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Integrated Marketing Communication(IMC) Prepared by

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

(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)

IMT-CDL(DIMS)IP UNIVERSITY

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

P:9810275444www.marketingandbrandingguru.com

www.jrinfotech.com

Evaluation of Print Media

• Consumer magazine :54% of revenue from ad.• Business Publication: 73% of revenue from ad• Newspaper: 70% revenue from ad• 85000 million spent in 700 publication in 17

diff. language• Largest growing ad medium• Magazine growth rate: 22%• Newspaper growth rate: 32%

Magazine

Magazine:• Most specialize medium of advertisement• Some magazine highly devoted to only one

segment market• Big company spent handsome amount to

advertise in magazine. • P&G and GM spent over $500 million a year in

ad.

Source of Consumer Knowledge

Target Audience of magazine

Classification of Magazine

Top 5 Indian magazine • 1. Saras Salil – Hindi – 64.13 lakhs• 2. Kumudam – Tamil – 61.24 lakhs• 3. Vanita – Malayalam – 57.08 lakhs• 4. India today – English – 54.74 lakhs• 5. Kungumam – Tamil – 53 lakhs

Classification of Magazine

Classification of magazine:On the basis of Audience it is classified into

three parts

• Consumer Magazine • Farm Magazine• Business Magazine

Consumer Magazine

Consumer Magazine:• Used for general public for information or

entertainment• SRDS(Standard rate & data services) divides 2700

domestic consumer magazine into 75 classification• It covers sports, editorial, travel & women’s.• Two third of revenue comes from ad

Like: India Today, Saras salil, Readers digest, Vanitha etc.

Farm Publication

Farm Publication:• 2nd major SRDS category, dedicated to farmer

& their family• Approx 300 publication comes under 9

different classification.

Like: successful Farming, Progressive Farmer, Beef, etc

Farm Magazine

Business Magazine

Business Publication: • It dedicated to business industries & occupation.• SRDS classified it into 9300 diff. publication into

220 classificationSeveral classifications areNational law for LawyersIron & steelmaker: for steel indstRestaurant business: for restaurant

Top selling magazine in world

Advantage of Magazine

Advantage of Magazine: • Selectivity• Production Quality• Creative Flexibility• Permanence• Prestige

Disadvantage of Magazine

Disadvantage of Magazine: • Cost• Limited Reach• Limited Frequency• Long Lead Time• Clutter

Magazine advt space

Magazine ad selling:• Full page ad generate 30% more readership• Full page 4 color ad increase 6%-60% more

readership• Ad purchase on quarter, half, & Full page. It

may be color or simple black & white

Future of Magazine

Future of Magazine:Increasing of several medium of communication

directly hurted the magazine. Following point required to tackle to overcome from this

• Stronger Editorial Platform• Circulation management• Cross magazine & Media Deal• Database marketing• Online marketing

Online Magazine

Newspaper

Fact of WorldTop 5 Countries(newspaper reader per day)

China: 93.5 million India: 78.8 million Japan: 70.4 million United States: 48.3 millionGermany: 22.1 million

World Fact

In World( Top Newspaper of world)Yomiuri Shimbun, Asahi Shimbun, Mainichi

Shimbun Around 75 of the 100 best selling newspapers are

in Asia and seven out of top ten are Japanese newspapers.

The Times of India is the largest circulated English-language daily newspaper in the world

Indian Fact

Most circulated Newspaper:Dainik Jagran (with 55.7 million) Dainik Bhaskar (with 44.9 million)The Times of India (13.3 million)Hindustan Times (6.3 million)The Hindu (5.2 million)The New Indian Express(1.8 million)Malayala Manorama(1.8 million)

Newspaper

NewspaperIt is the second major form of print mediaTypes of Newspaper:Daily: Publish weekday, 60% youth read daily & 68% in weekendWeekly: mostly publish in small townNational newspaper:Circulated nationwide, TOI, HT, TH, Dainik JagranRegional Newspaper:Circulate in some specific areaLike: Ranchi express, Prabhat khabar in JharkhandSpecial Audience Newspaper: It offers some specialized news. Like ETNP supplement: It is additional with paper in specific day. Like Education times with TOI

Types of Newspaper Ad

Display Advertising:• Found in throughout the newspaper• 70% of ad come from it• It is of two types• Local Display ad: Use supplement paper • National Display ad: Use main paper

Print Ad Components

Types of Newspaper Ad

Classified Ad:Provide good amount of revenueArranged under subheads of productMost of them in small size or may be in colorPrint Inserted:Used by retailers or vendorsInsert pamphlet inside paper

Advantage of Newspaper

Advantage of Newspaper:• Extensive Penetration• Flexibility• Geographic Selectivity• Involvement/acceptance• Service offered

Disadvantage of Newspaper

Disadvantage of Newspaper:• Low production Quality• Short life• Heavy Ad competition• Poor placement

Newspaper Future

Newspaper Future:As it publish daily so its future is goodIt has to maintain following point to be market

competition • Competition from other media• Circulation• Attracting & Retaining Readers• Cross media buys