IMC for Brand Management

Today’s topics

• Integrated Marketing Communications for Brand Equity Building

• Information Processing Model of Communications
• Integrated Marketing Communication Programs
 Role of Marketing Communications
• Inform, Persuade and Remind
• Voice of the Brand
• Biggest evidence of the brand after the product itself
• Ability to elicit “differential response” for the brand

1. Current 2. Desired
Brand 3. Communication Brand
Knowledge Knowledge

• What is your current • How does the comm. option • What is your desired
Brand Knowledge? help the brand get from brand knowledge?
• Have you created a current to desired knowledge • Have you defined
detailed mental map? with consumers? optimum POD, POP and
brand values?
 Information Processing Model
Six Steps of William McGuire on desired
effect of communication
• Exposure – seeing or hearing
• Attention – noticing
• Comprehension – understand the
message
• Yielding – Favorable response
• Intentions – Desire to act
• Behavior – Actual action
Pitfalls
• Media plan failure to reach audience
• Boring creative
• Lack of category knowledge
• False claims
• Lack of immediate perceived need
• Failure to recall
 Information Processing Model - Desirables

• Right consumer exposed to right message at right place

and time
• Creative strategy causes the person to notice the ad
without distracting him from the central message
• The ad addresses consumers understanding of brand and
product
• Delivery towards POD and POP
• The ad persuades the customer to purchase
• The ad gives instant recall to customer at point of purchase
 Promotion mix

• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Personal Selling
 Promotion mix

• Advertising • Broadcast – TV, Radio, Cable

• Public Relations • Print – Magazine, Newspaper,
• Journals
Direct Marketing
• Cinema / Dramas
• Point of purchase advertising • Out-of-home (calcium sandoz)
• Trade and consumer • Events sponsorship
promotions • Digital – Internet and Mobile
• Event sponsorships
• Concept of Activations
• Digital Media
• Personal Selling
 Promotion mix

• Advertising • Credibility
• Public Relations • Being “newsy”
• • Press releases
Direct Marketing
• Thought leadership
• Point of purchase advertising • Maverick companies and PR
• Trade and consumer Case – Vanguard Funds
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
 Promotion mix

• Advertising • Toll free numbers

• Public Relations • Response coupon mailers
• • Tele-calls
Direct Marketing
• Permission based marketing
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
 Promotion mix

• Advertising • Shelf talkers

• Public Relations • Aisle Markers
• • Shopping Card ads
Direct Marketing
• In-store radio / tv (Jumbo king)
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
 Promotion mix

• Advertising • Trade promos

• Public Relations • Deals and buying allowances
• • PoP allowances
Direct Marketing
• Incentives/ contests
• Point of purchase advertising • Training
• Trade and consumer • Trade Shows
promotions • Cooperative advertising
• Event sponsorships
• Concept of Activations • Consumer promos
• samples
• Digital Media
• Discounts
• Bonus packs
• Rebates…e.t.c.
 Promotion mix

• Advertising • Sports
• Public Relations • Arts
• • Entertainment
Direct Marketing
• Fairs and Festivals
• Point of purchase advertising • Cause Related
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
 Promotion mix

• Advertising • Local Area Marketing

• Public Relations • Engaging vs. Intruding
• • Intended to bring about change
Direct Marketing
in behaviour
• Point of purchase advertising • Uses local media to promote
• Trade and consumer an activity related to the brand
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
 Promotion mix

• Advertising • Internet
• Public Relations • Banners – CPC and CPM
• • Search – Sponsored and
Direct Marketing
organic
• Point of purchase advertising • Custom Sites
• Trade and consumer • Gaming (eg Second life)
promotions • Social Media and Blogs
• Event sponsorships
• Concept of Activations • Mobile
• Sms and value added serv.
• Digital Media
• Content
• Blue-casting
• Rich content
 Characteristic of each medium

• Television?
– Audio + video
– High reach and impact …. More

• Newspapers?
• Magazines?
• Direct Response?
• Outdoors?

Can only one medium, say TV serve our purpose??

 Flashback
Doordarshan, Humlog,
Ramayan, Chitrahaar,
Sunday movies, He-man, AIR, Vividhbharati,
Spiderman, Samachaar Cibaca Geetmala,
Bournvita Quiz contest
Today…..
 Need for integrated media

• Media usage is far more fragmented

• Urban populace is spending more time out-of-home
• Customers are well informed. Information travels fast
• The retail marketplace is getting organized
• Technology is becoming more and more user friendly
• Internet and Mobile show promising prospects
 Case Study – Women Horlicks

• Brand Challenge – The change needed

• The new Target audience – Working Woman
• TV commercial with Konkona Sen
• Website – Indianwomenshealth.com
• Events sponsorship – Woman’s day event – Yami
• “Micronutrients recommended by WHO”
• “no added sugar. Less fat”
• Doctor’s contact programme
 Integrated Media mix

Public Relations Television and

Print

n ce
die
Au

Internet Presence
 Matching communication options

• Coverage – proportion of Audience reached

• Contribution – ability to create desired response
• Commonality – consistency across media
• Complementarity
• Versatility
• Cost
Guidelines for Integrated Communications

• Analytical – consumer behavior

• Curious – understand whats of

Be
value to customers
• Single – minded
• Integrative – consistency in
message
• Creative
• Observant – keep track
• Patient – long- term
• Realistic