Bangalore Institute Of Management Academy

Module 1:- Introduction to Integrated Marketing Communication

Integrated marketing communication

Integrated Marketing Communication (IMC) is a strategic approach that aligns

various communication elements to deliver a consistent message to target
audiences. It involves coordinating advertising, public relations, direct marketing,
sales promotion, and digital marketing efforts to maximize impact and achieve
marketing objectives.
Example :- A fictional company, XYZ Electronics, launching a new smartphone.
For their IMC strategy, they might:

1. Advertising: Run TV, radio, and online ads highlighting the smartphone's features
and benefits.
2. Public Relations: Issue press releases about the smartphone's launch, organize
press conferences, and seek media coverage in tech blogs and magazines.
3. Direct Marketing: Send targeted emails to potential customers offering exclusive
deals or discounts on pre-orders.
4. Sales Promotion: Offer limited-time discounts or bundles for customers purchasing
the smartphone during the launch period.
5. Digital Marketing: Utilize social media platforms to engage with potential
customers, share product videos, and run targeted ads based on demographics and
interests.

By integrating these various communication elements, XYZ Electronics ensures a

cohesive message about their new smartphone reaches their target audience across
multiple channels, increasing brand awareness and driving sales.

What is AIDA model

The AIDA model is a classic marketing framework that outlines the stages a
consumer goes through when making a purchasing decision. It stands for:
1. Attention: Attracting the consumer's attention to the product or service through
compelling advertising, promotions, or other marketing efforts.
2. Interest: Once attention is captured, generating interest by highlighting the
benefits and features of the product or service to stimulate curiosity and desire.
3. Desire: Creating a desire or emotional connection with the product or service by
demonstrating its value, solving a problem, or fulfilling a need.
4. Action: Encouraging the consumer to take action, such as making a purchase,
signing up for a newsletter, or requesting more information.

The AIDA model helps marketers understand and design their communication
strategies to guide consumers through each stage of the purchasing process
effectively.
Goals of AIDA model
1. Capture Attention: Attract the attention of potential customers to the product or
service through impactful advertising or marketing efforts.
2. Generate Interest: Stimulate interest in the product or service by highlighting its
features, benefits, and unique selling propositions to create curiosity and
engagement.
3. Create Desire: Foster desire or emotional connection with the product or service
by demonstrating its value, relevance, and ability to meet the consumer's needs or
desires.
4. Prompt Action: Encourage the consumer to take action, such as making a
purchase, signing up for a trial, or contacting the company, ultimately leading to
conversion and sales.
5. Build Awareness: Increase brand awareness and recognition among the target
audience by capturing their attention and making them aware of the product or
service existence.
6. Establish Brand Preference: Influence consumer perceptions and preferences by
positioning the product or service favorably against competitors, thus encouraging
them to choose it over alternatives.
7. Educate Consumers: Provide relevant information and educate consumers about
the product or service, its features, benefits, and how it addresses their needs or
solves their problems.
8. Foster Engagement: Encourage interaction and engagement with the brand or
product, whether through social media, website visits, or other forms of
communication, to deepen the relationship with the consumer.
9. Drive Conversion: Ultimately, the overarching goal of the AIDA model is to drive
conversions and sales by guiding consumers through the sequential stages of
attention, interest, desire, and action, leading to a purchase decision.
 By effectively achieving these goals, companies can create successful marketing
campaigns that result in increased brand awareness, customer engagement, and
ultimately, improved sales and revenue.

Objectives of AIDA model

The objectives of the AIDA model can be summarized as follows:

1. Awareness: Make potential customers aware of the existence of the product or

service.
2. Interest: Stimulate interest in the product or service by highlighting its features,
benefits, or unique selling points.
3. Desire: Create a desire or need for the product or service by demonstrating its
value and relevance to the customer's wants or needs.
4. Action: Encourage the customer to take a specific action, such as making a
purchase, signing up for a newsletter, or requesting more information.
5. Audience Segmentation: Tailor communication strategies to different audience
segments based on their characteristics, preferences, and behaviors to maximize
relevance and effectiveness.
6. Brand Recall: Enhance brand recall and recognition by associating the product or
service with memorable messaging and visuals that resonate with the target
audience.
7. Influence Decision-Making: Influence consumer decision-making processes by
providing persuasive information and addressing objections or concerns to
alleviate doubts and instill confidence in the product or service.
8. Relationship Building: Foster long-term relationships with customers by
delivering consistent, engaging communication throughout their journey, from
initial awareness to post-purchase support and loyalty programs.
9. Measure Effectiveness: Assess the effectiveness of marketing campaigns by
tracking key performance indicators (KPIs) such as brand awareness, website
traffic, conversion rates, and customer feedback, to refine strategies and optimize
future efforts.
10. Drive Repeat Business: Encourage repeat purchases and customer loyalty by
maintaining ongoing communication, providing valuable incentives, and delivering
exceptional experiences that exceed expectations.
 By setting and achieving these objectives within the AIDA framework, companies
can create comprehensive marketing strategies that effectively engage consumers,
drive conversions, and build sustainable relationships over time.

