Imc 2

The Message Problem

 Functions:
 Encoding – putting thoughts into symbolic forms
 Decoding –assign meaning to symbols encoded by the
sender
 Response – reactions of receiver
 Feedback – part of receiver’s response communicated
back to sender
 Noise – unplanned distortion during
process, message received differs from message
sent

• Companies integrate their advertising efforts
with a variety of other communication tools
such as websites, direct marketing, sales
promotion, publicity, and public relations,
entertainment marketing, and sponsorship of
events.

What is Marketing
• Marketing – an organizational
function and a set of processes
for creating, communicating and • Marketing Focuses on
delivering value to customers and Relationships and Value
for managing customer • IMC is about Promotion
relationships in ways that benefit – which focuses on
the organization and its relationship and
stakeholders creation of value for
the Consumer
• Exchange – trade of something
(money) of value between 2
parties

The Market

Affects decisions related to
what, how, when, and where message will be
said.

Market – target audience
Target customer Non-customer targets:
 Primary  Potential investors

 Secondary  Channel members

 Staff

 Financial analysts

Consumer

Understand what the consumer wants and
needs.
The product characteristics must now match
what someone specifically wants to buy.
Consumer is buying is the personal "buying
experience."

Unaware of
1. Cognitive Stage
Product
↓
2. Awareness
↓
3. Knowledge
↓

4. Liking Affective Stage

↓
5. Preference
↓
Conviction -
6.
Purchase Intent
↓
Behavioral
7. Purchase
Stage

Four major contact points:1 Planned
Deliberate communication activities as
advertising, public relations, sales
promotion, direct response, packaging,
signage, stationery, etc.

Most of an organization's
communication programs are directed
at this type of message.

Four major contact points: 2
Inferred
Inferred messages are the ones sent through
the impressions the company or brand makes
on people, e.g. the shareholder's experience
with management, the employees' perceptions
of the benefit program, or the impact that the
price or place of distribution (type of store)
has on the customer's perception of the brand
or company

Maintenance
These messages are communicated primarily through service--how a
company and its employees initiate and respond to customer contact--
and that includes such things as the attitude of receptionists and
secretaries, as well as user reaction to a product instruction book, or the
ease of getting service.
Customer service, as well as employee relations programs, deal with
some of these messages although seldom in a coherent or coordinated
way.

Unplanned
Factors like investigations by reporters,
announcements by consumer advocate groups,
product recalls, employee gossip, and disasters.
Public relations has acknowledged the
importance of some aspects of this type of
message in its approach to issues management,
crisis planning, and employee relations. These
efforts are often ad hoc, however, and may or
may not be coordinated with any overriding
corporate communication plan.

Communication Goals over the Product Life
Cycle
Focus on Brand Superiority
and Consumer Preferences

Focus on Education about
Product Class
Features/Benefits and
Consumer Awareness

Focus on Brand Image
and Consumer Loyalty

Time

Integrated Marketing
Communications
Definition
• IMC – involves coordinating • American Association of
the various promotional Advertising (the 4A’s)
elements and other developed one of the first
marketing activities that definitions of IMC: “concept
communicate with a firms of marketing
customers. communications planning
that recognizes the added
• IMC approach calls for a value of a comprehensive
centralized messaging plan that evaluates the
function so that everything strategic roles of a variety of
a company says and does communication disciplines.
communicates a common
theme and positioning.

A contemporary View

• Don Schultz of Northwestern University
developed a more appropriate
definition of IMC: “IMC is a strategic
business process used to plan, develop,
execute and evaluate coordinated,
measurable, persuasive brand
communications programs over time
with consumers, customers, prospects,
etc. The goal is to generate both short
term financial returns and build long
term brand and shareholder value.”

Reasons for the Growing Importance
of IMC
• Strategically integrated
communications functions
better than individual focus.

• The growth of buzz
marketing whereby brand
come-ons become part of
popular culture, and
consumers themselves are
lured into spreading the
message.

Reasons for the Growing Importance
of IMC

A fundamental understanding that there is a
need for greater contact points
It becomes important to There is already a marketing mix that ensures
increase brand contacts more ready made opportunities for contact
points
Essentially there are four major contact points:
Planned, inferred, maintenance and unplanned

The IMC “Marketing Revolution”

• Shifting of marketing dollars from media advertising to other forms of
promotion, particularly consumer- and trade oriented sales promotion.
• Movement away from relying on advertising- focused approaches, which
emphasize mass media such as network TV and national magazines, to
solve communication problems.
• A shift in marketplace power from manufacturers to retailers.
• The rapid growth and development of database marketing.
• Demands for greater accountability from advertising agencies and changes
in the way agencies are compensated
• The rapid growth of the internet, which is changing the very nature of how
companies do business and the ways they communicate and interact with
consumers.

The Role of IMC in Branding
• Brand identity is a combination of many factors,
including the name, logo, symbols, design,
packaging, and performance of their product or
service as well as image or type of associations
that come to mind when consumers think about a
brand.

