Leads
Identifying potential customers and capturing their interest. Lead generation is the process of
generating consumer interest for a product or service with the goal of turning that interest into
a sale. In online marketing this typically involves collecting a visitor's contact information
(called a “lead”) via a web form.
 Driving Sales
Converting prospects into customers through targeted offers and promotions. "Drive sales" in
marketing refers to a company's efforts to sell more of its products or services than usual. A
sales drive can be a special period of activities or events that promote sales. Some examples of
sales drive activities include: Increasing advertising, Running ads in the media, and Enlisting
employees in sales efforts.
 Building Customer Relationships
Fostering loyalty and repeat business through personalized communication. Customer relations
refers to the methods, strategies, and processes a company uses to build and maintain customer
relationships. Every customer interaction has an impact, and it's more important than ever for
companies to consistently meet expectations.
 Data Collection
Gathering customer information for segmentation, targeting, and analysis. Data collection in
marketing is the process of gathering information about consumers, markets, and competitors
to help businesses make informed decisions. This information can help companies
 Measuring ROI
Evaluating campaign performance and optimizing marketing efforts. It's the return on
investment (ROI) that marketing quantifies to justify how marketing programs and campaigns
generate revenue for the business. ROI is short for return on investment. And in this case, it
is measuring the money your company spends on marketing campaigns against the revenue
those campaigns generate.
 Customer Retention
Encouraging existing customers to continue purchasing. Customer retention refers to a

company's ability to turn customers into repeat buyers and prevent them from switching to a
competitor. It indicates whether your product and the quality of your service please your
existing customers. It is also the lifeblood of most subscription-based companies and service
providers.
 Market Research
Gathering feedback and insights into customer preferences. Market research (or marketing
research) is any set of techniques used to gather information and better understand a company's
target market. This might include primary research on brand awareness and customer
satisfaction or secondary market research on market size and competitive analysis.
 Cross-Selling and Upselling
Promoting additional products or services to existing customers. Upselling is the practice of

encouraging customers to purchase a comparable higher-end product than the one in question,
while cross-selling invites customers to buy related or complementary items. Though often
used interchangeably, both offer distinct benefits and can be effective in tandem.
 Brand Building
Enhancing brand awareness and image through targeted messaging. Brand building is the
process of marketing your brand, whether that be for the purpose of building brand awareness,
promoting products, or simply connecting with your intended audience for the purpose of
establishing a relationship with them in their day-to-day lives.
 Crisis Management
Communicating effectively with customers during challenging times. Crisis management is the
strategy of anticipating crises at the corporate level and planning how to deal with them
effectively. Crisis management begins with risk analysis, however, it should not be confused
with risk management.
Growth of Direct Marketing
The direct selling industry in India has registered growth of more than 12 per cent, every year,
with the gross industry turnover at Rs 21,282 crore in 2022-23, according to an annual survey
report released by the Indian Direct Selling Association (IDSA) on Wednesday.
Direct marketing is an interactive marketing system that uses one or more advertising media to
affect a measurable response and/or transaction at any location. Direct marketing helps in
building a long-term relationship with the customers. Direct marketers occasionally send
birthday greeting cards, marriage anniversary greeting cards and Diwali/New year Greeting
cards etc. to select number of customers.
Reasons for Growth in Direct Marketing Activity
 Market fragmentation has limited the applicability of mass marketing techniques.

