Introduction to

Integrated Marketing Communications

Marketing Communications

Advertising
Sales Promotion
Public Relations/Publicity
Personal Selling
Direct Marketing & E-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

Relationship between Promotion,

Promotional Mix and IMC

Process

Tools

Promotion

Promotional Mix

Management
IMC

Advertising has its origins in the

U.S. in the early part of the 20th
century
Volney B. Palmer media broker
Ads were released to make the magazines
interesting and the media paid for the ads
instead of getting paid!

Ladies Home Journal -1902

The editor of the Ladies Home Journal
thinks that we publish it for the benefit of
the American women. This is an illusion,
but a very proper one for him to have. The
real reason, the publishers reason is to give
you who manufacture things American
women want, a chance to tell them about
your product Cyrus H. K. Curtis, founder of ladies
Home Journal

Definitions of Advertising
Advertising is any paid form of nonpersonal presentation and promotion of
ideas, goods and services by an identified
sponsor. Kotler
Advertising is a paid, mass mediated
attempt to persuade
salesmanship in print
Substitute for a human salesman

Economic effects of advertising

Provides information
Maintains or enhances brand equity
Supports the media
Provides employment
Reduces distribution cost
Provides product utility
Stimulates introduction of new products

Ethical Issues to Advertising

Over 16000 crores is the adspend of this country. Can this not be used for
more productive purposes?
Goods could be cheaper if such huge adspends were not incurred by industry
Advertising makes people buy things which they never knew, which they
dont need with money that they dont have
Advertising is intrusive and invades personal privacy
Advertising is manipulative and has a damaging influence on impressionable
minds
Advertising is offensive and distasteful.
Advertising promotes and raises aspirations fuelling a materialistic society
Advertising promotes harmful products like tobacco and alcoholic beverages
Advertising promotes stereotype thinking
Advertising leads to deceptive claims being believed by a gullible society

Advertising Media

Press
Electronic
Cinema
Radio
Outdoor

TV
Internet

The Communication Process

Filter
Encoding

media

Sender

Filte
r
Decoding

Receiver

Noise
Feedback

Response

Major Institutions involved in the

field of Advertising management
Control Institutions

Facilitating Institutions
Ad agency

Government

Advertiser

Competition

Media

Research
suppliers

Markets and Consumer behaviour

The Advertising Agency

Client Servicing/Accounts management
Media
Creative
Accounts
Personnel/HRD

Niche Agencies

Media shops Mindshare, Madison, Starcom

Creative boutiques Ray and Kesavan
Event management agencies- Wizcraft
Sales Promotion agencies
Direct marketing outfits Lintas Direct
PR houses Genesis
Research suppliers MARG, IMRB, Nielsen

Role of Advertising within the

Marketing Program
What can advertising do and cannot do?
Contribution of advertising to sales
Mix of Pull and Push in the
communication mix