The PPT majorly provides an overview about Integrated Marketing Communication. It could prove to be of great help to someone who just entered the field of Marketing.

1. Marketing Communication
and Brand Management
in Broadcast media

2. Why is it that “Lifebuoy hai jahan tandustre hai vaha” is still stuck in our head??
That is what a good marketing communication strategy can do to your brand!!

3. Marketing Communications
• Marketing communications are messages and related media used
to communicate with a market. Marketing communications is the
"promotion" part of the "marketing mix" or the "four Ps": price,
place, promotion, and product.
• It can also refer to the strategy used by a company or individual to
reach their target market through various types of communication.
• Eg: In 1935, when Dalda came into existence, it went on to promote
its product through- the VAN operation!

4. Dalda- Van operation
The Dalda van would park in a busy locality, unfold a table, a cook would
emerge and fry samosas, the ladies watching would be served, leaflets
disturbuted and they went home with small packs of Dalda. It pretty much
did the trick!!

5. • Integrated marketing communications basically emphasizes that the
“organization’s” attitude and communication should be in sync with the
services they wish to offer/the goal of the Company. By organization here,
we refer to each and every constitute of the Company, from the product to
people involved in the company.
• Eg: Mainland China, a popular chain of restaurants in India. From the
ambiance to food, from the Chef to waiters, each and every component
focuses on providing a rich customer experience.
From 4 P’s to 7 P’s
Integrated Marketing Communications

6. Process of Marketing Communication

7. International Marketing Communications
Foreign Country
Context
Encoding
Foreign country
Decoding

8. Process of Marketing Communication
• Sender:
It refers to the marketing firm which is conveying the message.
• Encoding:
Before a message can be sent, it has to be encoded. Putting thoughts, ideas, or information into a
symbolic form is termed as encoding. Encoding ensures the correct interpretation of message by
the receiver, who is often the ultimate customer.
• Message:
A message may be verbal or non-verbal, oral, written, or symbolic. A message contains all the
information or meaning that the sender aims to convey. A message is put into a transmittable
form depending upon the channels of communication.
• Medium:
The channel used to convey the encoded message to the intended receiver is termed as medium.
The medium can be categorized in the following manner:
• i) Personal:
It involves direct interpersonal (face-to-face) contact with the target group.
• ii) Non-Personal:
These are channels which convey message without any interpersonal contact between the sender
and the receiver.

9. • The non-personal channels of communication may further be broadly classified as follows:
a) Print Media:
Newspapers, magazines, direct mails, etc.
b) Electronic Media:
Radio and Television.
• Decoding:
It is the process of transforming the sender’s message back into thought. Decoding is highly
influenced by the self-reference criteria (SRC), which is unintended reference to one’s own culture.
• Receiver:
It is the target audience or customers who receive the message by way of reading, hearing, or
seeing. A number of factors influence how the message is received. These include the clarity of
message, the interest generated, the translation, the sound of words, and the visuals used in the
message.
• Noise:
The unplanned distortions or interference of die message is termed as ‘noise.’ A message is
subjected to a variety of external factors that distort or interfere, its reception.
• Feedback:
In order to assess the effectiveness of the marketing communication process, feedback from the
customers is crucial. The time needed to assess the communication impact depends upon the type
of promotion used. For instance, an immediate feedback can be obtained by personal selling,
whereas it takes much longer time to assess the communication effectiveness in case of
advertisements.

10. Marketing through Product Cues
• The product communicates through its physical features, such as colour,
shape, size, package, labels and brand name.
• E.g.: Baby Lips from Maybelline: The package uses youth centric colours like
pink, yellow, blue, etc. basically depicting its target audience. The product advertises
itself as a lip care brand for softer and healthier lips! Brand name and even logo
communicates, “Baby Lips” in itself signifies what is the highlight of this product.

11. Case Study: Big Mac Changes Colour
• Fifteen years after it entered India, Big Mac is changing colours, literally.
The world's largest fast-food chain is shedding its familiar red-and-yellow
colours for more muted tones as it goes for its biggest and costliest revamp
in the country, in line with its global strategy of attracting more adults.
• "The change has already kicked off with one outlet each in New Delhi and
Mumbai," said McDonald's India (North & East) MD and joint venture
partner Vikram Bakshi. The company hopes to upgrade the consumer's
experience, he said, without alienating its younger customers and raising
prices.

