integrated marketing communications integrated marketing communications

673 Pages·2017·14.72 MB·English

IINNTTEEGGRRAATTEEDD MMAARRKKEETTIINNGG
CCOOMMMMUUNNIICCAATTIIOONNSS
INTEGRATED MARKETING
INTEGRATED MARKETING
COMMUNICATIONS
COMMUNICATIONS
Dr. NIRAJ KUMAR
M.Com. (Bus. Admin.), Ph.D., Ll.B., A.M.S.P.I., F.M.S.P.I., F.A.I.M.C.
Gold Medalist, National Awardee & Paul Harris Fellow
Advisor: Columbia Holistic University, California, U.S.A.
Former Head & Director
Deptt. of Business Administration
Lucknow University
MUMBAI p DELHI p BANGALORE p NAGPUR p HYDERABAD p PUNE p CHENNAI p LUCKNOW p AHMEDABAD
© AUTHOR
No part of this book shall be reproduced, reprinted or translated for any purpose whatsoever
without prior permission of the author and Publisher in writing.
FIRST EDITION : 2009
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OM ASATOMA SATGAMAYA
TAMASOMA JYOTIRGAMAYA
MRITYORMA AMRITAM GAMAYA
(1-3-28, BRIHADARANYAKA UPANISHAD)
LET US LEAD FROM UNTRUTH TO TRUTH
FROM DARKNESS TO LIGHT
FROM MORTALITY TO IMMORTALITY.
GAYATRI MANTRA
OM BHUR, BHUVAH, SUVAH
TAT SAVITUR VERENAYAM
BHARGO DEVASYA DHIMAHI
DHIYO YO NAA PRACHODAYAT
(YAJURVEDA 36-3)
OM, WHO IS DEARER THAN OUR BREATH
IS SELF SUBSISTENT.
ALL KNOWLEDGE AND ALL BLESS.
WE MEDITATE UPON THAT ADORABLE EFFULGENCE OF THE
RESPLEDENT VIVIFIER OF THE MARCROCOSM, SAVITA,
MAY HE ILLUMINE OUR INTELLECTS UNTO THE RIGHT PATH.
IN MEMORIUM
Of
My Father, Prof. Gyan Chandra Gupta
And
My Mother, Smt. Kamla Gupta
TO WHOM I RESPECTFULLY
DEDICATE
THIS HUMBLE PRESENTATION
Preface
Now there remains no doubt that ‘communication’ is an in-word in the twenty-first century. Today, it has
become a cult. Now marketing is not just confined to develop a good product and put it on the shelves in
the market. There exists a good possibility that the potential customers may not recognize the product. It is
also possible that they could not be persuaded of the product’s good qualities.
For the most non-marketers, integrated marketing communications is the whole of marketing. Like an
iceberg, only the tip is visible; the common consumer do not see product development, pricing policies or
distribution in the same way as they see communications.
There is a popular belief often expressed in marketing circles that the consumer is regularly ‘bombarded’
with marketing messages, implying that there exist a kind of warfare. Quite true, in a single day an individual
is exposed to thousands of messages; yet this is in the nature of human being. As human beings, we distinguish
ourselves from the other animals by our unique ability to communicate on a subtle level. We talk to each other
in many ways, showing pictures, using body language and gestures to communicate over distances. We invent
novel ways to make contacts with each other and exchange ideas, feelings, emotions, sentiments etc. If some
of these ideas are about new products, or special offers, or better ways of meeting needs, this is really no
different in concept from any day-to-day communication between two people. Far from being a kind of war,
integrated marketing communications, in an ideal world, should be waging a kind of peace, in which the
communications are welcomed as being helpful and positive.
Today, the interest that is shown by people in number of T.V. campaigns, the animated conversations they
have with salespersons, in articles in magazines and news papers about various products, very clearly demonstrates
that now consumers do not see integrated marketing communications as ‘bombardment’ at all. Only in cases
if a communication is so poorly phrased or poorly targeted, that it is either irritating or offensive – most of
the time consumers simply screen out the uninteresting one and concentrate themselves on what is of
importance to them. This is in the same way as one concentrates on an individual conversation during a noisy
party.
Today, every company is cast, by the very nature of customers and competition, into the role of communicator
and marketing communications. Now, all companies, whether professionally managed or not, hire specialized
people, the sales forces to carry messages in order not only to persuade but to impress upon the customers,
advertising agencies to develop attention-getting ads; sales promotion consultants to develop exclusive sales
campaigns, and trained public relations’ firms, just to enhance the company’s image. No doubt, not all the
companies feel good about all of such activities, and some positively act if promotional expenditures were
among the less productive made by the firm. Yet they all continue to spend a hefty sum on integrated
marketing communications’ activities. Why? The answer is obvious; it pays in the long run.
We have started with the concept of communication and later on with that of marketing. We have tried
to fuse them together in the preceding chapters. Therefore, we advocate consumer awareness and demand
stimulation rather than pure manufacturing of demand. Because of this approach, it emphasizes the duality
(x)
of our view; on the one hand we need expertise in the process of communication and on the other hand these
interactions should be soundly based on the philosophy of marketing management. Therefore, there are
numerous sub-themes to our approach while dealing with integrated marketing communications.
We hope that the present text will not only be useful to the students of management especially those who
intend to specialize in marketing, but also to marketing managers, advertising managers, public relations’
practitioners and many more in practice. It is expected that this humble presentation will serve them not as
a text but as a practical guide to integrated marketing communications. The generic skills discussed will provide
them a practical framework in the present era of competitive world of marketing, which is now much different
than few decades ago.
As a communication, no book is the product of one communicator. There are numerous people whose ideas
and practical assistance have contributed to this presentation. The list being too exhaustive, it is rather
impossible to pen down all of them here. Therefore, keeping them a bit anonymous the author expresses his
heart felt gratitude to all of them.
The author is deeply grateful to the authors and publishers of the various works from which consciously
or unconsciously material has been drawn to prepare the present volume. However, every attempt has been
made to acknowledge the debt as and where required to the extent as far as possible. The author is also grateful
to Anuj Pandey and Niraj Pandey of Himalaya Publishing House who took all pains to present it before you
in this form. Any remaining errors or omissions are of course of the author and he willingly accepts them.
Dr. NIRAJ KUMAR
C -4/8, River Bank Colony
LUCKNOW – 226 018
Email: [email protected]
[email protected]
Contents
IN MEMORIUM
PREFACE
CHAPTER 1 BUSINESS IS COMMUNICATION 1
CHAPTER 2 MARKETING COMMUNICATIONS – A PREVIEW 35
CHAPTER 3 COMMUNICATION – CONCEPT & PROCESS 57
CHAPTER 4 MARKETING COMMUNICATIONS IN THE MARKETING PROCESS 79
CHAPTER 5 COMMUNICATION MODEL IN MARKETING 98
CHAPTER 6 INTEGRATED MARKETING COMMUNICATIONS 112
CHAPTER 7 FACETS OF INTEGRATED MARKETING COMMUNICATIONS 141
CHAPTER 8 COMMUNICATION DIFFUSION PROCESS 179
CHAPTER 9 CONSUMER COMMUNICATIONS 196
CHAPTER 10 COMMUNICATION MIX 216
CHAPTER 11 COMMUNICATION MIX VIS–A–VIS PROMOTION MIX 254
CHAPTER 12 ADVERTISING VIS– A-VIS COMMUNICATION 274
CHAPTER 13 ADVERTISING COMMUNICATIONS 315
CHAPTER 14 ADVERTISING BUDGET 346
CHAPTER 15 ADVERTISING AGENCY 364
CHAPTER 16 CREATIVE STRATEGY 392
CHAPTER 17 COPY WRITING 432
CHAPTER 18 ADVERTISING COMMUNICATION RESEARCH 474
CHAPTER 19 PERSUASIVE COMMUNICATION 511
CHAPTER 20 EXHIBITIONS AND TRADE EVENTS 543
CHAPTER 21 EMERGING TRENDS IN MARKETING COMMUNICATIONS: A NEW FACE 566
CHAPTER 22 THE FUTURE MEDIUM OF MARKETING COMMUNICATIONS: WEBS & INTERNET 608

