Integrated Marketing Communication

By: Mohammad Amir

Integrated Marketing Communication

Objectives

Know the tools of the marketing communications mix Understand the process and advantages of integrated marketing communications Learn the steps in developing effective marketing communications Understand methods for setting promotional budgets and the factors that affect the design of the promotion mix The understanding of IMC with reference to India context with examples: Incredible India, Hero MotoCorp

Definition
Marketing Communications Mix The specific mix of advertising, public relations, direct marketing, Events, sales promotion, & personal selling a company uses to pursue its advertising and marketing objectives in line with organizational objectives.

Integrated Marketing Comm.

The Marketing Communications Environment is Changing: Mass markets have fragmented, causing marketers to shift away from mass marketing Media fragmentation is increasing as well Improvements in information technology are facilitating segmentation As technology grows marketing communication grows with it.Technology has shaped the way communication is dealt

Integrated Marketing Comm.

The Need for Integrated Marketing Communications Conflicting messages from different sources or promotional approaches can confuse company or brand images Each brand contact will deliver a message and their impact can be positive, negative or neutral on the consumer. Therefore, the company needs to deliver a consistent positive message at all contact points.

Integrated Marketing Comm.

The Need for Integrated Marketing Communications All these are possible only when organizations develop strategy.
The Web alone cannot be used to build brands; brand awareness
potential is limited. Best bet is to wed traditional branding efforts with the interactivity

total

marketing

communications

and service capabilities of online communications.

Web efforts can enhance relationships

Integrated Marketing Comm.

Integrated Marketing Communications The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the

organization and its products

Thomas Cook change in positioning from The

holidaywallas to smooth travel.

Importance of Marketing Comm.

Behavior Modification
Objective to inform

Objective to persuade
Objective to remind

Point of Purchase Internet/ Interactive Media

IMCAudience Contact Points Public Publicity Packaging

Relations

Direct Mail

Marketing Communications Audience

Direct Response Sales Promotion

Print Media

Broadcast Media

Outdoor

Events

Traditional Approach to Marketing Comm.

Point of Purchase Special Events
Public Relations Direct Marketing

Publicity
Media Advertising

Sales Promotion

Packaging Direct Response Interactive Marketing

Contemporary IMC Approach

Packaging Sales Promotion Direct Response

Point of Purchase Publicity

Media Advertising

Public Relations

Interactive Marketing

Direct Marketing

Special Events

Media Advertising
Mass Media Manufacturer Dominance General Focus Low Agency Accountability Traditional Compensation Limited Internet Availability

Multiple Forms of Communication

Specialized Media Retailer Dominance Data Based Marketing Greater Agency Accountability Performance Based Compensation Widespread Internet Availability

Three Reasons for IMC

Media Explosion

Consumers Takeover

Branding is everything

14

IMC and Branding

Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumers mind. IMC plays a major role in the process of developing and sustaining brand identity and equity.

MAJOR OBJECTIVES OF MARKETING COMMUNICATIONS

Informing

Persuading

Reminding

Integrated Marketing Comm.

17

Marketing Communication
An effective communication should fit into the learning of the consumers through shaping desired Selective Perception of consumer :
Selective Exposure Selective Attention

Selective Comprehension
Selective Retention

4PS v/s 4 CS
Not Product but Customer
Not Price but Cost Not Place but Convenience Not Promotion but Communication

Above the Line Activities

Print Media - Hoardings, Posters, Newspapers, Magazines, Brochures, Banners, Catalogues, Leaflets, Logos, Prospectuses, Stickers, Leaflets, Glow Signs, Mailers, Folders, Calendars, Danglers, Diaries, Branded Merchandise Electronic Media-TVCs, Radio, Cinema, Website Development, Internet Marketing (SEO, SMO, PPC, Affiliate Marketing), Corporate Presentations, Mobile Ads, Apps etc

Below the Line Activities

Outdoor Activities - Brand Promotions, Kiosk Activities, Product Launches, Road Shows, Mall Activities, CRM Programs Off-Site Activities - Theme Parties, Celebrity Nights, Fashion Shows, Get Togethers, Award Ceremonies, Live Concerts Public Relations - Press Conferences, Dealers Meet, Press Releases, Media Relations Activities, Trade Fairs, Exhibitions

Below the Line Activities

Corporate Events - Seminars, Team Building Sessions, Inaugurations Rural Promotions and Awareness Campaigns Exhibition Stall - Design, Construction & Execution

 A "Kiosk" by definition is a small stand-alone unit that performs a specific function, generally without management intervention and are generally intended to provide information to those that use it. Kiosks are generally small, mobile, and are designed to help the consumer find information and they can be strategically placed anywhere you wish to have a presence but cannot or do not wish to have a person staff the location.

Kiosk

Kiosk
Kiosks can be as simple as an information center designed to hold brochures or as complicated as a computer terminal designed to collect and distribute information. On one end, an ATM is an example of a sophisticated interactive kiosk with high security.

Kiosk: Purpose
Designed to deliver or collect information to the consumer in the absence of a human. Go wherever they are needed and stay there as long as you want them there.

Kiosk functions
Want to do is distribute written information or brochures, a simple kiosk will attractively display this information in a way that consumers can easily find what they are looking for. Interactive kiosks can be coupled with computers and touch screens to allow the consumer to see videos, get a visual perspective of the kinds of services

The Communication Process

Communications efforts should be viewed from the perspective of managing customer relationships over time. The communication process begins with an audit of all potential contacts. Effective communication requires knowledge of how communication works.

The Communication Process

Sender Message Media Receiver Feedback Noise

Developing Effective Comm.

Step 1: Identifying the Target Audience Affects decisions related to What How When where message will be said who will say it

 Step 2: Determining Communication Objectives

Six buyer readiness stages

Developing Effective Comm.

Awareness Knowledge

Liking
Preference Conviction Purchase

Developing Effective Comm.

Step 3: Designing a Message AIDA framework guides message design Message content contains appeals or themes designed to produce desired results Rational appeals: Information, Long Life, High Quality, Low Price, Performance, Ease of use, Economy Emotional appeals: Love, pride, joy, humor, fear, guilt, shame Moral appeals: Sense of right or wrong, adult literacy, Aircel save the tiger, pulse polio campaign, prohibition of tobacco, dont drink and drive.

15 - 31

Developing Effective Comm.

Step 3: Designing a Message Message Structure: Key decisions are required with

respect to three message structure issues:

Whether or not to draw a conclusion One-sided vs. two-sided argument Order of argument presentation Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.
15 - 32

Developing Effective Comm.

Step 4: Choosing Media Personal communication channels Includes face-to-face, phone, mail, and Internet chat communications

Word-of-mouth influence is often critical

Buzz marketing cultivates opinion leaders Non-personal communication channels Includes media, atmosphere, and events
15 - 33

Developing Effective Comm.

Step 5: Selecting the Message Source

Highly credible sources are more persuasive: Brand

Endorsement- Amitabh Bachchan, Shah Rukh Khan, Aamir Khan. A poor spokesperson can tarnish a brand: Tiger Woods. Step 6: Collecting Feedback Recognition, recall, and behavioral measures are assessed May suggest changes in product/promotion

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A/V of Hero MotoCorp http://www.youtube.com/watch?v=sdB--qD5lsY

A/V of Incredible India http://www.youtube.com/watch?v=rNWeBVBq o2c

The Marketing Plan 1. A detailed situation analysis

2. Specific marketing objectives 3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

37

Unit II ADVERTISING: Strategic Implications

Defining Advertising
The non-personal communication of

information

usually

paid

for

&

usually

persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arenes 1996) Any paid form of non-personal communication -

Advertising in Yester Years: Japanese Flyer

History of Advertising

January 29, 1780 First Indian Newspaper (weekly)

Breakthrough: 1941

Who is She?

