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This slide will give the overall view of growth of IMC(Integrated marketing communication) useful for chap-1 advertising
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Prepared by
PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
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four-wheeler Tata Ace
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Defining Advertisement for the 21st Century
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.
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The New Look of Advertising
Interactive, Informative, Entertaining
. The New Look of Advertising
Facts about Advertisement
Expenditure on Advertisement:
In World: Approx US $ 800 billionIn US: Approx:US $ 355 billionIn India: Approx Rs. 200 billion Growth rate of Advertisement in India is about
22%
. Facts about Advertisement
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
Changing the MC Environment
1960-80: Press, Public Meeting & Radio
1980-2000: Television
2000 onwards: Internet, Television, Newspaper
Changing the MC Environment.
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Changing the MC Environment
Nos. of TV channel in South Asia:Sri Lanka: 20Bangladesh: 35Pakistan: 60+India: 500+Approx 200 channel of transmission of AIR,
VividBharti, Radio Mirchi, & Big FM
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Introduction of IMCMarketing CommunicationIt is process to
Inform, Persuade & Remind
Customer about the product directly or indirectly.
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Introduction of IMC
Basically it is Voice of the Company.
Marketing Communication gives the answer of all question like
• Why• Where• When &• How
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Donkey used in Ad
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.Point ofPurchase
Publicity
PublicRelations
DirectMarketing
InteractiveMarketing
SpecialEvents
Packaging
SalesPromotion
DirectResponse
Traditional Approach to Marketing Communications
MediaAdver-tising
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Contemporary IMC Approach
Point ofPurchase
Publicity
InteractiveMarketing
PublicRelations
DirectMarketing
SpecialEvents
PackagingSalesPromotion
DirectResponse
MediaAdver-tising
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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.
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Pizza hut in unmanned Russian
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outdoor media
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3D OUTDOOR AD
Worldwide IMC
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Changing Face of MarketingCommunications
Marketers Have ShiftedAway From Mass
MarketingLess Broadcasting
Marketers Have ShiftedAway From Mass
MarketingLess Broadcasting
New Marketing Communications RealitiesNew Marketing Communications Realities
Improvements in Information Technology
Has Led to Segmented MarketingMore Narrowcasting
Improvements in Information Technology
Has Led to Segmented MarketingMore Narrowcasting
The Evolution of IMC
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
Reason For Growing of IMC
Shifting of advertisement from media to other form like Promotion
Growing Tools of AdvertisementIncreasing Purchase PowerShifting Power from Manufacturer to RetailerRapid Growth of DatabaseDemand for greater accountability from
Advertising Agency
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vert inc-of Boston(US)
DISCUSSION BOARDDell Focuses on Building a CRM
Promotional Mix: Tools for IMC
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The Promotion Mix
Advertising
Advertising: Any paid form of nonpersonal communication
about an organization ,Product, Services, or Idea by an identified sponsor.
Like: TV, Radio, Magazine, News PaperAdvertisement Cost per 10 second of IPL:4.5lac-
10lacViewers of IPL : 200 million Viewers of Soccer world cup: 1000 million
An Example of “B-to-B” Advertising
Direct Marketing
Direct Marketing: Here organization communicate directly with the
target customer & generate response or transaction.
One of the fastest growing sector of USIndian Direct Marketing : 30% growth rateDirect marketing involves database management,
direct selling, telemarketing ad & direct response ads.
Bose Uses Direct Response Advertising
Interactive/Internet Marketing
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
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American Airlines Encourages Customers to Do It All Online
Place Advertising
Gather.com: A Niche Social Networking Site
Sales Promotion
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 partsConsumer oriented activitiesTrade oriented activities
Public Relation
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%
PR Ad
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DuPont Uses Advertising to Enhance Its Corporate Image
Personal Selling
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
Steps in Developing Effective Communications
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The IMC Planning Process
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.
The IMC Planning Process
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