A PRIMER TO
IMC
MARKETING COMMUNICATIONS
Marketing Communication (MC) is the
means by which firms attempt to inform,
persuade, and remind consumers –
directly or indirectly – about the products
or brands that they sell.
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ABOVE-THE-LINE & BELOW-THE-LINE
ATL is a type of conventional advertising
through media such as television, cinema,
radio/FM, print & out-of-home to promote
brands or convey a specific offer.
It differs from BTL advertising, which uses
unconventional brand-building and
promotional strategies, such as direct mail,
sales promotions, flyers, point-of-sale,
telemarketing, etc.
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BRAND TOUCH POINTS
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EVOLUTION OF IMC
Remember !!!
The association created through
different means/tools
Must deliver a consistent message
Must lead to a single and consistent
brand image
Achieve the desired strategic
positioning Prof. Don Schultz
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Evolution of IMC
These three objectives can be achieved by
INTEGRATING all the MC activities involving the
different MC-Mix tools
That is why, there is so much importance on
Integrated Marketing Communication (IMC)
rather than individual communication modes like
Advertising, Sales promotion, etc which was the
earlier practice up to 1980s.
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Evolution of IMC
MC Before the 1980s
Dominance of mass media advertising
Almost total reliance on ad agencies for all the
areas of MC, so less of strategic marketing
Sales promotion, packaging, other below-the-line
promotions seen as auxiliary services and used
as per project basis
PR used in corporate communications, not
viewed as an integral part of MC
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Evolution of IMC
MC Before the 1980s
Different budgets, different views of the market,
different goals and objectives
RESULTS
No synergy among different MC functions
Duplication of efforts and resources
Inconsistent image
Reduced effectiveness of mass-media advertising
because of over reliance on it.
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Evolution of IMC
In the 1980s & 1990s
Companies started moving towards the process of
IMC
Many agencies responded to the trend by
acquiring non-advertising businesses such as PR,
sales promo, and direct marketing companies
Rebranded themselves as one-stop shopping for
all the promotional needs
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Definition of IMC
“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” – Philip Kotler
“A concept of marketing communications planning
that recognizes the added value of a comprehensive
plan that evaluates the strategic roles of a variety of
communication disciplines and combines these
disciplines to provide clarity, consistency, and
maximum communication impact” - AAAA
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INTEGRATED MARKETING COMMUNICATIONS
IMC - all aspects of marketing communications
work together as a unified force conveying a
consistent message, which results in synergy.
Sales Promotion
Personal Selling
Advertising
IMC Internet Marketing
Direct Marketing
Publicity
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IMC in Incredible !ndia campaign
Start Year – 2002
Agency – O&M
TVC
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IMC in Incredible !ndia campaign
Exhibitions
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IMC in Incredible !ndia campaign
Social Media Ads
Billboards
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IMC in Incredible !ndia campaign
Magazines
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IMC in Incredible !ndia campaign
Publicity
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A PRIMER TO
IMC
Advertising
HISTORY OF ADVERTISING
History of Advertising is as old as human civilization.
Archeologists have found evidence of outdoor
advertising in the ruins of ancient Rome and Pompeii
Papyrus sheets announcing rewards for lost things have
been found in Egypt
In medieval times, merchants employed "town criers"
who shouted the praises of the merchants' goods and
the arrival of trade-ships
Printed advertisements got a boost with the invention
of the printing press by Johannes Gutenberg in 1445
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HISTORY OF ADVERTISING
Historians divide Advertising History into six periods
or stages as follows:
1. Pre-printing period, prior to the Fifteenth century.
2. Early printing period from the Fifteenth century to
about 1840.
3. Period of expansion, from 1840 to 1900.
4. Period of consolidation from 1900 to 1925.
5. Period of scientific development, from 1925 to
1945; and
6. Period of business and social integration from
1945 to the present.
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HISTORY OF INDIAN
ADVERTISING
The first newspaper ads appeared in
18th century for mainly foreign goods
The first Indian ad agency, B Dattaram
& Co. was founded in 1905
Foreign agencies like D J Keymer
(Satyajit Ray was employed here) ,
JWT appeared in 1920s
The first full-service Indian ad agency
Sista was established in 1934
Unilever signed Bollywood star Lila
Chitnis for Lux in 1941
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HISTORY OF INDIAN
ADVERTISING
Radio emerged as an advertising
medium in 1950s
Other well-known Indian agencies
to come up in the 1950s and
1960s were:
Aiyars (Bombay)
Clarion (Calcutta)
Ulka
daCunha Associates (famous
for longest-running ad
campaign Amul)
Long-running ‘Wills -Made for
Each Other’ campaign started in
1963
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HISTORY OF INDIAN
ADVERTISING
1970s & 80s:
Commercial broadcasting by AIR
Agency HTA by R K Swamy (Madras)
Agency Trikaya Grey
Commercial TV broadcasting
Colour TV transmission
1990s:
Satellite TV
Internet
Recognition for Indian ads –Cannes awards
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THE AD INDUSTRY
The advertising industry in India is growing @
10.62% CAGR (Dentsu Report Jan 2019)
The industry consists of the Advertiser, the
Agency and the Media.