1
BUSINESS IS COMMUNICATION
The business world you are planning to enter moves School has said, “In business, communication is
around the consumer, and is based on the exchange everything.” Research spanning several decades has
of information, co-operation, utility and finance. No consistently ranked communication skills as crucial
business can survive in isolation. To start and run for managers. Typically, managers spend 75 to 80 per
your business successfully, you have to gear yourself cent of their time engaged in some form of written
to communicate effectively with everyone associated or oral communication. Although often termed a
directly or indirectly with your enterprise so as to “soft” skill, communication in a business organization
gain co-operation, finance and information as well as provides the critical link between core functions.
to publicize your product/service among your
The first place of business communication is the
consumers.
market. Before the selection of the product/service,
Communication, though bereft of physical you require information regarding the size,
attribute, affects the existence of the enterprise. You requirements, purchasing, power, nature of the market
may find evidences where sincere efforts and and the specifications of different product and their
qualitative work have failed to bring about desired demand. For this, interaction with different people,
results because these remained invisible to the person such as general merchants and professionals, in the
concerned, or differed from the actual requirement field is a must. The interaction may be in the form of
due to a lack of proper understanding and effective individual discussions, interview, surveys etc. Each of
communication. Major business activities indicate the these needs a different style of communication. In
importance of communication skill. an interview and discussion with a person at a time
Why is communication important to business? you can use the language and analyse the information
revealed, keeping in mind that particular person. On
Couldn’t we just produce graduates skilled at
crunching numbers? Communication matters because the other hand, if you are using a questionnaire, the
format should be according to the language being
business organizations are made up of people. An
enterprise is begun with the registration of the unit, used, educational social and economic status of the
particular target group.
obtaining licenses and approvals, finances, machinery,
raw material, manpower etc. All this needs In the market, you will come across all kinds of
communication skills. people, directly or indirectly. This process may feed
As Robert Kent, former Dean of Harvard Business you with a lot of irrelevant information. To check it,
1