13. McDonald's launches a meatless Menu for
Indian Market
• McDonald's Corp., the fast food chain that brought the hamburger to the world, is
opening what may be its first vegetarian-only restaurants.
• The world's biggest hamburger chain said Tuesday that the locations in India will
serve only vegetarian food because of customer preferences in the region.
• Already, McDonald's said its restaurants in India do not sell beef or pork, and that the
kitchens are separated into sections for cooking vegetarian and non-vegetarian food.
• They have menu items that cater to local tastes, such as the Maharaja Mac, which is
a Big Mac made with chicken patties instead of beef. It also offers a McAloo Tikki, a
burger made with a spicy breaded potato patty, red onions, tomatoes and a "special
vegetable sauce."

14. Marketing through Price Cues
• Price-Quality Equation: Quite frequently, consumers view price as an
index of quality. They associate the higher priced brand with better quality.
Price as an informational cue plays a key role in decision making.
• Price-Status Equation: Price, in certain cases, becomes a symbol of
prestige or status of the buyer. This is quite often true of luxury/high-priced
consumer goods. When the buyer proudly declares that he has purchased
the highest priced brand in the market, he is viewing price as a symbol of
prestige.
• Price, an indicator of Technological Superiority: A potential buyer in
search of a good refrigerator may come across different brands, each
claiming distinctiveness and quality performances, and listing out its
technological features.

15. Promotion as Constituent of Marketing
Communications
• The very fact that Promotion was all along considered as synonymous with
marketing communications is a pointer to its pre-eminent role in
communication task. Promotion itself consists of four different component,
namely:
• Personal Selling
• Advertising
• Sales Promotion
• Publicity, PR and Sponsorship of Events

16. Understanding Advertising
• Advertising is any paid form of non-personal presentation and promotion of
ideas, good or services by an identified sponsor.
• E.g.: The ad tries to give out its message in a humorous way, of how powerful Fevicol
can be, giving it an excellent recall value.

17. Major Advertising Decisions
• Setting Advertising Objectives
• Setting the Advertising Budget
• Developing Advertising Strategy
• Evaluating advertising Campaigns

18. Setting Advertising Objectives
An Advertising Objective is a specific communication task to be
accomplished with a specific target audience during a specific period of
time.
Advertising objectives can be classified by primary purpose i.e.
• Informative Advertising
• Persuasive Advertising
• Comparative Advertising
• Reminder Advertising

19. Factors affecting the Advertising Budget
• A brand’s advertising budget often depends on its stage in the product life
cycle. E.g.. New products typically need large advertising budgets to build
awareness and to gain consumer trial, in contrast to mature brand, which
usually require lower budgets.
• Market share also impacts the amount of advertising needed because
building the market or taking market share from competitors requires larger
advertising spending.
• Also, brands in a market with many competitors and high advertising clutter
must be advertised more to be noticed above the noise in the market.
• Undifferentiated brands may require heavy advertising to set them apart.
Because so many factors affect advertising effectiveness, measuring the
results of advertising spending remains an inexact science.

20. Developing Advertising Strategy
Advertising Strategy consists of two major elements:
• Creating Advertising Message: NO matter how big the budget, advertising can
succeed only if advertisements gain attention and communicate well.
• Selecting Advertising Media: The major steps in advertising media selection
are;
1. Deciding on Reach, Frequency and impact
2. Choosing among major media types
3. Selecting specific media vehicles
4. Deciding on Media timing.

21. Creating the Advertising Message
• Breaking through the Clutter: Advertisers can no longer force-feed the same old
cookie-cutter ad messages to captive consumers through traditional media. Just to
gain and hold attention, today’s advertising messages must be better planned, more
imaginative, more entertaining, and more rewarding to consumers.
• Message Strategy: Message Strategy statements tend to be plain, straightforward,
outlines the benefits and positioning points that the advertiser wants to stress. The
advertiser must next develop a compelling creative impact - or “the big idea”- that
will bring the message strategy to life in a distinctive and memorable way.
• Message Execution: The creative team must find the best approach, style, tone,
words, and format for executing the message.