Independence
Pre Independence Post Independence

Timeline Bharti 1957 Vividh of Television in India 1959 Television broadcasting began in Delhi as a part of AIR 1965 Regular transmission of TV began 1967 First Commercial on Vividh Bharti 1976 Launch of Doordarshan after split from AIR 1977 First Commercial on TV 1982 Asiad Games in New Delhi, Colour TV sets introduced in India 1983 World Cup Cricket in UK

Advertising in India

Advertising in India

Advertising in India

Satellite Television 1991

Types of Advertising - Print Advertising

Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. It is a paid form of advertising

 Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the

Outdoor Advertising

customers outdoors.
The most common examples of outdoor advertising are billboards, kiosk, and also several events and tradeshows organized by the company.

Outdoor Advertising

Outdoor Advertising

Broadcast advertising
Broadcast advertising is a very popular advertising medium that constitutes of several branches like television and radio. This is a form of advertising that seeks to attract the masses at once

Covert a unique kind of Covert advertising isAdvertising advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. Chak De Mc Donalds, James Bond Movies Aston Martin, Yadein: Pass Pass, Dhoom: Hayabusa, Baghban: ICICI Bank, Zindagi Na Mile Dobara: Spain, BodyGaurd - Tupperware There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show.

Covert Advertising

 Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare. Ex: NACO for HIV/AIDS prevention, Child Education, Dont Drink and Drive, Aircel Save the tiger, Save the girl child, Prevention of atrocities against women.

Public Service Advertising

Celebrity Advertising
Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

Teaser Advertising the public Brief advertisement designed to tease

by offering only bits of information without revealing either the sponsor of the ad or the product being advertised.

Teaser ads are the frontrunners of an advertising campaign, and their purpose is to arouse curiosity and get attention for the campaign that follows. Ex. Sunsilk Shampoo advertisement in newspaper

 In this effects are not classified. Humour, exaggeration and other trick devices are employed to capture attention. TVS Wego Scooters, Onida TV, Snapdeals.com, ads which target kids. It has been mostly found that the customers mostly relate to this form of advertising easily.

Gimmick Advertising

INTERNET ADVERTISING
Social networking sites: Facebook.com

Video sharing portals: youtube.com

Websites: flags and columns

Aerial Advertising

Transit Advertising

Yellow Pages Advertising

Types of Advertising Advertising in Movie Theaters

Usually shown in the beginning and at intervals

In Flight Advertising
Usually in low cost carriers

Surrogate Advertising

Airport Advertising - Backlit Translites

Airport Advertising - Show Window

Airport Advertising - Pillar sites

Airport Advertising - Pole Kiosks

Airport Advertising - Baggage Trolleys

Airport Advertising - Aero-Bridges

A-I-D-A Attention Interest Desire Action

Model

AIDA
Often called the 'Hierarchy of Effects', AIDA describes the basic process by which people become motivated to act on external stimulus, including the way that successful selling happens and sales are made. The AIDA process also applies to any advertising or communication that aims to generate a response, and it provides a reliable template for the design of all sorts of marketing material.

A-I-D-A Model
Simply, when we buy something we buy according to the AIDA process. So when we sell something we must sell go through the AIDA stages. Something first gets our attention. If it's relevant to us we are interested to learn or hear more about it. If the product or service then appears to closely match our needs and/or aspirations, and resources, particularly if it is special, unique, or rare, we begin to desire it. If we are prompted or stimulated to overcome our natural caution we may then become motivated or susceptible to taking action to buy.

Attention Getting the other person's attention sets the tone: first impressions count , so smile - even on the phone because people can hear it in your voice - be happy (but not annoyingly so) be natural, honest and professional. Getting attention is more difficult than it used to be, because people are less accessible, have less free time, and lots of competing distractions, so think about when it's best to call. Gimmicks, tricks and crafty techniques don't work, because your prospective customers - like the rest of us - are irritated by hundreds of them every day. If you are calling on the phone or meeting face-to-face you have about five seconds to attract attention, by which time the other person has formed their first impression of you. Despite the time pressure, relax and enjoy it - expect mostly to be told 'no thanks' - but remember that every 'no' takes you closer to the next 'okay'.

A-I-D-A Model

Interest You now have maybe 5-15 seconds in which to create some interest. Something begins to look interesting if it is relevant and potentially advantageous. This implies a lot: The person you are approaching should have a potential need for your product or service or proposition (which implies that you or somebody else has established a target customer profile). You must approach the other person at a suitable time (ie it's convenient, and that aspects of seasonality and other factors affecting timing have been taken into account) You must empathize with and understand the other person's situation and issues, and be able to express yourself in their terms (ie talk their language).

A-I-D-A Model

A-I-D-A Model
Desire The sales person needs to be able to identify and agree the prospect's situation, needs, priorities and constraints on personal and organizational levels, through empathic questioning and interpretation. build rapport and trust, and a preparedness in the prospect's mind to do business You must understand your competitors' capabilities and your prospect's other options. You must obviously understand your product (specification, options, features, advantages, and benefits), and particularly all relevance and implications for your prospect. The key is being able to demonstrate how you, your own organization and your product will suitably, reliably and sustainably 'match' the prospect's needs identified and agreed, within all constraints.

A-I-D-A Model
Action Simply the conversion of potential into actuality, to achieve or move closer to whatever is the aim. Natural inertia and caution often dictate that clear opportunities are not acted upon, particularly by purchasers of all sorts, so the sales person must suggest, or encourage agreement to move to complete the sale or move to the next stage. The better the preceding three stages have been conducted, then the less emphasis is required for the action stage; in fact on a few rare occasions in the history of the universe, a sale is so well conducted that the prospect decides to take action without any encouragement at all.

Advertising Budget
This is the translation of advertising plan into money. It includes a large body of information embracing product facts and competitive situation Methods Profit Maximization

Advertising as a percentage of sales

Competitive parity method Objective and task method

Setting the Promotional Budget

Profit maximization method
Budget is set at a level from which a company can earn maximum profit

Percentage-of-Sales Method
Past or forecasted sales may be used

Competitive-Parity Method
Budget matches competitors outlays

Setting the Promotional Budget

Objective-and-Task Method
Specific objectives are defined

Tasks required to achieve objectives are determined

Costs of performing tasks are estimated, then summed to create the promotional budget Monitor and reevaluate objectives

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Chapter 3 - Sales Promotion and Merchandising

Sales Promotion & Merchandising

1. Define the terms sales promotion and merchandising. 2. Explain the six roles of sales promotion and merchandising.

3. Describe the steps involved in developing a sales promotion

and merchandising plan. 4. Explain the difference between special communication methods and special-offer promotions. 5. List the various sales promotion techniques available.

6. Explain the role and advantages of each sales promotion

technique.

What is Sales Promotion?

Sales promotion are the short term initiatives from the side of the companies to boost up their sales. Sales promotions can be directed at either the customer or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted

at retailers and wholesale are called trade sales

promotions.

