Session 1: Introduction

2 IMC
Dr. Abhigyan
What is the Purpose of Marketing
Communication?
 Objectives of Marketing Communication
To make the customers aware about the brand and its features
To make the customers more interested in the brand, so that the customers
will deliberately collect more brand information
To make the customer desiring the brand over other competitor brands in
the particular product category
 Varying Information Content in Advertising

The objective of the ad will determine what type of information the ad

should contain, and how the ad should look.
Central route: When consumer is deliberately evaluating each and every
information given related to the brand before making a buying decision. It is
a more rational process of evaluation.
Peripheral route: When consumer does not perform much mental work and
gets convinced based on attractive visual cues/overall look of the ad. It is
more feeling oriented process of evaluation.
Central vs. Peripheral ad execution
 IMC tools/Marketing Communication mix
elements
Mass media advertising
Personal selling
Sales promotion
Public relation
Direct marketing
Event sponsorship
 Media
Broadcast media
Print media
Outdoor media
Social media
 Agency
Account Manager Responsible for managing client relationships and ensures that promises to clients are
fulfilled.
Account Planner - skilled at observing consumer behavior and analyzing consumer attitudes.
Creative department develop alternate ad copies based on the creative brief.
Production Oversees the realization of creative teams vision.
Media Planner Who analyses the when and where part of placing client companys advertisement to
ensure maximum impact among its target audience.
Media Buyer Who negotiates the purchase of advertising space.
Traffic Oversees the administration (including invoices, deadlines etc.) of agency.
 Types of Agencies
Full-Service Agencies
General consumer agencies
Industrial agencies
Boutique Agencies
e.g. Chlorophyll, Taproot, Oxygen
In-House Agencies
e.g. Mudra, Lintas
 Brief History of Advertising in India
B Dattaram and Co. claims to be the oldest existing Indian agency in
Mumbai which was started in 1902. Later, Indian ad agencies were slowly
established and then started entering foreign owned ad agencies. Ogilvy and
Mater and Hindustan Thompson Associate agencies were formed in the
early 1920s.
 Brief History of Advertising in India
Ads started appearing for the first
time in print in Hickeys Bengal
Gazette which was Indias first
newspaper.
 Brief History of Advertising in India
In 1939, Levers advertising
department launched Dalda the
first major example of brand
advertisement in India.
 Brief History of Advertising in India
In the 1970s there was a 58% growth in the number of registered agencies
from 106 in 1969 to 168 in 1979.
 Brief History of Advertising in India
In 1986, Mudra Communications
created Indias first folk-history TV
serial Buniyaad which was aired on
Doordarshan. This provided a
strong platform for showing brand
ads in TV.
 Brief History of Advertising in India
1995 saw a great boom in media with the growth of cable and satellite. This
decade also saw the growth of public relations and events.
With the opening of the economy in the 1980s there was a growth in the
number of alliances with multinational agencies. For e.g., Hindustan
Thompson Associate.
 Latest advertising scenario in India
Indian advertising industry is projected to be the second fastest growing
advertising market in Asia after China.
Print contributes a significant portion to the total advertising revenue,
accounting for almost 41.2 per cent, whereas TV contributes 38.2 per cent,
and digital contributes 11 per cent of the total revenue. Outdoor, Radio and
Cinema make up the balance 10 per cent.
Why the share of digital advertising is still less in India?
 Top 5 TV ads that India watched in 2016

Brand: Dettol Cool Soap: ..\Videos\Session 1\Dettol Cool Soap.mp4

Brand: Surf Excel Easy Wash
Brand: Oppo F1S
Brand: Red Label
Brand: Ponds White Beauty
 The Advertising Club, Bombay
They provide highly prestigious ABBY awards to the developers of best
creative ads in India every year.
The best agency and ABBY winner of 2017 is JWT, Bangalore for The
Hindu: Spirit of Bangaluru ad:..\Videos\Session 1\The Hindu.mp4
 Some important Q & A
When company should spend more on advertising?
How the company should decide communication budget?
What is meant by integrating various IMC tools?
Why should the company integrate different IMC tools?
 Few basic terms related to advertising
Brief - When a client company outlines to an agency the issue to be tackled.
Pitch - When the agency presents its idea to the client after working in response to
the briefing.
Layout Representation of the format of any ad copy including all its various
elements.
Storyboard A sequence of frames and panels which depict the tv commercial in
still form.
Body copy - refers to the text that forms the main written part in the print ad.
 Few basic terms related to advertising
Punch line: Main statement in an ad.
Session 2: Segmentation, Targeting, Positioning
& Communication Strategy
 Pre-requisites for advertising
Before developing advertising, company must be clear about segmentation,
targeting and positioning of its focal brand.
 Segmentation
Geographic segmentation parameter
Demographic segmentation parameter
Psychographic segmentation parameter: Personality & lifestyle
Behavioral segmentation (discussed in detail in the next slide).
Company can mix the above parameters in various ways to segment the
whole market. However, the mix should be highly appropriate for the brand.
 Behavioral segmentation
Based on benefits sought: Different customers may seek different benefits
from the same product.
User status
Users attitude towards the product
Usage rate
Loyalty status
Buying readiness stage towards particular brand
 Targeting
After dividing the whole market into various segments, the company will
chose one or more most attractive segments.
The attractive segment should be: identifiable (segment should have
common needs), sizable (to generate volume or profit), purchasing power,
accessible/reachable, congruent with the marketers objectives.
 Positioning
Company formulates strategies to position the product in target customers
minds based on a set of USPs. These USPs should be properly reflected in
the ad.
A good ad normally proposes one or more core selling propositions.
The advertiser develops creative brief elaborating the positioning statements
typically within one or two pages. It contains key brand benefits, media type
to be used and ad theme. This brief is given to the agency to develop on it.