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IMC TOOLS
Learning about the forms of communication

Prof. Anand Narasimha

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Learning Objectives

1. Understand and deploy IMC tools

2. Integrate ‘traditional’ and ‘new-age’
tools of IMC

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Session-11

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 Tools of IMC

Brand Experiential
Identity Marketing
Public Relations Design
& Publicity

In-store & POS

Mass Media
Personal Advertising
Selling
Out-Of-Home
& Ambient

Sales
Promotion
Online & Digital
Marketing

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Brand Identity Design

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 A system of integrating all
brand elements to create a
Brand Identity uniform look & feel and project
positive meanings & associations
to aid consumer
recall & recognition

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 Name
Logo
Tagline
Elements of Colors
Brand Identity Graphics/Symbols/Codes
Sensorials
Packaging
Product

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Brand Identity Examples

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A ‘BRAND IDENTITY MANUAL’ - Spells out Design Standards & Guidelines

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Oats with a Difference

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 Product Presentation

Ordinary Instant Oatmeal New Scrambled Oats™

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Logo Design

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Pack Design

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Poster Design

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What codes would you
suggest for the
Sound, Smell, Touch
and Taste for
Scrambled Oats? 16
Crayola wants every child to be able to color
themselves and the people they love by using
crayons that accurately mirror them. That’s why
the brand has created the Colors of the World
crayons, a box that includes 24 new specially
formulated colors that were designed to
represent over 40 global skin tones. The crayons
were cultivated to be more inclusive of all races,
cultures, and ethnicities

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Packaging Game Changers

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Single Serve Sachet- a packaging design innovation that has
exploded penetration of personal care and food categories
by tapping the bottom-of-the-pyramid in developing economies

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https://www.youtube.com/watch?v=q1WqCAWnq68

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https://www.youtube.com/watch?v=vTOiFkxrVPI

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https://www.youtube.com/watch?v=bSlN694crNY

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Brand Mascots

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Chatbots

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https://www.youtube.com/watch?v=4jHkN5y0rdY

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https://www.youtube.com/watch?v=X21mJh6j9i4

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 Rebranding
Brand Mascots

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Brand Mascots

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Brand Mascots

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Brand Mascots

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Brand Mascots

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Packaging Redesign
Brand Mascots

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Tagline vs. Hashtag
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Pre-Read 1. ‘Does your Brand have a Voice?’ (article)
Learning 1. Understand and deploy IMC tools- Brand Identity
Outcome Design

Class Points 1. Brand Identity Design

2. Examples of Brand Identity Design
3. Packaging as game changer
Post Class 1. Find out more about MOGOs with examples
2. Find out about some ‘Rebranding’ examples

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Session-12

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Advertising

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 Any paid form of non-personal
marketing communication about
Advertising an organization, product, service,
idea or cause, in mass media by
an identified sponsor.

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 OOH Advertising

• Increasingly mobile society

• For localized
Reminder/Recall/Branding
• Fixed- Billboards, Kiosks,
Pole Boards, Bus Shelters,
Glow Signs, Digital Screens
• Transit- Buses, Taxis, Trains,
In-Flight
• Ambient- Public Places, Streets,
Malls, Cinema Halls, Parks,
Institutions, Airports,
Railway Stations
• ‘Zones of Engagement’

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All time great OOH Campaign

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 POS Advertising

• 70% purchase decisions being

made at the store
• ‘First Moment of Truth’/
Last mile purchase impact
• Traditional- Posters, Danglers,
Buntings, Tent-cards, Stickers,
Shelf Strips, Stress Signs,
Store Signage, Display Racks,
Baskets, Bins
• Modern- Aisle Displays,
Dispensers, Gondolas,
Window Displays,
Touch-Screen Kiosks,
Digital Screens,
Local MobileNetworks

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 Shopper Marketing
Understanding how shoppers shop
and creating in-store brand solutions
aimed at turning shoppers into buyers
for the benefit of both
brand marketer and retailer
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 Advertising Responses

Ah! That
reminds me I never looked
I made the
at it this way
right choice
before

Sounds
interesting! Let
Wow! This is me find out more
just what I must get this
I need now!
Advertising Appeals
 • Social Causes
• CSR Campaigns

• Brand Building
• Long-Term Campaigns

• Sales Activation
• Short-Term Campaigns
 Rational Appeals

Product oriented appeals based on reason,

highlighting rational benefits like:
• Features
• Convenience and time-saving
• Favorable price
• News and topicality
• Product popularity
• High quality/performance
• Durability
 Emotional Appeals

