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Module 1 (Integrated Marketing Communication PDF

This document discusses branding, integrated marketing communications, and advertising agencies. It defines branding as going beyond identifying a seller's goods/services to include promises, beliefs customers associate with a product, and relationships. Integrated marketing communications combines different communication types like advertising, sales promotion, publicity, and more for synergistic effects. The document also outlines the functions of advertising agencies, types of agencies, criteria for selecting an agency, and compensation models. It provides definitions and discusses the role of advertising in the marketing process.

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Vedesh Kalyani
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298 views28 pages

Module 1 (Integrated Marketing Communication PDF

This document discusses branding, integrated marketing communications, and advertising agencies. It defines branding as going beyond identifying a seller's goods/services to include promises, beliefs customers associate with a product, and relationships. Integrated marketing communications combines different communication types like advertising, sales promotion, publicity, and more for synergistic effects. The document also outlines the functions of advertising agencies, types of agencies, criteria for selecting an agency, and compensation models. It provides definitions and discusses the role of advertising in the marketing process.

Uploaded by

Vedesh Kalyani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Integrated Marketing

Communication
MBA III, JLU
What is a brand?

“a name, term, sign, symbol, or


design…intended to identify the goods or
services of a seller…and to differentiate them
from those of competitors.”
But it’s more than that…..

• A promise.

• Beliefs in your target’s mind about your product


or service.

• Driven by what your company says and does.

• A relationship.
Why is branding so important?

• For the Consumer


– Simplifies their decision making.
– Provides benefits above and beyond the product or
service itself

• For the Producer


– Provides a process to grow share, revenue, and profit
over the long-term
Marketing Communications

• Advertising
• Sales Promotion
• Publicity
• Personal Selling
• Direct Marketing
• E-marketing
• Tele-marketing
Integrated Marketing Communications (IMC)

• It is the communications mix adopted by a


company to derive synergies from the various
types of marketing communications available.
Functional Areas of IMC

Television Radio

Telephone Newspapers
Media
Mail Magazines

Internet Outdoor
Definitions of Advertising

• Advertising is any paid form of non-personal presentation and


promotion of ideas, goods and services by an identified sponsor.

• Anything that calls attention to a product or service.

• Advertising is a paid, mass mediated attempt to persuade.

• Substitute for a human salesman.


Role of Advertising in Marketing Process

• Can reach a mass audience


• Preparation of ground for sale of new product.
• Introduces products
• Explains important changes
• Reminds and reinforces
• Persuades
• Moves from being informational to creating demand
• Informs consumers about innovations and issues
• Teaches consumers about new products
• Neutralizing competitors advertising
The Five M’s of Advertising

• Mission
• Money
• Message
• Media
• Measurement
Advertising Objectives

• Information about the product or brand


• Creates a brand image
• Persuades people
• Provides brand reminders
• Reinforces past purchases and brand experiences
Stakeholders

• Advertiser
• Facilitating Institutions
Model of Communication

What is Communication?
Communication can be defined as the passing of information, the
exchange of ideas, or the process of establishing a commonness or
oneness of thought between a sender and a receiver.

This definition suggests that: -


• There must be common thinking between two person (Parties).
Wilbur Schramm - Model of Communication

“We can accurately think of communication as passing


through us – changed, to be sure, by our interpretations,
our habits, our abilities and capabilities, but the input still
being reflected in the output.”
Functions of an agency
• Client servicing
• Media
• Creative
• Accounts
Types of Ad Agencies
1. Full Service Agencies: - These agencies offers full range of marketing
and promotional services like: -
• Planning advertisement
• Creating advertisement
• Producing advertising
• Performing research
• Selecting media.
2. Account Services: - It is the link between ad agency and its clients.
3. Marketing Services: - It includes Research department, Media
department to obtain media space and time
4. Creative Services: - Creation and execution of advt., Copywriters,
artists, other specialists
5. Media Buying Services: - These are specialized agencies for buying of
media time or space.
Building a great agency-client
relationship
• Inculcate a spirit of friendship.
• Be cautious of change for change’s sake
• Ensure the agency is making a fair profit on
your account
• Make the agency totally absorbed in the
company’s product, people and culture.
• Create an environment for experimentation
and be prepared to pay for failure.
Cont’d
• Treat the agency people well.
• Agree on clearly defined objectives.
• Keep approvals simple and disapprovals kind.
• Give the responsibility and authority to the
agency to produce good advertising.
• Give the agency a formal evaluation annually.
Agency Selection

Agency selection is normally a


top management decision.
Agency Compensation
The key issue is that compensation should be
commensurate with workload.
• Commission
• Fee
• Payment by Results (PBR)
Criteria for selection
• No. of people assigned to the account
• Quality of people assigned to the account
• Creative abilities ( Past work of the agency)
• What kind of accounts are presently being handled by the agency
• Culture/style fit
• Ability to deliver and adhere to deadlines
• Reputation for integrity
• Ability to defend and justify recommendations
• Degree of understanding of the client’s business
• Market research and media buying abilities
Indian Ad Agencies
• DDB Mudra
• Dentsu Communications Pvt Ltd
• FCB Advertising Agency
• Group M
• JWT
• Madison Communications
• McCann Erickson India Pvt Ltd
• Ogilvy & Mather Pvt Ltd
• Rediffusion – Y&R Pvt Ltd
Thank you.

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