Integrated Marketing Communications

Integrated Marketing Communications - Management Science II...

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Management Science II Dr.S.Bharadwaj Indian Institute of Technology Madras MODULE 1 Integrated Marketing Communications Can anyone name some elements of marketing communications? What is IMC? Some elements of MARCOM are Advertising Sales Promotion Direct Marketing Public Relations IMC is coordinating all the promotional and other marketing activities that communicate with a firm’s customers and other stakeholders The key here is coordination or integration Why integration? Consistency, else confusion Clarity, else confusion Impact, since diff tools have diff strengths The tools of IMC thus need to be integrated Why are AD, SP, PR and DM clubbed together? All communicate All aim to persuade; Persuasion is the aim E.g. Wooing a girl involves different activities, seemingly unrelated! Should never deviate from a brand’s position Let us have a look at each tool Advertising It is any paid form of non-personal communication link, initiated by an identified marketer, to establish or continue exchange relationships with customers and at times, with other stakeholders
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Management Science II Dr.S.Bharadwaj Indian Institute of Technology Madras Why advertise? What are some objectives of advertising? Objectives of Advertising Build Awareness TOMA factor important given today’s time pressures In the Introductory phase of the PLC Position a product/brand Build preference Differentiate your product/brand The primary purpose of Advertising is to position your product David Ogilvy, founder of Ogilvy and Mather Differentiation is achieved as a result of advertising Build Brand Equity Brand Equity is the monetary value one can attach to a brand You take the factories, the mortar, the machines; just give me the brands (John Stuart Mills, Quaker Oats Co.)
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Management Science II Dr.S.Bharadwaj Indian Institute of Technology Madras Think of MRF, Surf, Liril, Marlboro, Coke, Pepsi Without advertising, would they have been as strong? Brand-building is the goal of marketing and takes a lot of time
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This note was uploaded on 03/04/2011 for the course HR 303 taught by Professor Sanghamitra during the Fall '05 term at Indian Institute of Technology, Chennai.

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Integrated Marketing Communications - Management Science II...

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