IMC Communication Tools -
1. What is MarCom Mix (Marketing Communication Mix)?
The Marketing Communication Mix (MarCom Mix) refers to the variety of promotional tools used by
an organization to effectively deliver its message to the target audience, influence purchasing
decisions, and build long-term brand equity. It forms an integral part of the overall marketing
strategy.
Components:
1. Advertising – Paid mass communication (e.g., TV ads, print, online banners).
2. Sales Promotion – Temporary incentives (e.g., coupons, discounts, contests).
3. Public Relations (PR) – Managing brand image via press releases, media coverage.
4. Direct Marketing – Personalized promotion (emails, telemarketing).
5. Personal Selling – One-on-one communication to persuade and close sales.
6. Digital Marketing – SEO, social media, influencer marketing, mobile apps.
Importance in IMC: Ensures consistency across all channels and customer touchpoints.
2. Push and Pull Marketing Strategies
Push Strategy:
Focus: "Push" product from manufacturer → wholesaler → retailer → customer
Tactics: Trade promotions, discounts to intermediaries, display allowances, salesforce efforts
Objective: Gain shelf space, increase product availability
Example: A pharma company offering margins to chemists to promote its drug
Pull Strategy:
Focus: Create demand at the consumer end, who then "pull" it from retailers
Tactics: Mass media advertising, influencer campaigns, digital promotions
Objective: Generate consumer interest
Example: A skincare brand running Instagram influencer campaigns to drive purchases
3. Promotion Mix
The Promotion Mix is the subset of the marketing mix and includes communication tools used to:
Inform
Persuade
Remind customers about the brand
5 Key Elements:
1. Advertising
2. Sales Promotion
3. Public Relations
4. Personal Selling
5. Direct and Digital Marketing
Role: Helps in brand positioning, customer engagement, and sales generation.
4. Advertising: Definition & Types
Definition: Paid, non-personal communication by an identified sponsor aimed at informing or
influencing a target audience.
Types of Advertising:
Print Advertising: Newspapers, brochures, magazines
Broadcast Advertising: Television, radio
Outdoor Advertising: Hoardings, transit ads, kiosks
Online/Digital Advertising: Google Ads, YouTube ads
Social Media Advertising: Facebook, Instagram sponsored posts
Guerrilla Advertising: Unique, low-budget, high-impact campaigns in public spaces
Native Advertising: Ads integrated into editorial content (e.g., sponsored articles)
Advantages: Mass reach, brand awareness, creative storytelling
5. Direct Marketing & Its Tools
Definition: A form of advertising where organizations communicate directly with consumers to elicit
a response or transaction.
Key Tools:
Email Marketing: Personalized promotional emails
SMS Marketing: Time-sensitive offers
Telemarketing: Direct phone calls for selling or relationship building
Catalogue Marketing: Printed product listings sent via post
Online Targeting: Retargeted ads based on user behavior
Measurable & Cost-Effective for niche targeting.
6. E-Commerce & Its Tools
Definition: Buying and selling of goods/services using the internet.
Marketing Tools:
SEO – Improves visibility on search engines
SEM – Paid search engine promotions (e.g., Google Ads)
Influencer Marketing – Leverages social media personalities
Affiliate Marketing – Commission-based referrals
Retargeting – Shows ads to users who visited your website
Advantage: Global reach, data-driven insights, 24/7 operations
7. Types of Advertising Organizations
1. Centralized Department – One core team for all advertising functions (efficient, consistent)
2. Decentralized Department – Each unit/product line has its own ad team (flexible, faster
decisions)
3. In-House Agency – Company has its own internal ad agency (cost-saving, more control)
4. External Agency – Hired advertising firms (expertise, creative excellence)
8. Influencer Marketing
Definition: Use of individuals with a strong online presence to endorse or recommend products.
Benefits:
Builds trust and credibility
Generates authentic content
Drives niche audience engagement
Types of Influencers:
Mega: >1M followers
Macro: 100K–1M
Micro: 10K–100K
Nano: <10K (high engagement rates)
9. Consumer Trends in Big Data
Big Data refers to large, complex datasets that help marketers:
Analyze buying behavior
Segment customers
Predict future trends
Trends:
Personalization: Tailored recommendations
Predictive Analytics: Forecasting purchases
Sentiment Analysis: Understand consumer emotions
AI Integration: Chatbots, product suggestions
Application: CRM systems, targeted ads, dynamic pricing
10. IMC Models: AIDA, DAGMAR, Ehrenberg, DRIP
AIDA: Sequential customer stages:
o Awareness → Interest → Desire → Action
DAGMAR: Advertising goals:
o Defining Advertising Goals for Measured Advertising Results
o Stages: Awareness → Comprehension → Conviction → Action
Ehrenberg Model:
o Highlights habitual buying behavior
o Belief → Trial → Usage → Repeat
DRIP:
o Differentiate
o Reinforce brand messages
o Inform customers
o Persuade to act
11. Planning and Advertising a Campaign | What is Advertising Copy?
Campaign Planning Steps:
1. Market Research (Understand target audience)
2. Set Communication Objectives (What to achieve?)
3. Budget Allocation (How much to spend?)
4. Message Strategy (What to say?)
5. Media Planning (Where to place the ad?)
6. Execution (Launch the campaign)
7. Evaluation (Measure success – ROI, reach, engagement)
Advertising Copy:
The textual content of an advertisement
Comprises: Headline, Subhead, Body Copy, Slogan, Call-to-Action
Goal: Attract, engage, and persuade audience to act
12. TV Audience & Cable Measurement
Purpose: Understand what viewers watch and for how long.
Methods:
TRP (Television Rating Points) – Indicates popularity
BARC (Broadcast Audience Research Council) – India’s official TV ratings body
People Meters – Installed in sample households
Usage:
Helps advertisers and media planners decide where to invest
13. Pros & Cons of Measuring Advertising Effectiveness
Pros:
Evaluate ROI
Optimize media plans
Understand consumer response
Improve creative effectiveness
Cons:
Expensive research tools (e.g., A/B testing, focus groups)
Data overload
Attribution errors in multi-channel environments
14. American Advertising Principles
Issued By:
FTC (Federal Trade Commission)
AAF (American Advertising Federation)
ANA (Association of National Advertisers)