DAGMAR :-
DAGMAR stands for "Defining Advertising Goals for Measured Advertising
Results." It's a marketing model that emphasizes setting clear and measurable
objectives for advertising campaigns to ensure effectiveness and accountability.
Developed by Russell Colley in the late 1950s, it focuses on moving consumers
through a series of stages: awareness, comprehension, conviction, and action.
DAGMAR in setting objectives

In setting objectives using the DAGMAR approach, it's crucial to ensure they are
Specific, Measurable, Achievable, Relevant, and Time-bound (SMART). This
means defining clear and measurable goals that align with the stages of the
consumer decision-making process outlined in DAGMAR: awareness,
comprehension, conviction, and action. By establishing objectives that are specific
and measurable, marketers can better evaluate the effectiveness of their advertising
efforts and make data-driven decisions to optimize their campaigns.

1. Define specific objectives: Clearly articulate what you want to achieve with your
advertising campaign, whether it's increasing brand awareness, improving brand
comprehension, building conviction, or driving specific actions like purchases or
sign-ups.
2. Ensure measurability: Establish metrics that allow you to quantitatively assess
the progress and success of your objectives. This could include metrics like reach,
impressions, click-through rates, conversion rates, or sales figures.
3. Focus on attainability: Set goals that are realistically achievable based on your
resources, market conditions, and the nature of your product or service. Unrealistic
objectives can lead to frustration and demotivation.
4. Relevance to business goals: Ensure that your objectives align with your broader
business goals and marketing strategy. Each objective should contribute to the
overall success of the business and be relevant to your target audience and market.
5. Set a timeframe: Establish a timeline for achieving your objectives to create a
sense of urgency and accountability. This could be short-term objectives for
immediate impact or long-term objectives for sustained growth.
6. Monitor and adjust: Continuously monitor the performance of your advertising
campaigns against the established objectives. Analyze the data, identify areas for
 improvement, and be prepared to adjust your strategies and tactics as needed to
optimize results.

By following these points, you can effectively apply the DAGMAR approach to set
objectives that drive the success of your advertising campaigns.

Elements of IMC
Integrated Marketing Communications (IMC) involves coordinating and
integrating various marketing communication elements to deliver a consistent and
unified message to target audiences. Here are the key elements of IMC:

1. Advertising: Paid promotional messages communicated through various channels

such as television, radio, print media, online platforms, and outdoor advertising.
2. Public Relations (PR): Managing relationships and communication with various
stakeholders, including media outlets, customers, investors, and the general public,
to maintain a positive brand image and reputation.
3. Sales Promotion: Short-term incentives or promotions designed to stimulate
immediate sales, such as discounts, coupons, contests, giveaways, and loyalty
programs.
4. Direct Marketing: Direct communication with individual customers or prospects
through channels like email, direct mail, telemarketing, and SMS marketing to
generate leads, facilitate transactions, and build relationships.
5. Personal Selling: Face-to-face or one-on-one communication between sales
representatives and potential customers to educate, persuade, and close sales.
6. Digital Marketing: Utilizing online channels and platforms such as websites,
social media, search engines, content marketing, and mobile apps to engage with
target audiences, increase brand visibility, and drive conversions.
7. Social Media: Leveraging social media platforms like Facebook, Instagram,
Twitter, LinkedIn, and YouTube to connect with customers, share content, build
communities, and enhance brand awareness and engagement.
8. Content Marketing: Creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined audience, ultimately driving
profitable customer action.
9. Branding and Identity: Developing and maintaining a strong brand identity,
including brand values, personality, messaging, and visual elements, to
differentiate the brand and create emotional connections with consumers.
10. Event Marketing: Organizing or sponsoring events, such as trade shows,
conferences, product launches, and experiential marketing activations, to engage
with target audiences, showcase products or services, and generate leads or sales.
 By integrating these elements cohesively and strategically, organizations can create
synergistic marketing campaigns that maximize reach, engagement, and impact
across various touch points and channels.

