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Integrated Marketing Communication(IMC) Prepared by
PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
The Persuasion Matrix
Promotional Planning Elements
Promotional Planning
Who will be effective in getting consumers’ attention?
Who will be effective in getting consumers’ attention?
Source/ attention Source/ attention
4
Receiver/ComprehensionReceiver/Comprehension
Can the receiver comprehend the ad?
Can the receiver comprehend the ad?
1
Which media will increase presentation?
Which media will increase presentation?
Channel/ntationChannel/ntation
2
What type of message will create favorable attitudes?
What type of message will create favorable attitudes?
Message/yieldingMessage/yielding
3
Receiver/ComprehensionReceiver/Comprehension Channel/
presentation Channel/ presentation
Message/yieldingMessage/yielding
The Communication Process
The Communication Process:This process has three main Factor• Source Factor Source Credibility Source Attractiveness Source Power• Message Factor Message Structure Message Appeal• Channel factor
..
Source attribute Process
CompliancePower
IdentificationAttractiveness
InternalizationCredibility
Source Attributes and Receiver Processing Modes
Source FactorSource:The term source in advertisement account for the person involved in
communicating a message either directly or indirectly.Direct Source: It is a spokesperson who delivers a message & demonstrate a product or services.Like Sachin in Aviva Indirect Source:Here modal doesn’t actually deliver a message but draw attention to enhance
the appearance of adLike Ad of PP jewelers, Sachin on Jaypee cementMix Source: Here there is no direct or indirect source. source is organization itselfLike: HCL, Tata group
Ad With source
Source Factor
Source Credibility:Recipient see source as knowledgeable, skillful,
experienced & TrustworthyConsumer make strong trust on source, so
information given by source should be unbiased, objective & trustworthy
He/she should be honest, ethical, BelievableLike: AB, Sachin, Following two main factor comes under credibility
.
.SkillSkill
KnowledgeKnowledge
ExpertiseExpertise
UnbiasedUnbiased
TrustworthyTrustworthy
ObjectiveObjective
UnbiasedUnbiased
TrustworthyTrustworthy
ExpertiseExpertise
SkillSkill
KnowledgeKnowledge
Source Credibility
SourceSource
InformationInformation
Source Attractiveness
Applying Expertise:People believe those person easily, having deep expertise
in respected field & on the basis of his opinion, it become belief. Hence marketer rope this kind of person
Like Tiger woods on nike adApplying Trustworthiness: While expertise is important but at the same time the
target audience also want the source should be believable
Like News of Times(yes), News of India TV(No)
Source AttractivenessSource Characteristics: It is used by the advertiser frequently. It comprises three factorSimilarity:Marketer recognize those person whom they feel sense of similarity. Here the
need of communicator is same as the need of consumer.Like : Tiger woods in NikeFamiliarity:It refers the knowledge of source & how familiar the source is with this
knowledge Like: Knowledge of SRK & Aamir Khan in entertainmentLikability:Here marketer identify the celebrity who has power to stop the crowed.Like: AB, Katrina, Sachin, SRK, Amir Khan
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Source Attractiveness
Resemblance between the source and recipient of the message
Resemblance between the source and recipient of the message
SimilaritySimilarity
Knowledge of the source through repeated or prolonged exposure
Knowledge of the source through repeated or prolonged exposure
FamiliarityFamiliarity
Affection for the source resulting from physical appearance, behavior, or personal traits
Affection for the source resulting from physical appearance, behavior, or personal traits
LikeabilityLikeability
Attractive Models Are Often Used in Cosmetic Ads
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Top Celebrity Endorsers
Top Male Endorsers• Tiger Woods• Michael Jordan• David Beckham• Lance Armstrong
Top Female Endorsers• Maria Sharapova• Jennifer Lopez• Jessica Simpson• Venus/Serena
Williams• Annika Sorenstram
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Popular Celebrities Help Attract Attention to Commercials
Celebrity Endorsement
Factor to be consider before roping Celebrity:
• Overshadowing the product• Overexposure• Target Audience reach• Risk to Advertiser
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Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons?
Celebrity
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Advertising Risks of Using Celebrities
The celebrity’s behavior may pose a risk to the companyThe celebrity’s behavior may pose a risk to the company
The celebrity may overshadow the product being endorsedThe celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibilityThe celebrity may be overexposed, reducing his or her credibility
The target audience may not be receptive to celebrity endorsersThe target audience may not be receptive to celebrity endorsers
Source Power
Source Power:A source has power when he/she actually
endorse the thing. According to circumstances & condition source may get +ve or –ve response
Like: Sachin loose Britannia contract after early exit of the world cup cricket.
