IMC Notes by Shubham, Gaurav and Ruchita

• Integrated Marketing Communications- ensures that all forms of

communications and messages are carefully linked together
• Integrated Marketing Communications, or IMC, means integrating all the
promotional tools, so that they work together in harmony.
• IMC is a concept under which a company carefully integrates and
coordinates its communication channels to deliver a clear and consistent
message
• Copywriters are responsible for generating the words, slogans and
audio scripts that accompany advertising visuals. They work alongside
art directors to conceive and complete effective advertisements.
• Corporate advertising, also known as institutional advertising, is
advertising by a company or organization that attempts to create an
image, address an issue or communicate with specific audiences,
including a company's own employees, about matters important to the
company.
• Public relation involves communicating with your market to raise
awareness of your business, build and manage your business's
reputation and cultivate relationships with consumers.
• Cognitive Message Strategy -When rational arguments or pieces of
information are presented to consumers. Ideas require cognitive
processing. Key message is about attributes & benefits customer can
obtain if use the product .Impact consumers belief and knowledge
structure.
• Direct marketing -A system of marketing by which organizations
communicate directly with target customers to generate a response
and/or a transaction.
• Direct marketing methods

– Direct mail
– Catalogs
– Telemarketing
– Direct response ads
 – Direct selling
– Internet

• Publicity-Non personal communication regarding an organization,

product, service, or idea not directly paid for or run
• Advantages of publicity

 Credibility

 Low cost (although not totally free)

 Often results in word-of-mouth

• Disadvantages of publicity

 Not always under control of organization

 Can be negative

 Sales Promotion- Short term incentives designed by marketers for the

purpose of encouraging the purchase of a product.
 Emotional Appeal- An emotional appeal is a method of persuasion that's
designed to create an emotional response.
 Email advertising is the process of launching paid ads in email
newsletters to engage target audiences and drive revenue. Email ads can
take a range of forms, including: Display ads. Text ads. Native or
sponsored ads.
 Headline -a head of a newspaper story or article usually printed in large
type and giving the gist of the story or article
 A subheading is text placed under a headline, often with a smaller font,
which expands on what the headline says. For example, a headline could
announce the launch of a new product and a subheading could give
more specific details about the product's
 Sponsorship advertising is a form of advertising where a company will
sponsor some event or organization. Examples include the sponsorship
of sporting events, charity events, and athletic teams.
 Personal selling is also known as face-to-face selling in which one person
who is the salesman tries to convince the customer in buying a product.
 It is a promotional method by which the salesperson uses his or her skills
and abilities in an attempt to make a sale.

Creative Brief
• It’s a foundation of advertising campaign
• It is a 1st step in producing advertising messages • Creative brief is a blue
print, a guide and even a source of inspiration.
• It details about objectives, audience, messages to be conveyed to the target
audiences

Advocacy advertising is the use of marketing to support a particular message

or cause. Unlike commercial advertising, advocacy advertising is considered to
be undertaken in the interest of a group or the public and typically does not
promote a product or service.

Advantages of Public relations

1. A cost-effective way to reach the market
2. Breaks through the clutter
3. Endorsements by independent third parties
4. Highly targeted way to conduct public relations
5. Creates influence among opinion leaders
6. Improves ROI
7. Makes advertising
8. messages more credible
 Consumer Oriented sales Promotional tools: Samples, coupons,
rebates, price packs, premiums, loyalty programs, point-of-purchase
displays/demos, and contests.
 Advertising Appeals: Fear, Humour, Music, Rationality, Emotions,
Scarcity, Sex, Several Other appeals: Brand, adventure, bandwagon,
social, snob appeal.
 Fear Appeal: Fear is also an important factor that can have incredible
influence on individuals. Fear is often used to good effect in advertising
and marketing campaigns of beauty and health products including
insurance.
 Humour Appeal: Humour is an element that is used in around 30% of
the advertisements. Humour can be an excellent tool to catch the
viewer’s attention and help in achieving instant recall which can work
well for the sale of the product.
 Advertising: it a paid form of non-personal communication reaches large
numbers geographically dispersed audience with ability to repeat
message with frequency. It involves mass media: television broadcast,
radio, newspapers, e-marketing and magazines that can transmit the
messages to large group of individuals.
 Print media advertising
1. Newspapers and Weeklies.

