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Integrated Marketing Communication(IMC) Prepared by

PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)

Prof. of IMT-CDL(DIMS)IP UNIV

(Ex. HOD-MARKETING,BSD)E:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

The Persuasion Matrix

Promotional Planning Elements

Promotional Planning

Who will be effective in getting consumers’ attention?

Who will be effective in getting consumers’ attention?

Source/ attention Source/ attention

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Receiver/ComprehensionReceiver/Comprehension

Can the receiver comprehend the ad?

Can the receiver comprehend the ad?

1

Which media will increase presentation?

Which media will increase presentation?

Channel/ntationChannel/ntation

2

What type of message will create favorable attitudes?

What type of message will create favorable attitudes?

Message/yieldingMessage/yielding

3

Receiver/ComprehensionReceiver/Comprehension Channel/

presentation Channel/ presentation

Message/yieldingMessage/yielding

The Communication Process

The Communication Process:This process has three main Factor• Source Factor Source Credibility Source Attractiveness Source Power• Message Factor Message Structure Message Appeal• Channel factor

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Source attribute Process

CompliancePower

IdentificationAttractiveness

InternalizationCredibility

Source Attributes and Receiver Processing Modes

Source FactorSource:The term source in advertisement account for the person involved in

communicating a message either directly or indirectly.Direct Source: It is a spokesperson who delivers a message & demonstrate a product or services.Like Sachin in Aviva Indirect Source:Here modal doesn’t actually deliver a message but draw attention to enhance

the appearance of adLike Ad of PP jewelers, Sachin on Jaypee cementMix Source: Here there is no direct or indirect source. source is organization itselfLike: HCL, Tata group

Ad With source

Source Factor

Source Credibility:Recipient see source as knowledgeable, skillful,

experienced & TrustworthyConsumer make strong trust on source, so

information given by source should be unbiased, objective & trustworthy

He/she should be honest, ethical, BelievableLike: AB, Sachin, Following two main factor comes under credibility

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.SkillSkill

KnowledgeKnowledge

ExpertiseExpertise

UnbiasedUnbiased

TrustworthyTrustworthy

ObjectiveObjective

UnbiasedUnbiased

TrustworthyTrustworthy

ExpertiseExpertise

SkillSkill

KnowledgeKnowledge

Source Credibility

SourceSource

InformationInformation

Source Attractiveness

Applying Expertise:People believe those person easily, having deep expertise

in respected field & on the basis of his opinion, it become belief. Hence marketer rope this kind of person

Like Tiger woods on nike adApplying Trustworthiness: While expertise is important but at the same time the

target audience also want the source should be believable

Like News of Times(yes), News of India TV(No)

Source AttractivenessSource Characteristics: It is used by the advertiser frequently. It comprises three factorSimilarity:Marketer recognize those person whom they feel sense of similarity. Here the

need of communicator is same as the need of consumer.Like : Tiger woods in NikeFamiliarity:It refers the knowledge of source & how familiar the source is with this

knowledge Like: Knowledge of SRK & Aamir Khan in entertainmentLikability:Here marketer identify the celebrity who has power to stop the crowed.Like: AB, Katrina, Sachin, SRK, Amir Khan

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Source Attractiveness

Resemblance between the source and recipient of the message

Resemblance between the source and recipient of the message

SimilaritySimilarity

Knowledge of the source through repeated or prolonged exposure

Knowledge of the source through repeated or prolonged exposure

FamiliarityFamiliarity

Affection for the source resulting from physical appearance, behavior, or personal traits

Affection for the source resulting from physical appearance, behavior, or personal traits

LikeabilityLikeability

Attractive Models Are Often Used in Cosmetic Ads

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Top Celebrity Endorsers

Top Male Endorsers• Tiger Woods• Michael Jordan• David Beckham• Lance Armstrong

Top Female Endorsers• Maria Sharapova• Jennifer Lopez• Jessica Simpson• Venus/Serena

Williams• Annika Sorenstram

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Popular Celebrities Help Attract Attention to Commercials

Celebrity Endorsement

Factor to be consider before roping Celebrity:

• Overshadowing the product• Overexposure• Target Audience reach• Risk to Advertiser

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Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons?

Celebrity

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Advertising Risks of Using Celebrities

The celebrity’s behavior may pose a risk to the companyThe celebrity’s behavior may pose a risk to the company

The celebrity may overshadow the product being endorsedThe celebrity may overshadow the product being endorsed

The celebrity may be overexposed, reducing his or her credibilityThe celebrity may be overexposed, reducing his or her credibility

The target audience may not be receptive to celebrity endorsersThe target audience may not be receptive to celebrity endorsers

Source Power

Source Power:A source has power when he/she actually

endorse the thing. According to circumstances & condition source may get +ve or –ve response

Like: Sachin loose Britannia contract after early exit of the world cup cricket.

