Integrated Marketing Communication | UNIT - 7 | M 104 | Rajasthan Technical University

1. Integrated Marketing Communication
UNIT 7

2. Role of
marketing communication
• To create product or service awareness in the
market
• To make customer recall about the product or
service
• To differentiate the product or service from the
competitors
• To communicate with the customer
• Helps the customers in maintaining a favorable
attitude towards the product or service

3. Tools for marketing
communication
• The Following are the tools for marketing
communication
Advertising
Public Relations
Sales promotion
Personal Selling
Direct Marketing
Publicity [Word of Mouth]

4. ADVERTISING

5. Advertising
• Advertising is the paid form of promotion
• Advertising can be done using various media
such as – Print media, electronic media and
internet
• Print media – newspapers, magazines, banners
and billboards, wall ads etc
• Electronic media – TV, Radio
• Internet – Social Media, Websites, Apps etc

6. Advertising Objectives
• Creating awareness / giving information
• Changing attitudes
• Increasing sales through positioning and brand
building [a major objective]
• Making people recall the product
• Acquire customers

7. Advertising Budget
• Advertising budget is the plan of expenditure
of a company on advertising through various
media
• It should be prepared keeping in mind the
financial position of the company
• Specific operational activities should be
identified in detail and fund must be allocated
to the same.

8. Advertising Budget process
• While preparing the ad budget, the following
steps are followed:
Collection of Data
Preparation of the budget
Presentation of the budget before the
management
Getting the budget approved by the
management
Execution of the budget
Monitoring and controlling of the budget

9. Advertising Budget – factors
considered
• While preparing the ad budget, the following
factors are considered:
Stage of product life cycle
Competition in the market
Financial position of the company
Advertising frequency [high freq. high budget]

10. Advertising Copy
• An ad copy is used to describe the main text in
an advertisement, it could be a phrase, a catchy
punch-line
• It is the output of copywriters who are
employed to write material that encourages the
customers to buy products and services
• Ad copy involves a complete investigation of
customer profiles

11. Elements of Advertising Copy
• Humor
• Happiness
• Adventure
• Emotional
• Fear
• Patriotism
• Rational and informational

12. AIDAS Model
• A – Attention
• I – Interest
• D – Desire
• A – Action
• S – Satisfaction

13. PUBLIC RELATIONS

14. PR – Meaning
• Public relations consists number of activities to
protect company’s image in the eyes of the
public [people in general]
• Most of the multinational companies have a
PR department that makes all effort to monitor
the attitude and perceptions of customers.
• It is used to distribute and communicate all the
necessary information to build up good
reputation in the mind of the public.

15. PR – Objectives
• Building corporate image
• Enhance the reputation of the company
• Building favorable impression of its products
• PR acts as a supplement to advertising
• Facilitates smooth functioning of business

16. PR – Tools and Methods
• Media Articles [newspapers and magazines]
• Interviews [for prints and electronic media]
• Speeches
• Online Reputation Management [ORM]
• Public outreach programs [customer education
etc]
• Product launch events
• E.g. Google fights Ebola campaign
• https://www.youtube.com/watch?v=ZTgFxd-
MO2A

17. SALES PROMOTION

18. Sales Promotion – Meaning
• Sales promotion is a promotional strategy
where the product is promoted using short-
term attractive incentives to stimulate its
demand and increase its sales.
• It is applied for a predetermined, limited
period of time
• Sales promotion is very common in products
such as apparels, footwear & consumer
durables

19. Sales Promotion – Objectives
• To create market for new products by offering
discounts on purchases
• To increase short term sales quickly, in a
limited time
• To sell out old stock by offering discounts and
offers
• To attract new customers
• To beat competitors in sales

20. Sales Promotion – Methods
• Free samples
• Gifts with each purchase
• Discount coupons / vouchers [Reliance
Trends]
• Exchange schemes
• Buy one get one [or more than one]
• % discounts [flat or Up To]
• Finance schemes [0 % interest EMI etc]

21. Sales Promotion – Examples

22. Sales Promotion – Examples

23. PERSONAL SELLING

24. Personal Selling – Meaning
• Personal selling is also known as face-to-face
selling in which one person who is the
salesman tries to convince the customer in
buying a product.
• Personal selling is a part of promotional- mix
and it is an art of person-to-person
communication for persuading prospects or
consumers in the sales process.

