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ͻ It is amazing to see how a nation that did not want to go to war was able to galvanise its
entire population to one focal point ʹ The War.
ͻ Every form of media that existed then had only one theme. Defeat the Axis Powers.
ͻ Every propaganda shaped the new attitude by teaching the Americans to hate Hitler and
mock Mussolini.
ͻ At a behavioral level, every American was taught the virtues of discipline, self denial and
personal responsibility.
ͻ Young men lined up to join the army, children carved the shapes of enemy aircrafts for
spotters training. Older men guarded the shores and patrolled the streets.
ͻ Popular culture was full of patriotic themes woven into comics.
ͻ Bulletin boards in classrooms, factories, offices, envelopes, billboards, cereal boxes ʹ every
moving image, printed surface or sound source went to war, just like lucky strike green.



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ͻ The war ended and home came the heroes. The age of denial and perseverance
was over.

ͻ The new age was of celebration. Of getting married, of having babies, of living the
dream, let͛s buy a car, a house, now let͛s buy everything.

ͻ Advertising was the hyperbole. It cheerlead all the wonderful things Americans
can have now and all the beautiful lives they can lead.
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ͻ Mass marketing was invented to sell theses standardized products to a set of

equally standardized undifferentiated set of people.
ͻ Michigan State University floated the 4P theory. A theory that was top-down.
ͻ The theory was product centric and not consumer centric
ͻ The manufacturer decided to make a product because he could, priced it to cover
cost and yield maximum profit, placed on store shelves through distribution chain
and advertised it shamelessly
ͻ Media too was mass driven. Television ruled the roost.
ͻ Advertising executives also looked at people as mindless, advertisements were
manipulative, formula based and condescending.
ͻ But it was paying off. So no one bothered.
 
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ͻ Alvin Toffler coined the term Demassification in his book ͚future shock͛. Which
went on to predict the breaking down of the social structure in times to come.
ͻ No one cared. Business was good, and growth was there. No one cared for the
receiver/consumer.
ͻ Al Ries and Jack trout floated the theory of positioning which said that most
marketing plans are conceived as if products existed in isolation.
ͻ The challenge thrown back by agencies and manufacturers was that we do
position our products. The reply was that manufacturers don͛t position a product,
consumers do
ͻ In 1970s John Naisbitt warned that consumer attitudes on social issues will affect
their purchasing behavior.
ͻ Till the 80s these were considered mere theories, with less takers.
 
 

ͻ As the 90s dawned, new realities started shaping the world.

ͻ Empowerment mean people not only chose what they wish to listen to, but they also talk
back and have the means to make themselves heard.

ͻ The young were moving away from the family, which encouraged personal independence
and individual thinking.

ͻ Media options were exploding. Network TV was declining, print was fragments with 11,400
magazines in circulation in 1990.

ͻ The collapse of mass media and changes in social culture shook the entire system on which
marketing and advertising was based on.

ͻ Rise of Internet was the biggest change the world saw. Information was just a click away.
 


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ͻ Several shifts in the advertising and media industry have caused IMC to develop
into a primary strategy for marketers:
ͻ From media advertising to multiple forms of communication.
ͻ From mass media to more specialized (niche) media, which are centered around
specific target audiences.
ͻ From a manufacturer-dominated market to a retailer-dominated, consumer-
controlled market.
ͻ From general-focus advertising and marketing to data-based marketing.
ͻ From low agency accountability to greater agency accountability, particularly in
advertising.
ͻ From traditional compensation to performance-based compensation (increased
sales or benefits to the company).
ͻ From limited Internet access to 24/7 Internet availability and access to goods and
services. - Wikipedia
 


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1. Decrease in Message Credibility

2. Decrease in of Cost of Database Marketing
3. Increase of Cost and decrease in effectiveness of mass media communications
4. Increase in mergers and acquisitions of marketing communication agencies
5. Increase in media and audience fragmentation
6. Increase in parity or ͚me-too͛ products
7. Shift of information technology
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Television
Billboard
Print




Corporate announcements
CSR




Ambience, Music, Light
Sales Staff, POS

  

Sponsorships
Sportsmen Management
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Web Engagement


Design and performance
Lines
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User reviews and experiences
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Write your own slides
Read textbook, surf net, use your own understanding.
Be creative, be interesting, be illustrative.
Don͛t be happy with your presentation till you are really.

Group of 3 x 7. Time: 5 minutes.

Compile all presentations in one folder and give it to me.
Dress well, be nice, be good. Believe in yourself
 



 
  

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ͻ A marketing tool that focuses on mass media like television, print, OOH
and radio.
ͻ It is an excellent tool to generate the highest brand awareness possible in
the shortest period of time amongst maximum people.
ͻ Since it involves both audio and visual stimulus, advertising is the most
dynamic way of conveying the brand message in an interesting way
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ͻ Broadcast Media
ʹ Television
ʹ Radio
ͻ Print Media
ʹ Magazine
ʹ Newspaper
ͻ OOH
ʹ Outdoor
ʹ In Store/POP
ʹ Transit
ͻ Miscellaneous
ʹ Movie Trailers, DVDs, Inserts etc.
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ͻ It is a form of communication that seeks to make use of publicity, word of

mouth and other non paid forms of channels to influence feelings,
opinions and beliefs about a company, its products or services to buyers,
prospects or other stake holders.
ͻ PR͛s foremost objective is to capture the attention of media and
consumers in a way that talking about your brand becomes entertaining,
fascinating and newsworthy.
ͻ PR͛s biggest advantage is that it has more credibility than advertising since
it is generated and spread by a third party ʹ media and/or the consumers
 
 
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ͻ Keep the firm or the brand in news

ͻ Builds firm or brand and consumer relationship
ͻ Provides extra value to the brand
ͻ Increase positive public opinion
ͻ Positively influence public policy decisions
ͻ Create pre-advertising and/or product launch buzz
ͻ Introduce and support a brand or product with minimal advertising
expenditure
ͻ Defend the firm and its brands or products.