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Source Power

Perceived controlPerceived control

Perceived concernPerceived concern

Perceived scrutinyPerceived scrutiny

ComplianceCompliance

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Source Power

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Energy & Power – The Athlete and the Product

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Yao Ming is a Popular Endorser in China

Message factor

Message Factor: Way of presentation of communication is very

important to determine their effectiveness. It consists of two parts

• Message Structure• Message Appeal

Message Structure

Message Structure: It is very important for marketer how to design

the message structure & present it to consumer, by the same time marketer has to overcome the situation also. It has three factor

Order of presentation:Conclusion Drawing:Message Sidedness:

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Message Structure

Reca

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Beginning Middle End

Order of Presentation

Message Structure

Order of presentation:

When to present the messageMessage at beginning & last time make good

impact compare to middleLike: Reliance network ad

Message Structure

Conclusion Drawing:

• It is about open end & close end message• Both open & Close end are effective• No conclusion on open end• Strong conclusion in close end

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Conclusion Drawing

Message Structure

Like:Close End questionAdvertisement of Airtel, Samsung etc, CloseOpen End QuestionAdvertisement of melody chocolate & Soya milk

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. Melody itni chocolaty kyon hai, Melody khao khud jan jao

How did you know you like water before you try it

Soya Milk

Message Structure

Message Sidedness:There are two types of message sidednessOne sided Message:It consists only positive benefits or character of

the product. Like: all general ad, Rin, Liril, Reliance, Airtel

Message Structure

Two sided message: • It consists both positive & negative character

of the product• It is more effective when target audience is

educated• It enhance the credibility of source

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Message Structure

Like:Buckley’s cough syrup: its taste awful, but it works

Kimti hi sahi, bachche aur parivar ke liye samjhouta nahin.

ZANDU: CHAYVANPRASH

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Message Sidedness

Message Appeals

Message Appeals:The choice of appeal is one of the most important &

tedious work for marketer. It is designed according to logical as well other important factor. There are following types of appeal followed by marketers

• Comparative Appeal• Fear Appeal• Humor Appeal• Emotional Appeal

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Message Appeal Options

FearAppealsFearAppeals

• May stress physical danger or threats to health

• May identify social threats

• Can backfire if level of threat is too high

• May stress physical danger or threats to health

• May identify social threats

• Can backfire if level of threat is too high

ComparativeAdsComparativeAds

• Especially useful for new brands

• Often used for brands with small market share

• Used often in political advertising

• Especially useful for new brands

• Often used for brands with small market share

• Used often in political advertising

HumorAppealsHumorAppeals

• Can attract and hold attention

• Often the best remembered

• Put consumers in a positive mood

• Can attract and hold attention

• Often the best remembered

• Put consumers in a positive mood

Message Appeals

Comparative Appeal:In this practice the marketer directly or

indirectly use the name of competitors for comparing the advertisement. In general it happens for the new brand & Politics.

Like: TVS & BajajCoca Cola & PepsiRin vs Tide

Comparative ad

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Miller Lite’s Comparative Advertising

Message Appeals

Fear Appeal: • Emotional response of threats that express some danger• Company sometime use fear appeal to provoke

consumer to erase their fear.• Low level fear attract the customer to take it as challenge

way• High level of Appeal may prove lethalLike: Cigarette advertisementAdvertisement of Mountain Dew

Fear Appeal with solution

Message Appeals

Humor Appeal :• Strong way to attract the customer• Presented mostly through TV, Radio • Sometime in Newspaper• Advertiser use different kind of character to

attract the customer• Different voice or shape can be used Like: Zoo zoos of Vodafone

Humor Appeal in print media

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Humor in Print Media

. Humor in Print Media

Humor Appeal in TV media

. Humor Appeal in TV media

Message Appeals

Emotional Appeal:

• Best way to attract the people• Show the scene of Bound• Mostly target audience are family

Like: Ad of ICICI, BSNL, MasterCard

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Channel Factors

PersonalPersonal

•Flexible

•Powerful

•Real time

•Flexible

•Powerful

•Real time

• No personal contact

• Geared to a large audience

• Static

• No personal contact

• Geared to a large audience

• Static

NonpersonalNonpersonal

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Context and Environment

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The Image of a Magazine Can Enhance an Ad

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Clutter