Role of Sales Promotion and Merchandising

1. Getting customers to try a new service or menu item.

2.
3.

Increasing off-peak sales.

Increasing sales in periods that coincide with major events, vacations, or special occasions.

4. 5.

Encouraging intermediaries to make an effort to sell services. Helping sales representatives get business from prospects.

Steps in Developing a Sales Promotion and Merchandising Plan

1. Set sales promotion and merchandising objectives.

2. Choose between in-house advertising or agency development.

3. Establish a tentative sales promotion and merchandising

budget.
4. Consider cooperative sales promotions. 5. Select sales promotion and merchandising techniques.

Steps in Developing a Sales Promotion and Merchandising Plan

6. Select media for distributing promotions.
7. Decide on timing of sales promotions and merchandising. 8. Pretest sales promotions and merchandising. 9. Prepare final sales promotion and merchandising plan and budget.

10. Measure and evaluate sales promotion and merchandising

success.

Difference between Special Communication and Special Offer Promotions

Special communication methods: Give the promoter additional

options of communicating with potential customers and business associates

Special-offer promotions: Short-term inducements given to

customers, trade intermediaries, and sales representatives. Generally, some type of action must take place from the potential customer.

Special Communication Methods

a. Specialty advertising b. Sampling: Shampoos, Beauty care c. Trade shows and exhibitions d. Point-of-purchase materials e. Point-of-purchase demonstrations displays and other merchandising

f. Educational seminars and training programs

g. Visual aids for sales representatives and customers

Special-Offer Promotions
a. Coupons: Dominos, Fun Flips, Kids Snacks, Coupons on SMS, used for future purchase b. Price-offs: MRP Rs. 1000 you pay Rs. 799. c. Premiums: Free toy, buy a DVD player & get 10 movie DVDs d. Contests, sweepstakes, and games: Contest during games, Sweepstakes during Dubai shopping festival, Travel Games Canada Tourism Jannat Campaign e. Recognition programs f. Continuity programs: Airlines, Hotels have frequent fliers programs and loyalty points schemes

Reason for Increase in Sales Competition Promotions

Declining Brand Loyalty Increased promotional sensitivity Brand Proliferation Fragmentation of Consumer Market

Meeting sales target within the given time

period (Monthly/Quarterly/Yearly targets)

Product Launch of Big Cola

 Peruvian multi-national Aje group Head offices are based in Peru. In contrast to its competitors, the companys strategy focuses more heavily on attaining maximum distribution intensity and strong distribution channels. In addition, the company sells its products at a significantly lower price than the competitors. This price advantage is generally as much as 20 or 25%.

About Aje Group

 December 2010 - The Peruvian company introduced Big Cola at an invitation price of Rs18 for a 535ml PET bottle in Mumbai, Pune and Surat. Pepsi and Coke sell the similar pack size cola for Rs23. Prepare an event campaign for the launch of Big Cola in Delhi/NCR. Include ATL and BTL activities in the product launch plan.

Product Launch of Big Cola

Special Communications Methods

Roles and Advantages

SpecialtyRole: Advertising
Free items given to potential customers or trade intermediaries. Ex. Ball pens, t-shirts, caps, mugs, key rings, calendars.

Advantage: Flexibility of use, low cost involved.

Role: Giving away free samples of items to encourage sales, or arranging in some way for people to try all or part of a service.

Sampling

Advantage: Gives the recipient a first-hand look at the product and encourage future sales if the recipient is pleased with the services offered.

Trade Show Exhibits

Role: Bringing together all parts of the industry (suppliers, carriers, intermediaries, and destination marketing organizations) at one location to show-off their services. Advantage: They offer the exhibitor a highly specialized target audience and an efficient alternative to making sales calls to thousand of prospects.

Point-of-Purchase Displays and Other Merchandising Materials

Role: Used at the point of purchase.

Advantage: Keeps image of service/product in the minds of its customers longer.

Point-of-Purchase Demonstrations
Role: Provides the customer with up-to-date and current sales promotions while visiting retail outlet/mall. Advantage: Entices and encourages patrons to purchase a service on the spot.

Educational Seminars and Training Programs

Role: The primary objective is to pass on more detailed information and to help intermediaries sell services to clients. Workshops for surgeons/doctors by surgical equipment company/pharmaceutical companies. Advantage: They offer the sponsor a highly targeted and influential audience.

Special Offers
Roles and Advantages

Coupons
Role: Vouchers entitle customers or intermediaries to a reduced price on the couponed service or

services.
Advantage: Coupons deliver greater value in the form of a price reduction to the consumer, thus creating more potential customers in the future. Coupons may be

applicable on purchase on some specific variant,

size and some specific duration only.

Price-Offs Role: A price reduction that does not involve using a coupon. Advantage: These are popular because they can be introduced almost immediately.

Premiums

Role: Products items that are offered at a reduced price or free with the purchase of services or products. Advantage: When consistent with the sponsors image (position) and target market, the potential for sales increases are great.

Contests, Sweepstakes, Games

Role: Contests are sales promotions where entrants win prizes based on some required skill that they are asked to demonstrate. It can be quiz contest as well. Contests during cricket and football matches on TV.
Sweepstakes are sales promotions that require entrants to submit their names and addresses. Dubai Shopping Festival, Readers Digest.

Games are sales promotion events similar to sweepstakes, but they involve using game pieces. Canada Tourism Jannat Campaign

Contests, Sweepstakes, Games

Advantages:
Increases advertising readership helpful in communicating key benefits good at elevating awareness of the sponsors services.

http://jannat.canada.travel/

Trade Inducements

Role: Specialty advertising items, foreign trips, sweepstakes, and educational seminars.

Advantage: Promotes the product/service to trade intermediaries and or potential consumers in order to increase awareness of this product/service so that increased sales are eminent.

Recognition Programs
Role: Offers awards to trade intermediaries, sales representatives, or customers for achieving or providing certain levels of sales or business. Advantage: Increases the use of the sponsors services and often increases future sales goals.

Continuity Programs
Role: Sales purchases that require people to make several purchases, sometimes over a long-term period of time. Advantage: Increases the partnerships in marketing hospitality and travel with other industries services, stimulates more frequent purchases and or builds long-term loyalty for a company or brand.

Gift Certificates

Role:
Appreciation Certificates with/without gift vouchers given away by company to customers and business associates. Advantage: Encourages recipients to try the services thus inevitably increases

awareness of the service and future Sales and spread favourable

word-of-mouth.

Trade Oriented promotions

Trade oriented promotion

1.Point-of-Purchase Displays 2.Advertising Support Programs 3.Short Term Allowances (Trade Allowances) 4.Sales Incentives or Push Money

5.Promotional Products 6.Trade Shows 7.Training Programmes

Point-of Purchases Displays

Point of purchase (POP) displays allow products to be prominently presented, often in high traffic areas, and thereby increase the probability the product will standout.

POP displays come in many styles, though the most popular are
ones allowing a product to stand alone, such as in the middle of a store aisle or sit at the end of an aisle (i.e., end-cap) where it will be exposed to heavy customer traffic.

Point-of Purchases Displays

For channel partners, POP displays can result in significant sales increases compared to sales levels in a normal shelf position. Also, many marketers will lower the per-unit cost of products in the POP display as an incentive for retailers to agree to include the display in their stores.

