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.

IMC/SMRP/2019
 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

IMC/SMRP/2019
 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.

IMC/SMRP/2019
 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

IMC/SMRP/2019
 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.
IMC/SMRP/2019
 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

IMC/SMRP/2019
 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

IMC/SMRP/2019
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

IMC/SMRP/2019
 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
IMC/SMRP/2019
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.
IMC/SMRP/2019
 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
IMC/SMRP/2019
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
IMC/SMRP/2019
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.

IMC/SMRP/2019
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
IMC/SMRP/2019 his creations.
 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.

IMC/SMRP/2019
 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

IMC/SMRP/2019
 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.

IMC/SMRP/2019
SKILLS NEEDED

 Creativity, flexibility, decisiveness & good

judgment

 Keen observation & understanding human

emotions

 Communication, negotiation skills &

maintaining relationships

IMC/SMRP/2019
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.

IMC/SMRP/2019
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.

IMC/SMRP/2019
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.

IMC/SMRP/2019