Marketing Communication &

Advertising
NMIMS – IGNOU

Nagesh Pai,
 Course Modules

1. Basic concepts
2. Ad. Campaign planning and execution
3. Media Planning concepts
4. Marketing Communication Form
5. Ad. Agencies strategy
6. Case studies

Nagesh Pai,
 1. Basic concepts

1.1 Marketing Communication Process

(about the function)

1.2 Communication – Key Behavioral concepts

(about the audience)

1.3 Indian Media Scene (about the media environment)

Nagesh Pai, 1. Basic concepts

 Marcom Process- Importance

• Marcom , a subset of integrated marketing effort

• Most visible cue of the product – key identifier
• Always on the watchdog’s eye – Consumer
groups and Law
• Beyond visible advertising

Ref: Table 1 – roles of mkt commn

Nagesh Pai, 1.1 Basic concepts> Marcom Process

 Role of Marcom
• Marketer and consumer pair (Dyad)
– Marketer’s and consumer’s goal – the perfect marriage?
– Inform, Remind, Persuade
– Convert latent need to awareness and purchase (Newer
products)
– Consumer cynicism

• Marketer – Market Dyad

– Dealer communication
– Business 2 Business communication

• NGO and Social cause communication

1.1 Basic concepts> Marcom Process

Nagesh Pai,
 Concept of Marcom

• Dialogue between the buyer and seller – not just one way
• For a Marketer :
– Presenting stimuli
– Observe response from the TG
– Act upon them
– Continually find out new communication opportunities

“Firm is both sender and receiver of Market-

related communication”

Nagesh Pai, 1.1 Basic concepts> Marcom Process

 Model of Communication

• Functioning of Communication (figure 1)

• Marcom Process (figure 2)
• Misunderstanding in communication
– Source effect (perception of the source)
– Multiple channels, Similar message?
– Decoding error (Softdrink ad in Saudi)
– Communication noise
– Inadequate feedback

Ref: Figure 2, figure 3

Nagesh Pai, 1.1 Basic concepts> Marcom Process

 Promotion Mix

• Advertising v/s Publicity

• Personal selling – Advantages and limitations
• Sales Promotion
• Packaging

Ref: Figure 4, Table 2

Nagesh Pai, 1.1 Basic concepts> Marcom Process

 Consumer Behaviour

• Understanding and striking chord with your Target audience

• Consumer needs and Motivation

– What drives him? What are her aspirations?
– How does the product satisfy it?

• Consumer Personality and Psychographics

– Brand v/s customer personality
– Lifestyle statements
– Determination of objective & potency of campaign

Nagesh Pai, 1.2 Basic concepts> Marcom Process

 Consumer behaviour theories
• Consumer Perception
– “Perception is all there is”
– Examples – Pringles and Aircraft
– Selective exposure
– Selective attention

• Consumer learning
– Repetition – optimum frequency
– Stimulus discrimination
– Rehearsal and encoding
– Attitude
– Group behaviour

Nagesh Pai, 1.2 Basic concepts> Marcom Process

 Flashback
Doordarshan, Humlog,
Ramayan, Chitrahaar,
Sunday movies, He-man, AIR, Vividhbharati,
Spiderman, Samachaar Cibaca Geetmala,
Bournvita Quiz contest

Mera Parivaar
Hamara Bajaj!

Nagesh Pai,
 Today…..

Nagesh Pai,
 India Media Scenario

• Doordarshan age >>>> Cable and Satellite era

• Increasing channels across multiple Genres
• FM Radio
• Internet and Mobile
• Out-of-home

To get a critical mass of your audience, you now

need more and more media vehicles
(higher dispersion)

Nagesh Pai, 1.3 Basic concepts> Indian media scene

 Developments across media
• Press
– Publication and circulation growth
– FDI in press
• Television
– Evolution
– Growing ad revenues
• Radio
– Reach
– FM boom
• Cinema
– South concentration
– Multiplexes, Infilm, cobranding
• Outdoors
• Rural Media

Nagesh Pai, 1.3 Basic concepts> Indian media scene

 2: Ad. Campaign Planning and Comm. Strategy

• Planning Communication Strategy

• Campaign planning – Strategic and creative
• Creativity : Campaign planning and execution
• Advertising research
• Measuring Advertising effectiveness

Nagesh Pai, 2.4 Ad campaigh execn+ planning

 Communication strategy

• What is strategy?
– Knowing where you want to go
– Knowing how you are going to proceed

• Strategy & vision trickling down to final action

• Promotional strategy (ref fig 1, 2 )

Nagesh Pai, 2.4 Ad campaigh execn+ planning> communication strategy

 Campaign planning

• Objectives
– Brand awareness, sales promo, persuasion etc
• What you want to say? (Message design)
– The Product
– The People who will use it/ buy it
– USPs / differentiation
– Competitive arena
– Positioning (perception aspiration)