Advertising Support Programs

In addition to offering promotional support in the form of physical displays, marketers can attract channel members interest by offering financial assistance in the form of advertising money.

These funds are often directed to retailers who then include the
companys products in their advertising. In certain cases the marketer will offer to pay the entire cost of advertising, but more often, the marketer offers partial support known as co-op advertising funds.

Trade Allowances
This promotion offers channel partners price breaks for agreeing to stock the product. In most cases the allowance is not only given as encouragement to purchase the product but also as an inducement to promote the product in other ways such as by offering attractive shelf space or store location, highlighting the product in companyproduced advertising or website display, or by agreeing to have the retailers sales personnel talk-up the product to customers. Allowances can be in the form price reductions (a.k.a. off-invoice promotion) and buy-back guarantees if the product does not sell in certain period of time.

Incentives
Since sales promotions are intended to stimulate activity that leads to meeting promotional objectives, it makes sense that these can also apply to those in a channel members organization who also affect sales. Thus, a marketer may offer

sales promotions to their resellers sales force and customer

service staff where they are used as incentives to help sell more of the marketers product. Sometimes called push money, these promotions typically offer employees cash or prizes, such as trips, for those that meet sales requirements.

Promotional Products
Among the most widely used methods of sales promotions is

the promotional product; products labeled with the brand or

company name that serve as reminders of the actual product. For instance, companies often hand out free calendars, coffee cups and pens that contain the product logo.

Trade Shows
The industry trade show (a.k.a. exhibitions, conventions). Trade shows are organized events that bring both industry buyers and sellers together in one central location. Spending on trade shows is one of the highest of all sales promotions. Marketers are attracted to trade shows since these offer the opportunity to reach a large number of potential buyers in one convenient setting. At these events most sellers attempt to capture the attention of buyers by setting up a display area to present their product offerings and meet with potential customers. These displays can range from a single table covering a small area to erecting specially built display booths that dominate the trade show floor.

Training Programmes
Trade sales promotions professionals are trained in a variety of

ways.
Education:Most companies favor candidates with a bachelor's degree when hiring trade sales promotions professionals. While in college, aspiring trade sales promotions professionals tend to focus on subjects such as marketing, advertising, sales, communications and business.

 Certification: Certification programs provide trade sales promotions professionals with an additional form of training, and can sometimes result in advancement. Certification is available through professional marketing groups and online courses, and can be completed in one day to a few weeks. Many of these programs involve instruction, study materials and testing.

Training Programmes

Sales promotion strategies

Push strategy: trade promotions and personal selling efforts to push the product through the distribution channels. Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products. Combination Strategy

Chapter 4 - Direct Marketing

Direct Marketing
Direct marketing - Direct communications with carefully targeted individual consumers to obtain a positive response and cultivate lasting or enduring customer relationships. Direct marketing usually is carried out through telephone (telemarketing and telesales), direct mail (brochures, catalogs, flyers), directresponse broadcast advertising (television & radio), online computer shopping, and cable television infomercials and home shopping networks.

Direct Response Advertising

Communicating with potential buyers through television, radio, magazines, and newspapers. The prospective consumer watches, hears, or reads about the product or service and initiates a call to a toll-free

number to place their order.

Sandhi Sudha, Medicines, Hair oils for controlling baldness.

Catalogue Marketing
Product catalogs are another version of direct mail where the catalogs are the

communication tool.
Involves featuring a variety of products that target the needs of a specific audience who have shown a propensity to order from catalogs. An increasing number of business-tobusiness marketers are sending catalogs

on CD-ROM to prospects and customers.

India Today Group Magazines Catalogs Readers Digest

 An increasing number of business

Catalogue Marketing
business-tomarketers

are sending catalogs

on

CD-ROM

to
and

prospects

customers.

Internet Marketing
The Internet makes direct marketing easier, more targeted, more flexible, more responsive, more affordable, and potentially more profitable than ever. Virtually every business should seriously consider the Internet as a part of their marketing mix and determine if it is a viable fit for their direct marketing efforts. Mapmyindia Indane Gas Ferns & Petals www.fnp.com

Internet Marketing

Internet Marketing

 The most traditional direct marketing involves the in-house sales force personally contacting potential and established consumers. Examples of organizations that use face-to-face selling include: Mary Kay Avon Amway

Face-to-Face Selling

Direct Mail
Direct mail is described as sending information about a special offer, product or sale

announcement, service reminder, or some other type of communication to a person at a particular street or electronic address. Mailers

Telemarketing The process of contacting people on

a qualified list to sell services over the phone.

Successful telemarketing campaigns depend on a good calling list, an effective script and contact structure, and well-trained people that are compensated and rewarded for making calls that result in sales. Telecom Companies, Banks sell Credit Cards, Insurance, Personal Loans

Customer

order

Kiosk Marketing
machines,

versus

vending

machines that actually provide products, are another form of direct marketing. Examples are: ATMs of Banks Mother Dairy Milk Booths

Role of Direct Marketing in IMC Program

1. Combining Direct Marketing with Advertising 2. Direct Marketing with Public Relations 3. Direct Marketing with Personal Selling 4. Direct Marketing with Sales Promotions

5. Direct Marketing with Support Media

1. Combining Direct Marketing with Advertising

Direct response offer in ad

Toll Free number

Form that requests mailing information

 Direct response techniques after Hurricane Katrina hit the eastern coast of USA Purpose was to solicit funds for charities

2. Combining Direct Marketing with Public Relations

Toll free numbers or website URLs in their ads

or promotional material

3. Combining Direct Marketing with Personal Selling

Non Profit organizations like charities often use telemarketing to solicit funds Auto companies send direct mail or telecall prospective customers to visit their showroom and test-drive new cars; the sales person then assumes responsibility for the selling effort.

4. Combining Direct Marketing with Sales Promotions

Companies send direct mail piece notifying customers of sales promotion or event or end of season sales. Emphasis on database of customers Ex. Pantaloons, Globus

5. Combining Direct Marketing with Support Media

Adding a promotional product to a direct mailer 3M is US used a promotional product as an incentive for people responding to a direct-mail offer.

Databases are used to perform the following functions: 1. Improving the selection of market segments 2. Stimulate repeat purchases 3. Cross Sell

Database Marketing

4. Customer Relationship Management

 Customers enjoy the convenience of direct marketing as they do not have to battle traffic, find a parking space, or shop through stores. Its time saving for the customer as he gets all the necessary information available at his doorstep Direct marketing can also offer a wider selection of products while making comparison shopping easier with greater access to alternative or competing products.

Advantages from customers perspective

Advantages from sellers perspective

It is a great tool in customer relationship building as it provides direct communication with customers. Direct marketing also can reduce costs while increasing the speed and efficiency of the operation. Selective reach: reduces/eliminates waste coverage

Frequency of Ads:
Personalization Costs: Direct email by internet is inexpensive Measure of Effectiveness

Disadvantages from Sellers Perspectives

Image: Some people do not prefer unsolicited mails/emails, infomercials appear in non prime time and some people have the perception that sub-standard products are marketed this way. Accuracy of data: telephone numbers either have changed user or is out of service, people do change their address

Disadvantages from Sellers Perspectives

Rising Costs: mail services are becoming costly and paper and published material is expensive Content: the content of direct response advertising in broadcast media is at times boring and stereotyped. They lack the appeal.