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Source Power
Perceived controlPerceived control
Perceived concernPerceived concern
Perceived scrutinyPerceived scrutiny
ComplianceCompliance
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Source Power
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Energy & Power – The Athlete and the Product
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Yao Ming is a Popular Endorser in China
Message factor
Message Factor: Way of presentation of communication is very
important to determine their effectiveness. It consists of two parts
• Message Structure• Message Appeal
Message Structure
Message Structure: It is very important for marketer how to design
the message structure & present it to consumer, by the same time marketer has to overcome the situation also. It has three factor
Order of presentation:Conclusion Drawing:Message Sidedness:
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Message Structure
Reca
ll
Beginning Middle End
Order of Presentation
Message Structure
Order of presentation:
When to present the messageMessage at beginning & last time make good
impact compare to middleLike: Reliance network ad
Message Structure
Conclusion Drawing:
• It is about open end & close end message• Both open & Close end are effective• No conclusion on open end• Strong conclusion in close end
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Conclusion Drawing
Message Structure
Like:Close End questionAdvertisement of Airtel, Samsung etc, CloseOpen End QuestionAdvertisement of melody chocolate & Soya milk
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. Melody itni chocolaty kyon hai, Melody khao khud jan jao
How did you know you like water before you try it
Soya Milk
Message Structure
Message Sidedness:There are two types of message sidednessOne sided Message:It consists only positive benefits or character of
the product. Like: all general ad, Rin, Liril, Reliance, Airtel
Message Structure
Two sided message: • It consists both positive & negative character
of the product• It is more effective when target audience is
educated• It enhance the credibility of source
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Message Structure
Like:Buckley’s cough syrup: its taste awful, but it works
Kimti hi sahi, bachche aur parivar ke liye samjhouta nahin.
ZANDU: CHAYVANPRASH
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Message Sidedness
Message Appeals
Message Appeals:The choice of appeal is one of the most important &
tedious work for marketer. It is designed according to logical as well other important factor. There are following types of appeal followed by marketers
• Comparative Appeal• Fear Appeal• Humor Appeal• Emotional Appeal
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Message Appeal Options
FearAppealsFearAppeals
• May stress physical danger or threats to health
• May identify social threats
• Can backfire if level of threat is too high
• May stress physical danger or threats to health
• May identify social threats
• Can backfire if level of threat is too high
ComparativeAdsComparativeAds
• Especially useful for new brands
• Often used for brands with small market share
• Used often in political advertising
• Especially useful for new brands
• Often used for brands with small market share
• Used often in political advertising
HumorAppealsHumorAppeals
• Can attract and hold attention
• Often the best remembered
• Put consumers in a positive mood
• Can attract and hold attention
• Often the best remembered
• Put consumers in a positive mood
Message Appeals
Comparative Appeal:In this practice the marketer directly or
indirectly use the name of competitors for comparing the advertisement. In general it happens for the new brand & Politics.
Like: TVS & BajajCoca Cola & PepsiRin vs Tide
Comparative ad
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Miller Lite’s Comparative Advertising
Message Appeals
Fear Appeal: • Emotional response of threats that express some danger• Company sometime use fear appeal to provoke
consumer to erase their fear.• Low level fear attract the customer to take it as challenge
way• High level of Appeal may prove lethalLike: Cigarette advertisementAdvertisement of Mountain Dew
Fear Appeal with solution
Message Appeals
Humor Appeal :• Strong way to attract the customer• Presented mostly through TV, Radio • Sometime in Newspaper• Advertiser use different kind of character to
attract the customer• Different voice or shape can be used Like: Zoo zoos of Vodafone
Humor Appeal in print media
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Humor in Print Media
. Humor in Print Media
Humor Appeal in TV media
. Humor Appeal in TV media
Message Appeals
Emotional Appeal:
• Best way to attract the people• Show the scene of Bound• Mostly target audience are family
Like: Ad of ICICI, BSNL, MasterCard
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Channel Factors
PersonalPersonal
•Flexible
•Powerful
•Real time
•Flexible
•Powerful
•Real time
• No personal contact
• Geared to a large audience
• Static
• No personal contact
• Geared to a large audience
• Static
NonpersonalNonpersonal
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Context and Environment
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The Image of a Magazine Can Enhance an Ad
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Clutter
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