 The increasing supply of lists and their diversity has provided raw data for direct
marketing activities
 Sophisticated software allows generation of personalized letters, messages and
offerings.
 Sophisticated analytical tools are available now that help companies to classify and
understand customers better.
 High cost of personal selling have led companies to take advantage of direct marketing
techniques such as direct response advertising and telemarketing to make the sales force
more effective.
Advantages of Direct Marketing
 Builds Loyalty
A well-run direct marketing campaign can build brand loyalty by continual brand messaging
on direct marketing channels. This is particularly effective where multi-channel messaging is
used, e.g. email, direct mail, SMS, etc. all in one consistent joined-up coherent campaign.
 Direct
As the name suggests, this technique is direct. This engagement directly with the customer
eliminates price hikes due to “middlemen” and provides a direct approach. This has benefits as
the organization is totally in charge of the contact and can apply in-house CRM techniques to
effectively manage the relationship.
 Effective
Direct marketing, when managed well, has a long-standing reputation for high profitability and
great ROI.
 Monitor able
Tracking and monitoring can be put in place to effectively analyze the results of a campaign.
Strengths can be accentuated and weaknesses eliminated with a view that through continual
tweaks/enhancements campaign ROI and metrics will only continue to grow in the medium
long term.
 Personalised and Targeted
Direct marketing can be personalized based on the actual experience of working with a
customer and/or socio-economic factors. Even for prospects, personalization can be achieved
through techniques such as customer segmentation and data profiling.
 Reduced Competitor Awareness
Competitors will have a much lower level of awareness with direct marketing as it is direct to
the customer. Other marketing techniques such as TV, radio, internet advertising, etc. are
public and open to counter-moves by competition.
Disadvantages of Direct Marketing
 Environmental Impact
Some of the direct marketing channels are associated with having an environmental impact
(most noticeably direct mail). This can be reduced by targeted direct mail campaigns and using
environmentally friendly materials. This marketing technique is no worse than many indirect
marketing methods (e.g. billboard posters).
 Image Impact
It is a common perception that image can be adversely affected by some direct marketing
campaigns (direct mail and telemarketing in particular). Whilst this is true for poorly managed
campaigns, the effects can be avoided by ensuring contacts are opted-in and happy to receive
marketing messages (which is best practice anyway!).
 Limited Reach
This is a “perceived” disadvantage of direct marketing to many. The limited reach is because
mass broadcast techniques (e.g. TV, radio, internet advertising, etc.) are not used. Although
it’s true that the reach is less, the reach achieved is more specific and targeted. Reach can be
extended by buying high-quality targeted opt-in additional contacts from reputable sources
such as Baker Good child.
 Privacy Intrusion
The main drawback of direct marketing is its links with privacy intrusion (this is particularly
related to telemarketing and direct mail). This is definitely the case with badly managed
campaigns and links closely to the image impact above. Once again, with true opt-in consent
and best practice campaign management, privacy would not be an issue.
Strategies and tools of direct marketing
 Mail order marketing
Mail order marketing is a direct-to-consumer sales strategy where businesses promote and sell
their products or services through catalogs, brochures, or other printed materials sent via mail.
It allows customers to browse these materials, place orders, and receive the products directly
at their homes.
 Telemarketing
Telemarketing is a direct marketing strategy where businesses use telephone calls to promote
products or services, generate leads, or conduct surveys. It involves reaching out to potential
or existing customers via phone to inform them about offers, encourage them to make a
purchase, or gather feedback.
 Direct selling
Direct selling is a sales method where products or services are sold directly to consumers,
bypassing traditional retail outlets or intermediaries. In this approach, sales typically take place
in non-traditional settings such as homes, workplaces, or online platforms, with direct
interaction between the seller and the customer. This personal selling method often involves
building relationships and offering personalized demonstrations or consultations.
 Database marketing
Database marketing is a form of direct marketing that involves collecting, analyzing, and
utilizing customer data to create personalized marketing campaigns. The goal is to use detailed
customer information to segment audiences, tailor messages, and improve marketing efforts,
leading to better customer engagement and higher conversion rates. It’s widely used in both
digital and traditional marketing channels.
 SMS Marketing
SMS marketing is a form of direct marketing where businesses use text messages (SMS) to
send promotional campaigns, updates, or alerts to customers. It’s a highly effective way to
reach customers directly on their mobile devices, offering a more immediate and personal form
of communication compared to email or social media marketing.
 Social media marketing.
Social media marketing is a form of digital marketing that involves using social media
platforms to promote products, services, or brands, engage with audiences, and build a
community of loyal customers. It is a powerful tool for businesses to connect with consumers,
share content, drive traffic, and generate leads.
Promotion
Definition: Promotions refer to the entire set of activities, which communicate the product,
brand, or service to the user. The idea is to make people aware, attract, and induce to buy the
product, in preference over others.
Description: There are several types of promotions. Above the line promotions include
advertising, press releases, consumer promotions (schemes, discounts, contests), while below
the line include trade discounts, freebies, incentive trips, awards and so on. Sales promotion is
a part of the overall promotion effort.
Benefits/Importance of promotion
 Increase brand awareness
Promotions help in creating brand awareness. With the help of various media like the
television, billboards, radio or local newspaper news, you can spread across information about
your brand and company, which helps people to find out more about you and look into your
products and make purchases.
 Provide appropriate information
If your promotional and marketing strategy is loosely structured, it might not be successful in
targeting the “right” audiences. Having a full-proof and well-thoughtout promotional strategy
and marketing plan can help you identify different segments of consumers in the market and
offer suitable solutions for your clients.
 Increase Customer Traffic
Promotion also helps in increasing customer traffic. The more you promote your brand, the
more will the customers know about you and your company and the more will they be interested
in your products. Promotion can be done even by giving out free samples which work wonders
for customers! They try your product and ultimately, come to you and make purchases.
 Build sales and profits
It is a key objective for businesses aiming for growth and long-term sustainability. It involves
strategies and tactics to increase revenue while maintaining or improving profitability. This can
be achieved through a combination of effective sales techniques, marketing efforts, cost
management, and customer retention initiatives.
Promotions tools to market a product or service
 Digital publishing platforms
Digital publishing platforms are online services or tools that allow individuals, businesses, and
organizations to create, distribute, and monetize digital content, such as articles, books,
magazines, newsletters, videos, and more. These platforms facilitate the publishing process by
offering features for content creation, formatting, audience engagement, and distribution across
digital channels.
 Paid online advertising
Paid online advertising is a form of digital marketing where businesses pay to display ads to
potential customers on websites, search engines, or social media platforms. These ads can
appear in various formats, such as banners, videos, or sponsored content, and are designed to
drive traffic, leads, or sales.
 Open web advertising
Open web advertising refers to the practice of displaying ads on websites across the internet
that are available to everyone, rather than on specific, closed or proprietary networks. It
involves buying ad space on a wide range of websites through various networks or exchanges.
 Email marketing campaigns
Email marketing campaigns involve sending targeted email messages to a list of subscribers or
potential customers to promote products, services, or content. These campaigns aim to engage
recipients, drive actions (like purchases or sign-ups), and build relationships with the audience.
 Landing pages
Landing pages are standalone web pages designed specifically for a marketing campaign or
promotion. Their primary goal is to drive a specific action from visitors, such as signing up for
a newsletter, making a purchase, or downloading a resource.
 Social media scheduling tools
Social media scheduling tools are software or platforms that allow you to plan, create, and
automate the posting of content on social media platforms in advance. These tools help manage
multiple social media accounts efficiently, ensuring consistent posting and saving time.
 Search engine optimization tools
Search engine optimization (SEO) tools are software or online platforms designed to help
improve a website’s visibility and ranking on search engines like Google. They provide
insights, data, and recommendations to optimize websites for better search engine performance.
 Content creation tools
Content creation tools are software or platforms that help you create and design various types
of content, such as blog posts, social media updates, videos, graphics, and more. These tools
make the content creation process easier, more efficient, and often more professional.
 Video marketing promotions tools
Video marketing promotions tools are platforms and software designed to help businesses
create, manage, and promote video content effectively. These tools streamline the process of
producing videos, distributing them to the right audience, and measuring their impact
 Print advertising
Print advertising involves promoting products, services, or brands through physical printed
materials. These ads appear in various types of print media, such as newspapers, magazines,
brochures, and flyers.
Conventional Promotions
 Discounts and Sales
Offering products or services at a reduced price for a limited time. E.g: Black Friday sales,
seasonal discounts, clearance sales.
 Coupons
Vouchers that offer a discount on a specific product or service.E.g: Printable coupons, mobile
coupons, store coupons.
 Buy One Get One (BOGO)
A promotion where customers receive a second item for free when they purchase the first. E.g:
BOGO on coffee drinks, BOGO on clothing items.
 Loyalty Programs
Rewarding customers for repeat purchases with points, discounts, or exclusive offers. E.g:
Frequent flyer programs, store loyalty cards.
 Advertising
Paid promotion of products or services through various media channels. E.g: Television
commercials, print ads, online advertising.
 Sponsorships
Supporting events, organizations, or individuals in exchange for brand exposure. E.g:

Sponsoring sports teams, sponsoring charity events.
 Product Demos and Free Samples
Allowing customers to try products before making a purchase. E.g: Food samples at grocery
stores, product demonstrations at home shows.
 Contests and Giveaways
Offering prizes or rewards to customers who participate in a contest or giveaway. E.g: Raffle
drawings, social media contests.
 Public Relations (PR)
Building and maintaining a positive public image for a company or brand. E.g: Press releases,
media relations, community outreach.
Unconventional Promotions
 Guerrilla Marketing
Low-cost, high-impact tactics like flash mobs, street art, or viral stunts designed to create buzz.
E.g: Sticker bombing, flash mobs, hidden installations.
 Experiential Marketing
Creating memorable experiences, such as pop-up shops, interactive events, or immersive brand
experiences. E.g: Pop-up shops, immersive experiences, product demonstrations.
 Influencer Marketing
Partnering with social media influencers to reach a broader audience, often in an authentic,
personal way. E.g: Collaborations with social media influencers, product reviews from
bloggers.
 Viral Marketing
Designing content that is likely to be shared widely on social media, often leveraging humor,
surprise, or emotional appeal. E.g: Viral videos, memes, challenges.
 Crowdsourcing and User-Generated Content
Engaging customers to create content or contribute ideas, which can then be promoted by the
brand. E.g: User-generated reviews, customer-designed products.
 Shock Advertising
Using provocative, controversial, or surprising content to capture attention and spark

conversation. E.g: Controversial advertisements, shocking visuals.
 Ambient Marketing
Placing advertisements in unusual or unexpected places to surprise and engage the audience.
E.g: Product placements in movies or TV shows, branded street furniture.
 Personalized Promotions
Using data to offer highly personalized deals, messages, or products tailored to individual
customers. E.g: Personalized email campaigns, targeted social media ads
 Cause Marketing
Aligning with social or environmental causes to create goodwill and positive brand
associations. E.g: Supporting charities, participating in sustainability initiatives.
 Flash Mobs or Surprise Events
Organizing spontaneous public events to create buzz and capture attention. E.g: Flash mob
dance performances, surprise giveaways.
Drawbacks of Sales Promotion
 Increased price sensitivity
Consumers wait for the promotion deals to be announced and then purchase the product. This
is true even for brands where brand loyalty exists. Customers wait and time their purchases to
coincide with promotional offers on their preferred brands. Thus, the routine sales at the market
price are lost and the profit margin is reduced because of the discounts to be offered during
sale-season.
 Quality image may become tarnished
If the promotions in a product category have been rare, the promotions could have a negative
effect about its quality image. Consumers may start suspecting that perhaps the product has not
been selling well, the quality of the product is true compared to the price or the product is likely
to be discontinued because it has become outdated.
 Merchandising support from dealers is doubtful
In many cases, the dealers do not cooperate in providing the merchandising support nor do they
pass on any benefit to consumers. The retailer might not be willing to give support because he
does not have the place, or the product does not sell much in his shop, or may be he thinks the
effort required is more than the commission/benefit derived.
 Short-term orientation
Sales promotions are generally for a short duration. This gives a boost to sales for a short
period. This short-term orientation may sometimes have negative effects on long-term future
of the organization. Promotions mostly build short-term sales volume, which is difficult to
maintain. Heavy use of sales promotion, in certain product categories, may be responsible for
causing brand quality image dilution.
Push-Pull Strategies
What are Push and Pull Strategies?
Simply put, a push strategy is to push a product at a customer, while a pull strategy pulls a
customer towards a product. Push strategy is a quick way to move a customer from awareness
to purchase, while pull strategy is about creating an ongoing relationship with the brand. Both
serve a purpose in moving the customer along the journey from awareness to purchase,
however pull strategies tend to be more successful at building brand ambassadors. While some
companies decide to adopt one or the other it is important to find a complementary balance
between the two. Choosing your marketing strategy and tactics should be done carefully and
with a thorough understanding of your business, current brand awareness, and target audience.
For example, launching a new unknown product would require more push than an established
brand.
Push and pull tactics within the larger strategy should work together seamlessly to move the
customer through their journey. For example, the impact of a flyer in the mail is lost without a
website for the customer to visit to learn more. Modern consumers are savvy and require several
interactions with a company and product before engaging.
Co-operative advertising
Corporate advertising is the advertising done for an entire institution/ company/ organization
and not for individual brands or products. This kind of activity is an extension of the Public
Relations (PR) activity done by the company to improve its image in the minds of the public
and increase its goodwill, which is an extremely important intangible asset.
Instead of advertising for its individual brands and products, the corporate advertises to build
its own image. We know many companies across the globe, which have numerous brands under
them. HUL, P&G, Volkswagen, General motors’ are some examples. All of these companies
also take part in corporate branding, wherein instead of branding only one particular product
or brand, they brand the corporate itself.
These companies invest in improving the overall perception of the company itself. They want
to prove that the company is ethical and all its brands and products are secondary. The primary
focus for these companies are their customers, which is what they try to prove through
corporate advertising. The main objective of corporate advertising is to improve the image of
the company and make it a more desirable workplace at times and also a desirable corporation
to buy from.
Role of corporate advertising
Four types of corporate advertising commonly used by organizations are
1. PR Ad
Public Relations Ad is typically used to improve the company’s relations with labor,
government, customers, or even suppliers. Thus, when a company sponsors arts events,
programmers on television or charitable activities, they are engaging in PR. PR Ad is used
when a company wishes to communicate directly with one of its important publics to express
its feelings or to enhance its point of view to that particular audience. They are designed to
enhance a company’s general community citizenship and to create public goodwill.
2. Institutionally Ad
Institutional Ad otherwise called corporate advertisement The promotional message aimed at