25. Personal Selling – Objectives
• Build relationships with customers for long
term benefits
• Answer questions of customers, e.g. insurance
products
• Give demonstration to the customer specially
in case of machinery etc
• Give a personal touch to sales process,
interaction
• In B2B space, personal selling in very
common

26. Personal Selling – Process
Prospecting
Preparation
Approach / Appointment
Meeting / Presentation
Query Handling
Closing the Sale
Follow Up

27. Personal Selling – Examples

28. DIRECT MARKETING

29. Direct Marketing – Meaning
• Direct marketing includes marketing /
promotion that relies
on direct communication to individual
consumers, rather than through a third party
such as mass media.
• This type of marketing is typically used by
companies with smaller advertising budgets,
since they cannot afford to pay for
advertisements on television and often do not
have the brand recognition of larger firms.

30. Direct Marketing – Objectives
• Direct marketing includes marketing /
promotion that relies on direct communication
to individual consumers, rather than through a
third party such as mass media.
• This type of marketing is typically used by
companies with smaller advertising budgets,
since they cannot afford to pay for
advertisements on television and often do not
have the brand recognition of larger firms.

31. Direct Marketing – Methods
• The following are the methods of doing Direct
Marketing:
SMS
Email marketing
Targeted Social Media Ads [CTA – Call to
Action]
Catalogue marketing [physical / E-catalogues]
Telemarketing [direct phone calling]
Messenger marketing [Whatsapp / FB / Telegram]

32. Direct Marketing – Examples
E-mail
Calling
SMS
Digital Marketing
Call to Action

33. PUBLICITY – Word of Mouth

34. Publicity – Meaning
• Publicity is that element of promotion mix
which happens for free. It never costs
anything.
• Publicity comes from Customers, journalists
[free] and common folks
• Is it also called ‘word of mouth’ promotion
• Publicity can also use various media [social
media, newspapers, radio etc]

35. Publicity – Advantages
• No payment required
• Factual / varied information is passed
• Is more trustable
• Helps the intermediaries, makes sales easy
• Suitable to small organizations
• Positive word of mouth is best promotion

36. Publicity – Disadvantages
• Company has no control over the information
passed
• Can be negative also, can damage brand equity
• Can be false [rumors]
• Negative publicity is very difficult to curb,
needs huge expenditure
• In the age of social media, content goes ‘viral’
in no time, organizations have to keep track of
social media as all time.

37. SOCIAL MEDIA MARKETING

38. Social Media Marketing [SMM]
• Companies use social media platforms for
marketing and advertising
• The popular platforms used for social media
marketing are – Facebook, YouTube, LinkedIn,
Instagram, Twitter etc
• Social Media marketing has become an
important and indispensable tool of marketing
in recent times. Every brand tries to capture
customer’s attention on Social Media.

39. Social Media Marketing [SMM]
Advantages
• Large number of audience – the platforms are use
by millions of people across the Globe
• Flexible Budget – The companies can decide the
SMM budget as per their campaign objectives
• Easy to advertise on Social Media – advertising
using social media is user friendly and easy
• Cost Effectiveness – Social Media marketing is
cost effective
• Multiple platforms for different types of users –
Facebook, YouTube, LinkedIn etc

40. Social Media Marketing [SMM]
Examples

41. Marketing Communications
Planning
• Marketing Communications Planning involves
the following steps:
Understanding target audience [recipients of
marketing communication]
Setting up a budget
Identifying the message to be communicated
Selecting the media [TV, Radio, Internet,
Magazines etc]
Executing and Monitoring

42. Marketing Communications
Planning
• Marketing Communications Planning involves the
following steps:
Identifying the purpose of marketing
communication
Understanding target audience [recipients of
marketing communication]
Setting up a budget
Identifying the message to be communicated
Selecting the media [TV, Radio, Internet,
Magazines etc]
Executing and Monitoring