22. Selecting Advertising Media
• Deciding on Reach. Frequency, and Impact
• Choosing among Major Media Types
• Selecting Specific Media Vehicles
• Deciding on Media Timing

23. Major Advertising tools
1. Press Advertising: It provides us
with flexibility and good local market
coverage.
2. Billboard Advertising: It provides us
with high repeat exposure, low cost
and good position selectivity.

24. 3. Online Advertising: The internet
offers us with high selectivity, low cost,
immediacy but has relatively low
impact.
4. Aerial Advertising

25. 5. In-store Advertising/Visual Merchandising
In-store display of Lifestyle, a leading chain in Apparels and NYC Department Store.

26. Decoding an Ad’s Appeal
Although there was some worry about whether such a “delicate subject” could be
handled in magazines and newspapers, Seagrove and his collaborator, Milton
Feasley, launched an ad campaign that played heavily on fears about how others
would react to a halitosis sufferer. The most famous of their ads concerned the
“pathetic” case of “Edna,” who was “often a bridesmaid but never a bride.” She was
approaching the “tragic” thirtieth birthday unmarried because she suffered from
halitosis—a disorder that “you, yourself, rarely know when you have it. And even your
closest friends won’t tell you.” Tragic Edna can be seen on the right.

27. B2B and B2C Advertising
Business-to-business (B2B) describes commerce transactions between
businesses, such as between a manufacturer and a wholesaler, or between a
wholesaler and a retailer. Contrasting terms are business-to-consumer (B2C) and
business-to-government (B2G).

28. Buying Behaviour in B2B
• For consumer brands the buyer is an individual. In B2B there are usually
committees of people in an organization and each of the members may
have different attitudes towards any brand.
• Process for B2B products is usually much longer than in B2C because of
lengthy decision making process.
• Brand loyalty is much higher than in consumer goods markets.
• While consumer goods usually cost little in comparison to B2B goods, the
selling process involves high costs.

29. Differences between B2B and B2C
• Product and Service Explanation
• B2B is naturally targeted
• Creative, marketed content fuels inbound
• Content Strategy
• B2B Branding: Buyers here are well aware of the costing levels and
specifications, even of the product. As a result of this, it is vital that brands
are clearly defined and target the appropriate segment.

30. Understanding Public Relations
• A basic definition of public relations is to shape and maintain the image of a
company, organization or individual in the eyes of the client's various
"publics." What is a "public" exactly? A public, in PR terms, is anyone who
ever has or ever will form an opinion about the client.
• Public Relations can have a strong impact at a much lower cost. The
company does not pay for the space or time in the media. Rather, it pays for
a staff to develop and circulate information and to manage events.

31. • A PR professional crafts press releases resembling a compelling news story,
making it clear why his client's product, service or personal history is important. The
goal is to fulfil the journalist's requirement for news while enhancing the client's
image in the public eye.
• PR professionals spend a lot of time cultivating relationships with journalists and
other members of the mass media. This is done by researching which journalists
write about the client's industry or personal interests.
• Another job of public relations is to create a press kit, or media kit.
• The press kit contains everything the journalist needs to understand who the client
is and what the client does. That could include:
•  Executive profiles
•  Quick facts about an organization, such as its company history
•  Photographs
•  Detailed product descriptions; even samples
•  Recent press releases
•  Business card of PR representative

32. Scope of Public Relations
• The broad scope of public relations jobs can be narrowed down into
three general categories:
• Publicity
• Communications
• Training

33. Publicity
Publicity is a free and favourable mention of your client in a magazine, a
positive review of your client's product in a newspaper column, or a
recommended link to your client's Web site on a popular blog.

34. Training
Media trainers are PR professionals who put their media relations
knowledge to work coaching corporate executives, spokespeople
and politicians on the best techniques for handling the press.

35. Communications
• Corporate communication is a set of activities involved in managing and
orchestrating all internal and external communications aimed at creating
favourable point of view among stakeholders on which the company
depends.
• Corporate Communications is basically of 3 types:
• Crisis Communications
• Internal/Employee Communications
• Investor Communications

36. • Corporate Branding: A corporate brand is the perception of a company that
unites a group of products or services for the public under a single name, a
shared visual identity, and a common set of symbols.
• Corporate and Organizational Identity: It is the uniqueness of an
organization and the central, distinctive and enduring features of an
organization.
• Corporate Social Responsibility: Corporate responsibility (CR) constitutes
an organization’s respect for society’s interests, demonstrated by taking
ownership of the effects its activities have on key constituencies including
customers, employees, shareholders, communities, and the environment, in
all parts of their operations.
• Corporate Reputation: It is the overall assessments of organization by their
stakeholders.

