Session 2

Integrated Marketing Communications Session 5

SituationalAnalysis Analysis Situational ObjectiveSetting Settingand andBudget Budget Objective

Segmentation/Targetingand andPositioning Positioning Segmentation/Targeting

BrandBuilding Building Brand

IMCProgram Program CENTRAL THEME IMC

Advertising Advertising

DirectMktg Mktg Direct

SalesPromo Promo Sales

PR/Event PR/Event

InternetMkt Mkt Internet

Objectives Objectives

Objectives Objectives

Objectives Objectives

Objectives Objectives

Objectives Objectives

Strategy Strategy

Strategy Strategy

Strategy Strategy

Strategy Strategy

Strategy Strategy

Tactics Tactics

Tactics Tactics

Tactics Tactics

Tactics Tactics

Tactics Tactics

Campaign Theme


Campaign theme is a strong idea that will be communicated in all the communication activities


Also called the ‘Big Idea’





Focus Uniqueness Generativeness Honesty

Lakme Advertising: beautiful girl- glowing from within

Beauty parlours/salons/ lakme fashion house

beauty from within

event: lakme fashion week

In-store displays/salesgirls

Cadbury’s Advertising: “Kuch meetha ho jaye-pappu pass ho gaya”

Contest: Pappu pass ho gaya

Celebrate ‘moments of joy’

In-store displays

Arriving at the ‘Big Idea’






Identify the overriding INSIGHT Identify TG Create hard hitting POSITIONING Create desirable BRAND IMAGE Find the inherent DRAMA- Big Idea

Arrive at the following for your ad…






Big Idea- Campaign Theme Brand Identity/Image- Associations Positioning Target Consumer Consumer Insight

SituationalAnalysis Analysis Situational ObjectiveSetting Settingand andBudget Budget Objective

Segmentation/Targetingand andPositioning Positioning Segmentation/Targeting

BrandBuilding Building Brand

IMCProgram Program IMC

Advertising Advertising

DirectMktg Mktg Direct

SalesPromo Promo Sales

PR/Event PR/Event

InternetMkt Mkt Internet

Objectives Objectives

Objectives Objectives

Objectives Objectives

Objectives Objectives

Objectives Objectives

Strategy Strategy

Strategy Strategy

Strategy Strategy

Strategy Strategy

Strategy Strategy

Tactics Tactics

Tactics Tactics

Tactics Tactics

Tactics Tactics

Tactics Tactics




An ad needs to contain a persuasive message that convinces people to take action





But, while doing so, it needs to make a relevant connection with its audiences and present a selling idea in an unexpected way

Advertising needs to be Relevant, Original, and create an Impact

Advertising Objectives

Communications Objectives Repurchase/Regular Use

Conative Stage Stage Conative

Trial Preference

Affective Stage Stage Affective Liking

Cognitive Stage Stage Cognitive

Knowledge Awareness

Advertising Strategy

From strategy…to creative…


Move away from the safety of the positioning statement

Creative Brief






Problem Objectives Target SMP/USP Support

Advertising Tactics

Developing the Ad




Print Television Radio

Copywriting Art & Design

Copywriting


Writing Effective Copy









Simplicity Short and to the point Tightly edited Talks about specifics of a product Focuses on a single strong point Conversational tone Original ideas and phrases Addresses a single target audience

Art & Design








Visuals get and keep attention Pictures communicate faster than words People remember remember messages as visual fragments Adds credibility… seeing is believing Low interest products can be linked to attractive images

PRINT ADVERTISING

Print

Elements in a Print Ad- Copy









Headline Subhead Body Copy Call Outs Captions Taglines Slogans Call to Action

Print

Headline


Headline is the key element in the ad. It is the most important display element.














Headline is used to tightly focus on the target audience Headline must work together with the visual to grab attention Headline must identify the brand… and/or the benefit Headline should lure readers into the body copy

Headline can be Direct or Indirect

Print

Body Copy


Main text of the ad. Develops the sales message, states argument, summarises proof, provides explanation









Substantiate what is already said in the headline If your headline is vague… the body copy should be explanatory Reader should be led step by step… and you then demand some action out of him Amount of copy required depends on the product caetgory

Headline: A business class experience so comfortable, you'll forget you're wearing a seatbelt. Bodycopy: As any business class traveller will tell you, it's hard to find that kind of luxury and comfort on the ground. The Tata Indigo with its longer wheelbase, semimonovolume front design, independent 3-link rear suspension and seats with better thigh and lumbar support has been designed for a ride that's as comfortable as business class travel. Need more proof? Just ask any of the 40,000 Indigo owners who have made it the country's best selling sedan. Or take a test drive.

