This slide will give the overall view of growth of IMC(Integrated marketing communication) useful for chap-1 advertising

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The roaring success of four-wheeler Tata Ace, in
a market earlier dominated by three-wheeler
load carriers, was due to a deep
understanding of the market needs and
customer requirements.

5. .
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Interactive, Informative, Entertaining

7. Expenditure on Advertisement:
In World: Approx US $ 800 billion
In US: Approx:US $ 355 billion
In India: Approx Rs. 200 billion
Growth rate of Advertisement in India is about
22%

8. Largest contributors in Advertisement service:
Telecom Services, Toilet Soap, Shampoo, Two
wheelers, Corporate Bank
Leading Advertiser in India:
HUL,P&G, R&B, Noika, Reliance & Bharti Airtel
Leading Advertiser in US:
GM, P&G, Pifzer,GE

9. 1960-80: Press, Public Meeting & Radio
1980-2000: Television
2000 onwards: Internet, Television, Newspaper

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11. .
. Nos. of TV channel in South Asia:
Sri Lanka: 20
Bangladesh: 35
Pakistan: 60+
India: 500+
Approx 200 channel of transmission of AIR,
VividBharti, Radio Mirchi, & Big FM

12. .
Marketing Communication
It is process to
.
 Inform,
 Persuade &
 Remind
Customer about the product directly or
indirectly.

13. .
Basically it is Voice of the Company.
.
Marketing Communication gives the answer of
all question like
• Why
• Where
• When &
• How

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15. Traditional Approach to Marketing Communications
.
Sales
. Publicity Promotion
Point of
Purchase
Media Packaging
Special Adver-
Events tising Direct
Response
Public
Relations
Interactive
Direct Marketing
Marketing

16. Contemporary IMC Approach
.
Sales Direct
.Packaging
. Promotion Response
Media
Point of
Purchase Adver-
Public
tising Relations
Publicity
Interactive
Marketing Direct
Special
Marketing
Events

17. .
. Aerial advertisement:
• Airplane pulling banners, Skywriting(1200ft
high), & Blimps are the part of it.
• Used in Beach, Fair, events & sales promotion
MOST AMAZING
Pizza hut paid $1million for its 30 ft logo in
unmanned Russian Proton Rocket.

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22. .
. New Marketing Communications Realities
Improvements in
Marketers Have Shifted
Information Technology
Away From Mass
Has Led to
Marketing
Segmented Marketing
Less Broadcasting
More Narrowcasting

23. Probably the end of 80s & beginning of 90s was the time
when IMC came in the existence.
Reason behind the growth of IMC:
 Stiff Competition
Upgrade the quality
Upgrade the service
Maintain Price
 Emergence of new technology
TV, Internet, Mobile,
 Public awareness & Convenient

24. Shifting of advertisement from media to
other form like Promotion
Growing Tools of Advertisement
Increasing Purchase Power
Shifting Power from Manufacturer to Retailer
Rapid Growth of Database
Demand for greater accountability from
Advertising Agency

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28. .
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29. Advertising:
Any paid form of nonpersonal communication
about an organization ,Product, Services, or Idea
by an identified sponsor.
Like: TV, Radio, Magazine, News Paper
Advertisement Cost per 10 second of IPL:4.5lac-
10lac
Viewers of IPL : 200 million
Viewers of Soccer world cup: 1000 million

31. Direct Marketing:
Here organization communicate directly with
the target customer & generate response or
transaction.
One of the fastest growing sector of US
Indian Direct Marketing : 30% growth rate
Direct marketing involves database
management, direct selling, telemarketing ad
& direct response ads.

33. Interactive Media:
It allow for a back and forth flow of information.
Here user can participate & modify the form &
content of the information they received.
Internet is the most advance & sophisticated
tools of this interactive marketing. CD, Kiosks,
Digital Phone are the some other form
Online search engine like Google, Yahoo are the
giant online ad company

34. American Airlines Encourages Customers to Do
It All Online
.
.

37. Sales Promotion:
Those marketing activities that provides extra
value or incentives to the sales force,
distributers or the ultimate customer &
generate immediate response & increase sales
is known as sales promotion
It divided into two parts
Consumer oriented activities
Trade oriented activities

38. Public Relation:
The management function which evaluates
public attitudes, & define all the positive &
negative point of the company to public.
Currently all firm now using PR as integral part
of the company. Growth rate of PR in India is
about 20%

40. DuPont Uses Advertising to Enhance Its
Corporate Image
.
.

41. Personal selling:
It is a form of person to person communication
in which seller attempts to assist or persuade
prospective byres to purchase the company’s
product or services or idea.
It is good tools for immediate approval or
disaproval

42. .

43. IMC Planning Process:
As we consider IMC one of the most
sophisticated tools for growing any industry,
so it required much careful planning for
implement. There are several modals to
implement IMC planning , but the best
planning process is given by American
marketing Association.

44. The IMC Planning Process:
• Review of Marketing Plan
• Analysis of promotional program situation
• Analysis of communication process
• Budget determination
• Develop IMC Program
• Integrate & implement IMC strategies
• Monitor, Evaluate & Control IMC Programme