2. Consumer and Trade Magazines.

3. Billboards and Posters
4. Direct Mail: Letters and Postcards.
5. Print Media Selection.
 Copywriting for TV & outdoor:
1. Broadcasting radio commercial Spots:
2. Contains words, music, sound effects
3. Creates mind pictures among listeners
4. Influences listener’s imagination
5. Context in which message will appear and audience that it will cover
should be taken special care of.
• Trade-oriented sales promotional tools: Targeted toward marketing
intermediaries such as retailers, wholesalers, or distributors
1. Promotion allowances
2. Merchandise allowances
3. Price deal
4. Sales contests
5. Trade shows
• What are reach and frequency? Reach The number of people (or
households) exposed to a given medium at a given point in
time. Frequency The number of times viewers are exposed to the same
ad during a campaign.
• Conative Message Strategies
1. Designed to lead more directly to some type of consumer behavior.
(purchase)
2. Action-inducing approaches to create situations in which consumers buy
first and evaluate later
3. A point of purchase display (impulse buys)

10 Marks
1. What do you mean by Sales Promotion? Explain various Sales
Promotion techniques.
1) A sales promotion is a marketing strategy in which a business uses a
temporary campaign or offer to increase interest or demand in its
product or service
Techniques: -
1. Free Shipping/Free Returns
2. Flash Sale
3. Buy More, Save More
4. Product Giveaways/Branded Gifts
5. Loyalty Points
6. Coupon Giveaway.
7. Competitions
8. Price match promise
9. Holidays
 2. Explain the advertising objectives and difference between
Advertising and Sales Promotion
Advertising Objective –
1) Introduce a product
2) Awareness creation
3) Acquiring customers or Brand switching
4) Differentiation and value creation
5) Brand Building

• Explain the various Media Vehicles in detail.

• Write Short Note on: 1. Sponsorship 2. Advertising Effectiveness
1. Sponsorship
In exchange for supporting the nonprofit, the company gets their name
and logo on things like:
1. Banners
2. T-shirts or wearable swag
3. Posters
4. Brochures
5. Other marketing and communications collateral
2. Advertising Effectiveness is the process to learn if the ads by a brand are
targeting the right audience and how successful the ads are. It helps
understand if the ads have any impact on the audience. With ad
effectiveness, you can identify the strengths and weaknesses of the
marketing campaigns.

• What is personal selling? Explain the process of Personal Selling

Personal selling is also known as face-to-face selling in which one person
who is the salesman tries to convince the customer in buying a product.
• step selling process
1. Prospecting.
2. Preparation or pre-approach.
3. Approach.
4. Presentation.
5. Handling objections.
6. Closing.
7. Follow-up

• Define IMC. Explain the process of IMC Planning

• A company carefully integrates and co-ordinates its many
communications channels to deliver a clear, consistent message about
the organization and its products".
• IMC process Planning
1. Review of marketing plan
2. Promotional program
3. Analysis of communication process
 4. Budget Determination
5. Develop IMC program
6. Integrate and Implement Marketing communication strategies
7. Monitor, Evaluate and Control IMC program

 Explain the various Advertising Appeals along with examples.

1. Emotional Appeal a) Personal Appeal b) Social Appeal c) Fear
Appeal d) Humor Appeal
2. Sex Appeal 3. Music Appeal
3. Scarcity Appeal
4. Rational Appeal
5. Masculine/ Feminine Appeal
6. Brand Appeal
7. Snob Appeal
8. Adventure Appeal
9. Less than Perfect Appeal
10.Youth Appeal
11.Endorsement
12.Play on Words
13.Statistics
14.Plain Appeal
15.Bandwagon Appeal
16.Sensitivity Appeal

 Develop an IMC Plan for any Consumer Product of your Choice

  What do you mean by Copywriting? Explain Copywriting for Radio
Advertising.
➢ Copywriters are responsible for generating the words, slogans and audio
scripts that accompany advertising visuals. Copyright for radio media Art
of writing for radio:
• Talk to people & never talk at
• Be pleasant & conversational
• Be clear in the first time itself (listener can’t go back to Be clear
message)
• Give vivid descriptions
• To the point
• Stick to one selling point & repeat it several times a day.

 Explain Advertising Theory in detail.

1. The Mediation of Reality
2. Shifting Loyalties
3. The Magic of The Meaning
4. The Hidden Message
5. Imitative Desire

 Explain the various advertising strategies along with examples.

1. Content Advertising
2. Pull Advertising
3. Push Advertising
10 Examples of Advertising Strategies
1. Email Marketing
2. SEM
3. Social Ads
4. Amazon Advertising
5. Native Advertising
6. Influencer Marketing
7. Discounts and Promotions
8. Guerrilla Marketing
9. Contests and Sweepstakes
10. Loyalty Program
 Define Public Relations and Explain its role and importance in today’s
business world.
•Public Relations (PR) means professionally handling a positive public
image by the company. It is an important element of promotion mix,
that helps in maintaining good relations with the public.
•Public Relations is a marketing tool, that is used to maintain goodwill
and reputation of the company and its product among people.