Print

Elements in a Print Ad-Visual






Illustrations Photos Logo Product Shot Mascot

Print






Colour in Print Ads Typography in Print Ads Layout & Design






Picture Window All Art Panel or Grid Dominant Copy Grunge

TELEVISION ADVERTISING

TV

Characteristics of TV Advertising





Action Demonstration Storytelling Emotion

TV

Elements in a TV Ad




Video Audio Others




Announcers Spokespersons Celebrities

TV




Storyboards





Gain interest in first 3 seconds Focus on a key visual Be single minded Try to show the product close up in the end

RADIO ADVERTISING

Characteristics of Radio Advertising





Personal Interest Based Inattention Call to Action

Radio

Radio

Elements of a Radio Ad




Voice Music Sound Effects

Media Planning




Whom to Target





How Much





Media Weights

When to Advertise





TG Definition

Scheduling

Which Media


Media Mix

Whom to Target


Demographics








Sex Age Income SEC

Psychographics

How much to advertise


Index- BDI

BDI =

Brand Sales in Market Brand Sales AI X 100 TG in Market Total TG AI




Index- CDI

CDI =

Category Sales in Market Category Sales AI X 100 TG in Market Total TG AI

BDI > CDI

BDI < CDI

Brand doing better than category

Brand doing poorly versus category

Priority 1: Task: CONSOLIDATE

Priority 1: Task: BUILD

Priority 2: Task:MAINTAIN

Priority 2: Task: IGNORE

When to Advertise





Scheduling of the insertions, spots across the period of the plan Based on:






Sales pattern Purchase cycle Competitive advertising Budget constraints Product availability




Scheduling Patterns




Continuous Flighting Pulsing

Where to Advertise



Decisions on broad media classes Criteria








Role/suitability of each medium in the context of advertising objective Cost efficiency Competitive environment Previous advertising result TG Media Usage

Press


Dailies






Sense of immediacy Local emphasis Flexibility Educational Quick reach build up




Magazines





Long life Better reproduction Educational Audience selectivity

TV & Radio


TV





AV Impact Demonstration Quick OTS build up Mass reach




Radio





Cost efficiency Mobile audience Local coverage Excellent support medium to build OTS

Integrated Marketing Communications Session 6

SituationalAnalysis Analysis Situational ObjectiveSetting Settingand andBudget Budget Objective

Segmentation/Targetingand andPositioning Positioning Segmentation/Targeting

BrandBuilding Building Brand

IMCProgram Program IMC

Advertising Advertising

DirectMktg Mktg Direct

SalesPromo Promo Sales

PR/Event PR/Event

InternetMkt Mkt Internet

Objectives Objectives

Objectives Objectives

Objectives Objectives

Objectives Objectives

Objectives Objectives

Strategy Strategy

Strategy Strategy

Strategy Strategy

Strategy Strategy

Strategy Strategy

Tactics Tactics

Tactics Tactics

Tactics Tactics

Tactics Tactics

Tactics Tactics

Above the Line v/s Below the Line


Above the Line refers to all media upon which a commission is paid to the agency





Advertising in print, TV, radio,

Below the Line refers to all media which communicates the message without a commission being paid to the agency


Sales Promotion, Direct Mail, Events…

Sales Promotions


A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the consumer, with the primary objective of creating an immediate sale






Extra incentive to buy Acceleration tool Targeted to different parties in the marketing channel




Consumer Oriented










Samples Coupons Premiums Refunds/Rebates Contests/Sweepstake s Bonus Packs Price Offs




Trade Oriented









Trade Allowance POP Displays Contests and dealer incentives Training Programmes Trade Shows Co-operative Advertising

PUSH

PULL

Growth of Sales Promotion






Shift from manufacturers to retailers Decreased brand loyalty Increased promotional sensitivity Increase trial Short term focus