creating an image, enhancing reputation, building goodwill, or advocating an idea or the
philosophy of an organization, instead of sales promotion. When employed by an organization
to market itself (instead of its products), it is called corporate advertising. Institutional
advertising is marketing designed to promote a company rather than a specific good or service.
It can be designed to make the public more aware of a company or to improve the reputation
and image of an existing company. Depending on the company, this can be a form of brand
advertising.
3. Corporate Identity Ad
Corporate Identity Ad: this is embarked upon on rare occasion such as when organization
decides to change its name, logo, address, trademark, or corporate signature or in case of a
merger. When such occasions occur, there is need for Corporate Identity Advertising, this is to
communicate the change to the publics.
4. Recruitment Ad
Recruitment Ad: This is used when the prime objective is to attract employment applications.
Recruitment advertising, also known as Recruitment Communications and Recruitment
Agency, Includes all communications used by an organization to attract talent to work within
it. Recruitment advertisements may be the first impression of a company for many people, and
the first impression the firm makes goes a long way to determining interest in the job opening
being advertised.
Limitations of corporate advertising
 It limits the amount of self-promotion that is possible.
Most forms of cooperative advertising are designed to primarily promote the lead brand with
the strongest outreach or following. Now if that is your business, you are setup in a good
position. For most small businesses, however, that means they are ceding most of the time or
space in the advertisement to the other brands, manufacturers, or distributors involved. In some
instances, the only promotion they might receive is a name, address, and phone number at the
end of the advertisement.
 It requires additional administrative work.
The amount of time it takes to process the paperwork involved with cooperative advertising
often reduces the value it is able to provide. Companies taking advantage of available co-op
dollars must provide evidence that they are spending the money in a manner that is authorized.
Small businesses might even be required to use specific vendors or media outlets for the final
product, even if that is a venue they don’t think will be effective.
 It may require specific audience targeting.
Some cooperative advertising opportunities are only available when a business is willing to
target a specific audience demographic. If demographic is not within the primary audience for
the business involved, then the advertising revenues being spent may have a minimal impact.
For some small businesses, the cost to reach their preferred audience, with the inclusion of co-
op dollars, may be several thousand dollars higher than if they simply agree to follow the
money trail.
 It may provide the wrong messaging to certain customers.
Cooperative advertising may create messages, which go against the mission or vision of one of
the companies involved. This is often seen when small businesses want to promote low product
costs, while the provider of co-op dollars might wish to present a high-end image to upscale
consumers. When the wrong message is directed to the consumer base, it may affect the total
number of future customers, which may access the brand later on.
 It may create conflicts in the design of the advertising.
There may be different objectives in play for the different companies involved in the
cooperative advertising effort. Those objectives may be different enough that only one
company would benefit from the release of the marketing materials. In circumstances like this,
tension is placed on the relationship between each party, which makes it more difficult to do
business with one another in the future. Some co-op deals can even lead to the cancellation of
vendor or manufacturing contracts.
 It can result in funding issues that may affect certain companies.
In some co-op advertising relationships, one company may be asked to front the capital for the
marketing efforts. In return, the other company provides ongoing payments to compensate for
their share of the expenses. Franchisees may be asked to pay a specific percentage of their sales
in an advertising royalty to gain access to co-op advertising where they may have zero control
over the creative. If the structures are not equal from the very start, a contract for cooperative
advertising may only benefit the company with the better financial structure in the arrangement.
 It may be limited to one specific medium.
Many co-op advertising arrangements are limited to a medium that has been previously
approved by the other brand. For a small business, that might mean they are stuck with the
higher costs of television advertising, even though they feel like radio is a better option for
their message. Even though there may be tangible reasons why one specific medium is
preferred over others, the uniqueness of each business can be limited by the need to stick with
approved resources.
Public relation/ Publicity
Publicity has been defined as:
1. William J. Stanton
“Publicity is any promotional communication regarding an organization and/or its products

where the message is not paid for by the organization benefiting from it.”
2. Philip Kotler
“Non-personal stimulation of demand for the product or service, or business unit by placing
commercially significant news about it in public medium or obtaining favourable presentation
of it upon radio, television, or stage that is not paid for by the sponsor.”
Types of Publicity
 Social media
Platforms such as Face book, Instagram, and Twitter allow you to connect with your potential
customers. A strong social media presence keeps your brand in your followers' minds. Rather
than trying to make a single post that goes viral, focus on building an interested audience in a
slow and steady fashion.
 Cultural relevance
A clever social media post, viral video, catchy slogan, popular commercial, or attention-
grabbing public comment can put your business in the cultural spotlight. When that happens,
you get free publicity anytime someone references your cultural moment.
 Product placement
Send free products or offer free services to public figures, bloggers, or other media
personalities. Your products may end up being featured in their blogs, social media posts, or
other public content.
 Partnerships
Working with other brands or businesses that have a larger audience can allow you to get your
brand in front of a wider audience and generate publicity. Approach potential partners about
collaborations, product swaps, or offering your products and services as a free bonus to some
of their customers.
 Promotional swag
Branded items such as calendars, pens, notepads, tote bags, and phone cases can put your brand
name and logo in front of a wide audience. However, you have no guarantee that your target
audience will be the one seeing this swag. Think of swag as a fun bonus for customers, rather
than a guaranteed way to generate publicity, and budget accordingly.
Characteristics of Publicity
Key characteristics of publicity have been briefly described in following part
1. Meaning
Publicity is not a paid form of mass communication that involves getting favorable response
of buyers by placing commercially significant news in mass media. It involves obtaining
favorable presentation upon radio, newspapers, television, or stage that is not paid for by the
sponsor.
2. Non-paid Form
Publicity is not a paid form of communication. It is not directly paid by producer. However, it
involves various indirect costs. For example, a firm needs some amount for arranging function,
calling press conference, inviting outstanding personalities, decorating of stage, other related
costs, etc.
3. Various Media
Mostly, publicity can be carried via newspapers, magazines, radio, or television. For example,
in case a product is launched by popular personality in a grand function, the mass media like
newspapers, television, radio, magazines, etc., will definitely publicize the event.
4. Objectives
Sales promotion is undertaken for a wide variety of purposes. They may include promotion of
new product, pollution control, and special achievements of employees, publicizing new
policies, or increase in sales. It is primarily concerns with publishing or highlighting company’s
activities and products. It is targeted to build company’s image. In a long run, it can contribute
to increase sales.
5. Control of Producer
Company has no control over publicity in terms of message, time, frequency, information, and
medium. It comes through mass media like radio, newspapers, television, etc. It is given
independently by the third party. It is presented as a news rather than propaganda.
6. Credibility/Social Significance
Publicity has high degree of credibility or reliability as it comes from mass media
independently. It is given as news for social interest. It has more social significance compared
to other means of market promotion.
7. Part of Public Relations
Publicity is a part of broad public relations efforts and activities. Public relations includes
improving, establishing, and maintaining direct relations with all publics. Publicity can help
improve public relations.
8. Costs
Publicity can be done at much lower cost than advertising. Company needs to spend a little
amount to get the event or function publicized.
9. Effect
Publicity message is more likely to be read, viewed, heard, and reacted by audience. It has a
high degree of believability as it is given by the third party.
10. Repetition
Frequency or repetition of publicity in mass media depends upon its social significance or the
values for news. Mostly, it appears only once.
Importance of Publicity
Like advertising and sales promotion, sales can be increased by publicity, too. Publicity carries
more credibility compared to advertisement. Publicity is cost free; it does not involve direct
cost. Publicity offers many benefits to the producers and distributors.
Importance of publicity can be made clear from the below stated points:
1. Publicity is an effective medium to disseminate message to the mass with more

