You are on page 1of 13

Introduction:

We are in the modern marketing age. Every thing has become very competitive and
tougher to achieve. There are too mush manufacturers, suppliers for a single product. So
the consumers or buyers have ample of options for choice their product. For satisfying
the customer, the marketers have to customize their product for delivering superior value
of the product. For retain the exiting customers and creating the prospective market, the
marketers have under take different IMC program. They have taken and implemented
customer oriented marketing strategy. For creating appeal in the mind of existing and
potential customers, marketers have to create very creative and mind-blowing
Advertisement. For effective communication, they are using different categories
celebrities. They are commonly using beautiful figure of young ladies for impress and
give emotional attachment in the mind of target customers.

The Evolution of Integrated Marketing Communication (IMC)

During the 1980s, many companies came to see the need for more of a strategic
integration of their promotional tools. The firms began moving towards the process of
integrated marketing communication (IMC), which involves coordinating the various
promotional elements and other marketing activities that communicate with a firm’s
customers. As marketers embraced the concepts of integrated marketing communications,
they began asking their ad agencies to coordinate the use of a variety of promotional tools
rather than relying primarily on media advertising agencies and use other types of
promotional specialists to develop and implement various components of their
promotional plans.
2

However, the advertising industry soon recognized that IMC was more than just a fad.
Terms such as new advertising, orchestration, and seamless communication were used to
describe the concept of integration. A task force from the American Association
Advertising Agencies (the “4As”) developed one of the first definitions of integrated
marketing communications.

Definition of IMC

A concept of marketing communications planning that recognizes the added value of a


comprehensive plan that evaluates the strategic role of variety of communication
disciplines for example, and public relation- and combines these disciplines to provide
clarity, consistency, and maximum communications impact.

Integrated Marketing Communications is a term used to describe a holistic approach to


marketing. It aims to ensure consistency of message and the complementary use of
media. The concept includes online and offline marketing channels. Online marketing
channels include any e-marketing campaigns or programs, from search engine
optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels
for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing
channels are traditional print (newspaper, magazine), mail order, public relations,
industry relations, billboard, radio, and television. A company develops its integrated
marketing communication programme using all the elements of the marketing mix
(product, price, place, and promotion).
3

Reasons for the Growing Importance of IMC

Several shifts in the advertising and media industry have caused IMC to develop into a
primary strategy for marketers:

• From media advertising to multiple forms of communication.

• From mass media to more specialized (niche) media, which are centered around
specific target audiences.

• From a manufacturer-dominated market to a retailer-dominated, consumer-


controlled market.

• From general-focus advertising and marketing to data-based marketing.

• From low agency accountability to greater agency accountability, particularly in


advertising.

• From traditional compensation to performance-based compensation (increased


sales or benefits to the company).

• From limited Internet access to 24/7 Internet availability and access to goods and
services.
4

Advertising is a non-personal form of promotion that is delivered through selected media


outlets that, under most circumstances, require the marketer to pay for message
placement. Advertising has long been viewed as a method of mass promotion in that a
single message can reach a large number of people. But, this mass promotion approach
presents problems since many exposed to an advertising message may not be within the
marketer’s target market, and thus, may be an inefficient use of promotional funds.
However, this is changing as new advertising technologies and the emergence of new
media outlets offer more options for targeted advertising.

Definition of Advertisement

“Advertising is typically paid communication through a non-personal medium in


which the sponsor is identified and the message is controlled.”

“Advertising is the communication of information about goods, services, or ideas


through various media, usually paid for by identified sponsors, to groups of people,
usually to persuade a segment of the population to buy goods, use services, accept
ideas, or otherwise change their behavior.”

However, it can also include variations, such as publicity, public relations, personal
selling, product placement, sponsorship, underwriting, and sales promotion. Major
advertisers are typically corporations, but may also include schools, the military, political
candidates, advocacy groups, churches, and other organizations that pay to have their
message delivered to an audience.
The media through which the message is delivered are varied: they include network and
cable TV, radio, magazines, newspapers, the internet, billboards, handmade signs, sky
writing, and bumper stickers; the list is almost endless.

Types of Advertising
• Consumer: Advertising of products or services sold to the general public.
Business-to-Business: When someone advertise products or services sold by one
business to another. This is also known as trade or industrial advertising.
5

Direct Response: Advertising that seeks to get the reader to take an action: fill out an
order form, call a sales representative, clip and use a coupon.

Forms of Advertising

• Print: This is an advertisement appearing in a newspaper, magazine, or


publication.
• Broadcast: These are advertisements seen/heard on radio and television. Also
known as commercials.
• Direct Mail: This form includes letters, sales brochures, catalogs, card packs, and
coupon mailers.
• Billboard: The majority of billboards are located on highways and in train
stations places where they are exposed to large amounts of consumers.

Importance of Advertisement

 Needs, wants, desire in human mind. To attract them, advertise make a


great opportunity.
 Advertisement is the way of communication.
 It reminds the product to the consumer frequently
 It describes the product in a different way. Eg. Picture of food product
represent food stall
 It persuades people.
 It creates brand equity
 It destroys Negative Image about products
 Advertisement maintains the stability of demand
 It helps to face competition
 Importantly it increases profit.

Functions of Advertisement

Some of the functions of advertising as a marketing tool are:


6

 To identify products and differentiate them from others


 To communicate information about a product, its features, and their benefits
 To persuade consumers to try a new product, and to suggest re-use

Importance of Selecting the Most Effective Communications Elements

The goal of selecting the elements of proposed integrated marketing communications is


to create a campaign that is effective and consistent across media platforms. Some
marketers may want only ads with the greatest breadth of appeal: the executions that,
when combined, provide the greatest number of attention-getting, branded, and
motivational moments. Others may only want ads with the greatest depth of appeal: the
ads with the greatest number of attention-getting, branded, and motivational points within
each.