 Sales Promotion Abuse

1. Over-use of sales promotions
2. Looking for quick sales
3. Easier to drop prices than to differentiate your product
4. Negative impact
5. A brand that is constantly promoted
6. may lose perceived value
7. Purchases based on discounts, not a favorable attitude
8. Sales promotion trap or spiral
 The Creative Brief:
1. It’s a foundation of advertising campaign
2. It is a 1st step in producing advertising messages
3. Creative brief is a blue print, a guide and even a source of inspiration.
4. It details about objectives, audience, messages to be conveyed to the target audiences
5. Most creative briefs include the following:
6. A short brand statements
7. A brief overview of the campaign’s background and objectives..
8. Chief competitors.
9. Primary message describing the brand’s values and market positioning.
10.Communication channels on which the campaign will run
 ● IMC 5 MARKS QUESTIONS

1. Define IMC and Explain Value of IMC

Integrated Marketing Communications, or IMC, means integrating all the promotional

tools, so that they work together in harmony.

Value of imc:-
● It can create competitive advantage, boost sales and profits.
● IMC wraps communications around customers and helps them move through
the various stages of the buying process.
● The organization simultaneously consolidates its image, develops a dialogue
and nurtures its relationship with customers.

2. What are the different tools of Integrated Marketing Communication?

3. Explain the Advertising Objectives

● Preparing Ground for Sale of New Products

● Increasing Demand for the Product
● Educating the Consumers
● Building up Brand Image
● Supplementing the Salesman-With Emotional Appeal
4) What are the various elements of an Advertising Structure?

● Headline - argest font size, 5 to 8 words in length, Use simple, easy to understand
words.
● Subhead line - right below the headline, uses a few words that clarify, reinforces or
explains the headline
● Body Copy - This is the text in the advertisement that provides support and details
about the product or the current offer.

● Many types of Body copy are possible: •

● benefits of the product
● testimonial from customers
● expert opinion
● narrative about the product or a customer
● Examples
● statistics about the product
● positioning information

● Tag line-Often this is the brand slogan that has been used for years
● logo-Brand symbol and/or words

5. Define Publicity and explain its advantages and disadvantages.

publicity-
Non personal communication regarding an organization, product, service, or idea not
directly paid for or run

Advantages of publicity
Credibility
Low cost (although not totally free)
Often results in word-of-mouth
Disadvantagesof publicity
Not always under control of organization
Can be negative

6) Explain the functions of Public Relations.

● Improving ROI
● Creating news where there is no news
● Introducing a product with little or no advertising
● Building brand-to-customer bonds
● Influencing influentials, giving info to opinion leaders
● Defending products at risk, giving consumers reasons to buy
7) Define Publicity and explain its advantages and disadvantages.

Publicity is infotainment, i.e. which tends to inform and entertain the general public at the
same time. It provides some interesting, juicy, controversial news to the general public, that
has the capability of changing their opinion or outlook, about the product or company.

•While the main aim of publicity is to gain maximum possible media coverage, public
relations is about getting the attention of the target audience

Advantages-
● Substantial credibility
● News value
● Significant word-ofmouth
● Perception of endorsement by media
Disadvantages-
● Timing difficult or impossible to control
● Inaccuracy, omission, or distortion may result

8) What do you mean by Media Planning? Explain the steps involved in developing
Media plan.

Media planning is the process by which marketers determine how, when and where an
audience is given the selected advertising message.
9) What is the importance of Media? What role Media Plays in Advertising?

Importance of media
● Gives us immense knowledge & transmits information
● Raises consciousness – Media ignites awareness
● Raises voice against issues in society-
● Provides true pictures and live telecast for various events
● Educates the society
● Facilitates the promotional activities of company
● Helps to reach out to target audience

Role of media plays in advertising-

● They deliver messages to and form customers and move messages back and forth
through channels

10) Explain what is Outdoor Advertising and its Vehicles

● Outdoor Advertising Media: Messages exposed to moving audiences

● vehicle-1.Posters • 2.Wall paintings • 3.Electrical Signboards • 4.Travelling Displays

11) Write Short Note on: 1. Internet Advertising 2. Publicity

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

publicity- is infotainment, i.e. which tends to inform and entertain the general public at the
same time. It provides some interesting, juicy, controversial news to the general public, that
has the capability of changing their opinion or outlook, about the product or company.

12) Explain the functions of Advertising.

● Builds awareness of products and brands

● Creates a brand image
● Provides product and brand information
● Persuades people
● Provides incentives to take action
● Provides brand reminders
● Providing supportive roles to other promotional measures

13) Differnece between advertising and sales promotion