Sales Promotion v/s Brand Building…

Consumer Franchise Building v/s Non Franchise Building Promotions





Consumer Franchise Building Promotions: are designed to build long term brand preference and help the company achieve the ultimate goal of full price purchases Non Franchise Building Promotions: are designed to accelerate the purchase and generate immediate sales

Consumer Oriented Sales Promotions

Objectives Repurchase/Regular Use Trial Preference Liking

Knowledge Awareness




Sampling






Consumers given some quantity of a product for no charge to induce trial Expensive method Used for new brand or even established brand




Products need to be low in value Products are divisible Purchase cycles for these products is short








Door to door sampling Sampling through mail In store sampling On package sampling Magazine/Newspaper sampling




Premiums


Small gifts or merchandise included in the product package



High impulse value Means of rewarding the existing customer




Exchange Schemes





Exchange of old product for a new product with a reduction in the price of the old product Induces brand switchers


Consumer Durables, Clothes




Price Off Deal






Reduced price of the brand- generally 1025% reduction in price Generally marked on the product itself Helps to induce immediate sales




Bonus Packs


An additional quantity of the product offered at the original price


Influences purchase decisions at the time of purchase




Coupons


Money-off coupons sent either through mail or newspapers





Reducing price for only those consumers who are price sensitive and not for everyone Helps increase user base- encourages trial and repurchase




Contests





Consumers have a “pot of gold at the end of the rainbow” mentality Enhances consumer involvement with the brand


Scratch and win

Other Consumer Oriented SP




Trade Stamps Money Back Offers Loyalty Programmes

Examples

Lux Gold Star/Britannia Khao World Cup Jaao


The existence of a “Big Idea”






Aggressive media support to build rapid awareness








Supported through TV, Print, Hoardings, Radio

Support through on ground promotional efforts





Cut through clutter Increased consumer involvement with brand

Trade support, displays in retail outlets

Involvement of all channel partners with major incentives Substantial consumer prizes

Trade Oriented SP











Obtain distribution and support for new products Maintain trade support for established brands Encourage retailers to display and promote established brands Build inventories




Trade Allowances







Buying Allowance Promotional Allowance and POP

Trade Shows/Meets Co-operative Advertising




Trade Allowances







Buying Allowance Promotional Allowance and POP

Trade Shows/Meets Co-operative Advertising

Integrated Marketing Communications Session 7

“When written in Chinese the word crisis is composed of two characters. One represents danger and the other represents opportunity.” -- John F. Kennedy

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Coke India Case Problems















CSE attacked Coke earlier for the same problem with Kinley water– should have seen it coming NGOs have automatic credibility Coke’s valuable brand is driven by its image and reputation which are now under fire -how does it manage the adverse risk it faces Indians have a love-hate relationship with MNC’s. Can they do something about it? Fierce competition between Pepsi and Coke. Is this a platform for differentiation? Product has been banned at several places- how does it deal with this?

Coke India Case Solutions


Communicate openly with key constituents















Government Public Media Employees Suppliers The CSE

Attempt to collaborate with the CSE Choose to differentiate as a socially responsible company; its good business Recognize the upside possible through this scenario Launch a campaign to educate and communicate environmental initiatives

Seven Lessons















Don't underestimate the power of NGOs or antagonists in general Realize that socially responsible companies are likely targets for NGOs but also attractive collaborators Recognize the value of strategic communications Prepare in advance for crises and then improvise from a strong foundation Small regional problems can turn into big issues if you don’t manage them Transparency and action are key to rebuilding trust with constituents

What is Public Relations?


The development of and maintenance of good relationships with different publics





Employees, investors, suppliers, customers, distributors, legislators, pressure groups, community, media and competition

The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public

The upside

The downside

Communicating during a downside..






