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    Group 3 - Assignment 3 - IMC White Paper

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    अंशु सैनी

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    Group 3 - Assignment 3 - IMC White Paper

    Uploaded by

    अंशु सैनी
    38 views3 pages

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    38 views3 pages

    Group 3 - Assignment 3 - IMC White Paper

    Uploaded by

    अंशु सैनी

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Group 3: Soumodeep Das | Rohit Kumar | Rohit Kawade | Himanshi Shivhare | Anshoo Saini |

    Abhishek Tigga | Kumar Abhishek

    Integrated Marketing Communication: White Paper


    Effective marketing communication requires an integrated marketing strategy in
    order to successfully foster consumers awareness about the product, knowledge,
    generation of interest in the product and its features and finally converting them
    into purchases. Hence it is essential to deliver all the different communication
    messages in different forms but in a consistent and complementary way.
    Different types of communications are used for different purposes because some
    types are better than the rest in some way or the other. Television advertising is
    good for delivering the message to a wide variety of audience while limited time
    promotions are good for generating immediate actions from the consumers.
    Communication Vehicles:
    There are two dimensions used to contrast communication:
    a. One-way vs Two-way
    b. Mass vs customized

    A television advertisement is mass media and one way communication while a


    salesperson is two-way interaction and more customized in terms of the message
    delivered.
    Characteristics of leading media:

    Televisions: expensive but appeals to a large segment and is useful in creating


    brand awareness. Challenge lies in delivering the message and gaining the
    attention of the consumer ahead of its competitors.
    Newspapers: They are more informative and consumers have a more positive
    feeling towards it. But the life of the ads is very limited.
    Radio: They are very effective if the TG is very specific and more so for local
    advertising. It is low cost option too.
    Magazines: They are used to deliver a specific message to a well defined TG and
    has a high referral and pass-along readership rate. It also enjoys the longest life.
    Direct Marketing: Direct marketing techniques include-infomercials (long video
    presentations of an information heavy message), catalogs(multi-paged pieces
    showing merchandise for sale), telemarketing(selling-by-phone). The most recent
    development is the web that enables exchange of customized messages in an
    instantaneous manner.
    Role of promotions in IMC:
    A complementary part of the communications mix is promotions. Promotions are
    useful in inducing an urgency to buy hence helping to generate actual sales.
    Consumer promotions: These include programs like free samples, price oriented
    programs, premiums, tie-ins, continuity programs and contests.
    Trade promotions: Trade promotions are used for inducing trade to a) carry an item
    b)increase inventory held c) display/advertise the item d) lower the price of the
    item. Common trade promotion vehicles include slotting allowances, cooperative
    advertising, floor planning, temporary price-cuts, volume discounts, contests.
    Rolling out the communication mix:
    There are two types of communication channels; personal and non personal
    channels.
    Sponsorship for events can be a mechanism to gain desirable brand associations.
    The majority of event marketing sponsorships are involved in sports. These are
    used to enhance the corporate reputation.
    Publicity and public relations help consumers in forming an image about the firm
    and its products.
    Formulating the IMC Program:
    The 6Ms model for communications planning : market, mission, message, media,
    money, media, money, measurement. The market/message/mission part is used to

    figure out the strategic and tactical objectives of the campaign. The hierarchy of
    effects model:
    Awareness -> knowledge -> comprehension -> liking -> preference -> conviction ->
    purchase
    The first three belong to the cognitive stage, the next three to the affective stage
    and the last to the conative phase.

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