DR.

DY PATIL INSTITUTE OF
MANAGEMENT AND
RESEARCH,PIMPRI
DEPARTMENT OF M.B.A

Presentation On:
Advertisement Management
and IMC
By:
ABHISHEK WANJARI
Roll No-60(sec-A)

Overview of Advertisement Management

Advertising simply put is telling and selling the product. Advertising
Management though is a complex process of employing various media to
sell a product or service. This process begins quite early from the
marketing research and encompasses the media campaigns that help sell
the product.
Without an effective advertising management process in place, the
media campaigns are not that fruitful and the whole marketing process
goes for a toss. Hence, companies that believe in an effective advertising
management process are always a step ahead in terms of selling their
goods and services.

 If you wish to make the advertising effective, always remember to

include it from the market research time. Market research will help to
identify the niche segment of the population to which the product or
service has to be targeted from a large population. It will also identify
why the niche segment would opt for the product or service. This
information will serve as a guideline for the preparation of advertising
campaigns.
A whole lot of creativity and inspiration is required to launch an
adequate advertising campaign. In addition, the management skills
come into play when the work has to be done keeping the big picture in
mind. It would be fruitful for the company if the advertising campaign
lasts well over the lifetime of a product or service, reach the right
customers, and generate the desired revenue.

Example : Reliance Jio

They are obviously targeting the young
generation.
They are providing free unlimited calling.
Its data calling just like whatsapp.
If you check their tariffs, you'll notice the
validity of the scheme is 28days. If you divide
365/28 that would be 13 months. So you are
actually paying for an extra month.
Conlusion- the money which he has invested
(22 billion dollars) will be recovered till 2018

Steps in Advertising Process :

For the development of advertising and
to get best results one need to follow
the advertising process step by step.
The following are the steps involved
in the process of advertising:

Step 1 - Briefing: the advertiser

needs to brief about the product or
the service which has to be
advertised and doing the SWOT
analysis of the company and the
product.

Step 2
Knowing the
Objective: one should first
know the objective or the
purpose of advertising. i.e.
what message is to be
delivered to the audience?

Step 3
Research: this step involves
finding out the market
behavior, knowing the
competitors, what type of
advertising they are using, what
is the response of the
consumers, availability of the
resources needed in the process,
etc.

Step 4
Target Audience: the next
step is to identify the target
consumers most likely to
buy the product. The target
should be appropriately
identified without any
confusion. For e.g. if the
product is a health drink for
growing kids, then the
target customers will be the
parents who are going to
buy it and not the kids who
are going to drink it

Step 5
Media Selection: now that the
target audience is identified,
one should select an
appropriate media for
advertising so that the
customers who are to be
informed about the product
and are willing to buy are
successfully reached.

Step 6
Setting the Budget: then the
advertising budget has to be
planned so that there is no
short of funds or excess of
funds during the process of
advertising and also there
are no losses to the company

Step 7
Designing and Creating the Ad
Perfection: then the created ad is reexamined and the ad is redefined to make it
perfect to enter the market.
Place and Time of Ad: the next step is to
decide where and when the ad will be shown.
The place will be decided according to the
target customers where the ad is most visible
clearly to them. The finalization of time on
which the ad will be telecasted or shown on
the selected media will be done by the traffic
department of the agency.

Step 8
Execution: finally the
advertise is released with
perfect creation, perfect
placement and perfect
timing in the market.

Step 9

Performance: the last step is to judge the

performance of the ad in terms of the
response from the customers, whether
they are satisfied with the ad and the
product, did the ad reached all the
targeted people, was the advertise
capable enough to compete with the
other players, etc. Every point is studied
properly and changes are made, if any.
Example - People are still up in arms
over Apple's controversial move to
remove the headphone jack from the
iPhone 7.

Integrated Marketing
Communications

PREPARED BY: MANOJ JAIN

(55)

OVERVIEW OF IMC
IMC Planning Process
How to choose an Advertising Agency
Steps in Choose an Advertising Agency

 Definition: An approach to achieving the objectives of a

marketing campaign, through a well coordinated use of
different promotional methods that are intended to reinforce
each other.
As defined by the American Association of Advertising
Agencies, integrated marketing communications " ...
recognizes the value of a comprehensive plan that evaluates
the strategic roles of a variety of communication disciplines
advertising, public relations, personal selling, and sales
promotion and combines them to provide clarity, consistency,
and maximum communication impact.

More about the IMC with

example
Coca-Cola - Coca-Cola Life
Recently, Coca-Cola launched a new product to its long standing
line of soft drinks, called 'Coca-Cola Life' along with a month long
campaign. Coca-Cola Life fits in the same kind of category as Coke
Zero and Diet Coke - another one of Coca-Colas attempts to
release a healthier option to its main heavily sugary product.

Coca Cola Coca Cola Life

The campaign is being rolled out across 7,000 outdoor locations nationwide with billboards,
bus and digital screen ads; these are all being supported by print, digital, experiential and
point of sale activity. Although television is not being used the buzz on social media since
the drinks launch has been mainly positive.
Along with all of the above, Coca-Cola launched a competition - on Saturday 20th
September a pop-up shop opened on South Molton Street, London offering customers to
not just have a taste of the new Life drink, but also give them a chance of winning a CocaCola Life prize - one of those being a long weekend in New York City. Of course, to fulfil the
campaigns integrated position those who were not able to visit the pop-up shop still had
the chance to enter the competition by sharing a Coca-Cola Life moment picture online and
using the hash tags #CocaColaLife and #comp.
The product is yet to be proven as a success, but as a campaign its fulfilling every
specification to be a great integrated marketing campaign.
Theres a few lessons that can be learned from these integrated marketing case sthose
being that it doesnt matter if you mix up the media within your campaigntudies; one of, in
fact its largely positive, you just have to ensure that there is brand consistency across the
entire roll out.
The way in which the message is communicated can also alter the effectiveness of the
campaign, as can choosing which media should be at the forefront or the driving factor
behind your strategy. It can all become a difficult balance to get right but its crucial that you
do get it right.

