Roll no- TM1918479

Name of institute- Balaji Institute of Telecom and Management (BITM)

Batch- 2019-21
Specialization- Marketing
Semester- 03
Subject Name - Integrated Marketing Communication
Submitted by- Deepesh Kumar
Submitted on date- 25th October, 2020
Total no of pages written- 9
A 1)
The 'Mind blowing India' crusade (commercial) is dispatched by service of the travel industry,
administration of India, in an offer to exploit the huge undiscovered capability of India as a
vacationer location.

The 'Mind blowing India' crusade was a coordinated advertising correspondence exertion to help
the Indian the travel industry's endeavors to draw in vacationers to the nation. The mission
extended India as an appealing vacationer location by displaying various parts of Indian culture
and history like yoga, otherworldliness, and so forth The mission was directed internationally
and gotten thankfulness from the travel industry spectators and voyagers the same.

This mission expects to extend India as a convincing objective and separate it from different
objections by building up a remarkable and upmarket picture and subsequently impact conduct
of possible clients. The mission is advanced through various limited time media like print, TV,
outside, web, direct promoting, advertising and extraordinary functions.

Another model is that of a promotion given by National Egg Coordination Committee (NECC).
NECC routinely embraces concentrated publicizing efforts on different stages for expanding egg
utilization. The TV promotions pitched egg as a 'fun food', which helps in the intellectual and
physical advancement of a youngster. The high-decibel promotions shouting the dietary benefit
of eggs in the end began affecting Indian guardians.

The commercial intends to impact buyer conduct by expanding the recurrence of egg utilization
in family units' eggs, gain section into families not burning-through eggs and teach the majority
about nutritive estimation of eggs. Advertised as 'the most delectable multivitamin container on
the planet,' the National Egg Coordination Committee (NECC's) crusade drove the Indian culture
to organize nourishment over convention, potentially unexpectedly.

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A 2)
As a marketer, there is a treasure trove of tools at your disposal to help your organization
generate awareness and support sales efforts—these are known as marketing communication
tools.
There are various marketing communication tools namely –
1. Advertising
2. Public relations
3. Personal selling
4. Direct marketing
5. Sales promotion
6. Digital marketing
7. Catalogs
8. Trade shows etc.
Marketing communication tools are a set of diversified programs designated to communicate
with your target audience effectively. Any good marketer knows the importance of utilizing
marketing communication tools that are best suited for specific marketing campaigns in order to
reach your audience at various stages of the marketing funnel and across different channels.

Deciding the best way to use these tools in order to effectively reach your audience is your
marketing communication strategy, which is essential if you want your message to resonate.
Synergy in marketing is when two marketing initiatives create a response greater than the sum of
the combined response the two would have elicited alone.
Marketing synergy happens when multiple marketing initiatives combine to create an effect
greater than the sum of their parts. This happens because any given customer requires multiple
impressions - viewings of your name and logo before making a decision to contact you.
However, impressions in different media. For example, print, Internet and word-of-mouth,
multiply the effect of a single impression. This means customers contact you after fewer
viewings of your marketing message.
There is a vast array of marketing communication tools to choose from. Developing a
customized integrated marketing communications strategy for your individual marketing
campaigns will enable your organization to successfully hit your KPIs.
However, with so many different marketing channels and various assets used for different types
of communication efforts, it can be challenging to keep brand consistency, identity, and legal
compliance top-of-mind. Utilizing a brand asset management software can help with just that.

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A 3)
A touchpoint is any interaction (including encounters where there is no physical interaction) that
might alter the way that your customer feels about your product, brand, business or service.
If we want to improve interactions with our customers the key starting point is to understand
what those interactions are and where they take place. Without that understanding it would be
impossible to measure any improvements or indeed to see if changes made to those interactions
were having a detrimental (rather than positive effect).
Designers can design interactions, at least those within our control, and to be able to do so they
will need to understand what need is driving the interaction and where and when the interaction
takes place.
touchpoints should provide a customer with the following interaction types:
• Appropriate (e.g. that both the context of the interaction and the cultural tone of the
interaction meet the needs of the customer or user)
• Relevant (e.g. that the function performed by the interaction meets the utility
requirements of the customer or user)
• Meaningful (e.g. that the interaction was perceived as important or purposeful by the
customer or user)
• Endearing (e.g. that the interaction created some form of bond with the user or customer
for example through desirability, creating delight or a playful tone).