Chapter 5- Public Relations, Publicity & Corporate Advertising

 Public Relations: The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program to earn public understanding and acceptance. Publicity: It refers to any reference one is able to obtain through the media, such as space in a print publication, time over a TV channel or radio, or a write up on the web, for the

Definition

company or its products without having paid for it as in

advertising.

 Corporate Advertising: Advertising designed to promote overall awareness of a company or enhance its image among a target audience. This is done over the mass media to promote the companys image. Sometimes it is done as a precursor to a public issue. The intention here is to create awareness about the company with the general public who may be aware of the companys brand but not the company itself.

Definition

What is Public Relations?

Public relations is the management of communication between an organization and public.

- Grunig & Hunt-Managing Public Relations

 Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between on organization and its publics. - Institute of Public Relations, USA Public relations is the attempt by information persuasion and adjustment to engineer public support for an activity, cause,

What is Public Relations?

movement or institution. - Edward L. Bernays

Public Relations is a combination of philosophy, sociology, economics, language, psychology, journalism, communication

and other knowledges into a system of human

understanding. - Herbert M. Baus

Public Relations : An Introduction

In India public relations is often understood to be equivalent to press relations. This implies having a good relationship with press reporters and being able to get good writeups about the company or its brands.

Public Relations : An Introduction

However Public Relations is much more than that. It is a process of engaging the target segment in an interesting way so that it responds favourably to the intended communication and thus develops a favourable image of the brand and the company. This can be achieved through the traditional media print, television, radio, internet or through events and exhibitions, lobbying, social activities.

What is Public Relations?

Hence, "Public Relations is distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization

and its publics; involves the management of problems or issues; helps

management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve

the public interest; helps management keep abreast of and effectively

utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication as its principal tools.

Key elements of PR definitions

Deliberate-intentional
designed to influence, gain understanding, provide information, and obtain feedback (reaction from those affected by an activity)

Planned-organized
Solutions to problems are discovered and logistics are thought out, with the activity taking place during a period of time

Key elements of PR definitions

Performance-based on actual policies and performance
No amount of PR will generate good will and support if the organization is unresponsive to its publics concerns

Public interest-PR activities should be mutually beneficial to the organization and its publics
Aligning self-interest with the public interest

Key elements of PR definitions

Two-way communication-PR is more than just one-way dissemination of informational materials
Equally important to solicit feedback

Management function-PR is most effective when an integral part of top management decision-making
Involves counseling and problem solving at high levels

Components of PR
1. 2. 3. 4. 5. 6. 7. 8. Counseling Research Media Relations Publicity Employee/Member Relations Community Relations Public Affairs Government Affairs

9. Issues Management 10. Financial Relations 11. Industry Relations

Components of PR

12. Development/Fund Raising 13. Multicultural relations/Workplace diversity

14. Special Events

15. Marketing Communications

PR Components defined
Counseling: Providing advice to management concerning policies, relationships and communications Research: Determining attitudes and behaviors of public in order to plan public relations strategies Media Relations: Working with mass media in seeking publicity or responding to their interests in the organization

PR Components defined
Publicity: Disseminating planned messages through selected media to further the organizations interest Financial relations: Creating and maintaining investor confidence and building good relationships with the financial community. Also known as investor relations or shareholder relations.

 Employee / Member relations: Responding to concerns, informing and motivating an organizations employees or

PR Components defined

members
Community Relations: Planned activity with a community to maintain an environment that benefits

both the organization and the community

Public Affairs: Developing effective involvement in public policy and helping and organization to adapt to public expectations.

 Government Affairs: Relating directly with legislatures and regulatory agencies on behalf of the organization. Lobbying can also be part of a government affairs program. Issues management: Identifying and addressing issues of public concern that affect the organization.

PR Components defined

PR Components defined
Industry relations: Relating with other firms in the industry of an organization and with trade associations. Development/fund-raising: Demonstrating the need for and encouraging the public to support an organization, primarily through financial contributions.

PR Components defined
Multicultural relations/workplace diversity: Relating with individuals and groups in various cultural groups.

 Special events: Stimulating interest in a person, product or organization by means of a wellplanned event, also activities designed to interact with publics and listen to them. Marketing Communication: Combination of activities designed to sell a product, service, or idea, including advertising, collateral materials, publicity, promotion, direct mail, trade shows and special events.

PR Components defined

PUBLIC RELATIONS PROCESS

The definition of Public Relations as relations with the general public through publicity, those functions of a

corporation, organisation, branch of military service, etc.,

concerned with informing the public of its activities, policies, etc., attempting to create favourable public opinions. Public Relations is the planned effort to influence opinion through good character and responsible performance, based upon mutually satisfactory two-way communications.

R-A-C-E (articulated by John Marston 1963) 1) Research-listening: This involves probing the opinions, attitudes and reactions of those concerned with the acts and policies of an organisation, then evaluating the inflow. This task also requires determining facts regarding the organisation: "what's our problem?" 2) Planning-decision making (Action): This involves bringing these attitudes, opinions, ideas and reactions to bear on the policies and programmes of the organisation. It will enable the organisation to chart a course in the interests of all concerned: "Here's what we can do." 3) Communication-action: This involves explaining and dramatizing the chosen course to all those who may be affected and whose support is essential: "Here's what we did and why." 4) Evaluation: This involves evaluating the results of the programme and the effectiveness of techniques used: "How did we do?

PUBLIC RELATIONS PROCESS

 Various phase of the PR process 1. Identifying and listing out the information and message to the communicator 2. Ascertain the existing image or awareness level about the issue in target group or common public 3. Development of communication objectives and priorities 4. Developing the message and choosing the media 5. Implementation of the message and media, coordination or the dissemination of message 6. Impact Assessment : Check whether message reached properly and the expected action or behavior or knowledge on image factors 7. Message Redesigned: In case the message did not reach properly then identify the reason for ineffectiveness and rectification of the same and disseminate the revised message

PUBLIC RELATIONS PROCESS

Why is PR important?
9 ways to contribute to bottom line:
Process 1. Awareness & Information Principal Activities Publicity, Promotion. Outcomes Pave way for sales, fund raising, stock offerings.

2. Organizational Motivation

Internal relations and communication.

Build morale, team work, productivity.

3. Issue Anticipation

Research, Liaison with public

Early warning on issues, social/political change.

Why is PR important?
Process 4. Opportunity identification Principal Activities Interaction with internal and external audiences. Outcomes Discover new markets, products, methods, positive issues.

5. Crisis Management

Respond to issues, disasters, attacks.

Protect position, retain allies and constituents.

6. Overcoming Executive Isolation

Counseling Senior Managers about whats really happening

Realistic competitive and enlightened decisions.

Why is PR important?
Process 7. Change Agent Principal Activities Corporate Culture, Research Outcomes Ease resistance to change, promote smooth transition, reassure affected constituents

8. Social Responsibility

Social Accountancy Research, Create reputation, enhance Volunteerism, Philanthropy economic success through double bottom line, earn trust

9. Influencing Public Policy

Lobbying, grassroots campaigns

Public consent to activities, political barriers removed.

