UTKARSH SRIVASTAVA

1. IMC for Brand Management

2. Today’s topics
• Integrated Marketing Communications for Brand Equity Building
• Information Processing Model of Communications
• Integrated Marketing Communication Programs

3. Role of Marketing Communications
• Inform, Persuade and Remind
• Voice of the Brand
• Biggest evidence of the brand after the product itself
• Ability to elicit “differential response” for the brand
1. Current
Brand
Knowledge
2. Desired
Brand
Knowledge
3. Communication
• What is your current
Brand Knowledge?
• Have you created a
detailed mental map?
• How does the comm. option
help the brand get from
current to desired knowledge
with consumers?
• What is your desired
brand knowledge?
• Have you defined
optimum POD, POP and
brand values?

4. Information Processing Model
Six Steps of William McGuire on desired
effect of communication
• Exposure – seeing or hearing
• Attention – noticing
• Comprehension – understand the
message
• Yielding – Favorable response
• Intentions – Desire to act
• Behavior – Actual action
Pitfalls
• Media plan failure to reach audience
• Boring creative
• Lack of category knowledge
• False claims
• Lack of immediate perceived need
• Failure to recall

5. Information Processing Model - Desirables
• Right consumer exposed to right message at right place
and time
• Creative strategy causes the person to notice the ad
without distracting him from the central message
• The ad addresses consumers understanding of brand
and product
• Delivery towards POD and POP
• The ad persuades the customer to purchase
• The ad gives instant recall to customer at point of
purchase

6. Promotion mix
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Personal Selling

7. Promotion mix
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Personal Selling
• Broadcast – TV, Radio, Cable
• Print – Magazine, Newspaper,
Journals
• Cinema / Dramas
• Out-of-home (calcium sandoz)
• Events sponsorship
• Digital – Internet and Mobile

8. Promotion mix
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Credibility
• Being “newsy”
• Press releases
• Thought leadership
• Maverick companies and PR
Case – Vanguard Funds

9. Promotion mix
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Toll free numbers
• Response coupon mailers
• Tele-calls
• Permission based marketing

10. Promotion mix
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Shelf talkers
• Aisle Markers
• Shopping Card ads
• In-store radio / tv (Jumbo king)

11. Promotion mix
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Trade promos
• Deals and buying allowances
• PoP allowances
• Incentives/ contests
• Training
• Trade Shows
• Cooperative advertising
• Consumer promos
• samples
• Discounts
• Bonus packs
• Rebates…e.t.c.

12. Promotion mix
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Sports
• Arts
• Entertainment
• Fairs and Festivals
• Cause Related

13. Promotion mix
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Local Area Marketing
• Engaging vs. Intruding
• Intended to bring about change
in behaviour
• Uses local media to promote
an activity related to the brand

14. Promotion mix
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer
promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Internet
• Banners – CPC and CPM
• Search – Sponsored and
organic
• Custom Sites
• Gaming (eg Second life)
• Social Media and Blogs
• Mobile
• Sms and value added serv.
• Content
• Blue-casting
• Rich content

15. Characteristic of each medium
• Television?
– Audio + video
– High reach and impact …. More
• Newspapers?
• Magazines?
• Direct Response?
• Outdoors?
Can only one medium, say TV serve our purpose??

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

17. Today…..

18. Need for integrated media
• Media usage is far more fragmented
• Urban populace is spending more time out-of-home
• Customers are well informed. Information travels fast
• The retail marketplace is getting organized
• Technology is becoming more and more user friendly
• Internet and Mobile show promising prospects

19. Case Study – Women Horlicks
• Brand Challenge – The change needed
• The new Target audience – Working Woman
• TV commercial with Konkona Sen
• Website – Indianwomenshealth.com
• Events sponsorship – Woman’s day event – Yami
• “Micronutrients recommended by WHO”
• “no added sugar. Less fat”
• Doctor’s contact programme

20. Integrated Media mix
Public Relations
Internet Presence
Television and
Print
Audience

21. Matching communication options
• Coverage – proportion of Audience reached
• Contribution – ability to create desired response
• Commonality – consistency across media
• Complementarity
• Versatility
• Cost

22. Guidelines for Integrated Communications
Be
• Analytical – consumer behavior
• Curious – understand whats of
value to customers
• Single – minded
• Integrative – consistency in
message
• Creative
• Observant – keep track
• Patient – long- term
• Realistic