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3.  In this lesson you will be exposed to the
Integrated Marketing Communication
 You will understand the relevance of the
Promotion mix.
 The exposure to Integrated Marketing
Communication is step forward in
understanding advertising

4. Marketing communication is a term used in a
broader sense for promotional strategy. So it is more of a
planned promotional communication.
Within this we have the following tools:
· Advertising: Which is any paid form of non-personal
communication of ideas, products and services by an
identified sponsor.
· Sales Promotion: Short term direct inducement to
encourage
sales of products and services.

5.  Publicity: Non-personal stimulation of demand for a
product / service or business organization as a whole by
putting commercially significant news in media to create a
favorable image.
 Personal selling: For making sales, a salesman interacts
orally
with the buyer or buyers in the form of sales presentation.
 Public Relations: Marketers engage in public Relations to
develop a favorable image of their organizations in the eyes
of the public – public at large, customers, suppliers,
government, media, competitors, shareholders, employees
and the society.

6.  The retails in order that the consumer can see the
product and buy it are those that provide the
consumer with lots of information.
 So listing the size, color and prices of various
shirts in a store make a buyer more action inductive.
 Appropriate behavioral aspects are used in case
of durables and automobiles.
 The advertisement used here must create a strong
sense of desire, curiosity and urgency to get the
reader or viewer to make the store visit.

7. Here a manufacturer offers retailers an advertising
program for the later to run. The program may include
suggested advertising format, materials to be used to
create actual advertisements display.
 There are 3 types of co-op advertising:
1. Vertical: When the upstream manufacturer or service
provider pays for a downstream retailers ad.
2. Horizontal: When local dealers in a geographic area
pool money for advertising.
3. Ingredient producer co-op: When the producer of an
ingredient pays part of an ad run by the user product

8.  Sales promotions are different from advertising, in
that they do not involve the use of mass media.
 Many sales promotions are designed to encourage
the immediate sale of goods, while others have
longer-run goals of keeping customers loyal to the
store, aiding salespeople, or attracting customers
into the store.
 The term promotion is used to refer to all
communication efforts made on an impersonal basis,
including sales promotions, publicity, and
advertising.

9. Personal selling involves individual, face-
to-face communication, in contrast to the
impersonal mass communication involved
in advertising.
Effective personal selling is quite often,
the most important and effective element
in retail communication.

10.  Two factors distinguish publicity from advertising
– cost and control.
 When a newspaper, magazine, TV or radio
features a retailer’s store, personnel, product or
events and the retailer does
not have to pay for it, the retailer receives
publicity.
 The retailer cannot, however, control the time,
direction, or content of the
message.

11.  Proper product packaging protects the product as well as
provides a message that facilitates its sale.
 Unfortunately, in most cases, retailers purchase products
already packaged and, therefore, have little control over
the communication on the package.
 However, the retailer should always consider the image
and message projected by packaging as a part of the total
communication mix. The retailer does ‘package’ many goods
with paper and plastic bags, boxes, and wrapping paper.
 Such packaging, carefully designed, can prove to be an
effective yet

12.  Of late it has made a lot of inroads in outlets.
With Bennetons with their color scheme in various
shelves, Raymond’s with
their window display play a major role in
attracting the consumer
base.
 This is so because most decisions about brands
are made when you enter a particular shop.
 So the use of displays,signs, and positioning of
the particular brand in the store is an
important decision making exercise.

13. A business-to-business deal, which requires a sales
representative to make the sales call, here, the additional
information provided by him with the help of certain pamphlets
and
brochures are the key tones for advertising.
The telemarketers can handle the calls made once the pamphlets
and brochures are effective enough for eliciting a response.
Often toll free numbers are provided in the pamphlets and
brochures.
Integrated marketing communication with the help of another
tool namely Public Relations, is important to accommodate
complex buying decisions.

14.  The key to the success lies in the effective
monitoring of the various tools used in order
to avoid dilution to the plan by any one. One
important impact of IMC is greater
consistency to their communication
including media waste
 In addition we must answer the following in
order that
the marketing communication is successful:
· What are the target audience and their
behavioral pattern?
· What are the media that the target audience
normally comes
in touch with?
· What behavior or attitudes do we want to

15. Direct Marketing
 Direct Marketing is an attempt to approach
the customers directly.
 It is a personal approach to consumers. This
direct approach may be through sales
letters and circulars.
 It may be through leaflets, folders and
brochures. All these are routed through
post and so are called direct mailings.
 Distributors are bypassed in direct
marketing. For demonstrations, sales
people
may call in on the prospects.

16. Public Relations can be defined as:
“ Building good relations with the company’s
various publics by obtaining favorable
publicity, building up a good corporate image,
and handling or heading off unfavorable
rumors, stories and events.

17. Public Relation department may perform
any or all of the following functions:
 Press Relations or press agentry:
Creating and placing news worthy
information in the news media to
attract attention to a person, product or
service.
 Product publicity: Publicizing specific
products.
 Public affairs: Building and maintaining
national or local community relations.

18. The Role and Impact of Public
Relations
 Public relations as an industry or practice have
only been around since the early 1900s.
 With the dawn of the Industrial Revolution, young
corporations discovered that their growth
depended on gaining the goodwill of the masses.
 Those that succeeded prospered. Those that
didn’t met a quick demise.
 Soon, even individuals - most notably politicians
and Hollywood celebrities - were utilizing the
wooing techniques of public-savvy companies.
 In recent years, the power of the media has made
public relations a major industry.

20. Urban India is slowly transforming
into a western society. The West,
through the various media, is
increasingly influencing this sector
of the Indian economy
Let us contribute our duty as
Indian Citizens and give our best in
developing India
Jai Hind