credibility. People have more trust on news given by publicity.
2. The credibility level of publicity is much higher than advertising and other means of
market promotion. People express more trust on what the third party independently
says. It appears directly through newspapers, magazines, television, or radio by the third
party. It is free from bias.
3. It provides more information as the valuable information is free from space and time
constraints. Similarly, publicity takes place immediately. No need to wait for time or
space in mass media. It enjoys priority.
4. The firm is not required to pay for publicity. The indirect costs related to publicity are
much lower than other means of promotion.
5. It is a part of public relations. It is free from exaggeration; it carries more information
about company. It is more trustable. It helps establish public relations.
6. Generally, publicity covers the varied information. It normally involves name of
company, its goods and services, history, outstanding achievements, and other similar
issues. The knowledge is more complete compared to advertisement.
7. Publicity directly helps intermediaries and sale persons. Their tasks become easy.
Publicity speaks a lot about products on behalf of intermediaries and salesmen. Sellers
are not required to provide more information to convince the buyers.
8. It is suitable to those companies, which cannot effort the expensive ways to promote
the product.
9. Publicity increases credit or fame of the company. Publicity on company’s assistance
in relief operations during flood, earthquake, draught, and other natural calamities
highlights its name and social contribution in mass media. People hold high esteem to
this company.
10. Publicity can be used by non-commercial organizations/institutes like universities,
hospitals, associations of blinds or handicaps, and other social and missionary
organizations. They can publicize their noble works by the medium of publicity.
1. Give the meaning of Direct Marketing.

2. Explain Conventional/unconventional promotions.
3. Explain push pull strategies.
4. Explain Advantages/Disadvantages of Direct Marketing.
5. Explain the Public Relation strategies.
6. Explain Corporate Advertising.
*****
Module-05
Monitoring, Evaluation and control: Measurement in advertising, various methods used for
evaluation, Pre-testing, Post testing.
Measuring/Evaluating Advertising effectives refers to evaluation of advertising results

against the pre-established standards of performance and objectives. Advertising objectives
can be sales objectives or communication objectives. In evaluation process it is estimated up
to what extent advertising campaign has been able to achieve its sales or communication
objectives. Methods of evaluation of advertising.
1. Message evaluation: Message evaluation refers to testing the effectiveness of

message [how much the message reached to the customers]
Methods of message evaluation
a) Concept testing: It aimed at the actual content of the ad and impact that content has on
potential customer
b) Recall test
c) Recognition test
d) Attitude and opinion test
2. Behavioral Evaluation This mechanism deals with evaluating the apparent customer
response to the different advertising efforts. Consumer behavior includes enquiries,
store visit, and actual buying. The company can evaluate consumer-buying behavior
based on overall sales.
Types of Test
Following are the types of test applied in advertisement evaluation:
 Pre-Testing
 Concurrent Testing
 Post Testing
1. Pre-Testing
Pre-Testing follows the universal law "Prevention is better than cure". Advertising can be
pretested at several points in the creative development process. Pre-Testing helps the advertiser
to make a final go or no go decision about finished or nearly finished advertisement. Pre-
Testing method refer to testing the potentiality of a communication message or ad-copy before
printing, broadcasting, or telecasting. Following are the types of pre-testing methods
A. Qualitative Methods of Pre-Testing
• Focus Group: Focus group involves exposing the ad to a group of 8 to 12 respondents. Focus
groups are used with surprising frequency for making final go or no go decision. A moderator
facilitates the discussion and walk s the group through a series of issues that are outlined in
discussion guide.
• In-depth Interview: In-depth interview involve one on one discussion with respondents.
Interviews are very effective when a researcher has a good idea of critical issues but does not
have a sense of the kind of responses one will get. This method can be effectively used to
generate new ad concepts and ideas.
• Projective Techniques: In this technique, the respondent is instructed to project himself into
the situation and verbalize the thoughts. Projective technique can be very effective for
evaluating ad concepts and for generating new ad concepts. However, it cannot be used for
making final decisions.
B. Quantitative Methods of Pre-Testing
• Checklist Method: Checklist method is used to test the effectiveness of ad-copy. The purpose
of this method is to ensure that all elements of the ad-copy are included with due importance
in the advertisement. As it is a pre-test method any omitted element of ad can be included in
the copy before release of the advertisement.
• Consumer Jury Method: This method involves the exposure of alternative advertisements to
a sample of jury or prospects. This test is designed to learn from a typical group of prospective
customers. Advertisements which are unpublished are presented before the consumer jury
either in personal interviews or group interviews and their reactions are observed and responses
are recorded.
• Sales Area Test: Under this method advertising campaign is run in the markets selected for
testing purposes. The impact of the campaign is evaluated by actual sales in the selected
markets. The market with high sales is considered the best market for effective sales campaign.
In other markets, suitable changes are made in the advertising campaign.
• Questionnaire Method: It is a list of questions related to an experiment. The draft of an

advertisement along with some relevant questions is to be sent to a group of target consumers
or advertising experts. Their opinions are collected and analyzed to find out whether the
proposed advertisement is satisfactory or not.
• Recall Test: Under this method, advertising copies are shown to a group of prospects. After
few minutes, they are asked to recall and reproduce them. This method is used to find out how
far the advertisements are impressive.
• Reaction Test: The potential effect of an advertisement is judged with the help of certain
instruments, which measure heartbeats, blood pressure, pupil dilution etc. Their reactions
reveal the psychological or nervous effects of advertising.
2. Concurrent Testing
Concurrent testing is evaluated throughout the whole advertisement execution process. Tests
are conducted while audience is exposed to different type of media. Following are the types of
concurrent testing methods:
• Consumer Diaries: Diaries are provided to a selected customers. They are also informed to
record the details of advertisements they watch, listen, or read. The diaries are collected
periodically. The result obtained from such a survey reveals the effectiveness of advertisement.
• Co-incidental Surveys: This method is also called as co-incidental telephone method. Under
this method, samples of customers are selected and calls are made at the time of broadcast of
the advertisement programme. The data obtained and analyzed will give a picture about the
effectiveness of an advertisement.
• Electronic Devices: Now day’s electronic devices are widely used to measure the
effectiveness of an advertisement. They are mainly used in broadcast media. These are auto
meters, track electronic units etc.
3. Post Testing
Post testing is done to know- to what extent the advertising objectives are achieved. Following
are the types of post testing methods:
 Recognition Test: Recognition test involves the ability of viewers to correctly identify
ad, brand, or message they previously exposed to. The types of recognition test are:
 Starch Test - The Starch test is applied only to print ads that have already run. The
interviewer shows each respondent a magazine or newspaper containing the ads being
tested. For each ad, the interviewer asks the respondents to reply to ad related questions.
 Bruzzone Test - The Brazened test is conducted through mail surveys. Questionnaires
containing frames and audio scripts from television commercials are sent to respondents
and respondents are asked whether they recognize the ad and brand.
 Recall or Impact Test: The recall test is designed to measure the impression of readers
or viewers of the advertisement. If a reader has a favorable impression of the
advertisement, he will certainly retain something of the advertisement. The measures
of interest would be obtained by interviewing the readers, viewers, or listeners, days
after the advertisement or commercial is appeared in the newspaper, or on TV
Interviewer asks the readers or viewers to answer some ad related questions, and in
response to the question asked, the reader reveals the accuracy and depth of his
impression.
1. Explain various methods used for evaluation.