Brands like SBI and ICICI are using the following touchpoints effectively: -
1. Social Media: - Social media could be included in every section of this list. However,
where it's mostly used is in customer acquisition. That's because social media is a cost-effective
way of reaching a large portion of your target audience.
2. Online Advertisement: - Banner ads displayed at the top or sidebar of a webpage are
touch points that link leads back to your website. For some brands, like the ones below, it's an
effective way to draw traffic to their site.
3. Digital Marketing content: - Aside from ads, digital marketing content refers to any
material that your company publishes online to promote its brand. This could be promotional
videos, infographics, or an engaging blog post -- like the one you're reading right now.
4. Company events: - One example of an event like this is Inbound, where companies from
around the world meet to discuss marketing, sales, customer service, and other business topics.
It's a great chance for business leaders to connect with new partners and discover strategies that
can help their organizations grow.

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5. Conversations with company representatives: - The most direct point of contact you have
with customers is your in-person interactions. These conversations that take place in your stores
have an immediate impact on the customer's purchase decision.
6. Product reviews: - In today's digital age, product reviews are no longer a pre-purchase
touch point. Now, customers have smart devices that can call up product reviews while they're
shopping in your stores.
7. Product feedback reviews: - Product feedback surveys are sent after a purchase and they
evaluate the customer's experience with your product or service.

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A 4)
A recent survey shows that an ordinary man comes across 6000 to 10000 different kinds of
advertisements every single day. With such huge exposure, the remembrance rate is not even
near to one-fourth of the ads we see every day. The survey further reveals that we hardly notice
approx. 50-60 ads and remember just one-twelfth of them. The ads which capture our attention
or are unique in some or the other way or relevant to our current product search are the ones that
stay on our minds for longer durations. Rest gets eliminated from our minds with the due course
of time.
In the recent pandemic situation, more of the online ads have taken our mind spaces rather than
huge billboards and flyers.
Some of the different forms of ad that we are exposed to everyday are:
• Billboard Advertisements-These are designed to catch a person's attention and create a
memorable impression very quickly, leaving the reader thinking about the advertisement after
they have driven past it. They have to be readable in a very short time because they are usually
read while being passed at high speeds.
• Flyers-A flyer (or flier) is a form of paper advertisement intended for wide distribution
and typically posted or distributed in a public place, handed out to individuals or sent through the
mail. In the 2010s, flyers range from inexpensively photocopied leaflets to expensive, glossy,
full-color circulars.

• T.V. Ads-A television advertisement (also called a television commercial, commercial,

advert, TV advert or simply an ad) is a span of television programming produced and paid for by
an organization.
• Print Ads-Print advertising is a form of advertising that uses physically printed media to
reach potential customers. Print ads were once the standard format for creative advertising. But
as more advertising dollars are allocated to digital outlets, print advertising is seen as an
expensive, untraceable media format.
• Paid search ads-Very popular with digital marketers, these ads appear on various search
engines. Advertisers only pay for these adverts when they receive a click.
• In-app banner-With the rise of mobile apps, many of them now have advertisements that
support the free use of the service.
• Video ads-The largest video sharing platform YouTube is owned by Google and is part of
their ad network, which shows video ads to users watching videos.
• Streaming ads-Twitch.tv and other streaming platforms have seen enormous growth in
recent years and rely on video ads and branding deals as a form of revenue.

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• Social media ads-Instagram, Twitter, Facebook, Reddit and LinkedIn are all cashing in
social media marketing with their pay per click advertising model.
• Email-GDPR regulation might have hit email marketing hard but with just an email
address, advertisers can send sequences and funnels to potential customers for months to come.
• Digital banner ads-Where digital advertising all began. With remarketing and display ads
from Google, banner ads can be found on almost every website.
• In-game ads-Believe it or not, many brands have also approached game developers to
ensure their brands are included in certain video games.
The ads of Nykaa, Gaana.com, Bewakoof.com, Chumbak etc grab attention as they often appear
while scrolling social media such as Instagram or Facebook.
Also, the billboard ads of ‘Jeep’ are really eye-catching and people do remember it for long.

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A 5) There are many brands that follow the strategy of advertising in both TV commercial
advertising and print advertising. Most of the time they use the TV advertising backed by the
print ads for better reach and in order to ensure that the audience is able to retain the content
better.
The brands such as Colgate, Pepsodent, Cadbury, Tanishq, Dell, Intel, Mahindra, ICICI etc use
both Commercial and Print Media to advertise their products.
The steps involved in the communication of the print ads and TV ads are quite different from
each other. Although the message remains the same yet the way of presenting remains quite
independent of each other.
Advertisements on both the platforms are complementary to each other and ensure that a
message given in one reinforces the other. This further makes it easy
for the brand to penetrate the consumers’ mind and influence buying behaviour and decision
making.
TV ads consist of the audio-visual elements that makes TV ads far more attractive than the
printed ads. But at the same time TV ads only appear for a few seconds whereas a prospect can
revisit the print ads whenever they want.

