First IMC of Us

IMC:
This principle applies to all marketing communication:
Media: print, broadcast, out-of-home, digital.
Platforms: advertising, public relations, events and sponsorships,

direct response.
All communications efforts are planned for maximum synergy.

First IMC:
Every part of the marketing mix, not just marketing communication,
sends a message
Second IMC: A brand is a unified vision (the art) and a complex system (the
science).
Third IMC: Brand relationships drive brand value.
Fourth IMC: You cant be integrated externally if you are not integrated internally.
Types of advertising
Brand advertising
Focused on long-term brand identity and image
Retail or local advertising
Focused on selling merchandise in a geographical area
Direct-response advertising
Tries to stimulate an immediate customer response
Business-to-business advertising
Sent from one business to another
Institutional advertising
Establishes a corporate identity; attempts to win the public over to the

organizations point of view
Nonprofit advertising
Used by not-for-profit organizations to reach customers, members,

volunteers, and donors
Public service advertising
Usually produced and run for free on behalf of a good cause
Role of Communication in branding:

Establish Brand Identity through name or symbols.
Define the brand image and personality
Develop brand relationship to customer to acquire brand equity.
Types of Research
Primary
Secondary
Quantitative
1) Survey research
2) Correlation research
3) Experimental research
Qualitative
1) In depth interviews
2) Focus group
3) Observation
4) Ethnographic
5) Diaries
6)Fill-in-the-blanks
7) Purpose-driven games
8) Story elicitation
9) Artifact creation
10) Photo elicitation
11)Photo sorts
12) Metaphors
Consumer Research
Background Research
Creative Process
It is hard work; usually involves a series of steps:
1. Immersionread, research, learn about problem
2. Ideationlook at the problem from every angle; generate as many ideas as
possible
3. Brainfogyou may hit a wall and want to quit
4. Incubationlet your subconscious work on it
5. Illuminationthe idea often comes when youre relaxed and doing something
else
6. EvaluationDoes it work? Is it on strategy?
The Basis for the Buy

Decisions about which media to use are based on the profile of the audience that reads, views, listens, or visits a
medium. Media sales reps provide their own data, but research by account planners also uncovers media use patterns
that help make these decisions.
Media planners use a variety of terms to identify and measure audiences. The terms are easy to confuse, so lets
explain some here before we begin talking about specific characteristics of traditional media forms in the following
chapters.
Exposure Media effects all begin with exposure. We know from the discussion in Chapter 4 that the first
step in making an impact is perceptionyou have to be exposed to a message before any other effect is possible.
Exposure is similar to circulation for television in that its a rough estimate of the number of households watching a
program. However, just because the television is on doesnt mean you are paying any attention to the program, let
alone the advertising that surrounds it. Exposure, in other words, doesnt equate to readership or viewership.
At the most basic level, however, media planners estimate the number of exposures delivered by a media mix.
Impressions An impression is one persons opportunity to be exposed one time to an ad in a specific
vehicle. Impressions can be added up as a measure of the size of the audience either for one medium (one insertion
in print) or for a combination of vehicles in a media mix.
Circulation Impressions are different from circulation, because impressions (at least in print) estimate the
readership or rather the opportunity to be exposed (delivery to the household or a newsstand purchase), rather than
just the circulation, which refers to copies sold.
Gross Impressions Circulation doesnt tell you much about the actual exposure of a print ad. A magazine may
have a circulation of 1 million, but it might be read on average by 2.5 people per issue. This means impressions for
that issue would be 2.5 million. If the ad ran in three consecutive issues, then the estimate of total impressions,
called gross
Impressions, would be 7.5 million. Similarly, the number of viewers watching a program might be greater than
the number of households reached since there may be more than one viewer watching and the commercial may be
repeated several times in a program. Media planners add up all those watching and multiply that times the number
of placements to estimate gross impressions for TV.
Ratings Gross impression figures become very large and difficult to work with, which is why the television and
radio industries use ratings (percentage of exposure), which is an easier measurement to work with because it
converts the raw figure to a percentage of households.
When you read about a television show having a rating of 20.0 that means that 20 percent, or one-fifth of all the
households with televisions, were tuned in to that program. Note: One rating point equals 1 percent of the nations
estimated 1,114,000 TV homes; thats why planners describe this program as having 20 rating points, or
percentage points. A 20 rating is actually a huge figure, since the fragmentation of cable has diversified television
watching and made it very difficult to get 20 percent of the households tuned to any one program.
Share A better estimate of impressions might be found in a programs share of audience, which refers to
the percent of viewers based on the number of sets turned on. The share figure is always larger than the rating, since
the base is smaller. For example, the 2010 Super Bowl got a rating of 45 (45 percent of all households with
television), but its share was 68, which means 68 percent of all televisions turned on were tuned to the Super Bowl
KEY STEPS IN MEDIA PLANNING
Media Objectives:
Objective
Media Vehicles
Communication & media Objectives:
Reach objective
Frequency Objective
Effective frequency
Media waste
Media objectives
Media Strategies (Figure 14.3)
Media mix Strategies:
Variety of targeted media vehicles
Geographical strategies:
Category Development Index: (Rate of consumption of product)
Brand Development Index: (Strength of Brands in geo Areas)
Scheduling Strategies:
Lead Time: (amount of time allowed before beginning of

