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    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.
.
.




    Interactive, Informative, Entertaining
Chap 1,growth of imc
Expenditure on Advertisement:

In World: Approx US $ 800 billion
In US: Approx:US $ 355 billion
In India: Approx Rs. 200 billion
Growth rate of Advertisement in India is about
  22%
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
1960-80: Press, Public Meeting & Radio

1980-2000: Television

2000 onwards: Internet, Television, Newspaper
.
.
. Nos. of TV channel in South Asia:
Sri Lanka: 20
Bangladesh: 35
Pakistan: 60+
India: 500+
Approx 200 channel of transmission      of AIR,
  VividBharti, Radio Mirchi, & Big FM
.
Marketing Communication
It is process to
.

 Inform,
 Persuade &
 Remind

Customer about   the product directly or
  indirectly.
.
Basically it is Voice of the Company.
.

Marketing Communication gives the answer of
  all question like
• Why
• Where
• When &
• How
.
.
Traditional Approach to Marketing Communications
                                  .
                                      Sales
.                    Publicity        Promotion
Point of
Purchase

                     Media            Packaging
         Special     Adver-
         Events      tising           Direct
                                      Response
    Public
    Relations
                                 Interactive
                   Direct        Marketing
                   Marketing
Contemporary IMC Approach
                                      .
                          Sales           Direct
  .Packaging
  .                       Promotion       Response


                           Media
Point of
Purchase                   Adver-
                                          Public
                           tising         Relations
              Publicity


Interactive
Marketing             Direct
                                           Special
                      Marketing
                                           Events
.
. Aerial advertisement:
• Airplane pulling banners, Skywriting(1200ft
  high), & Blimps are the part of it.
• Used in Beach, Fair, events & sales promotion
MOST AMAZING
Pizza hut paid $1million for its 30 ft logo in
  unmanned Russian Proton Rocket.
.
.
.
.
.
.
Chap 1,growth of imc
.
.                New Marketing Communications Realities




                                               Improvements in
    Marketers Have Shifted
                                            Information Technology
      Away From Mass
                                                  Has Led to
          Marketing
                                             Segmented Marketing
     Less Broadcasting
                                              More Narrowcasting
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
Shifting of advertisement from media to
 other form like Promotion
Growing Tools of Advertisement
Increasing Purchase Power
Shifting Power from Manufacturer to Retailer
Rapid Growth of Database
Demand for greater accountability from
 Advertising Agency
.
.
Chap 1,growth of imc
Chap 1,growth of imc
.
.
Advertising:
Any paid form of nonpersonal communication
   about an organization ,Product, Services, or Idea
   by an identified sponsor.
Like: TV, Radio, Magazine, News Paper
Advertisement Cost per 10 second of IPL:4.5lac-
   10lac
Viewers of IPL : 200 million
Viewers of Soccer world cup: 1000 million
Chap 1,growth of imc
Direct Marketing:
Here organization communicate directly with
  the target customer & generate response or
  transaction.
One of the fastest growing sector of US
Indian Direct Marketing : 30% growth rate
Direct      marketing      involves     database
  management, direct selling, telemarketing ad
  & direct response ads.
Chap 1,growth of imc
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
American Airlines Encourages Customers to Do
    It All Online
                          .
.
Chap 1,growth of imc
Chap 1,growth of imc
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 parts
Consumer oriented activities
Trade oriented activities
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%
Chap 1,growth of imc
DuPont Uses Advertising to Enhance Its
    Corporate Image
                           .
.
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
.
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:
•   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

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Chap 1,growth of imc

  • 1. . .
  • 2. .
  • 3. . .
  • 4. . . 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.
  • 5. . . Interactive, Informative, Entertaining
  • 7. Expenditure on Advertisement: In World: Approx US $ 800 billion In US: Approx:US $ 355 billion In India: Approx Rs. 200 billion Growth rate of Advertisement in India is about 22%
  • 8. 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
  • 9. 1960-80: Press, Public Meeting & Radio 1980-2000: Television 2000 onwards: Internet, Television, Newspaper
  • 10. .
  • 11. . . Nos. of TV channel in South Asia: Sri Lanka: 20 Bangladesh: 35 Pakistan: 60+ India: 500+ Approx 200 channel of transmission of AIR, VividBharti, Radio Mirchi, & Big FM
  • 12. . Marketing Communication It is process to .  Inform,  Persuade &  Remind Customer about the product directly or indirectly.
  • 13. . Basically it is Voice of the Company. . Marketing Communication gives the answer of all question like • Why • Where • When & • How
  • 14. . .
  • 15. Traditional Approach to Marketing Communications . Sales . Publicity Promotion Point of Purchase Media Packaging Special Adver- Events tising Direct Response Public Relations Interactive Direct Marketing Marketing
  • 16. Contemporary IMC Approach . Sales Direct .Packaging . Promotion Response Media Point of Purchase Adver- Public tising Relations Publicity Interactive Marketing Direct Special Marketing Events
  • 17. . . Aerial advertisement: • Airplane pulling banners, Skywriting(1200ft high), & Blimps are the part of it. • Used in Beach, Fair, events & sales promotion MOST AMAZING Pizza hut paid $1million for its 30 ft logo in unmanned Russian Proton Rocket.
  • 18. . .
  • 19. . .
  • 20. . .
  • 22. . . New Marketing Communications Realities Improvements in Marketers Have Shifted Information Technology Away From Mass Has Led to Marketing Segmented Marketing Less Broadcasting More Narrowcasting
  • 23. 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
  • 24. Shifting of advertisement from media to other form like Promotion Growing Tools of Advertisement Increasing Purchase Power Shifting Power from Manufacturer to Retailer Rapid Growth of Database Demand for greater accountability from Advertising Agency
  • 25. . .
  • 28. . .
  • 29. Advertising: Any paid form of nonpersonal communication about an organization ,Product, Services, or Idea by an identified sponsor. Like: TV, Radio, Magazine, News Paper Advertisement Cost per 10 second of IPL:4.5lac- 10lac Viewers of IPL : 200 million Viewers of Soccer world cup: 1000 million
  • 31. Direct Marketing: Here organization communicate directly with the target customer & generate response or transaction. One of the fastest growing sector of US Indian Direct Marketing : 30% growth rate Direct marketing involves database management, direct selling, telemarketing ad & direct response ads.
  • 33. 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
  • 34. American Airlines Encourages Customers to Do It All Online . .
  • 37. 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 parts Consumer oriented activities Trade oriented activities
  • 38. 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%
  • 40. DuPont Uses Advertising to Enhance Its Corporate Image . .
  • 41. 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
  • 42. .
  • 43. 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.
  • 44. 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