Role of advertising in India's economic development :-

1. Promotion of Goods and Services: Advertising plays a crucial role in promoting

products and services offered by businesses, both domestically and internationally.
It helps create awareness among consumers about the availability, features, and
benefits of various goods and services, thereby stimulating demand and
consumption.
2. Boosting Consumption: By influencing consumer preferences and purchase
decisions, advertising contributes to increased consumption levels across different
sectors of the economy. This heightened consumption drives production, generates
revenue, and fuels economic growth.
3. Job Creation: The advertising industry itself is a significant contributor to
employment generation in India. It employs a diverse workforce, including
copywriters, graphic designers, marketing professionals, media planners, and sales
representatives, among others, thereby supporting livelihoods and contributing to
the country's GDP.
4. Facilitating Market Expansion: Through advertising, businesses can reach out to
new and untapped markets, both within India and globally. This expansion of
market reach enables businesses to scale up operations, diversify revenue streams,
and access new sources of revenue, thereby contributing to overall economic
development.
5. Supporting Small and Medium Enterprises (SMEs): Advertising provides
SMEs with a platform to compete on a level playing field with larger enterprises
by enabling them to promote their products and services effectively. This visibility
helps SMEs attract customers, increase sales, and grow their businesses, thereby
fostering entrepreneurship and economic inclusivity.
6. Attracting Foreign Investment: A vibrant advertising industry signals a healthy
and dynamic business environment, which can attract foreign investors looking to
capitalize on market opportunities in India. The presence of robust advertising
infrastructure and promotional activities can enhance India's attractiveness as a
destination for foreign direct investment (FDI), leading to economic growth and
development.
7. Promoting Innovation and Creativity: Advertising encourages innovation and
creativity in product development, marketing strategies, and communication
 methods. Companies strive to differentiate themselves through unique advertising
campaigns, compelling messaging, and creative branding initiatives, driving
continuous improvement and innovation in the marketplace.
8. Informing and Educating Consumers: Advertising serves as an essential source
of information and education for consumers, helping them make informed
purchasing decisions. Advertisements often highlight product features, pricing,
promotions, and other relevant details, empowering consumers with the knowledge
needed to make rational choices in the marketplace.
9. Contributing to Government Revenue: The advertising industry generates
significant revenue through various channels, including advertising taxes, licensing
fees, and other regulatory charges. These revenues contribute to government
coffers and can be reinvested in infrastructure development, social welfare
programs, and other initiatives aimed at fostering economic development.

By fulfilling these roles, advertising plays a pivotal role in driving economic

growth, fostering entrepreneurship, and improving the overall standard of living in
India.
Ethics in advertising detail information
Ethics in advertising encompasses principles and guidelines that govern how
advertisers should communicate with consumers. Key aspects include:

1. Truthfulness and Transparency: Advertisers should ensure that their ads are
truthful, accurate, and not misleading. Disclosures should be clear and
conspicuous, especially when presenting potentially deceptive claims.
2. Respect for Consumer Autonomy: Advertisers should respect consumers' ability
to make informed choices by avoiding manipulative tactics or exploiting
vulnerabilities.
3. Social Responsibility: Advertisers should consider the potential impact of their
ads on society, including cultural sensitivities, diversity, and promoting positive
social values.
4. Privacy and Data Protection: Advertisers must handle consumer data ethically,
respecting privacy rights and complying with relevant regulations such as GDPR
or CCPA.
5. Honesty in Product Representation: Advertisers should accurately represent
products or services, avoiding exaggeration or misrepresentation to drive sales.
6. Fair Competition: Advertisers should compete fairly, refraining from false
comparisons or disparaging competitors.
7. Avoidance of Harm: Advertisers should avoid creating ads that could cause harm
or offense, particularly to vulnerable groups such as children or marginalized
communities.
8. Environmental Responsibility: Advertisers should consider the environmental
impact of their advertising practices, promoting sustainability and responsible
consumption.

These principles guide ethical advertising practices and help maintain trust
between advertisers and consumers. Adherence to ethical standards is essential for
building long-term relationships and safeguarding brand reputation.