Five Essential Abilities

Those responsible for creating effective PR campaigns should develop knowledge and ability in five basic

areas:
1. Writing skill

2. Research ability
3. Planning expertise 4. Problem-solving ability 5. Business/economics competence

Tools of Public Relations

1. Publications Corporate Brochures Annual Reports Posters by PR Department Fliers / Leaflets In House Journal Press Kit

Tools of Public Relations

2. Video and films 3. Company Sponsorships 4. Fund Raising Meetings 5. Meetings 6. Social Events

PR Action Plan
The action plan is when you bring all the research together and make decisions about how and when you will do what communication materials and participation activities Also, how you will monitor your effectiveness End result is a written plan

PR Action Plan
The written plan will include:
Campaign message Campaign slogan and logo PR objectives PR strategies PR tactics Backwards plan/calendar Budget Monitoring

Campaign Message
Every campaign has a consistent set of messages Messages repeated throughout all communication materials and participative activities Need to decide on the 1-3 messages you most want your public to hear and believe

Campaign Message
What do you want in your messages?
Things that help your publics form a clear relationship between your messages, your organization, and the behavior your organization expects from its publics as a result of the campaign

Campaign Message
Example:
Colorado Trout Unlimited-wanted to stop building of a dam
Three-year PR campaign of letter-writing, sending information to the media, protesting at public events, bumper stickers, etc., ANNA Campaign against corruption. Political campaigns Each element carried one, two, or three messages
Two Forks Dam is too expensive A dam really isnt needed in the Two Forks River location Two Forks Dam will destroy natural resources

Campaign Slogan and Logo

Slogan-a consistent line of copy incorporating the theme of the campaign
Ex., Nikes Just do it, McDonalds Im lovinit.

Logo-appears on all your materials, usually along with the slogan, it is the visual symbol of the organization
Ex., Nikes swoosh, McDonalds golden arches

PR Objectives (What do we want to achieve?)

A PR objective is a statement that clearly defines the outcome you expect to happen when the campaign is completed Contains four parts:
The target public Measurable criteria A deadline date The specific behavior or attitude change expected

Ex., To have all students and faculty members of INLEAD attend a presentation on eye transplantation and donation on Apr. 10, 2012.

9 Steps Of Strategic Public Relations

1. 2. 3. 4. 5. 6. 7. 8. 9. Analyzing the Situation Analyzing the Organization Analyzing the Publics Establishing the goal and objectives Formulating Action and Response strategies Using effective communication Choosing communication Tactics Implementing the Strategic Plan Evaluative the Strategic Plan

PR Strategy
(What are we going to do to achieve it?)

A strategy is a statement of the things you plan to do to achieve your objective Usually no more than a sentence or two Ex., Beginning Mar. 15, we will begin to promote the Apr. 10 event. We will recruit student leaders and teachers to mention the event at club meetings and in classes and publicize the event heavily throughout the school.

PR Tactics
(What tasks do we have to do to achieve it?)

A PR tactic is a statement that clearly defines a task that will be done to accomplish the public relations strategy Success is measured by whether or not the task was completed Parts of a written tactic are:
A specific activity to be undertaken Quantity (when appropriate) A completion or deadline date

PR Tactics
(What tasks do we have to do to achieve it?) Ex., Create a poster and flyer for the presentation event by March 10 Contact student leaders and teachers to get their agreement to announce the event in their club meetings and classes Develop the written announcement to be read in club meetings and classes by March 10 Identify members of the campaign team who will attend club meetings and classes to personally announce the event Secure the location to hold the event by a specific date Arrange for refreshments to be served following the event Memento/gifts to be given to the guests Audio/Visuals support to be decided

Chapter 6 - Personal Selling

Personal Selling
As the name indicates, involves the selling of a product or a service through a salesperson.

Oral presentation in a conversation with one or more

prospective purchasers for the purpose of making a sale Personal selling differs from the other forms of

communication in that the messages flow from a sender (or group of senders) to a receiver (or group of receivers) face

to face.

Personal Selling
This communication process is also known as dyadic communication (between two people or groups), allows for

more specific tailoring of the message and more personal

communications than do many of the other media. Can prove to be cost efficient for the company Personal Selling is: (1) Dyadic, (2) Flexible, (3) Focused (personalized)

Other promotional elements move the customer toward the

sale, personal selling closes the sale

Determining the Role of Personal Selling

1. Determining the information to be exchanged
Salesperson may have variety of messages to communicate
Creating awareness concept/idea Demonstrating benefits for evaluation, initiating trail, closing a sale. of the product or service or

Answering the questions, counter misconceptions, discover

potential unmet needs.

Determining the Role of Personal Selling

2. Examining promotional mix alternatives
complex products require personal demonstration or trials by the customer. Ex: cars, aircrafts, military equipments, medical equipments

Price negotiation: used cars, real estate

product training needed by business associates

All information cannot be provided by advertising

alone. Salesperson clarifies the terms and

conditions and information needed by the buyer.

Determining the Role of Personal Selling

3. Evaluating alternatives: the relative effectiveness of

Comparing different marketing communication

alternatives and choosing the best alternatives.

Mass marketing advertising is the best tool

wherein repeating messages is used to reach a

large number of people with one distinct,

consistent message.

Determining the Role of Personal Selling

4. Determining cost effective One of the major disadvantage of personal selling is the cost involved. Ex. Time involved, distance, travelling cost, geographical spread of sales territory, planning of route plan and non availability of customer when you are in that territory. Not feasible for low margin and low price products but could be useful for high value and high margin products: Amway products, expensive and high margin, win-win situation for Amway agent.

Nature of Personal Selling

1. Provider: Sellers Market, salesperson is only managing the demand and supply 2. Persuader: involves an attempt to persuade market members to buy the suppliers offerings. Ex. Real estate. High involvement of customer and longer time in conversion 3. Prospector: insurance, medical insurance, car: people have need of it but they need to be convinced. 4. Problem Solver: earth quake resistant structures , e homes 5. Procreator: customized offerings,

Responsibilities in Personal Selling

1. Locating prospective customers 2. Determining customers needs and wants 3. Recommending a way to satisfy the customers needs and wants 4. Demonstrating the capabilities of the firm and its products 5. Closing the sale 6. Following up and servicing the account
1. Maintaining customer loyalty, generating repeat sales

Advantages
Allowing for two way interaction Tailoring the message Lack of distraction Involvement in the decision process Source of research information Sales force size can increased or decreased as per the requirement

Disadvantages
Inconsistent message Sales force / Management conflict High cost Poor reach Potential ethical problems

 Personal selling is one of the most expensive form of marketing communication and one should use step by step process to gain the most benefit. The personal selling process is a consecutive series of activities conducted by the salesperson, the lead to a prospect taking the desired action of buying a product or service and finish with a follow-up contact to ensure purchase satisfaction.

Process of Personal Selling

Process of Personal Selling

1. Prospecting 2. Pre-Approach 3. Approach 4. Need Analysis 5. Presentation 6. Answering Questions & Overcoming Objections 7. Closing the sale 8. Follow up Gregory A. Rich, Rosann L. Spiro, and William J Stanton, entitled "Management of a Sales Force" 12e.

 Recruiting and Hiring

Issues in Personal Selling

Difficult to Predict Success

Deployment
Territory Design

Automation
Use of Technology to Link Buyer, Salesperson, and Organizations (Customer Relationship Management and Supply Chain Management)

Evaluation and Compensation Ethical issues

Combining Personal Selling with Advertising The advantages of advertising make it more effective in the early stages of the response hierarchy whereas personal selling is more likely to be used in the later stages. In a new product launch due to inadequate budget the initial objective might be to reach as many people in the target market as quickly and cost effectively as possible. In this stage advertising will likely be the most appropriate medium.