Although integrated marketing communications is more than just an advertising


campaign, the bulk of marketing dollars is spent on the creation and distribution of
advertisements. Hence, the bulk of the research budget is also spent on these elements of
the campaign. Once the key marketing pieces have been tested, the researched elements
can then be applied to other contact points: letterhead, packaging, logistics, customer
service training, and more, to complete the IMC cycle.

THE FEMALE ROLE IN IMC


In recent years widespread attention has focused upon the roles portrayed by women in
advertisements. Considerable research has been conducted on this issue and, for the most
part, study findings have been disparaging of advertising. I n particular, advertising has
been criticized for presenting women as simple-minded, non-career oriented, and male-
7

dependent. Essentially, say the critics, advertising perpetuates archaic and distorted sex
role stereotypes.

While controversy over the occupational and social roles portrayed by women in
advertisements continues to simmer, there is a second, related phenomenon which may
possess even more long run significance both for marketing managers and society in
general. This is the trend toward increasing eroticism and nudity in advertisements.

Reasons behind the use of young beautiful lady in advertisements

To achieve the above objectives marketers are now developing creative advertisements to
increase awareness of the consumers and to increase their products sales and acceptance.
In preparing the ads they often use young beautiful lady in accordance to the concept and
product category. The reasons behind this are as follows –

1. Product for female:


There are some products which are only for female. For example lipsticks, nail polish,
ornaments, sharee , ladies outfits, toiletries and cosmetics are mainly used by female. So
its obvious that marketers will use female model for their advertisement.
8

2. Customer segmentation:
There are some product which are not for specifically female but female usually take
decision about these. For example baby product, detergents, toiletries & itinerants of
household, and foods are under high influence of female to consume the product. If the
advertise shows that a lady is buying & using the product for her family, then they may
convinced to buy & use the product.

3. Young beautiful lady as creative artists:


Young girls and females have the ability or power to create something new and
interesting. Creativeness is characterized by originality and expressiveness. Creative
persons are imaginative. Marketers are using the creative power of the young beautiful
ladies in making advertisement to promote their products or services.
9

4. Attractive face and out look attracts the interest of the customers.
Females are the symbol of beauty. So they can easily attract the customers. Young
beautiful ladies have the natural power to change the preset mind setup of the prospective
customers. All people like beauty. Marketers use the beauty of the young lady to
influence the customers towards their products.

5. Glamour
Glamour is the power or quality of attracting others. Glamour is rapidly growing for
several reasons. Advertisers have long linked sensuality with products. Simply put, a
glamorous model in an advertisement is intended to persuade consumers that if they buy
10

the product, they too will be like the model. Marketers use the glamour of the young lady
to persuade the consumers to use their brand of products.

6. Attractive figure and dress


Fashion is important to us because it's a means of self-expression--it enables us to say
something important to the world about who we are, or who we'd like to be. The clothes
we wear say things about us (intentional or not), even to people we don't talk with
directly. It addresses the fundamental human need to belong, to identify ourselves with a
group of others like us--whether it's a lifestyle, a religion, a profession, or an attitude.
Attractive figure and dress make a lady more attractive and influential to the customers.
Fashionable young lady thus are the first choice of the marketers to promote their
products or services by presenting them.

7. Creative activity
Young generation is full of core set of social skills & cultural competencies. Youth are
active, creative and ethical participants in the new culture. Moreover, young beautiful
ladies are attractive to the consumers and they can easily influence the consumers. Young
beautiful lady with creative activity, such as singing, dancing or modeling can express
their feeling to attract the consumers.
11

8. Eye motion
Beautiful eyes of a beautiful lady say many things to the audience. Eye motion of them
can motivate and change the motive of the consumers about the product or services.
Marketers use the benefit of this to promote their products to the customers.

9. Influential to people
Following characteristics of a young beautiful lady influence the people and change their
pre-setup perception about a product.

 Creative activity
 Attractive face and out look
 Attractive figure and dress
 Glamour
 Eye motion
12

Marketers use their power to attract the customers to promote their products through
advertisement.

Most Common Reasons behind Using Women in any IMC Program

There are different reasons behind using pretty women, beautiful body; Sexy poses etc. in
any IMC programs. Among the most prominent ones, some are depicted below
• Highly used for Shock Advertisement

• To grab instant attention of Men

• To make the Ad interesting

• Women are also moved by the presentation of other women in any Ads From a
fashion point of view

• Some products are subliminally affiliated with women and lust

• To gain differentiation in the ads.

• To beautify the Environment and for ornamentation reasons

More presentable and glamorous. There are also some reasons- some products
Have highly sexual involvement like-alcohol, cigarettes, condoms, sex pill etc.

Conclusion

Objectives of advertisement are to -


• Inform about the product
• Influence the customers
• Change the customer’s behavior
• Remind the product frequently
13

• Create goodwill
• Create brand equity
• Maintain stability of supply of product
• Increase profit
Marketers always try to create an effective and attractive advertisement to attract the
consumers to their products. In doing that they take the opportunity to capture the benefit
of advertisement by casting attractive, young and beautiful lady in the advertisements. By
presenting the young creative lady in an attractive way marketers or advertising agencies
achieve to their goal or objective. In conclusion, it must be included that, the presentation
of beautiful lady must in gentle and acceptable manner. If it can be ensured, the objective
of advertisement must bring the success.