INTEGRATED MARKETING COMMUNICATION

Course Objective

To provide a comprehensive view of the theoretical and practical aspects in Integrated Marketing Communications To ensure that students obtain an extensive and in-depth knowledge of the disciplines. To explain the techniques and approaches for the analysis, planning, implementation, delivery and evaluation of the marketing communication process. To provide students with an insight into each of the six primary promotional mix, i.e. advertising, direct marketing, internet and mobile marketing, sales promotion, public relations & personal selling. To explain the interdependence and the significance of mixed media. To prepare students for a career in Integrated Marketing Communications and for further studies in related areas. To enable the students to learn the designing of marketing communication strategies.

Learning Outcomes The course makes a student understand the relationship between brand strategy and marketing communication. The student is able to comprehend how effective messaging through various disciplines helps a consumer/ buyer learn about the offerings from a marketer.

Session Plan
Sessio n No. 1-2 Learning Objectives Topics To be Covered Reference Book
(List of reference books is provided at the end of this doc)

Cases/ Readings

To understand the meaning of and the disciplines of integrated marketing communication. To recognize the importance and value of setting specific objectives for advertising.

3-4

5-7

To discuss and examine the role of creative strategy in advertising. To examine creative strategy development and the role of various client and agency personnel involved in this process.

IMC Introduction: (Reference Book 3) Course plan; project work; case study approach; various disciplines in IMC Advertising: (Reference Book 1) Introduction; DAGMAR Approach Awarness, Comprehension, Conviction, Action; Setting objectives Creative Execution-1: (Reference Books 3 & 5) types of advtg agencies; creative brief; message strategy

Case: Arens, William, Contemporary Advertising, Mastercards Priceless Campaign Creative Brief Waterhouse for TD

8-9 12

& To examine the process that guides the creation of advertising messages and the various inputs into the stages of the creative process.

Creative Execution-2: (Reference Books 3 & 5) The big idea; copywriting & creating advertisements (all media)

Case: Greyser, Stephen, Volkswagen of America, Cases in Advertising & Communication Agencyfaqs_Best of the print ads

10-11

To examine various approaches used for determining major selling ideas that form the basis of an advertising campaign. To understand how consumers How advertising works: (Reference Book 1) behave towards advertising and Exposure, salience, how they process information. familiarity; low and high involvement; ELM; cognitive response;

Case Greyser, Stephen, Du Darfst, Cases in Advertising & Communication

13

14

15

16-17

recall & persuasion To understand how to carry out Advertising research: (Reference Book 1) research based projects. setting objectives; methodology, making a questionnaire To learn the difference between Attention & (Reference Book 1) attention and comprehension. Comprehension: gathering info; how To understand when a consumer consumers feels the need for information. comprehend; gestalt psychology To learn what is attitude and Benefit based attitudes (Reference Book 1) what its components are. and advtg: components; measuring attitude; attributes and To learn how attitude is benefits measured To understand how feelings are Advertising appeals and (Reference Book 2) formed viewing an ad. usage To understand the role of advertising appeals. To understand how different product categories could be categorized based on information processing routes.

Case: Greyser, Stephen, , Total Cereal, Cases in Advertising & Communication Case: Jha, Jyotsana and Verma, Mridu, Benettons advtg: Looking beyond Toscani, Advertising Strategies: Trends and Practices, ICFAI Business School Research Centre Gopal, Bharathi S., Absolut Sequel, Advertising Strategies: Trends and Practices, ICFAI Business School Research Centre Jha, Jyotsana and Verma, Mridu, The evolution of Omegas advertising strategy, Advertising Strategies: Trends and Practices, ICFAI Business School Research Centre

18-20

To understand the role of sales promotion in a company's integrated marketing communications program and to examine why it is increasingly important. To examine the various objectives of sales promotion programs. To examine the types of consumer- and trade-oriented sales promotion tools and the factors to consider in using them. To understand how sales promotion is coordinated with advertising. To consider potential problems and abuse by companies in their use of sales promotion.

Sales Promotion: (Reference Book 4) techniques; setting objective; mind mapping; how it happens; trade promotions; public relations

Case: Greyser, Stephen, , Gillette Safety Razor Division: Promotion, Cases in Advertising & Communication

CLASS TEST
22-23 To learn how organizations Public Relations, (Reference Book 4) implement publicity campaigns corporate advertising, to support their IMC campaigns. sponsorships, merchandising, mobile advertising, word-ofmouth advertising Case: Greyser, Stephen, John Hancock Financial Services: Sports Sponsorship, Cases in Advertising & Communication Greyser, Stephen, Marriott Corpn PR for a new hotel, Cases in Advertising & Communication Case: Greyser, Stephen, Rose Milk, Cases in Advertising &

24-27

To understand the key terminology used in media planning.

Media: Strategy; print, (Reference Books 3 & 5) tv, radio, internet, outdoor; GRP, TRP,

To know how a media plan is developed. To know the process of developing and implementing media strategies. To be familiar with sources of media information and characteristics of media. To examine the structure of the television and radio industries and the role of each medium in the advertising program To consider future trends in TV and radio and how they will influence the use of these media in advertising. To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media. To recognize the various support media available to the marketer in developing an IMC program To understand how to measure various disciplines in an IMC campaign vis--vis various variables. To understand how organizations come out with innovative ideas. To consider various perspectives concerning the social, ethical, and economic aspects of advertising and promotion.

situations; campaign

media

Communication Geyser, Stephen, Pepper, Cases Advertising Communication Dr. in &

28-29

Measuring performance

IMC (Reference Books 4)

30 31 -32

WALS: Gillettes Promotional Campaign Regulations and (Reference Book 4) regulatory bodies & ethical environments

Case: Greyser, Stephen, Van Munching & co./ Heineken Beer: Response to attack

advertising, Cases Advertising Communication 33-40 Project Work Presentations &

in &

Learning methods: The course is covered by adopting a combination of lecture methods, and cases presentations. Each student is required to participate in management games, extensive research projects and field visits for internal evaluations. References Advertising Management, by Rajeev Batra, John Myers and David A. Aaker, New Delhi: Prentice Hall of India Communications, 3rd ed., Prentice Hall, New Delhi, 2007. (Reference Book 1) Clow, K. & Baack, D., Integrated Advertising and Promotion and Marketing (Reference Book 2) Belch, G. and M. Belch. Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th Ed, McGraw-Hill, Singapore, 2004. (Reference Book 3) Shah, Kruti & DSouza, Alan, Advertising & Promotions: An IMC Perspective, Tata McGraw Hill (Reference Book 4) Arens, William, Contemporary Advertising, Tata McGraw Hill (Reference Book 5) Chunnawala,Advertising Management,himalaya publishing house. Blyth, J., Using advertising and promotion to build brands, Pearson, New York, 2000. Brannan, Tom, A Practical Guide Advertising Management, by Rajeev Batra, John Myers and David A. Aaker, New Delhi: Prentice Hall of India Fill, Chris, Marketing Communications, Prentice-Hall, London, 1995. Gronstedt, Anders and Lisa Siracuse, The ABCs of IMC: Building Blocks for Integrated Marketing Communications, Advertising Research Foundation, New York, New York, 1998. Advertising Principles and Practice, 6th edition by William Wells, John Burnett and Sandra Moriarty, Pearson Education. Advertising Excellence by Courtland Bovee, John V Thill, George P Dovel and Marian Burk Wood, McGraw-Hill