Steps involved in the communication process in TV ads are:

• Formulate the Big Idea- TV ads are expensive and the marketers spend a big chunk of
their budget from purchasing time to making the spot, so they need a big idea that will get people
looking at their product or service.
• Great Script: Any idea is not executed until planned well. So for a Tv ad to be successful
the first step is to write a great script. The script should be such that it not only efficiently
advertises the product but also aptly captures viewers interest and is relevant to their needs.
• Deciding the elements of the ad- Deciding the elements of the ad are very important as
that decides the flow of the ad. Some marketers resort to no people ads such as Red Bull and
Vodafone ZooZoo while some marketers decide not to include any celebrities such as in the case
of DOVE. Yet most of the marketers prefer celebrities in their ads such as Maggi, Yippie,
Ching’s Noodles etc as people admire those popular faces and in order to look like their favorite
celebrities, they tend to get attracted towards those kinds of ads. Putting our target demographic
into the commercial rather than a 30-second shot of our building's exterior can help draw in our
desired audience.

It all depends upon the marketer regarding whom they want to present the product.
• Hire a Production Company-A production company handles all aspects of your
commercial, including writing, shooting, and editing. The marketer can shop around for prices.

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• Planning Shots-Carefully planning of every shot is very important
• Audio and Video Must Match-Merging and matching audio and video create a powerful
sales tool.
• Sticking to Time-As tempting as it might be to try to squeak in an extra few second, it
just won't work. The commercial must be timed out to the exact duration paid for.
• Always Use a Call to Action-Pepsi and Nike are two examples of companies that can
pour millions into branding ads. These spots introduce a product or service to the public without
asking for any kind of sale. Complete contact information, including the website address, phone
number, and street address, everything needs to be very accurate.
• Schedule Your Ad Strategically-Placement of the commercial is also very important. It
determines who will see it and how much you'll pay for the airtime.
Here are seven steps that help in creating profitable print ads:
• Setting the budget-Any kind of advertisement needs to be budgeted carefully.
• Plan Your Ads in Advance- One should Never think of advertising as a one-off endeavor.
Each ad must fit into the overall storyline of your company. If you create one ad… and then
another… and then another… you are apt to change direction with your messaging and confuse
your audience.
• Messaging should be in accordance with the customer’s expectations-Successful print
advertising means writing copy that speaks directly to your potential customers, and this means
focusing on the benefits and not the features of your product or service. In case you’re not clear
on the difference between the two:
• A feature tells people what your product or service does (gets 35 miles per gallon)
• A benefit tells people how your product or service will make their lives better (you’ll
save money on gas so you can put in that pool your kids keep bugging you about)
• Building Audience Recognition through Design
A few things to keep in mind when designing print ads:
• Borders draw the readers’ eye to your ad.
• Use only one typeface. If you want to add impact here and there, simply use a larger
point size. By using too many typefaces your ad will look sloppy and unprofessional.
• Don’t try and get too much information by using a type that’s so small no one can read it.
Make sure your type size is at least as big as the type used by the newspaper for its editorial
content.
• Leave enough white space so your copy can “breathe.”

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• Choosing the right newspaper or publisher-Depending on the place, local town or city
may have multiple newspapers such as metro papers, college papers, local papers, weekly
papers, etc. all vying for your advertising dollars. The first piece of data one should take a look at
is reach or the number of people in your particular demographic who read that newspaper. The
ad rep will be able to provide you with circulation stats that will be broken down into
demographics like gender, age, and income. One also has to consider price. Determine each
paper’s “cost per thousand” or “CPM.”

• Decide on the When and Where- The next step is to determine which position in the
paper and which day of the week is best for your ad. There are general newspaper advertising
consistencies to help you know which day will work for your particular industry. For instance,
Wednesdays are typically the day food stores run all their specials. Fridays are generally
crowded with entertainment ads. Thursdays are “retail day” and a good time to grab the attention
of shoppers who are planning their weekend shopping trips. And on Sundays people lay in their
pajamas and leisurely read most sections of the paper.
• Test and Tweak

The above points clarify that both the kinds of ads focus on the same purpose i.e. creating the
need, want, desire and demand among the customers. There are some remarkable similarities
between the two mediums i.e. both the ad processes begin with budget determinations and ends
with proper placement and scheduling of the ads. Time and budget remain the most important
aspects of both the types of communications. Also the message intent in both remains the same.

When we look upon the differences, then we find that choosing a celebrity is an unimportant part
in print ads while choosing the correct newspaper or publisher is only crucial for print ads.

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