Integrated Marketing Communications

An Overview of Integrated Marketing Communications:

• Marketing Communication Objectives, Concepts, Terms
• Promotional Mix Elements
  • The Tools of Marketing Communications (Brief Characteristics)
    • (Media Advertising, Direct Response Advertising, Place Advertising, Store Signage and Point-of-Purchase Advertising, Trade- and Consumer-Oriented Promotions, Event Marketing and Sponsorships, Public Relations and Publicity, Personal Selling, Social Media, Online Marketing)
    • Integration of Marketing Communications
    • IMC Planning Process

Communications Process:

• Meaning of Meaning (Semiotics)
• Dimensions of Meaning
• Transfer of Meaning
• Consumer Processing Model (in Brief)
• Hedonic Experiential Model

Response Hierarchy Models:

• AIDA, AIETA,FCB Grid, Rossiter– Percy Grid

Objective Setting and Budgeting for the Promotional Program:

• Setting Marcom Objectives
• Hierarchy of Effects Model, DAGMAR
• Marcom Budgeting and Methods of Budgeting

Creating Effective Advertising:

• Defining Creativity
• Hierarchy of Impressions

Overview of Advertising Management:

• Advertising Management Program
• · Role of Advertising in IMC · Selecting an Agency · Role of Advertising Agencies and Other Marketing Communication Organisations: · Participants in the IMC Process · Client’s Role in Organising for Advertising and Promotion· Advertising Agencies (including Agency Compensation and Evaluation) · Specialised Services · Collateral Services · IMC Services ·Developing an Ad Campaign Management Strategy ·Constructing the Creative Brief

Advertising Design - I:

• Advertising Theory
• Hierarchy of Effects, Means-end Chain and Laddering, MECCAS, Verbal and Visual Images
• Message Strategies
• Message Factors (from SMC Factors)
• Cognitive, Affective and Conative Strategies
• Advertising Appeals

Advertising Design - II:

• Media Strategy
• Media Planning
• Channel Factors (from SMC Factors)
• Media Terminologies
• Reach, Frequency, GRP, TRP, Impressions, Continuity, Recency v/s Primacy Effect
• Media Selection
• Traditional Media Channels
• Types, Advantages and Disadvantages of- Television, Radio, OOH, Print Components of a Print Ad: Headline, Body copy, Illustrations and Layout Storyboard for T.V. Advertising

Other IMC Tools:

• Personal Selling’s Role in Promotion Mix and IMC
• Sales Promotion
  • Trade Oriented
  • Consumer Oriented
• PR, Publicity, Sponsorships

Digital Media: Online, Mobile and App Advertising:

(Only a brief outline)

E-commerce:

• Building an E-commerce Site, E-commerce Incentives, Privacy and Security Issues

Mobile Marketing:

• Types of Mobile Marketing

Online Advertising:

• Search Marketing

SEO, SEM · Display or Banner Ads · Rich Media: Pop-Ups, Interstitials, Superstatials, and Video Ads · Websites and Sponsored Sites · Blogs and Podcasts · E-mail Advertising

• · Measuring Internet Ad Effectiveness

Social Media Advertising:

• · Social Media Advantages and Disadvantages ·Social Media Categories and Brands · Social Networking ·How to Advertise on Social Networks · Privacy and Other Concerns ·Measurement of Social Media Campaigns

Direct Marketing:

• · Concept, Advantages and Disadvantages · Direct-Response Advertising · Direct Mail ·Telemarketing (Outbound and Inbound)

Other Media: · Brand Placements, Yellow-Pages Advertising, Video- Game Advertising, Cinema Advertising

Measuring Advertising Effectiveness:

• Concept of Pre-testing, Concurrent Testing, Post-testing

Pre-testing:

• · Focus Group, individual interview, ante-room trailer, Consumer Juries, Ethnography, On-air testing · Theater test, Portfolio test, Dummy Advertising Vehicles, Readability Tests · Physiological Measures · Con-current Testing: · Coincidental Surveys · Attitude Tests · Tracking Studies

Post-testing: · Recognition – Starch Test, Bruzzone Test · Recall – Day-After-Recall · Inquiry Tests · Sales Test ·Comprehensive Measures ·Measuring overall IMC