2. Explain Evaluation and control.
3. Explain different types of Test.
*****
Module-06
International Advertising: Global environment in advertising, Decision areas in
international advertising.
Industrial advertising: B 2 B Communication, Special issues in Industrial selling.
Internet advertising: Meaning, Components, Advantages and Limitations, Types of
Internet advertising
Advertising Laws & Ethics: Adverting & Law, Advertising & Ethics, Pester Power,
Intellectual Property Rights, ASCI
International Advertising
International advertising entails dissemination of a commercial message to target audiences

in more than one country. Target audiences differ from country to country in terms of how
they perceive or interpret symbols or stimuli; respond to humor or emotional appeals, as well
as in levels of literacy and languages spoken. How the advertising function is organized also
varies. In some cases, multinational firms centralize advertising decisions and budgets and
use the same or a limited number of agencies worldwide. In other cases, budgets are
decentralized and placed in the hands of local subsidiaries, resulting in greater use of local
advertising agencies.
Global environment in advertising
 Economic Environment
A country’s economic condition reflects the buying behavior of the country. Consumers
generally have higher level of income in well-developed countries like USA, Japan, and
Canada etc. so the company can choose these countries for advertising their products.
 Cultural Environment
Culture is another important aspect of international marketing. Cultural variables such as

Language, customs, Attitude, lifestyle, Values, Tastes and preferences play a major role in
international marketing.
 Demographic Environment
Demographic factors like Age, Education, Income, Household size, Employment rate,
occupation and literacy rate etc affect the marketing environment.
 Political/Legal Environment
The Company should aware of political and legal environment before entering to that
country. Political Environment influences the business in various levels.
Decision areas in international advertising
 Global advertising objectives
These are the overarching goals a company aims to achieve with its advertising campaigns
across multiple international markets. Objectives may include increasing brand awareness,
changing consumer perceptions, or driving sales. Companies must determine whether to adopt
a standardized global approach or tailor their advertising to meet the specific needs of
individual markets. Factors such as market maturity, product familiarity, and cultural
differences influence this decision.
 Targeting Issues
This involves identifying and reaching the appropriate segments of the global market.
Companies must decide how to segment international markets, whether by geography,
demographics, psychographics, or behaviour. Targeting globally requires navigating variations
in consumer behaviour, purchasing power, and preferences across regions. For example, age
groups, social norms, and media consumption habits differ significantly between countries. It’s
also essential to consider regulatory restrictions in different markets.
 Positioning the global brand
Positioning refers to how a brand is perceived in the minds of international consumers relative
to competitors. It's about establishing a distinct, valuable position in each target market. Global
brands must decide whether to maintain a consistent brand image worldwide or modify it
according to regional cultural preferences. For example, while luxury brands often maintain a
uniform image, food brands might adjust flavours, packaging, and marketing messages to
resonate with local tastes.
 Setting the Budget
Allocating resources for international advertising campaigns is crucial for effective execution.
A global budget needs to account for costs like media buying, production, distribution, and
localization. Budgeting for international campaigns can be complex due to currency
fluctuations, differences in media costs across markets, and varying levels of competitiveness.
Companies also need to determine how much to invest in individual markets based on potential
return on investment (ROI) and growth opportunities.
 Executing the International campaign
Execution involves developing and delivering the actual advertising materials (e.g., ads,
videos, social media content) across chosen international markets. Execution can be
standardized (same content for all markets) or localized (content tailored for each market). It
also involves deciding on the media channels to use (e.g., TV, digital, print, social media),
handling translation or cultural adaptation issues, and complying with local regulations.
Ensuring consistent quality while customizing for local markets is key to campaign success.
Advantages and limitations of International advertising
Advantages
 Reduces cost
Outsourcing or offshoring production, purchasing in bulk, or using technology to automate

processes can lower production costs. Reduced labor costs, economies of scale, and more
efficient supply chains help businesses save money.
 Can deal with seasonal fluctuations
Seasonal demand can fluctuate, such as increased sales during holidays or specific times of the
year. Companies can adjust their labor or production capacity temporarily to meet this demand
without maintaining full resources year-round, thus improving efficiency.
 Increases profit
By reducing costs, optimizing processes, and tapping into new markets, companies can increase
their profit margins. This allows businesses to reinvest in operations, expand, and improve
financial health.
 Earns foreign exchange
When companies export goods or services to foreign markets, they earn foreign currency,
which strengthens their home economy. This exchange can stabilize a country’s balance of
payments and provide international buying power.
 Employment
Expanding operations, particularly into new markets, can create job opportunities. Even if a
company automates certain processes, it still requires skilled labor for management,
maintenance, marketing, and support roles. Additionally, foreign trade can boost employment
in export-driven industries.
Dis-advantages
 Different culture
When entering new markets or working internationally, companies may face challenges
adapting to different cultural norms, practices, and consumer behaviors. Misunderstandings
about communication styles, business etiquette, or consumer preferences can lead to
inefficiencies, poor customer relations, and even failure to penetrate the market effectively.
 War
Armed conflicts can disrupt business operations in affected regions. War leads to instability in
supply chains, destruction of infrastructure, increased risk, and decreased consumer
confidence. It can also make it difficult or impossible to operate in certain areas, leading to
losses and even business closures.
 Infrastructure
Poor infrastructure, such as inadequate transportation, electricity, or communication systems,