Social aspects of advertising point wise

1. Cultural Sensitivity: Advertisers need to be aware of cultural norms, values, and

sensitivities when creating ads to ensure they resonate positively with diverse
audiences.
2. Representation and Diversity: Advertisements should reflect the diversity of
society in terms of race, ethnicity, gender, sexual orientation, age, abilities, and
socioeconomic status to promote inclusivity and avoid stereotypes.
3. Social Responsibility: Advertisers have a role in promoting social causes and
advocating for positive change, such as environmental sustainability, public health
initiatives, or social justice issues.
4. Impact on Behavior: Advertisements can influence consumer behavior, shaping
attitudes, perceptions, and purchasing decisions. Advertisers should consider the
potential impact of their messages on societal norms and behaviors.
5. Children and Vulnerable Groups: Advertisers should take special care when
targeting children and vulnerable populations, ensuring that ads are age-
appropriate, truthful, and do not exploit or harm these groups.
6. Community Engagement: Advertisers can contribute to communities through
corporate social responsibility initiatives, sponsorships, partnerships with nonprofit
organizations, or support for local causes.
7. Digital Citizenship: With the rise of digital advertising, promoting responsible
online behavior and digital literacy is crucial to mitigate the negative effects of
misinformation, cyber bullying, and online privacy concerns.
8. Ethical Considerations: Advertisers should adhere to ethical standards and
principles in their messaging, avoiding deceptive practices, respecting consumer
privacy, and promoting truthful and transparent communication.
9. Civic Engagement: Advertisers can play a role in promoting civic engagement
and social awareness by raising awareness of important issues, encouraging voter
participation, or supporting grassroots movements.
10. Media Literacy: Advertisers should support efforts to enhance media literacy
skills among consumers, empowering them to critically evaluate advertising
messages and media content.

Addressing these social aspects of advertising can contribute to building a more

inclusive, responsible, and ethically conscious advertising industry that positively
impacts society.
Economic aspects of advertising
1. Market Expansion: Advertising facilitates market expansion by creating
awareness of products or services among consumers, thereby increasing demand
and potentially opening up new markets.
2. Brand Awareness and Differentiation: Advertising helps build brand awareness
and differentiation, enabling companies to establish a distinct identity and
competitive advantage in the marketplace.
3. Revenue Generation: Effective advertising campaigns can lead to increased sales
and revenue for businesses, contributing to economic growth and prosperity.
4. Job Creation: The advertising industry itself generates employment opportunities
for professionals in various fields, including marketing, advertising, design,
copywriting, and media planning.
5. Stimulating Competition: Advertising encourages competition by compelling
businesses to innovate, improve product quality, and differentiate themselves to
attract consumers' attention.
6. Media Revenue: Advertising is a significant source of revenue for media outlets
such as television, radio, newspapers, magazines, and online platforms, supporting
journalism and content creation.
7. Consumer Choice: Advertising provides consumers with information about a
wide range of products and services, empowering them to make informed choices
and find solutions that meet their needs.
8. Economic Multiplier Effect: Advertising spending generates a multiplier effect
throughout the economy, as companies invest in production, distribution, logistics,
and other related activities to meet increased demand.
9. Market Efficiency: Advertising helps improve market efficiency by reducing
information asymmetry between buyers and sellers, enabling transactions to occur
more smoothly and at fair market prices.
10. Investment in Innovation: Companies often invest in research and development
to create new products or improve existing ones, knowing that effective advertising
can help them recoup their investment and generate returns.

These economic aspects underscore the crucial role of advertising in driving

economic activity, fostering competition, and supporting growth across industries
and sectors.
Legal aspects of advertising
1. Truth in Advertising: Advertisers must ensure that their ads are truthful and not
deceptive. This includes avoiding false or misleading statements about products or
services.
2. Regulatory Compliance: Advertisers must comply with various laws and
regulations governing advertising, such as the Federal Trade Commission (FTC)
Act in the United States, which prohibits unfair or deceptive advertising practices.
3. Clear and Conspicuous Disclosures: Advertisers should provide clear and
conspicuous disclosures when necessary, such as when making disclaimers about
product features or limitations.
4. Intellectual Property Rights: Advertisers must respect intellectual property
rights, including trademarks, copyrights, and patents. Unauthorized use of another
company's intellectual property can lead to legal action.
5. Endorsements and Testimonials: Advertisers should disclose any material
connections between endorsers and the advertised product or service, as required
by the FTC's endorsement guidelines.
6. Privacy Laws: Advertisers must comply with privacy laws and regulations when
collecting, storing, and using consumer data for advertising purposes. This includes
obtaining consent for data collection and providing options for consumers to opt
out of targeted advertising.
7. Children's Advertising: Special regulations govern advertising directed at
children, including restrictions on deceptive or unfair advertising practices and
requirements for clear and truthful disclosures.
8. Health and Safety Claims: Advertisers making health or safety claims about
products or services must ensure that such claims are supported by scientific
evidence and not misleading to consumers.
9. Comparative Advertising: Advertisers should exercise caution when engaging in
comparative advertising to avoid making false or misleading comparisons with
competitors' products or services.
10. Online Advertising: Advertisers must comply with additional regulations for
online advertising, including rules related to online tracking, data privacy, and
disclosure of sponsored content.
Failure to comply with these legal requirements can result in legal action, fines,
reputational damage, and loss of consumer trust. Therefore, advertisers must stay
informed about relevant laws and regulations and ensure that their advertising
practices are legally compliant.