Define the problem Centralize communications Communicate early and often Get inside the media’s head Communicate directly with affected constituencies

“The easiest period in a crisis situation is actually the battle itself. The most difficult is the period of indecision - whether to fight or run away. And the most dangerous period is the aftermath. It is then, with all his resources spent and his guard down, that an individual must watch out.” -- Richard Nixon

3/03/2006 2:22 PM

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Leadership Acceptability Morale Survival Output

Leadership Corporate image building, customer care, publicity about tech advances, sponsorship of philanthropic activities Acceptability External PR: annual reports, lobbying and partnering with govt. and NGO’s, events for trade, favourable press releases Morale Staff newsletters, morale boosting activities, house journals Survival Create publicity among customers- events publicising the firm and its products Output Staff programmes to attract the right people

Leadership Corporate image building, customer care, publicity about tech advances, sponsorship of philanthropic activities Acceptability External PR: annual reports, lobbying and partnering with govt. and NGO’s, events for trade, favourable press releases Morale Staff newsletters, morale boosting activities, house journals Survival Create publicity among customers- events publicising the firm and its products Output Staff programmes to attract the right people

Internal PR: Employees


To enable employees to take a greater interest in their own work and in the organisation’s goals






Encourage an atmosphere of pride Provide for innovation Improve lateral communication Cut down layers of hierarchy Increase easy flow of information

What’s my job How am I doing Does anybody give a damn How are we doing How do we fit in the whole How can I help




Back-end branding


Ensuring that all employees also carry the same brand values that the company is trying to project at the front end





Ford: “Everything we do is driven by you” Nike: “Just do it” Amul: “The taste of India” Eureka Forbes: “Your friend for life”








Internal newsletters Staff magazines Staff meetings Staff get-together A/V films for employees




In the case of a crisis








Communicate all details of crisis to all levels of management and workforce Ensure that all public statements would be made routed through the PR department Motivate and assure employees that the crisis will ultimately tide over

Leadership Corporate image building, customer care, publicity about tech advances, sponsorship of philanthropic activities Acceptability External PR: annual reports, lobbying and partnering with govt. and NGO’s, events for trade, favourable press releases Morale Staff newsletters, morale boosting activities, house journals Survival Create publicity among customers- events publicising the firm and its products Output Staff programmes to attract the right people

External PR: Consumers

Publicity

Press Relations

Create favorable news stories about the organisation and its activities

Create and maintain a favorable image with news media

Media Events, Press Conferences, Public Speaking at Conferences, Lectures, Seminars, Chat Shows




Advantages of Press Releases No media cost
Carry greater credibility
Build brand awareness and loyalty in the long run BUT
There is no control over the message





Positive v/s Negative PR





Stories must be newsworthy Stories must not be thinly disguised ads








Publicity v/s Reader Interest

Stories must fit the editorial style of the magazine or paper The message is more important than the medium “The reader should get under the skin of the writer and not the column…. And the write up should get under the skin of the reader and not the publication”

Leadership Corporate image building, customer care, publicity about tech advances, sponsorship of philanthropic activities Acceptability External PR: annual reports, lobbying and partnering with govt. and NGO’s, events for trade, favourable press releases Morale Staff newsletters, morale boosting activities, house journals Survival Create publicity among customers- events publicising the firm and its products Output Staff programmes to attract the right people

External PR: Other Publics


Other publics






Shareholders Government departments Trade partners External pressure groups Community at large

Integrated Marketing Communications Session 8

SituationalAnalysis Analysis Situational ObjectiveSetting Settingand andBudget Budget Objective

Segmentation/Targetingand andPositioning Positioning Segmentation/Targeting

BrandBuilding Building Brand

IMCProgram Program IMC

Advertising Advertising

PR PR

SalesPromo Promo Sales

DirectMk Mk Direct

Others Others

Objectives Objectives

Objectives Objectives

Objectives Objectives

Objectives Objectives

Objectives Objectives

Strategy Strategy

Strategy Strategy

Strategy Strategy

Strategy Strategy

Strategy Strategy

Tactics Tactics

Tactics Tactics

Tactics Tactics

Tactics Tactics

Tactics Tactics










Events Sponsorships In-film Advertising Merchandising Personal Selling Word of Mouth Internet Advertising

Events

Exhibitions




Selecting an Exhibition







Type of Exhibition Target Audience Timing Facilities Costs Previous Success




Publicizing the Exhibition






Direct Mail Telemarketing Press Activities Press Advertising Joint Promotions




Evaluating the Exhibition










What percentage of the potential number of visitors to the exhibition visited our stall What percentage stopped but did not visit our stall How many leads/enquiries were created What was the cost per visitor What was the cost per order