Related to an individual’s psychological and social needs

for purchasing certain products and services.
• Positive Emotions - Positive emotions
like- humour, love, care, pride, joy,
achievement, music or sex
• Negative Emotions - These include
fear, guilt, anxiety and shame,
to get people to stop doing things they
should not do
Negative Emotion-Fear Positive Emotion-Love
 Moral Appeals

Directed to the individual’s sense of what is right and

wrong.
Used to exhort people to support social and
ethical causes like:

• Social awakening and justice

• Clean and safe environment
• Equal rights for women
• Prohibition of drugs and
intoxication
• Adult literacy etc.
Which Ad
Campaigns
do you associate
with these?

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 Exercise-7

Present an example of an Ad Campaign

for each of the 9 Nava Rasas
Pre-Read ‘History of Advertising’ (PDF)
Learning 1. Understand and deploy IMC tools- Advertising
Outcome
Class Points 1. Types of Advertising
2. OOH; POS
3. Advertising Appeals
Application • Present examples of the different Advertising
Exercise-7 Appeals

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Session-13

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 Guerrilla Marketing

https://blog.decographic.net/what-is-guerrilla-marketing

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 Experiential Marketing
Activation, Events & Sponsorships,
Guerilla Marketing

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A two-way marketing communications tool,
which aims to bring brands to life, through
interactive sensory experiences that attract,
engage and excite the target audience
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Mercedes Benz gave kids toy cars which
cannot crash,
to promote their new anti-crash feature
Lifebuoy at Kumbh Mela
food stalls
Nescafe Hello Bench-Video

Digital Marketing
TNT-video
FEVICOL-Video
Pre-Read 1. ‘Guerrilla Marketing’ (website)
Learning 1. Understand and deploy IMC tools- Experiential
Outcome Marketing
Class Points 1. Acts not Ads
2. Examples of Experiential Marketing
Post Class 1. Study examples of Experiential Marketing campaigns

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Session-14

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50 Indian Digital Marketing Cases

https://www.soravjain.com/best-indian-digital-
marketing-case-studies-2017

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Online & Digital Marketing

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 A form of marketing communication
through interactive digital media
Online which allows for a two-way flow
of information, whereby users can
Marketing participate in and modify the content
of the information they receive
in real time.

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 Sales
Promotion
 Sales
Promotion
https://www.youtube.com/watch?v=oCUjAmW5yCA&t=42s

Sales
Promotion
Content
Conversation
Co-creation
Community
https://www.youtube.com/watch?v=BVr69fN4tlU
Pre-Read 1. ’50 Indian Digital Marketing Cases’ (website)
Learning 1. Understand and deploy IMC tools- Digital Marketing
Outcome 2. Integrate ‘traditional’ and ‘new-age’ tools of IMC
Class Points 1. Digital Marketing
2. User Generated Content (UGC)

Post Class 1. Study and analyze some more UGC campaigns

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Session-15

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15 Insanely Effective Sales Promotion Examples
To Win More Customers
https://www.wordstream.com/blog/ws/2020/10/13/sales-promotion-
examples

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Sales Promotion

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 Marketing activities that provide
extra value or incentives to
Sales Promotion the trade or end-consumers
to stimulate immediate sales.

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 Consumer Promotions
Targeted at the
end-consumer of the
product/service to stimulate
‘secondary’ sales

Trade Promotions
Targeted at marketing
intermediaries- retailers,
wholesalers, distributors to
stimulate ‘primary’ sales

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 Generate Get Existing
Introduce New Customers to
Products Trials/Impulse
Purchase Buy More

Attract New
Combat Competition
Customers
Role of
Sales Promotion
Cross-Selling of Generate Sales In
Complementary Off Season/
Products Occasions

Tie In Advertising & Increase Retail

Personal Selling Inventories

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Consumer Promotion Tools

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Price-off Deals/Discounts

Reduction in the price of the promoted product, where the

consumer saves money on purchase

Helps encourage unplanned/impulse buying

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Price Pack Deals/Value Packs
1.Bonus Pack
Additional quantity of the same product is offered
free when the standard pack size of the
product is purchased at the regular price

2. Banded Pack
Special packs of the product containing more quantity
but the price is proportionately low
or when 2 or more units of the products are sold
at a reduced price compared to the
regular price- like ‘BOGO’

Encourages increased usage. Loads-up the consumer

with the product

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Refunds / Rebates- Money Back Offers
Refund is the repayment of total money paid for purchase, while the
Rebate represents repayment of only part of the money paid for the
purchase