• How you want to say? (Message development through execution)

– Say it direct (central)
– Say it with cues (peripheral) eg: insurance, fire extinguisher etc

• Media specific considerations

Nagesh Pai, 2.5 Ad campaigh execn+ planning> campaign planning

 Creativity
• Creativity –
– Free and Independent
– Original act of personalities around the world
– State of mind with right blend of Rationality and imagination
– The perfectly tuned “violin”

• Why creativity?
– “we live in an overcommunicated world”
– To make our message stand apart and be remembered

• Cracking Creativity process and the personality

• Creative associations

Nagesh Pai, 2.6 Ad campaigh execn+ planning> creativity

 Cadbury’s Dairy Milk
Case study

Nagesh Pai,
 Advertising Research

• Monitoring of efficacy of advertising

• A basis for future course
• Categories
– Recall Measurement
– Attitude Measurement
– Brand Usage
– Pre-testing
– Post-testing
– Copy Testing
– Media research
– Custom Research

Nagesh Pai, 2.7 Ad campaigh execn+ planning> Ad. Research

 Measuring Parameters
• Awareness
– Open and close-ended questions
– Check list questions
– Rating scales

• Recall
– Aided Recall
– Unaided Recall

• Attitudes
– Perception measurements
– Measuring scales

• Frequency of usage

Nagesh Pai, 2.8 Ad campaigh execn+ planning> measurement

 Advertising Research
• Copy Testing
– Qualitative research on focus group
– Audience impression : open ended questions
– Adjective checklists
– Physiological measures – body parameters

• Syndicated and Custom research

– TVR data
– Readership surveys and ABC circulation data
- Customized tests

Nagesh Pai, 2.8 Ad campaigh execn+ planning> Ad. Research

 Measuring Advertising effectiveness
• Evaluate result against objectives
– Objectives need not be necessarily sales

• Issues in Advertising
– Advertising effects are more subtle
– Effect accrued over time
– Multiple variables
– Short attention spans and memory of respondents

Nagesh Pai, 2.8 Ad campaigh execn+ planning> Ad. Research

 Awareness pyramid

Sales

Preference

Liking and attitude

Recall

Awareness

Nagesh Pai, 2.8 Ad campaigh execn+ planning> Ad. Research

 3. Media Planning Concepts

• Concepts, Characteristics and Issues in Media

Planning
• Media Selection, Planning and Scheduling
• Internet as an Emerging Advertising Medium

Nagesh Pai, 3.9 Media Planning

 Advertising objectives

• Brand Objectives
– Brand Growth (launch)
– Brand Share Maintenance
– Protection from competition

• Role of Advertising
– Vehicle of direct impact
– Evoking curiosity from customers
– Link between customer needs and communication
– Modify attitudes
– Reinforce the attitudes

Nagesh Pai, 3.9 Media Planning

 Characteristics of various media
• Television
– Audio visual appeal
– High reach
– High absolute cost /low cost per contact
– Broadbased – not fit for localized impact
– Shorter message span

• Radio
– Remote reach
– Higher frequency possible
– Localized impact (works well with activations)
– Good support / reminder medium

Nagesh Pai, 3.9 Media Planning

 Characteristics of various media

• Newspaper
– Immediacy – Announcement value
– Geographic flexibility
– More detailed communication possible
– Limited by literacy
– Short lifespan

• Magazine
– Niche audience
– Longer shelf life
– More readers per copy
– Innovations are effective

Nagesh Pai, 3.9 Media Planning

 Characteristics of media
• Out – of – home
– Outdoors
– POPs
– Cinema

• Internet and Mobile

Nagesh Pai, 3.9 Media Planning

 Media Planning
• Creative Advantages and Disadvantages (ref table 9.6)

• Media Options
– Medium as a Medium
– Medium as a vehicle
– Medium as a Message

Nagesh Pai, 3.9 Media Planning

 Media Selection
• Media environment
– Nature of medium (genre)
– Context of use
– Ways of using it

• Physical Characteristics
• Exposure & Effectiveness
• Media Choices – Reach and flexibility
• Brand & Media personality (right ambience)
• Brand Appeal vs media
– Sensory
– Rational
– Emotive

Nagesh Pai, 3.9 Media Planning

 Media Planning : A Process

• When? – Timing of the Ad

• Which? – Selection of Media
• How? – Coordination & Operations
• How Much? - Budgeting

Nagesh Pai,
 Media Objective Parameters

• Target Audience Definition

• Geographic Concentration
• Timing Considerations
• Reach, frequency
• Creative Requirement

