INTEGRATED MARKETING COMMUNICATION

Rajesh Poonia

Rachita

Girish Taneja

SIT ACCORDING TO SEATING PLAN

plan

Are You Ready?

• IBM - Brand Equity Restoration and Advertising Evolution

• Brief answer to Question 1

• Case Book

Learning Outcome• To understand the role of IMC in

Branding

Recap

• Role of IMC in Branding

The Role of IMC in the Marketing ProcessThe Role of IMC in the Marketing Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Role of IMC in creating brand image

• Source

• Message

• Media

Brand Awareness Campaign

Castrol Formula Gel

Castrol Formula Gel

• Source

• Message

• Media

IBM

• Campaign• What is the primary objective of

IBM’s advertising? • How have the objectives of its

advertising changed over the years?

IBM

• Evaluate each of the campaigns described in the case and the accompanying ads shown in the Power Point file. Are the intended branding messages being communicated clearly and do the ads speak equally well to users, as well as non-users, of IBM products and services?

IBM

• IBM was able to broaden the way they were perceived, from being an “e-business” expert to being an expert in supply chain management processes and making businesses more responsive to customers needs and emerging opportunities.

IBM

• Evaluate the decision by IBM to consolidate all of its worldwide advertising with the Ogilvy & Mather agency. What are the pros and cons of using one agency to handle all of its advertising?

Analytical Questions

• Choose a company and discuss how it communicates with its customers in different market segments.

• Marketing strategies are placing more and more effort on target marketing. What is target marketing? Give examples of companies currently employing this strategy

Hometask

• Case on Gateway - Searching for Right Advertising agency, Belch & Belch

Compete for your brand• All the groups will have to prepare an IMC plan

for Hardy’s world.• After preparing the plan the groups have to

present the IMC plan for initial screening. Each group will have 10 minutes. Assume that you have a total budget of 5 crore per annum – Define your target customer profile– Define communication objective for campaign– Allocate budget among different elements of

promotion mix with some justification– Allocate budget among different media based on

some data– Develop an advertisement for any one media