Advertising and Integrated Marketing Communications

Title
Contents
Part One Understanding Integrated Marketing Communication
1. An Introduction to Integrated Marketing Communications
1.1 Understanding Marketing
1.2 Understanding Marketing Communication
1.3 Integrated Marketing Communication
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Marketing the Jan Lokpal Bill
Annexure 1.1: India Against Corruption Movement – Code of Conduct
Annexure 1.2: IAC Guides Citizens in Organizing Public Meetings
Annexure 1.3: History of Advertising in India
Endnotes
2. IMC as an Integral Part of Marketing
2.1 The Marketing Strategy
2.2 The Marketing Mix Strategies
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Endnotes
Part Two The IMC Programme Situational Analysis
3. Understanding Consumer Behaviour
3.2 The Buying Decision Process
3.3 Alternative Buying Decision Processes
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Tata Nano: Did it Read the Consumer Right?
Endnotes
4. Understanding the Communications Process
4.1 What is Communication?
4.2 Communication Response Hierarchy
4.3 Consumer Involvement
4.4 Processing Communications Cognitively
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Hero Motocorp takes a forward leap with ‘Hum mein hai Hero’
Annexure 4.1: Lyrics of the ‘Hum mein hai Hero’ song
Endnotes
5. The World of Marketing Communication Agencies
5.1 Introduction to Marketing Communication Agencies
5.2 Players in the Communication World
5.3 Advertising Agencies
5.4 Specialized Services
Summary
Exercise
Suggested Class Project
Critical Thinking Questions
Case Study: Hummingbird Advertising Agency
Endnotes
Part Three Advertising
6. Advertising Research and Strategy
6.1 Fundamentals of an Advertising Campaign
6.2 The Research Process
6.3 Common Errors in Research
6.4 Spelling Out the Strategy
6.5 Choice of Strategic Approaches
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Tata Salt
Endnotes
7. Finding the Big Idea
7.1 What is a ‘Big Idea’?
7.2 Getting Creative to Find the Big Idea
7.3 Brainstorming for Creative Ideas
7.4 Some More Creative Techniques
Summary
Exercise
Suggested Class Projects
Critical Thinking Question
Case Study: Tata Salt (Part II)
Endnotes
8. Creative Execution in Advertising
8.1 Creative Execution of the Big Idea
8.2 Bringing Creativity in Ad Execution
8.3 Preparing a Creative Brief
8.4 Creative Execution Elements
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Tata Salt (Part III) (…Continued from Chapter 7)
Annexure 8.1: Celebrity Support in Execution: Make Hay while the Stars Shine
Endnotes
9. Creative Execution and Design in Print
9.1 The Print Medium
9.2 Elements of Print Advertising
9.3. Understanding Design in Print
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Marico Attracts Talent with its Corporate Campaign
Endnotes
10. Creative Execution in Broadcast Media
10.1 An Introduction to Radio
10.2 The Pen is the Mightiest
10.3 Scriptwriting for Radio
10.4 Producing Radio Commercials
10.5 The ABCs of Writing and Producing Radio Spots
10.6 An Introduction to Television
10.7 Elements of Television
10.8 Making a Television Commercial
10.9 Some Guidelines
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: ‘Har Ek Friend’ Campaign Creates Magic for Airtel
Annexure: Airtel ‘Har ek friend’ lyrics
Endnotes
Part-
11. Sales Promotion
11.1 An Introduction to Sales Promotion
11.2 Strengths and Limitations of Sales Promotion
11.3 Push and Pull Strategies
11.4 Popular Sales Promotion Tools
11.5 Planning a Sales Promotion Programme
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Hav Mor Funn with Ice Creams
Annexure: Terms & Conditions for the Contest
Endnotes
Part Four Other Promotion Tools
12. Direct Marketing
12.1 An Introduction to Direct Marketing
12.2 The Quintessential Elements of Direct Marketing
12.3 Direct Marketing Media
12.4 Ethics in Direct Marketing
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Endnotes
13. Public Relations and Publicity
13.1 An Introduction to Public Relations
13.2 Strengths and Weaknesses of Public Relations
13.3 Types of Public Relations
13.4 Tools of Public Relations
13.5 Planning the Public Relations Programme
13.6 Publicity
Summary
Exercise
Class Projects
Critical Thinking Questions
Case Study: Ahmedabad Red Cross: Topping the Nation in Blood Donation
Endnotes
14. Communication in the New Age: Online and Mobile Media
14.1 The Internet as a Communication Medium
14.2 Traditional Tools of Online Communication
14.3 Social Media: Changing the Rules of Communication
14.5 Mobile Marketing
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Building Brand Loyalty: Just Do It Online
Endnotes
Part Five Media Planning and Strategy
15. Print and Support Media
15.1 The Mass Media
15.2 The Print Media
15.3 The Outdoor Media
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Divya Bhaskar Rocks the Gujarat Newspaper Market with its Launch
Endnotes
16. Broadcast Media
16.1 The Broadcast Media
16.2 Television
16.3 Alternative Film Media
16.4 Radio
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Jassi Jaissi Koi Nahin
Endnotes
17. Developing the Media Plan
17.1 An Introduction to Media Planning
17.2 Preparing a Media Plan
Summary
Exercise
Quick Qs
Suggested Class Project
Critical Thinking Questions
Case Study: Market Expansion of Chamkeela Toothpaste
Endnotes
Part Six Budgets, Objectives and Evaluation
18. Promotion Objectives and Budget Determination
18.1 Setting Communication Objectives
18.2 Sales- versus Communication-Oriented Objectives
18.3 The DAGMAR Approach to Setting Objectives and Measuring Advertising Effectiveness
18.4 Budgeting for Marketing Communication
18.5 Arriving at the Marketing Communication Budget
18.6 Allocating the Marketing Communication Budget
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Endnotes
19. Measuring IMC Performance
19.1 Measuring Communication Effectiveness
19.2 Conducting Research to Measure Communication Effectiveness
19.3 The Advertising Testing Process
19.4 Testing Other Promotional Tools
19.5 Evaluating Unconventional Promotional Tools and IMC
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Endnotes
20. The Legal and Ethical Environments of Promotions
20.1 Legislation Affecting Advertising
20.2 Self-regulatory Codes of Conduct in Advertising
20.3 Legal and Ethical Concepts and Issues in Advertising
20.4 Regulations Governing Sales Promotions
20.5 Regulations Governing Packaging and Labelling
20.6 Regulations Governing Direct Marketing
20.7 Regulations Governing Internet Marketing
Summary
Exercise
Suggested Class Projects
Critical Thinking Questions
Case Study: Soap Opera Features the Dirty War of Whitening Detergents
Endnotes
Integrated Case: ‘The Complete Man’ of Raymond Gets a New Avatar
Appendix 1: Presenting Promotion Ideas
Index