Combining Personal Selling with Advertising

Now if specific benefits must be communicated that are not very obvious or easy to comprehend so here personal selling is a more appropriate tool than advertising.

Combining Personal Selling with Public Relations

The salesperson is often the firms best source of public relations and they represent the firm and its products. Their personalities, servicing of the account, cooperation, and empathy not only influence sales potential but also reflect on the organizations. Many firms encourage salespeople to participate in community activities like Jaycees and Little League in the US.

Combining Personal Selling & Direct Marketing

Companies have found that integrating direct marketing, specifically telemarketing into their field sales operations makes their sales efforts more effective. The telemarketing department is used to screen leads and after qualifying potential buyers on the basis of interest, credit ratings, and the likepass them to the salespeople. The net result is a higher percentage of sales closings, less wasted time by the sales force, and a lower average cost per sale.

Combining Personal Selling and Sales Promotion The program elements of sales promotion and personal selling also support each other. Many of the sales promotions targeted to resellers are presented by the sales force, who will ultimately be responsible for removing or replacing them as well. Flip charts, leave behinds, and specialty ads may be designed to assist salespeople in their presentations, serve as reminders, or just create goodwill.

Combining Personal Selling with the Internet Web is useful to fulfill the mundane tasks of order fulfillment and providing information. This allow salespeople to be more effective in closing orders, doing close selling, and focusing more attention on high-value and/or new customers.

Combining Personal Selling with the Internet

Internet has facilitated online meetings in which sales people and potential clients participate.

Chapter 7 - Media Planning

 To understand the importance of media planning in the development of the overall advertising strategy of the brand. Steps involved in the media planning process and the information required to perform the task well. How to choose the right media? What are the prominent media strategy and tactics?

Objectives

Media Planning
It is the process of establishing the exact media vehicles to be used for advertising. Media planning is connecting a brand to the end consumers via media vehicles. Media planning is the back bone of any product launch.

 Media Planning: It is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. Medium: It is the general category of available delivery systems, which includes broadcast media, print media, direct mail, outdoor advertising, transit advertising, aerial advertising, internet advertising, specialty advertising, events etc. Media Vehicle: It is the specific carrier within a medium category. For ex. HT and TOI in print media, Star Plus, Colors in Broadcast media etc.

Terms and Concepts

 Reach: It is the measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. Coverage: It refers to the potential audience that might receive the message through a vehicle. Frequency: It is the no. of times the receiver is exposed to the media vehicle in given time period.

Terms and Concepts

Questions Media Planner needs to answer

In the process of planning the media planner needs to answer questions such as: How many of the audience can I reach through different media? On which media (and ad vehicles) should I place ads? Which frequency should I select? How much money should be spent in each medium?

Questions Media Planner needs to answer

In answering these questions the media planner then comes to an optimum media plan that enables him or her to deliver on the client's objectives.

 The Clients Marketing Brief: ex. Products, features, functions, advantages, price, SWOT analysis, monthly sales figures, previous advertising efforts. The Agencys Advertising Brief: Finalize Brand Advertising objectives The Agencys Media Brief: Which media vehicle to be used with what frequency and at what time

Steps Involved In Media Planning

 Developing the Media Plan

Steps Involved In Media Planning Contd.

Market Analysis: Gender, Geography, Age, Lifestyles, Urban, Semi Urban, Rural, Income groups Where to Advertise? Who to Advertise? End User, Customer, Influencer How much to Advertise? Sum of money to be spent on ad and how much on promotions. When to Advertise? Time, Establish Media Objectives: ex. KOD to use print media to create awareness, entertainment options, route map.

 Media Buying Media Scheduling: Continuity, Flighting: Seasonal Business Winter wear, Pulsing: DJs, Rest-O-Bars, Liquor through surrogate marketing Plan Implementation Post Campaign Evaluation

Steps Involved In Media Planning (Contd.)

The Bad Ad

Justification for bad ad

For a normal person it is very difficult to understand that it is an ad of Videocon aircondition by looking at the ad and reading as Videocon because he cannot see an AC any where in the room

The Good Ad

Justification for good ad

The good points is that : If u see in a creative way its a very good ad by focusing or showing all the items kept in the fridge is kept out openly. That shows the room is so Cool that you dont require a refrigerator to keep these thing inside it..

Magazine Pros and Cons

Advantages
Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers

Disadvantages
Long Lead Time for Ad Placement Visual Only Lack of Flexibility

Newspaper Pros and Cons

Advantages
High Coverage High Coverage Low Cost Low Cost

Disadvantages
Short Life Clutter Clutter Low Attention Getting Low Attention Getting Poor Reproduction Quality Poor Reproduction Quality Selective Reader Exposure Selective Reader Exposure

Short Lead Time for Short Lead Time for Placing Ads Placing Ads
Ads Can Be Placed in Ads Can Be Placed in Interest Sections Interest Sections Timely (Current Ads) Timely (Current Ads)

Reader Controls Exposure Reader Controls Exposure

Can Be Used for Coupons Can Be Used for Coupons

Emerging Media

 To understand the role of the Internet and interactive media in an IMC program. To know the advantages and disadvantages of the Internet and interactive media. To examine the role of social marketing. To understand the effectiveness of communications through the Internet

Objectives

 September 2, 1969: connection of two computers: one at UCLA and the other at Stanford University. Initially it was called ARPANET ( Advanced Research Project Agency) Developed by the US Department of Defense as a failsafe way to connect vital research agencies across the United States. WWW: World Wide Web is the business component of the Net. HotWired was the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers.

Internet: A Brief History

 HotWired coined the term "banner ad" and was the first company to provide click through rate reports to its customers. The first web banner sold by HotWired was paid for by AT&T, and was put online on October 27, 1994. Hotwired was the first commercial web magazine, launched on October 27, 1994. Although it was part of Wired Ventures, Hotwired was a separate entity from Wired, the print magazine, and had original content.

Internet: A Brief History

 The World Wide Web (abbreviated as WWW and commonly known as the Web) is a system of interlinked hypertext documents accessed via the Internet. With a web browser, one can view web pages that may contain text, images, videos, and other multimedia, and navigate between them via hyperlinks. WWW prefix: Many domain names used for the World Wide Web begin with www because of the long-standing practice of naming Internet hosts (servers) according to the services they provide.