Kiosk

Road Show

Sponsorships


A sponsorship is supporting an activity with cash or consideration in return for satisfying specific marketing or corporate objectives






Sports Art Education Entertainment Community

In-film Advertising











Can be mutually beneficial for both parties. The brand and the film can both get enhanced on each other’s equity Taal - Coke, MTV award function, BPL-sponsored show Yaadein - Hero cycles, Paas paas Kaante - Thums Up James Bond – Omega, BMW, Reid & Taylor… And the list goes on…

Merchandising











Dispensers Stickers Posters Cardboard Cutouts Branded Racks Dump Bins Electronic Signboards Shelf Space Shelf Positioning Window Displays

Personal Selling


Personal selling is a person to person dialogue between a buyer and a seller. The purpose of the interaction is to provide information that may persuade the buyer to accept a point of view, to convince the buyer to take a specific course of action or to develop a customer relationship













Prospecting Appointment Preparation Ice Breaking Need Identification Presentation Negotiation Closing the Sale Processing the Order Follow Ups

Case: Acquaguard

Internet Marketing






Banners Keyword Search Email Pop Ups/Interstitials Sponsorships

Banners The first type of online ad, a rectangular strip that runs at the bottom or top of a webpage, often animated. Clicking on a banner takes you to a site. Great direct marketing and brand building tool for businesses.

They are busy and aggressive, often making them distracting to the person online.

Keyword Search


Currently the fastest growing venue for internet marketing


Search engines are now full-fledged media companies







A second browser window that opens while the web page downloads. Displays audio, video, and animation.

They have a 6% click through rate, making them more than worth while for businesses, as this is the highest rate out of any other form of online advertising.

For the computer user, they are unavoidable, intrusive, and they take time.

Email Advertisements often come in the form of Emails. • Highly targeted audience. • Response rates of 5% - 15% • It is cost effective for a business as customers are obtained and respond quickly

•JUNK MAIL!!!! •The average number of emails received per person from marketers is expected to multiple 40 times from 40 emails in 1999, to 1,612 in 2005

Sponsorships Sole advertising on a site or channel Branding targeted audience.

• They have a tendency to be ignored. • Viewers are skeptical of the objectivity of the information that they provide. • Lacks interactivity.

Word of Mouth Communication


Most powerful medium






Positive WOM





Interactive Perceived credibility of source Press releases

Negative WOM





Dissatisfied customers are likely to tell three times as many people as satisfied customers One third of dissatisfied customers seek redress. Two thirds simply boycott and complain to others

Evaluating an Integrated Marketing Communication Programme

Repurchase/Regular Use

Conative Stage Stage Conative

Trial Preference

Affective Stage Stage Affective Liking

Cognitive Stage Stage Cognitive

Knowledge Awareness

Repurchase/Regular Use

Conative Stage Trial Preference

Affective Stage

POP, Retail ads, Sales Promo, Price appeals Competitive ads, comparative ads

Liking

Image ads- status, glamour, visual appeals

Knowledge

Descriptive copy ads

Awareness

Teaser campaigns

Cognitive Stage

Controllable Communication
Marketer’s advertising
Marketer’s sales promotion
Marketer’s public relations
Marketer’s direct mktg
Packaging
Events
Toll free numbers
Company service

Uncontrollable Communication
Competitor’s advertising
Competitor’s sales promotion
Competitor’s public relations
Competitor’s direct mktg
Retailer’s signage
Retailer’s display
Media reports
Consumer comments
User’s experience
Retailer customer service




Database


All information regarding prospective and existing customers





Marketer needs to capture, store and attach the consumer response to the proper person or group in the database Marketer needs to analyze trends, changes in consumer behavior




Pre-campaign Testing


The marketer measures the mental networks of brands that the consumer has before designing the campaign







Awareness Knowledge Liking Preference Trial Purchase




Post campaign testing


The marketer measures the mental networks of his brand along with mental networks of other brands after releasing the campaign







Awareness Knowledge Liking Preference Trial Purchase

Measuring communication effectiveness Objectives

Measures

Awareness

Memory tests

Knowledge/Liking / Preference

Persuasion test

Trial

Direct response counts

Purchase

In market tests

Regular Use

In market tests/brand tracking