• Marketers realize that there are many ways to
contact current and prospective customers; the
key is to find a way that delivers the message
effectively and efficiently.

Communication Plan – Six M’s

Market – target audience
Mission - goals
Money - budget
Message strategy
Media plan
Measurement

Communication
A unified message with a feedback mechanism
to make the communication two-way.
Using understanding of non-traditional
mediums, such as word of mouth to
influence your position in the consumer's
mind.
Usage of the many ways that a potential user
hears (or see) the same message through the
course of the day, each message reinforcing
the earlier images

Marketing Communication only
communication occurs when the
messages that are not consumer accepts,
recognizable, are not transforms, and
related to each other, categorizes the
conflict with what has message. The storage
already been stored, and retrieval system
or are simply works on the basis of
unrelated or matching incoming
unimportant to the information with what
person will simply not has already been
be processed, but stored in memory.
ignored.

Marketing Message and Processing

Consist of sensory and life experiences that can
easily be identified and transformed into a
unified concept,
Have mental relationships to other categorized
ideas
Fit into the categories and mental linkages that
people have already created for themselves.

The Message Judgement System

Consumers match or test new information
against what they already have and then
make a judgment to add to, adapt, or reject
the new material. When consumers reject
the information or do not add or attach it to
what they already have, there is a failure to
communicate.

In many cases, the failure to communicate is the
result of the marketer being unable to match his
or her messages or fields of experience with those
of the prospect or customer.

• The Promotional Mix: The Tools for IMC The Brand Contacts
 Advertising
• Promotion – coordination of all seller initiated  Public Relations
efforts to set up channels of information and  Personal Selling
persuasions in order to sell goods and services  Direct Marketing
or promote an idea. Sponsership
 Digital
Solutions/Interactive
• Promotional Mix – tools used to accomplish solutions
an organizations communication objective.  Sales Promotions
Includes advertising, direct marketing, sales
promotion, publicity/public relations, and
personal selling.

Advertising Publicity/ Public Relations
• Any paid form of nonpersonal
communication about an • Publicity – nonpersonal communications
organization, product, service, or idea regarding an organization, product, service, or
by an identified sponsor. idea not directly paid for or run under
indentified sponsorship.
• The nonpersonal aspect means that
advertising involves mass media (TV, • Usually comes in the form of a news
Radio, etc.) and can transmit a story, editorial, or announcement about an
message to a large group of people at organization and or its products/services.
once. Also, means there is no
immediate feedback by recipient. • Public relations – is defined as the
management function which evaluates public
• Still the most cost effective way to attitudes, identifies the policies and
reach large audiences at once. Also, is procedures of an individual or organization
valuable tool for building company or with the public interest, and executes a
brand equity as it is a powerful way program of action to earn public
to provide information as well as understanding and acceptance.
influence their perceptions.

Direct Marketing

• Direct marketing – a system of
marketing by which an organization
Digital Media communicates directly with
customers to generate a response
and or transaction.
• Interactive media – allow for a back-
and-forth flow of information
whereby users can participate in and • Fastest growing sector of the US
modify the form and content of the economy
information they receive in real time.
• Direct response advertising – major
• - Internet is having the greatest tool of direct marketing whereby a
impact on marketing product is promoted through an ad
that encourages the consumer to
purchase directly from the
manufacturer.

• Credit cards, toll free phone
numbers, and the internet are fueling
the growth of direct marketing.

Sales Promotion
Marketing activities that provide extra
value or incentives to the sales force, the
distributors, or the ultimate consumer and
can stimulate sales.

Usually broken into two categories:
1) consumer-oriented sales promotion
(targets the ultimate consumer of a
product or service and includes
couponing, sampling, premiums, rebates, c
ontests, sweepstakes, and various point of
purchase materials).
2) Trade- oriented sales promotion (targets
marketing intermediaries such as
wholesalers, retailers, and distributors and
entails price deals, sales
contest, merchandise allowances to
encourage and promote a company’s
product.

• The IMC Planning Process
IMC Involves Audience
•  Integrated marketing Contact
communications management –
process of planning, executing, Audience contact
evaluating, and controlling the perspective whereby they
use of the various promotional
mix elements to effectively consider all of the
communicate with their target potential way of reaching
audience their target audience and
presenting the company
•  Integrated marketing or brand in a favorable
communications plan – provides manner.
the framework for developing,
implementing, and controlling
the organizations IMC program.