37. Differences between PR and Advertising
• Paid or Free Coverage
• Creative Control Vs. No Control
• Shelf Life
• Wise Consumers
• Special Events
• Writing Style

38. Other Components of Marketing
Communication
• Personal Selling: In a nutshell, Getting customers and Keeping customers
is the task of personal selling. The salesmen have to locate and create new
customers for the company and keep selling to the firm's existing
customers.
• Sales Promotion: Media and non-media marketing communication are
employed for a pre-determined, limited time to increase consumer demand,
stimulate market demand or improve product availability.
• SNS: A social networking service (also social networking site or SNS)
is a platform to build social networks or social relations among people who
share interests, activities, backgrounds or real-life connections.

39. Broadcast Industry
B2B Ads
• As it can be seen from the above two advertisements that Aaj Tak keeps the
content to the point avoiding too many details or text in their ads. The font used is
usually broad. The headlines can be called either catchy or melodramatic
depending from which view you see it.
• Aaj Tak usually uses Red colour as their base colour or Red is present in their ad
to make identification better.
AAJ TAK

40. INDIA TV
As in the case of India TV, it either keeps it ad data centric, or either as seen in the case of "Aaj Ke Baat" and
"Aap ke Adalat" ads always appears with Mr. Rajat Sharma photo and the headlines in them as kept as short and crisp as
possible. Too much detailing is usually avoided. Again orange and blue colour is used in the above advertisement to
bring uniformity among all its other ads for the purpose of easy recall.

41. B2B Ads are more date centric and emphasis is more on logic as against emotion in B2C Ads.

42. ABP (Anandabazar Patrika) NEWS
The above ad uses black and
white theme, giving it a
traditional look and feel. The
ad aims to convey that their
show will focus on how the
Modi Government is doing
after completion of 100
days.
The above ad has a big body
copy but it is well placed to give
the whole concept some clarity.

43. Broadcast Media Space
B2C AdsAAJ TAK
Aaj Tak, who claims to be the nation’s No. 1 News Channel launches a unique series –
‘Satyagraha – 2014’ that draws inspiration from the Father of the Nation – Mahatma Gandhi.
With the upcoming elections and the people’s verdict around the corner, claims and counter
claims are making the political landscape cloudy for the voter. While the chaos is making the
viewer lose patience on the bigger picture, Aaj Tak brings out an anchor in the rebirth of
Mahatma Gandhi with this ground breaking series, ‘Satyagraha 2014’. The belief behind the
show is that Gandhi Ji is alive in all and his message is constantly reminding people that
truth should be the deciding factor in the fate of this year’s elections.

45. INDIA TV

46. INDIA TV, Nation’s Most Watched News Channel
undergoes a Brand Refresh:
The new look has been designed by Renderon Broadcast
Design, a US based packaging firm that counts FOX News
and NBC amongst its clients, has given India TV an
international and contemporary look and feel.
India TV’s new logo has been designed by brand strategy firm
DY works.
India TV news presentation moves to a highly sophisticated
double story set.
The colourful set has been designed and executed by BDI
(Broadcast Design International), one of the global domain
leaders. Mike Baker, former lighting director, BBC was
specially flown in for lighting the new set.
Even the new look for India TV mikes has been designed by
Germany’s Schulze-Brakel that specialises in collateral design
for Microphone IDs.
Strategic refresh in Brand India TV has Editor-in-Chief Rajat
Sharma leading from the front.
One of the best known presenters in Indian TV industry, Rajat
Sharma, has taken charge of prime time reviving his popular
show Aaj Ki Baat- Rajat Sharma ke Saath.

47. ABP NEWS

48. Series of Ads by Rival Companies

51. The series of Ad below shows creativity at its best, with Rival Companies of
biggest Car brands projecting their superiority in a very subtle and sarcastic
fashion. Albeit it is not for a Campaign.