IMC Tools

1. Advertising
2. Direct Marketing
3. Interactive /internet marketing
4. Sales Promotion
5. Publicity/ Public Relations
6. Personal Selling
7.
Advertising
Paid form of non personal
communication is normally
called advertisement
PSA or Public Service
Announcement is donated by
media
Non personal communication
means involvement of mass
media- TV, Radio, print
No opportunity for immediate
feed back
Importance of
advertisment
 Character of pervasiveness
 Vital for products that target mass
consumers
 Most cost effective way to reach large
audiences
 30 sec ad in 4 channels (US) reaches 6
million households
 Cost per thousand household in 2004 =
$19.85
 Pop shows like American Idol or
desperate hw reaches 25 to 30 million
viewers per week
Indian scene
Expenditure on IMC in India = Rs
200 million
Average 30 sec commercial on DD
reaches 4 million households
6 million can be reached if aired in
DD and 3 other channels
Average cost per thousand
household less than Rs 50/-
India-Pak cricket or Kaun Banega
Crorepati reached 15-20 million
households
Advertisement Gains
Build brand
Inform consumer
Build perception
Create differentiated image in
crowded market
Create the Basis for brand recall
Direct Marketing
Direct marketing one of the
fastest growth sectors in US
economy
Includes data base management,
direct selling, telemarketing,
direct response mails through
internet, or other ads
Eg: Tupperware, Discovery Toys,
Amway. Ell became market
leader
No distribution channel; direct
Direct Response
Advertising
Product promoted through ads
Consumers encouraged to buy
from manufacturer
Dual income, more money less
time to shop
Growth of credit cards,
Toll free numbers
Internet revolution
Database management
Interactive/Internet
marketing
Internet has brought about
revolution in communication
New media basic essence =
interactive
Text messaging contests : Frito
Lay Black Pepper Jack brand of
chips: creation of consumer
involvement
Data base creation and
generation of metrics

Sales Promotion
Extra incentive for sale
Consumer oriented – coupons,
rebates, offers etc ( short term
boost noticed)
Trade oriented- price deals, sales
contests trade shows
Consumer packaged goods 60-
70% promotional budget on
sales promotion
Decreasing brand loyalty and
Publicity
Publicity: nonpersonal
communications not directly
paid for
News reports, editorials ,
announcements etc
Credibility high
Costs low
Impact of negative publicity and
ways to counter it

PR
Managing public perception
through planned action
Publications
Sponsorship
Toyota creating jobs in the US!
CSR
Indian PR firms growing at 20%
annually
Personal Selling
Person to person direct
communication
Face to face
Phone calls
Customised sale possible
Instant tailoring of product
possible