.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

Integrated Marketing Communication(IMC) Prepared by

PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)

(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)

IMT-CDL(DIMS)IP UNIVERSITY

(Ex. HOD-MARKETING,BSD)Sr. Manager (Digital Marketing-SEO, SMO, Advt, E-Mail Mrkt, Mobile Mrkt)

www.jrinfotech.comE:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

. Support Media

.

. Support Media.

.

. Support Media

.

Support Media

Support Media: It is also referred as alternative media,

nonmeasured media & nontraditional media.It is of two types• Traditional support media• Nontraditional support media

. Outdoor Advertising

.

. . Outdoor Advertising

.

Traditional support media

Traditional Support Media:It consists following types of adOutdoor Advertisement:5000 yrs old started in GreekIn 1982 it was $888 million industriesIn 2005 it increased & reached to $5.8 billionAccount 2.3% world widePreviously dominated by Cigarettes & TobaccoNow dominated by Education & Real EstateMajor reason is innovativeNow 3D technology is usedIn India it accounts 7.2%

Traditional outdoor media

3D OUTDOOR AD

. 3D OUTDOOR AD

.

outdoor media

Alternative Outdoor media

Aerial advertisement:• Airplane pulling banners, Skywriting(1200ft

high), & Blimps are the part of it.• Used in Beach, Fair, events & sales promotionMOST AMAZINGPizza hut paid $1million for its 30 ft logo in

unmanned Russian Proton Rocket.

.

.

MOST AMAZING

MOST AMAZING

Pizza hut paid $1million for its 30 ft logo in unmanned Russian Proton Rocket.

Pizza hut in unmanned Russian

Aerial advertisement:

Mobile Billboard

Mobile Billboard:• Here mobile vehicle is used to promote

advertisement• Mostly Trucks are used• In US one Truck travel 60k miles & create

10million viewers• Interestingly Donkey or Horse is also used

Donkey used in Ad

Truck used in Ad

. Bus used in Ad

.

. Bus used in Ad.

.

.

.

Examples of Outside Posters

In store Advertisement

In store advertisement:Little banner, Poster & Gum sticker are the part of it.Transit Advertisement:Ad in inside & Outside of the public Transport, waiting

area, Station, Terminals & Subway It is of Three Types• Inside Cards• Outside Poster• Station, platform & Terminal poster

Transit Advertisement

Inside Cards:• Used in inside of the commuter buses & other

one.• Restaurant, Hotels, & Coaching institute use

this kind of advertisement

Inside Cards:

FBI use outdoor to advertise

Transit Advertisement

Outside Poster: • Poster used in outside of buses, Taxis & public

vehicle.• Can be used in side , back & sometime on the

roof of vehicle.Like: vert inc-of Boston(US)GPS in their local car

vert inc-of Boston(US)

Station Platform & Terminal poster:

Station Platform & Terminal poster:• Very attractive for of ad for general people• Most of the people cross subway to avoid the

crowed• Terminal poster is very attractive & most

crowed puller

Terminal Poster

Advantage of Outdoor media

Advantage of Outdoor media:• Wide local coverage• High Frequency• Geographic Flexibility• Creativity• Ability to create awareness• Efficiency• Effectiveness

Disadvantage of Outdoor Ad

Limited message capabilityLimited message capability

High costHigh costWaste coverageWaste coverage

WearoutWearout

Measurement problemsMeasurement problems

Image problemsImage problems

Yellow Page

Yellow Page:• It is also a best form of advertisement• In today's world it account prominent place • Mostly used in Industrial segment(B2B)• More than 8000 YP with 250 publishers • In India famous YP: just dial, Tata YP, Call ezee YPThree form of YP:• Specialized Directories• Internet YP• Other Services

.

.

Web-based directories offer convenience and speed Web-based directories offer convenience and speed

Advantage & Disadvantage of YP

Advantage:• Wide Availability• Action Orientation• Costs• Frequency

Disadvantage• Market Fragmentation• Timeliness• Lack of Creativity

Advertisement in Movie

Advertisement in Movie:Famous in past 7-8 yrsIt is of Two Types• Product placement in movie• Separate Ad(Commercial Ad)Product placement in movie:• Growing trend in present time.• Product approach the film producer & positioned themselves

inside the movie• Like: Aajtak in Chakde, Zee TV in Zameen etc• Car, cold drink, Hotels are the prominent to give ad

Others Advertisement

In Fligh Ad

VideosVideosRadioRadio

CatalogueCatalogueMagazineMagazine

Virtual Advertisement

Virtual Advertisement:• Placed on the TV like that it appears same as

ground • Mostly it as a duration of 4-8 min• First came in 1996 in sanfrancisco baseball• ESPN generally do it on Sunday night football

game• Now broadly used in Cricket