The IMC Process

Review of Promotional Analysis of Developing the
the Budget Integrated Monitoring,
Program the
determinatio Marketing Evaluation, a
Marketing Situation Communicati Communications
n nd Control
Plan Analysis on Process Program

Message Strategies

Affective Strategies Brand Strategies
 Resonance (Builds in  Brand User Strategies

user experience &  Brand Image Strategy

Consumer)  Brand Usage message

 Emotional
 Corporate ads

Brand Strategies

Brand User Strategies Brand Image Strategy
The focus is on the  The development of a

user personality
 such as celebrity use –

Nike, watches, brand
ambasadors
 Educational users -

Apple

Brand Strategies

Brand Usage Message Corporate Image
 Stresses on the
Strategy
different uses for the  Building the corporate

brand as a brand.
 Trust becomes a key

issue

Hierachy of Effects Model
Hierachy of
Message
effects Strategies
Model Awareness

and
Cognative
Message Knowledge
Strategies

Liking
Brand Affective
Strategies
Preferance

Conative
Conviction

Actual
Purchase

Mini Case study 1:
Jassi Jaissa koi nahi

 Adopted from 'Ugly Betty
 In 2003, to a middle class audience hooked on to
Saas bhi khabhi....
 Pegged as intelligent viewing by its producers –

Sony Entertainment – this was based on the
outcome of research
 Already tried out by a serial called 'Khwaish' which

had failed

Marketing Challenge

Promoting a less than good looking person-
especially in the era of glamour

The target – the new women

 Educated, modern – with a global outlook
because of telivision
 Traditional yet glamourous
 Most Indian women understand the
transformation to glamour
 Increasing tribe of multitasking women –
who also empathise with working women
 Can understand women who can be brides
without fulfilling conventions

Sunil Lulla, Executive VP, Sony Entertainment Television, is the
channel's "pincer attack into the hearts of middle class India".
"While challenging the established definition of beauty being
purely external, it reflects the hopes, aspirations and values of
the average Indian girl who like Jassi set out to make a mark for
themselves in contemporary, emerging India."

Marketing Objectives
 To drive sampling for the time slot and build
reach at the shortest possible time
 To increase channel share with TVRs as well
as audience preference index
 To make Jassi – the top rated show
 To create a hype about the serial
 To break the cieling of positioning in terms of
the serial and the channel

Some of the IMC media used

Radio, outdoor, print, flash mobs, and PR for
promoting the show.

1st phase

 Euro RSG was hired
 The initial campaign was of blurbs – basically
like a chat in teaser TV ads and hoardings
 The message was who is Jassi
 Mix included trains, airports, malls, Sms,
WOM

2nd and 3 rd Phase
 The look and feel of the charecter
was introduced
 The message of realistic simplicity
was across all platforms – especially
visually
 Events like flash mobs, named 'Apna
Bazaar' made raised the strength of
the message
 Launched the 'shaher shaher mein
charcha' Vox populi
 Came up with Jassi pal club
 The internet clubs and chats on orkut
were created

http://www.bhatter.com/jas
si/

Results

 The first phase resulted in a net hit of 2 lahks
 TRP 5.2 within 4 episodes – a decent figure
 Greater opportunity as a platform as a IMC
tool
 SET share in the prime time rose from 8.2%
to 32%
 Conversion of clubs was about 8.5%

Message Success & Failure

 Continious message girl next door was a
success
 When the branded makeover started the
TRP fell
 The most enduring image is of the girl with
braces and glasses

es

Message Strategy

 Our job is to communicate to men so they
don't feel so embarrassed," says Janice
Lipsky, U.S. team leader, Viagra. "Viagra
advertising is very targeted to men's habits."

Some IMC strategies

 Bob Dole – US Senator and President
Nominee makes a PSA about erectile
dysfunctio
 On line purchase
 Print, On line and TV ads
 Strong age friendly website
 Tagline: Love Life Again

THE SITE

The site targeted the general public and (2)
VIAGRA patients.
 Erectile dysfunction is still a taboo subject

for many people. To put the visitor at ease,
the VIAGRA.ca experience occurs in a relaxed
club house and golf course setting -- an
environment both comfortable and familiar
to our target segment of men between the
ages of 40 and 70.

THE SITE

 Throughout the site, visitors are
accompanied by an every day guy. He speaks
to visitors and guides them through the
site, answering their questions surrounding
erectile dysfunction, the available treatment
options, and VIAGRA itself.

The Site
The site was developed in Flash, and structured so that the
video characters and content can function together or
separately. Users can go through the whole site and just
listen to the characters briefly sum up the content, or they
can read the full site content without the characters. Even
though VIAGRA.ca is created in Flash, the entire site is
printable -- an essential feature for older users who often
rely on printed text to retain information.

The Site

For the general public:
Visitors who do not enter a DIN get access to
the club house, a comfy space where they
can browse nostalgic magazines, watch the
latest VIAGRA TV commercials or print the
"Talk to your Doctor Icebreaker".

The Site

For patients (protected by a DIN):
 Visitors who log in to the private site are

greeted by two characters -- the every day
guy and the
 Some creatives: The doctor -- who invite

visitors to join them on a round of golf. While
out on the course, the doctor casually
answers common questions about VIAGRA.

The site engages users and promotes interaction between
physicians and patients through innovative features such as an
interactive self-screening questionnaire that delivers online
results, which the consumer can print out and share with their
physician. The site also offers an independent content area
designed for healthcare professionals.

Co Branding

 With Playboy
 Alcohol advertising

and a range of products
 Today Viagra is a generic term

Imc 2

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Imc 2