Helps in generating purchase by eliminating/reducing risk

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Coupons
A coupon entitles a buyer to a designated reduction
in price for a product or service. Oldest and most
widely used form of sales promotions- encourage
brand switching. Can be in ads, on-pack, sms,
email, online

Sampling
A technique designed to provide
a consumer with an opportunity
to use a product on a free trial
basis. Sampling is particularly useful
for new products.
Types of sampling include
in-store, door-to-door, on-pack,
in print ads

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Premiums/Free Gifts
Items offered free or at a reduced price, with, the purchase of another item
Useful in generating trial/purchase of complementary products and
new products/extensions/variants, as well as brand switch

Buy Ponds Cold Cream 100ml and get a Ponds Body Lotion 50ml pack free.
Buy Pepsodent Toothpaste 100gm and get 4 Clinic Plus sachets free.
Buy ColgateToothpaste 100gm pack get free Dental Check-Up
Buy a Fairglow Fairness Cream and get a mirror free.
Buy a Ruffles Lays and get free Tazo
Buy Tata Tea and get Britannia Marie Biscuit pack free
Buy Boost and get a Sachin Tendulkar autographed Cricket Bat free

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Exchange /Finance /Warranty Offers
Consumer durables market is the one where exchange/finance/warranty offers
are used the most. They help encourage upgrades and stimulate the replacement
market

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Contests And Sweepstakes
A Contest is a promotion where consumers compete for prizes based on skill or
ability- helps increase purchase, involvement and co-creation
A sweepstake is a promotion in which winners are determined purely by chance
In both cases, entry is linked to purchase.
A popular type of sweepstake is the use of ‘Scratch Cards”.

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https://www.youtube.com/watch?v=RrftWVessAw

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https://www.youtube.com/watch?v=GhNGC2xjVXo

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 Elements of an Effective CP

• Simple- easy to participate

• Lucrative- attractive and compelling offer
• Instant gratification- immediate fulfillment
• High probability of fulfillment- everyone wins
• Related to the brand idea - adds to the brand
equity

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Levi’s India offered its jeans with a
3-month EMI option and zero interest
rate, perhaps a first for an apparel brand.
The offer was available on all jeans, and
other Levi’s branded products, subject to
a minimum purchase of Rs 1,500. The
scheme was in a tie-up with leading
banks. Using your credit card,
you could purchase Levi’s jeans worth,
say Rs 1,500 and the bank will collect
Rs 500 in each of your next three monthly
credit card bills

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Trade Promotion Tools

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Scheme vs. Theme ?

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 Exercise-8

Conduct an In-Store Study

of Consumer Promotions
Pre-Read 1. ‘15 Insanely Effective Sales Promotion Examples
To Win More Customers’ (website)

Learning 1. Understand and deploy IMC tools- Sales Promotions

Outcome
Class Points 1. Role of Sales Promotion
2. Consumer Promotion Tools
3. Trade Promotion Tools
4. Scheme vs. Theme
Application • Visit a Supermarket to study and analyze the CPs
Exercise-8 running there

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Session-16

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Public Relations

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11 steps for PR crisis management
https://www.talkwalker.com/blog/pr-crisis-management

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 The function which evaluates
public attitudes, identifies the
Public Relations policies and procedures of an
(PR) individual or organization with the
public interest, and executes a
program of action to earn public
understanding and acceptance.
Non-paid for positive
media coverage in the
form of editorial content

Third party/journalist
point of view to enhance
credibility

Messaging is more
subtle than
advertising

Reputation Management
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 ORM- Online
Media Reputation
Relations Management

Stakeholder Product/Marketing
Relations Promotion

Crisis Corporate
Management
PR FUNCTIONS Communications

Lobbying CSR
Community
Relations
 Experiential
Marketing
Activation, Events &
Sponsorships
 Experiential
Marketing
Activation, Events &
Sponsorships
Crisis Management Situation

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Can you create news as a brand?

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Personal Selling

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 Direct person-to-person
communication whereby
Personal Selling a seller attempts to assist and
persuade prospective buyers
to purchase a product or service.

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Steps in Personal Selling

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Pre-Read 1. ‘11 steps for PR crisis management’ (website)
Learning 1. Understand and deploy IMC tools- PR and Personal
Outcome Selling

Class Points 1. PR and its functions

2. Personal Selling

Post Class 1. Learn and practice making a sales pitch

2. Study Crisis Management cases

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