can impede business operations. Companies may struggle with delays, increased operational
costs, or even inability to access essential services and materials. This is especially problematic
in developing countries or rural areas where infrastructure may not be well-developed.
 Government rules
Every country has its own regulations, including trade policies, tax laws, labor laws, and
environmental regulations. Navigating these can be complex, costly, and time-consuming,
especially when entering a new market. Sudden regulatory changes or unfavorable policies can
also affect business plans and profitability.
 Marketing mix
The "marketing mix" (product, price, place, and promotion) may need to be tailored to fit local
preferences and conditions. What works in one country may not work in another due to cultural
differences, purchasing power, or consumer behavior. Adapting the marketing strategy can be
expensive and challenging, and failure to adapt can lead to poor sales performance in the target
market.
Industrial Advertising
Company advertising its products and services to the companies which actually use the same
as raw materials.
The role of B2B advertising is to
 Create awareness
 Increasing sales efficiency
 Increasing Personal selling
 Supporting cannel members
Special issues in industrial selling:
 Market related issues
Industrial selling often targets specific industries or niches with specialized needs.
Understanding the unique characteristics of each market segment is essential, but it can be
challenging due to the diversity in industrial sectors. Unlike consumer markets, industrial
markets typically consist of fewer but larger customers. Losing a single client can have a
significant impact, so maintaining long-term relationships is critical. Many industrial sellers
face competition not only domestically but also internationally. Keeping up with market trends,
technological advancements, and global standards is crucial to stay competitive.
 Product related issues
Industrial buyers often require products tailored to specific requirements, which can increase
lead times and complexity in production. Standardization is difficult, and customization can
add cost and risk. Industrial products are typically more technical and complex than consumer
goods. This requires extensive knowledge and expertise, both from the sales team and the
customer, making the sales process longer and more demanding. The long life cycle of
industrial products means that innovation and upgrading are slow, but when a change is needed,
it can be highly disruptive to the buyer’s processes.
 Price Related issues
In industrial selling, buyers are often well-informed about the costs of raw materials,
manufacturing, and logistics. They may demand detailed cost breakdowns, leading to intense
price negotiations. Pricing in industrial selling often involves offering bulk discounts or setting
long-term contract prices. This can lead to pressure on profit margins and requires careful cost
control. Industrial buyers are typically price-sensitive and have strict procurement cycles or
budget constraints. Fluctuations in raw material costs or exchange rates can affect profitability.
 Promotional related issues
In industrial markets, the promotional strategy is often centered around personal selling rather
than mass advertising. The role of sales representatives, trade shows, and direct marketing is
critical, but it also demands more time and resources. Buyers often require demonstrations,
prototypes, or trials before committing to a purchase. Offering these can be expensive and time-
consuming, especially for highly technical or custom products. Industrial products are rarely
promoted through conventional media such as TV or radio. Instead, promotion tends to occur
through trade journals, online platforms, or direct presentations, which requires a different
approach to reach decision-makers.
 Channel related issues
Industrial selling often involves complex distribution networks, including manufacturers,

distributors, agents, and retailers. Coordinating between these various players can create
challenges in pricing, communication, and logistics. Industrial products often require long and
detailed supply chains, and managing these effectively is critical to ensure timely delivery. Any
disruptions in the supply chain can severely impact delivery schedules and customer
satisfaction. There can be conflicts between distributors or different sales channels, especially
if multiple channels serve the same customer base. Managing these relationships carefully is
necessary to avoid issues.
 Buying Behaviour related issues
Industrial purchases typically involve multiple decision-makers, such as engineers,

procurement teams, finance departments, and senior management. Convincing all stakeholders
can make the sales process complex and lengthy. Industrial buyers are highly rational and base
their decisions on data, technical specifications, and return on investment (ROI). Emotional
appeals are less effective, and sellers must be able to provide detailed technical information
and case studies. Industrial buying cycles tend to be much longer than consumer buying, as
companies need time to evaluate the technical aspects, conduct trials, and get approval from
various departments. This can delay deals and requires sellers to remain patient and persistent.
Internet advertising
Online advertising, also known as online marketing, Internet advertising, digital advertising or
web advertising, is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers. Many consumers find online advertising
disruptive and have increasingly turned to ad blocking for a variety of reasons.
Components of internet advertising:
 Search engine optimization (SEO)

 Pay-per-click advertising (PPC)
 Web design.
 Content marketing.
 Social media marketing.
 Email marketing.
Advantages of internet marketing
 Convenience and Quick Service.
Internet marketing allows businesses to reach potential customers anytime, anywhere.

Consumers can access information, make purchases, or engage with services at their
convenience, 24/7. The speed and efficiency of online transactions make it easy to serve
customers quickly, improving satisfaction.
 Low Cost for Operations.
Compared to traditional marketing methods like print or TV ads, internet marketing is far more
cost-effective. Digital platforms often offer lower advertising costs, and businesses can target
specific audiences without investing in expensive infrastructure or physical locations, reducing
overhead and operational expenses.
 Easy to Measure and Track Results.
With tools like Google Analytics and other web tracking software, businesses can measure and
analyze the performance of their campaigns in real-time. Metrics like click-through rates
(CTR), conversion rates, and customer engagement provide valuable insights, helping
businesses refine their strategies quickly.
 Demographic Targeting.
Internet marketing enables businesses to target specific demographics based on age, location,
gender, interests, and behavior. This precision allows for more relevant and personalized
marketing, improving conversion rates and minimizing wasted advertising spend.
 Global Marketing.
The internet provides access to a global audience, allowing businesses to reach customers in
different countries and regions without needing a physical presence. This expands market
potential and creates opportunities to enter new international markets with relative ease.
 Ability to Multitask.
Internet marketing platforms, like social media, email, and search engines, allow businesses to
run multiple campaigns simultaneously across different channels. This multitasking capability
increases exposure and enables businesses to test different strategies without significant
resource strain.
 24/7 Marketing.
Unlike traditional marketing methods that may be limited by business hours, internet marketing
runs continuously. Your website, social media pages, and ads are always available, reaching
potential customers at any time of day, which increases sales opportunities and brand visibility.
 Automated, Tech-Savvy Marketing
With the help of automation tools, businesses can schedule posts, send targeted emails, and
personalize ads based on user behavior without constant manual input. Automation saves time,
improves efficiency, and allows marketers to focus on strategy rather than repetitive tasks.
Dis-Advantages of internet marketing
 Measurement problems
Although internet marketing provides access to detailed metrics, interpreting these results can
sometimes be challenging. Many metrics, such as impressions or page views, don’t necessarily
translate into conversions or sales. Also, tracking the customer journey across multiple devices
and platforms can lead to gaps in data, making it difficult to measure true ROI accurately.
 Web-Snarl
Web-snarl refers to the technical issues that may disrupt a user’s online experience, such as
slow-loading websites, broken links, or server crashes. These problems can frustrate users,
leading to high bounce rates, lost sales, and negative brand perception. Businesses that don’t
maintain optimized websites or suffer from downtime risk losing potential customers quickly.
 Clutter
The internet is filled with advertisements, creating a cluttered environment where consumers
are bombarded with marketing messages. This oversaturation can lead to "ad fatigue," where
users start to ignore or actively block ads (through tools like ad blockers), reducing the
effectiveness of internet marketing campaigns. Standing out from this clutter becomes
increasingly difficult.
 Privacy issues
Internet marketing often relies on collecting user data to create personalized ads. However, this
raises significant concerns about privacy. Consumers may feel uncomfortable sharing their
personal information, and recent regulations like GDPR have imposed strict guidelines on how
businesses collect, store, and use data. Any misuse or breach of personal data can lead to
reputational damage and legal consequences.
 Irritations.
Some forms of internet marketing, such as pop-up ads, auto-play videos, or excessive email
marketing, can irritate users. These intrusive tactics can lead to negative brand associations,
driving potential customers away instead of attracting them. When consumers feel bombarded
by unwanted ads, they may avoid engaging with a brand altogether.
Advertising Laws & Ethics
Advertising ethics are the moral principles that govern how a business communicates with
members of its target audience. Advertising has a set of defined principles that outline the type
of communication that can take place between a potential buyer and a seller of goods or
services. Advertising laws and ethics are crucial for ensuring that advertising practices are fair,
honest, and respectful.
Laws
 Truth in Advertising
 Disclosure Requirements
 Children’s Advertising
 Endorsements and Testimonials
 Privacy Laws
Ethics
 Honesty and Integrity