sales.i.e(Back to school)
Time:
Duration:
Continuity:
Flighting Strategy
Pulsing Strategy
Media Metrics & Analytics
Impact: GRP`s & TRP`s
Cost efficiency
CPM, TCPM, CPP
Media Optimization
Impact: GRP`s & TRP`s:

GRP: Multiply each media vehicle Rating by the no of ads insertions
Using software's we can further use GRP to calculate Reach & Frequency.
Cost efficiency:
Share of voice: comparing budgets with competitors
If the category ad spending is 10 million and you want your share of vaoice to
be 40% then:
10 million $ * 0.40 = 4 millions
CPM, TCPM, CPP:
Cost per thousand
COST OF AD1000
Readership
CPM =
TCPM: Targeted Cost per thousand
TCPM =
COST OF AD1000
Readershipthetarget audience
CPP : Cost per Thousand: Cost of reaching 1 million household based on

rating
CPP=
COST OF AD
Rating
TCPP: assume out of the total audience half is our target audience, so we take
half of the rating and use the same formula:
TCPP =
COST OF AD
50 %OF THE RATING

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IMC:

This principle applies to all marketing communication:

Media: print, broadcast, out-of-home, digital.

Platforms: advertising, public relations, events and sponsorships,

All communications efforts are planned for maximum synergy.

Focused on long-term brand identity and image

Retail or local advertising

Focused on selling merchandise in a geographical area

Tries to stimulate an immediate customer response

Sent from one business to another

Establishes a corporate identity; attempts to win the public over to the

Used by not-for-profit organizations to reach customers, members,

Public service advertising

Usually produced and run for free on behalf of a good cause

Role of Communication in branding:

Develop brand relationship to customer to acquire brand equity.

10) Photo elicitation

The Basis for the Buy

KEY STEPS IN MEDIA PLANNING

Communication & media Objectives:

Media Strategies (Figure 14.3)

Media mix Strategies:

Variety of targeted media vehicles

Category Development Index: (Rate of consumption of product)

Brand Development Index: (Strength of Brands in geo Areas)

Lead Time: (amount of time allowed before beginning of

Media Metrics & Analytics

Impact: GRP`s & TRP`s

CPM, TCPM, CPP

Impact: GRP`s & TRP`s:

Share of voice: comparing budgets with competitors

CPM, TCPM, CPP:

Cost per thousand

TCPM: Targeted Cost per thousand

CPP : Cost per Thousand: Cost of reaching 1 million household based on

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