The advertiser may be an industrial,
consumer goods or a retail advertiser – the
choice of media would be different in each
case.
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THE AD INDUSTRY
Sometimes an ad promotes the orgn. instead
of a product & influences people - corporate
advertisements, Eg: Tata Steel, Hero Moto
Corp.
Advocacy advertising – mainly done by govt.
institutions who either defend or criticize
issues of social importance. Eg: abuse of
alcohol, AIDS awareness, national integration
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CORPORATE ADS
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Advocacy ads
SS/ MB 302/ ADV & SP/ 09 26
Advocacy ads
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Ads that changed advertising
VW Beetle
Ads that changed advertising
Marlboro
Ads that changed advertising
Marlboro
Ads that changed advertising
Surf
THE AD INDUSTRY
The agency has departments like creative,
account service & marketing service.
Almost all agencies are part of bigger holding
companies which operates through these
agencies.
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THE AD INDUSTRY
Interpublic Publicis WPP Omnicom
McCann Dentsu - Young & DDB - US
Erickson - US Japan Rubicam - US
Draft FCB - US Leo Burnett - Ogilvy & Mudra – India
US Mather - US (collaboration
with DDB)
Lowe - UK Saatchi & JWT - US
(Lowe Lintas) Saatchi - UK (HTA)
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PIYUSH PANDEY
Chief Creative Officer Worldwide &
Executive Chairman India - Ogilvy
Joined O&M in 1982 as Trainee
Account Executive after his
Master’s from St. Stephen’s
Moved to Creative dept. in
1989 & created his debut
campaign Chal Meri Luna.
Created the award winning
Fevikwik & Fevicol ad campaigns
including the Cannes award
winning hen & egg ad.
Vodafone zoo zoos, Asian
Paints, ‘Incredible India’, script
for Mile Sur Mera Tumhara are
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PRASOON JOSHI
Chairman Asia Pacific & CEO – McCann
Worldgroup India
Joined O&M after his MBA
from IMT-G & later moved to
McCann where he became
Executive Chairman in 2006.
Has created the award
winning Thanda Matlab Coca
Cola ad campaign. Also created
Happydent (Muskura le..) &
Alpenliebe (crocodile chasing
Kajol ) ads.
Best lyricist award for Taare
Zameen Par, Fanaa, Hum Tum
& Bhag Milkha Bhag.
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R. BALAKRISHNAN
Ex-Chairman & CCO – Lowe Lintas India
Joined Mudra at 23 after
dropping out of his MCA.
After joining Lowe made
successful ad campaigns like
Surf Excel Daag Acche Hain,
Tata Tea Jaago Re, Idea Walk
when you talk.
Also written & directed
Cheeni Kum, & National award
winning film Paa
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ALYQUE PADAMSEE
CEO - AP ADVERTISING PVT. LTD.
EX- REGIONAL CO-ORDINATOR OF LINTAS SOUTH ASIA
Created - Lalitaji (Surf);
Charlie (Cherry Blossom Shoe
Polish); Muscle Man (MRF);
girl in the waterfall (Liril);
Hamara Bajaj.
Well known theatre
personality remembered for
the role of Jinnah in Gandhi.
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SKILLS NEEDED
Creativity, flexibility, decisiveness & good
judgment
Keen observation & understanding human
emotions
Communication, negotiation skills &
maintaining relationships
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THE PR INDUSTRY
Corporate PR - Any organization that has to maintain
its image in the public arena uses PR. This can either
be done proactively or when a crisis occurs, i.e.,
Image Building and Image salvaging
Marketing PR - PR wings of Ad agencies/ PR firms plan
PR strategies, work with media to seek publicity &
manages events in communities.
Finance PR – deals in stockholder relations, disclosure
of corporate financials as per SEBI norms including
annual reports.
More active during bear market situations when rumors
have to be refuted.
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THE PR INDUSTRY
Internal PR - responding to concerns, informing &
motivating an organization’s employees or
members.
Steps taken in crisis PR –
1. Immediately address the public.
2. Accept fault as people tend to forgive an honest
mistake.
3. Show concern for the public.
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HOW CADBURY MANAGED THE CRISIS?
October 2003 FDA seizes stocks &
Co. says its due argues its due to poor
customers find to poor storage
worms in packaging
at retail level
Dairy Milk
Sales go down by 30%
whereas Diwali sees a
15 % rise
Customer confidence was back by June
In Jan it invested 15 cr. in imported
machinery & revamped the
packaging. Co. launches project
‘Vishwas’ an education
Although manufacturing became 10- initiative with 1.9 lac
15% costlier it did not hike its price. retailers
Roped in Amitabh Bachchan for its ad
campaign.
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THE PR INDUSTRY
Skills needed for a career in the industry:
Outgoing personality, self-confidence, an understanding of human
psychology.
Good judgment & the ability to express thoughts clearly.
Decision making & research skills.
Job Profile:
Arrange programs between co. & public like speaking engagements.
Keep public aware about the activities of the orgn.
Write, do research, prepare materials & maintain contacts.
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