 Respect for Audience
 Social Responsibility
 Avoiding Exploitation
 Transparency
Pester Power
Pester power marketing is a type of youth marketing in which marketers exploit the 'Pester
Power' or 'Nag factor' to persuade parents to buy whatever their children want. Pester power is
a term used to describe how children pester, badger, and hound their parents or guardians to
purchase them something, usually branded items. The term "power" suggests that children have
a great deal of influence over their parents. Pester power is most common in youngsters aged
five to fifteen years old. Peer pressure, shame and excessive expectations are just a few of the
origins of Pester power.
Pester power can be effective because:
 Parents are more tolerant of repetition from children than from advertisers.
 Parents want to please their children.
 Children believe that if they keep asking, they'll eventually get what they want.
Intellectual Property Rights (IPR)
Intellectual property (IP) rights play a crucial role in marketing by protecting the unique
creations and assets that businesses use to distinguish themselves in the marketplace.
Types of Intellectual Property Rights
 Patents: Protect inventions and processes.

 Copyrights: Protect literary, artistic, and musical works.
 Trademarks: Protect brands, logos, and slogans.
 Trade Secrets: Protect confidential information that gives a business a competitive
advantage.
Importance of IPR
 Innovation: IPR encourages creativity and innovation by providing incentives for

inventors and creators.
 Economic Growth: IPR can contribute to economic growth by fostering research,
development, and entrepreneurship.
 Fair Competition: IPR helps to ensure fair competition by preventing unauthorized
use of intellectual property.
Challenges and Issues
 Enforcement: Protecting IPR can be challenging, especially in the digital age where
content can be easily copied and distributed.
 Global Challenges: IPR issues can be complex, especially when dealing with
international trade and cultural differences.
 Balance between Rights and Public Interest: There is often a need to balance IPR
with the public interest, such as the right to access information.
ASCI- Advertising Standards Council of India (ASCI)
The Advertising Standards Council of India (ASCI) is a voluntary, non-profit organization

that regulates advertising in India. ASCI's mission is to ensure that advertisements are honest,
fair, and compliant with its Code for Self-Regulation.
ASCII (American Standard Code for Information Interchange) is a character encoding

standard that assigns numerical values to letters, numbers, punctuation marks, 1 and other
symbols. While ASCII was once the dominant standard for representing text in computers,
it's now largely obsolete due to the rise of Unicode, which supports a much wider range of
characters, including those from different languages and scripts.
1. Explain International Advertising

2. Explain the decision areas in international advertising.
3. Explain the special issues in Industrial selling.
4. Explain the types of Internet advertising
5. What is Pester Power?
6. What is Intellectual Property Rights?
7. Explain Advertising Laws & Ethics.
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EAST WEST

 Advertising - Paid promotion through media channels.

IMC planning model

 Situation Analysis: This stage involves researching the marketing environment to

Steps involved in developing IMC programme

Step 1: Know your target audience

Step 2: Develop a situation analysis

Step 3: Determining marketing communication objectives

Step 4: Determining your budget

Step 5: Strategies and tactics

Step 6: Evaluation and measurement

Effectiveness of marketing communication

2. Measuring the Effectiveness of sales promotion.

3. Measuring the Effectiveness of public relations.

4. Measuring the Effectiveness of Sponsorship.

5. Measuring the Effectiveness of other promotional tools.

 To reach people inaccessible to salesman.

 Building brand identity

 Communicating product benefits

 Shaping consumer attitudes and perceptions

 Increasing sales and revenue

 Supporting other marketing efforts

Advertising can persuade potential customers to consider a product or service, by highlighting

 Building brand identity

 Supporting sales efforts

Advertising appeal in various stages of PLC

 Introduction stage of PLC

 Growth stage of PLC

 Maturity stage of PLC

 Decline stage of PLC

Advertising Vs Marketing mix

1. Explain the role of IMC in marketing process.

An advertising agency often referred to as a creative agency or an ad agency in a business

 Full Service Agencies

A full-service advertising agency provides comprehensive and integrated marketing services

 In house advertising agencies

 Interactive advertising agency

An interactive advertising agency is a specialized marketing firm that focuses on crafting

 Specialist advertising agencies

Criteria for selecting and evaluating agencies

 Years of experience: While selecting an advertising agency, it is advisable to look into

 Past performance: As mentioned above, looking into the advertising agencies‘past

Services offered by various agencies

c. Social media marketing and management

ADVERTISING OBJECTIVES AND BUDGETING

Specific objectives of advertising

 To reach customer left out of salesman

 To sell new product

 To build new brand

 To attract and help middlemen

Attracting and helping middlemen, also known as distributors, resellers, or wholesalers, is

 To remain the customers.

 To inform about changes in marketing mix.

 To enter new geographical area.

Factors determining Advertising objectives

An advertising budget is an estimate of a company's promotional expenditures over a certain

Various budgeting methods used

 Percentage of Sales Method

 Objectives and Task Method