Coca-Cola - Coca-Cola Life

Integrated Marketing
Communications
6 steps in the IMC Planning
Process

IMC Planning Process

Know Your
Target
Audience

Develop A
Situation
Analysis

Determining
Marketing
Communication
Objectives

Determining
Your Budget

Strategies And
Tactics

Evaluation And
Measurement

1. Know Your Target

Audience
As a general rule, there is no general
audience. You always want to communicate
with a specific audience to make the most
effective use of your resources.
Segmenting specific audiences into groups
based on characteristics will help you identify
who are most likely to purchase or utilize your
products and services.

2. Develop A Situation
Analysis
Commonly referred to as a SWOT Analysis, this
is basically a structured method of evaluating the
internal strengths and weaknesses, and external
opportunities and threats that can impact your
brand.
A situation analysis can provide much insight
into both internal and external conditions that
can lead to a more effective marketing
communications strategy

3. Determining Marketing
Communication Objectives
In this step, you basically want to
document what you want to accomplish
with your IMC strategy. Objectives should
be measurable if you truly want to map
your campaigns effectiveness at the end
of your plans term

4. Determining Your Budget

Having a realistic idea on what you have
to work with is important as it will shape
the tactics you develop in the next step.
Once you determine your overall budget,
you will want to come back to this after
completing step five to further refine your
budget allocations

5. Strategies And Tactics

Looking back at the objectives you created
in step three, you will want to develop
strategies which are ideas on how you will
accomplish those objectives. Tactics are
specific actions on how you plan to
execute a strategy.

6. Evaluation And
Measurement
Almost as important as the plan as a whole, you want to
outline a method of how you will evaluate the
effectiveness of your IMC strategy. Sometimes elements
of your plan will not work. Its important to know what did
or didnt, try to understand why, and make note for future
planning.
The more focused on how you will utilize your resources
for promoting your business, the more you will
understand where you money is going and how its
performing. An IMC strategy is important for any
business or organization.

How To Choose An Advertising

Agency
Before you choose an ad agency, take an
in-depth look at your advertising needs
and at the abilities, reputation and fees of
the agencies you're interested in. The ad
agency you choose might create
everything from print advertising to e-mail
campaigns, and will play a crucial role in
determining how potential clients view
your company.

Decide What Services

You Need
Determine Your
Advertising Budget
Decide If You Want
Someone Local
Match The Size Of Your
Company To The Size
Of The Ad Agency
Take A Closer Look At
Agencies You're
Interested In

1. Decide which service you

need

Before you hire an ad agency, determine why

you're hiring them. Do you only need a few
marketing materials produced, such as a sales
letter or postcard? If so, you may simply need a
freelance copywriter or graphic designer, not a
full-scale advertising agency. If, however, you
need an extensive marketing campaign, with
everything from print ads to radio spots, you'll
probably need the aid of an agency. You'll likely
also want an agency if you need help deciding
what kind of advertising campaign to launch, or
if you need someone to place ads for you.
Knowing what you need also helps you decide
what kind of agency to choose. Some agencies
specialize in certain formats, such as radio or
television commercials, while others offer a
wider variety of services. Also, some agencies
focus mainly on creating specific advertising
materials, while others will help you define your
marketing goals and needs.

2. Determine Your Advertising

Budget.

Larger agencies often charge more than smaller agencies, especially if they offer more
services. While you may want to hire a prominent agency, their fees may exceed what you

can afford. As a result you may only be able to afford limited services from them, but
could afford a more comprehensive plan at a smaller agency.

3.Decide If You Want Someone

Local

With tools like e-mail,

videoconferencing and instant
messaging, it's easier than ever to
communicate in real-time with people
across the country and even the world.
You're no longer limited to choosing an
agency in your city. Before you choose
an agency, decide if you want
someone located in the community you
serve, especially if you're a small
business that serves a specific city or
region. While you can hire an agency
in any location, do you want one that
you can visit in-person? Or is proximity
less important than the company's
quality of work or reputation, for
example?

4. Match The Size Of Your Company To

Size Of The Ad Agency.
If you run a small business, you'll
probably be better served by a small
agency. Larger agencies may offer
more services, but they may assign
their top talent to more high-profile
clients. With smaller agencies,
however, you're more likely to
receive personalized attention, and
have access to their most talented
employees, which often include the
president or CEO. Also, if you're a
small company, you probably don't
need all of the services offered by a
larger agency. If you run a large
corporation, however, you'll
probably need to work with a larger
agency that can handle a wider
variety of advertising services.

5. Take A Closer Look At

Agencies You're Interested In
Ask if you can visit the agency
and observe employees on a
typical work day. You'll get a
better idea of how the agency
works, how well its employees
work together and if you feel
comfortable with the
company's style and its
employees. Also, request
samples of work produced for
other clients, and ask for 2 or 3
references from current or
former clients.