WWW

 Website is the place where providers make information available to users of the Internet. Developing and maintaining a successful website requires significant time and effort. Context: Sites layout and design, look and feel. Content: Text, Pictures, sound, video that webpages contain Commerce: Sites capabilities to enable commercial transaction Community: The way site enables user-to-user communication: Forum/Community. www.huggies .co.in Connection: Degree to which the site is linked to other relevant sites. Ex. Connection to group companies, connection to paysite, connection to www.facebook.com Customization: Sites ability to self-tailor to different users or to users to personalize the site. Ex. www.google.co.in Communication: The ways site enable site-to-user communication or two-way communication

Developing and Maintaining a Website

Communication Objectives of Companies who use Internet Internet is a communications medium, allowing companies to create awareness, provide information, influence attitudes and pursue other communications objectives. 1. Create Awareness 2. Generate Interest 3. Disseminate Information 4. Create an Image 5. Create a Strong Brand

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History Career Operations: Aid to Civil Authority Adventure/ Sports Achievements Ceremonials Commands Welfare RTI Gallery External Links

www.indianarmy.nic.in

 Home, About Us, Our businesses, Our Commitment, Media Room, Investor Desk, Careers, Contact Us Worldwide IT & Communications Engineering Materials Services Energy Consumer Products Chemicals

http://www.tata.com/

http://www.tata.com/

http://indiatoday.intoday.in/
Home, News, India, Videos, Photos, Movies, Sport, Lifestyles, Blogs, Supplements, Magazine, Classifieds, Shopping Extreme Right Video feed Combination of Audio, video, Articles

http://indiatoday.intoday.in/

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About Dabur, Dabur Group, Products, Overseas, Ayurveda, Media, Career, Investor Centre. Webcast Online Purchase of Dabur Products Gift Dabur products to someone special Vouchers http://www.facebook.com/#!/daburvatika

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Internet and E-Commerce

Electronic commerce, commonly known as e-commerce, ecommerce, eCommerce or e-comm, refers to the buying and selling of products or services over electronic systems such as the Internet and other computer networks. Offers the opportunity to sell directly to customers in both consumer market and the business-to-business market. Many companies maintain their existing brick and mortar stores while also selling through the internet. Ex. IRCTC., UPSRTC, Ferns & Petals. Indane Gas. E-commerce-selling directly to the consumer via the internet has become an industry all its own.
Direct Mail Infomercials Direct Sales on the internet Home-Shopping Channels

Internet and IMC

1. Advertising
1. Banners: These small rectangular advertisements appear on all sorts of Web pages and vary considerably in appearance and subject matter, but they all share a basic function: if you click on them, your Internet browser will take you to the advertiser's Web site. Sponsored links on websites - Websites that utilize Pay Per Click advertisements will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site. Pop - Ups/Pop Unders Interstitials Push Technologies - Push technology (Webcasting) is the prearranged updating of news, weather, or other selected information on a computer user's desktop interface through periodic and generally unobtrusive transmission over the World Wide Web

2.

3. 4. 5.

Internet and IMC

6. Paid Search: Pay per Click 7. Contextual Ads: Airlines ads on travel based websites. 8. Really Simple Syndication (RSS) 9. Rich Media: Streaming Video. Sony, Nokia
1. Online Commercials 2. Video on demand 3. Webisodes

10.Podcasting 11.Blogs: Writings organization

of

individual,

community,

Sponsored Links on Search Engine

Search Engine Optimization The process of improving the visibility of a website or a web page in search engines via the "natural," or unpaid ("organic" or "algorithmic"), search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. Different kinds of search - Image search, local search, video search, academic search, news search and industry-specific vertical search engines.

Search Engine Optimization SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

Online Social Media Facebook, Orkut, LinkedIn, Twitter, Google+ Social networking websites allow individuals to interact with one another and build relationships. The interaction feels personal to users because of their previous experiences with social networking site interactions. Social networking sites and blogs allow individual followers to repost comments made by the product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people.

Online Social Media Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. Companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience. Cell phone usage has also become a benefit for

 Sales Promotion on the Internet Personal Selling

Canada Tourism: Jannat Campaign games Readers Digest Sweepstakes

Sales Promotion on the Internet

Consumer can call for purchasing after trial or gathering information He can also request a personal sales call

Public Relations
Annual Reports of listed firms CSR Activities Press Releases Calendar of Events Ex. Tata Son Jaago Re Campaign, Vedanta Group, P&G Shiksha Campaign

Direct Marketing
Direct Marketing Emails Online Shopping Channels

ScrapsElements of Social Wall Photo Sharing Video Posting and Sharing Live Casting Community Like

Media

Influencing High Impact with Social Media

Building Trust

Permission Marketing Marketing centered around obtaining customer consent to receive information from a company. Coined and popularized by Seth Godin, permission marketing is the opposite of traditional interruption marketing. Permission marketing is about building an ongoing relationship of increasing depth with customers. This form of marketing requires that the prospective customer has either given explicit permission for the marketer to send their promotional message (like an email or catalog request) or implicit permission (like querying a search engine). To illustrate, consider someone who searches for "buy shoes." Online shoe stores have searchers' permission to make an offer that solves their shoe problem.

Marketing on Facebook At Facebook, everything we do is about making the world more open and connected. This has a profound impact on the way people communicate and interact. Facebook is continually developing authentic ways for people to connect with one another as well as with the businesses, brands and institutions they care about, both on Facebook and across the web. Advantages Facebook allows marketers to stay connected with the people 24*7*365.

www.facebook.com

1. Build
1. 2. 3.

The Facebook Ecosystem

Build your presence with a page on Facebook. The page will create an identify for your business in the social universe Add your products and link your locations if you have stores. Build fan base and engage your customers by having a chain events. Give regular updates Share calendar of events Encourage people to Like your page Engage people in conversations Every time someone interacts with your business, that action gets published and creates word of mouth. These stories are effective in getting others to engage and take action.

2. Engage
1. 2. 3. 4. 5. 1. 2.

3. Amplify

Build a strategy that is social by design

Five Guiding Principles

Social should be baked into everything you do, not added at the end of a campaign or done on the side People on Facebook are clear and open about who they are

Facebook should be integrated with broader marketing efforts and part of how you reach your business objectives Facebook is a ideal place to bring your brand personality to life through an authentic and consistent voice Think about the aspects of your brand that are inherently social and create content that people will be excited to pass along. Keep content fresh and easy to consume and digest. Reward people for their loyalty through deals and promotions Use tools to learn and probe about your fans and the content and products they find most interesting.

Create an authentic brand voice

Make it interactive

People spend time on Facebook communicating and sharing with others, so always engage in two-way conversations Just like in the real world, building relationships with people on Facebook takes time and requires a long-term investment. Facebook allows you to get feedback from people in real time, giving you the ability to repeat the message and circulate the positive message to your competitive advantage

Nurture your relationships

Keep learning

 Finding a good place to showcase your products, services and websites for free in the online world is a dream for everyone Facebook has made this a reality. With half a billion Facebook users and thousands of online communities to choose from, Facebook has brought potential customers much closer to you. Its no big secret that Facebook can help you in online marketing. However, I know there are many of you who believe that just registering on Facebook is enough its not. Your Facebook success story ends before it even begins! There is much more to marketing on Facebook than just creating a profile. Keeping your fans engaged is the key. Dont be a brand, but be a community they love being a part of. In this article, Im going to tell you how you can use the medium of Facebook to increase your customer base as well as retain the ones you have!

Marketing on Facebook

Marketing on Facebook

Facebook Profile Profile Picture Add Friends Wall Photo Albums and Videos Fan Pages Groups Events Be Unique and Keep Updating Exclusive Landing Page for Users Reward Loyal Supporters Use Contests and Polls Actively Participate Outside Your Page Integrate Facebook Social Plugins to Your Site Communicate to your target the right way

Create your presence on Facebook

Social Plugins Like Button Send Button Subscribe Button Comments Activity Feed Recommendations Like Box Registration Facepile Live Stream

LinkedIn LinkedIn is a business-related social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. As of 3 November 2011, LinkedIn reports more than 135 million registered users in more than 200 countries and territories (^ "LinkedIn About Us". Press.linkedin.com. Retrieved 2011-12-08).

LinkedIn homepage

LinkedIn Profile page

Thank You!!

Let the journey to your success begin..

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