Nagesh Pai,
 Scheduling

• Steady Pulse
• Seasonal Pulse
• Period Pulse
• Erratic Pulse
• Start up pulse
• Promotional Pulse

• Reach, Frequency and continuity

• National Plan, Key Market plan, Skim plan

Nagesh Pai,
 Media Strategy and Plan structure

• Media Strategy
– Media Mix
– Usage of Media
– Geographic Allocation
– Scheduling strategy

• Media Plan
– Media Vehicle Selection
– Media Plan and costing
– Media activity schedule

Nagesh Pai,
 Internet – The sunrise medium

• 1.39 M users in 1999 – today around 50 M+ users in

India
• Questions regarding Internet advertising
– Cost structure
– Interactivity and its effects
– Measurement (analytics)

• Optimizing creatives for the Internet

• A word on social networking and Web 2.0

Nagesh Pai,
 4. Marketing Communication Forms

• Managing Sales Promotion

• Direct Marketing
• Publicity and Public Relations
• Social Marketing communication

Nagesh Pai,
 Managing Sales Promotions
• Promotions
– To Customers
– To Distributors
– To Sales force

• Objectives
– Induce trials and adoption of new product
– Stabilize fluctuating sales (seasonal slumps)
– Move out slow products faster (spl. Perishable)
– Stock clearance (before launch of upgrade)
– Combat Competition
– Build Goodwill during festivities
– Build Product visibility
– Boost the trader’s moral

Nagesh Pai,
 Consumer promotions
• Scheme Selection
– Not easily imitable
– Should be easily encashable by customers
– Ensure availability of stock well in advance

• Scheme Execution
– Geographic consideration (prevent leakage)
– Involving local forces

• Promoting the promotion

• Followup and monitoring

Nagesh Pai,
 Consumer contest

• Contest and General Sales promo

• Type of contest
• Prize Schedule
• Advertising and promotion for the contest
• Consumer contest rules (pepsi ad)

Nagesh Pai,
 Trade Promotions

• Match Schemes with capability for different distributor levels

• Schemes shouldn’t encourage traders to mis-sell
• Booking of shelf- space well in advance (non-exclusive channels)
• Gifts should have good brands and utility
• Offer support like POP etc to promising dealers
• Help large retail dealers with their own schemes
• MRTP act on discounts.

Nagesh Pai,
 Managing Sales promos

• Sales incentives and rewards

– Increase sales per salesperson
– Boost their morale
– Launch as well as revival of old products

• Organizing the contest

– Fun theme
– Clear rules
– Participation
– Promotion

Nagesh Pai,
 Heinz Goldman’s Don’ts of a sales promo

• Don’t reward just one person

• Don’t set goals too high
• Don’t start the contests towards the end of year
• Don’t use sales volume alone as the parameter
• Don’t use the same prizes for every contest
• Don’t include just sales people in the contest
• Don’t let the sales contest become a guessing game (clear purpose)
• Don’t look for “fair” or a “just” contest

Nagesh Pai,
 Sales promos in Services
• Options available – Broader service line more challenging
• Can be linked with usage levels (frequent flyers, loyalty schemes)
• Consumer response may not be linear to % discount
• Joint promos possible (airdeccan and cleartrip)
• Promos are easily imitable
• Price sensitivity
• Undiscounted price is then perceived as “inflated”

Nagesh Pai,
 Sales Promo evaluation

• Pre-testing
• Testing during the promo
• Post – testing
• Value of sales promo evaluation
• Role of Salesforce

Nagesh Pai,
 Direct Marketing

• “Eliminate the Middleman”

• Interactive – one on one communication with the customer
• One or more advertising media
• Measurable response
• Transaction at any location
• Direct mail, mail order, response
• “As on TV”, Catalogs and infomercials
• Steps in DM
– Isolate your customer (“you have been chosen”)
– Building a continual relationship
– Build a profitable relationship

Nagesh Pai,
 Direct marketing

• Direct marketing popularly used by

– Educational and health institutions
– Pharmaceuticals
– Religious and Charitable orgns
– Theater groups and universities

• Direct marketed products should be

– Unique in function and should be available only through direct channels
(eureka forbes, Quantum Mutual fund, Dell computers)
– Unusual – Stand apart from the usual market stuff
– Universal – repeat business

Nagesh Pai,
 Direct sales and Lead generation

• Direct sales – One step

– Customer directly sees the communication and commits purchase
– Mailback coupons
– Catalogues
– TV infomercials
– Catalogues evolving with editorial content (MyWorld mag)

• Lead generation
– Usually for high value goods
– Qualifying leads and then graduating them to sales

Nagesh Pai,
 Media for Direct Marketing

• Print Media
– Size of the ad
– Colour
– The responsive device
– Advertising environment

• Broadcast media

• Telemarketing support

Nagesh Pai,