Integrated Marketing Communications

Customers today, many a times receive a fragmented and vague picture of the Brand.
Why? The reason being, firms are unable to integrate all of their marketing efforts over a
period of time.

The sales and sales promotion aspects are managed by the sales department; advertising
is outsourced to the ad agencies, and the direct marketing and PR by other functionaries.

The emerging concept of IMC (Integrated Marketing Communications) aims at

addressing this issue. Though, easier said than done, very few organizations have
managed to switch over to IMC from stand alone marketing efforts. But the organizations
which have transformed themselves towards this arrangement are reaping the rewards in
terms of higher returns from investment in marketing activities, increase in brand's equity
and increased market share.

Example: McDonalds, Logitech International, Hyatt Regency.

The concept of IMC involves two fundamental aspects:

1. Consistency of positioning, message and tone across all different media.

2. Simultaneous achievement of several specific marketing goals.

(Awareness Increased sales, brand building etc.)

The concept of IMC is most relevant and critical to multi product companies or a
business group having multiple companies in different sectors. Example: HLL, Reliance,
TATA's.

However there are few challenges, in implementation of an integrated marketing

communication exercise in any enterprise:

1. Every departmental manager has his own specific objective or targets.

a. A sales promotion manager would only be interested in increase his sales even if it
means, doing it at the cost of diluting the brand equity.

2. Benefits derived over a period of time, which might de-motivate the marketing people.

3. The enduring commitment and support of top management.

Despite its challenges, the concept of IMC is becoming more and more relevant in the
field of brand management, slowly but surely organization have realised that if a brand or
company has to survive in this globalised world for years to come, it has no choice but to
Integrate its marketing communication, or else the customer will abandon the brand.
TVC – Television Commercial Formats

TV attracts around 45% of the total advertising spend in India, by most of the big
advertisers. Television is and has been regarded as the most powerful audio-visual
communicational tool in advertising. Formats here refer to the type or nature of the
commercial.

Some of the most popular formats used by advertising agencies in India are:

PROBLEM-SOLUTION FORMAT

Generally the TVC showcases a problem faced by a central character like – worry, fear,
discomfort or dissatisfaction. Next comes in the solution provider, in form of the product
or individual who would use the product.
Example: The TVCs of Iodex, Surf, Cherry Blossoms.

SLICE OF LIFE FORMAT

Such TVCs' are often vague in terms of sequence but depict a real life scenario
experienced by the target audience in day-to-day life. The Product or service is
introduced in the background as a part of the happening.
Example: Reliance RIM Campaign, Fevicol - Bus in Rajasthan commercial.

DEMONSTRATION FORMAT

It involves demonstrating the usage and effect of product, in real life situation. Such
commercial formats are used for cleaning, hygiene and medical products and services.
Example: Toilet Liquids, Utensil cleaning bars etc. (RIN, Harpic etc.)

TESTIMONIAL FORMAT

This kind of format aims at influencing a customer through third party endorsement. It
involves running interviews of people who have already used the product and are
satisfied with it.
Example: Surf "Lalitaji", Colgate "IDA Certification", Horlicks etc.

COMEDY OR TRAGEDY

These are one of the most frequently used formats in both Television and Radio
advertising. It ensures that the audience would stick to the commercial till the plot is
over. Some of the most famous commercials are commercials with comic or tragic plots.
Example: Fevicol "Ek tapakti boondh aapki kismet badal sakti hein" , Chloromint
"Dubara mat puchana" etc.
ANIMATION

The trend of Animation has recently caught on very well in India; it helps in breaking the
clutter and generates high recall due to its unusual nature. It's generally carried out for
either product related to kids or products which are not easily recognized.
Example: Amaron Batteries, Hero Honda Bike etc.

Brand Basics

Me-too doesn't sell……………because when prices are the same customer always goes
for the most familiar brand which he or she has been buying before.

In absence of time for new decision the habits take over, so is the case with brands, in
absence of clarity about quality, availability and price of other brands the customers
remains with your brand. This is termed as Brand habit similarity or in simple terms
brand loyalty.

Brand Equity – It is the value that a brand commands in the market place with respect to
its customers and the revenue that it generates for the company.

Brand Equity comprises of:

Brand Awareness (Coke or Pepsi)

Brand Loyalty (Harley Davidson)
Perceived Value (Raymond or Mercedes)
Brand Association (Lux – Cinema Stars)
Brand Capability:

Brand Weight – It shows the influence or dominance over its competitors in the
marketplace. (Microsoft)
Brand Length – It shows the ability for successful extension in other markets.
(McDonalds)
Brand Breadth – It shows the ability of the brand to cut across age, religion and
nationality. (Star Plus – KBC)
Brand Depth – It shows the customers commitment towards the brand (Serials like
Ramayana and Mahabharata)