The Marketing Mix:

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IMC Mix tools:
Functions:

Advertising brand awareness, influence consumer attitudes, drive purchase behavior.

Sales Promotion encourage trial, repeat purchases, and brand switching

Public Relations enhances brand credibility, positive publicity, manages crises effectively

Direct Marketing interaction with consumers, personalized messaging, customer feedback

Personal Selling effective in high-involvement purchases and B2B markets.

Digital Marketing brand visibility, interactive communication, online engagement and conversions

Sponsorship and Events reinforce brand values and generate buzz through experiential marketing

Mobile marketing Using mobile tracking technologies deliver relevant and targeted messages,
offers, and promotions
Online vs. Offline Integration:
• Omni-channel Approach: Walmart's online ordering with in-store pickup.

• Digital to Physical Engagement: Starbucks' mobile app rewards.

• Offline Events with Online Amplification: Nike's product launches with live
streams.
AIDA
Model:
Pull & Push
Strategy:
 What is it?

Push: Pull:

• Trade Promotions: Discounts offered by • Advertising to Consumers: brand

Nestle to retailers for displaying products awareness
prominently. • Consumer Promotions: Offering
• Sales Force Promotion: pharmaceutical discounts, coupons, or free samples
companies incentivizing doctors to
promote certain medications.
 Techniques for Generating Insights:
• Market Research (Surveys, focus groups,
industry
• Competitive Analysis (SWOT analysis,
reports) benchmarking)

Example: Nielsen and Kantar reports. • Data Analytics (Web analytics, sales data analysis)

• Consumer Analysis (Customer interviews, • Ethnographic Research (Observations, field

persona development, journey mapping) studies) Example: To understand

• Social Listening (Monitoring social media cultural influences on purchasing

platforms to gather insights on consumer decisions.

opinions and trends)

 Specific Measurable Achievable Relevant Time-bound

• Who is involved in • How many/much? • Do I have the • Is the goal realistic • Does my goal
this goal? • How do I know if I resources and and within reach? have a deadline?
• What do I want to have reached my capabilities to • Is the goal • By when
accomplish? goal? achieve the goal? If reachable, given do you want to
• Where is this goal • What not, what am I the time and achieve your
to be achieved? is my missing? resources? goal?
• When do I want to indicator of • Have others done it • Are you able to
achieve this goal? progress? successfully commit to
• Why do I want to before? achieving the goal?
achieve this goal?
The 4-Point Framework for Effective
Advertising:
Target Audience Identification
◦Understanding Buyer Personas

Unique Selling Proposition (USP)

◦ Differentiation Strategies/Key Message

Message/Media Strategy

Call to Action
Purpose of these frameworks:
FCB Grid SMART Framework 4 Point Framework Nested Strategy

The FCB Grid helps brands The SMART Criteria help in The 4-Point Framework The Nested Strategy
understand how consumers setting clear, actionable, ensures that advertising ensures that advertising
make purchase decisions and measurable advertising campaigns are efforts are aligned with
and how to tailor goals. well-rounded and broader marketing
advertising strategies based strategically sound, objectives and strategies.
on the nature of the covering all essential
product and consumer components for
involvement. effectiveness.
Four Components of Advertising:

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 Evolution of PR:
THEN NOW

One-way communication Two-way communication

Mass media-driven Audience research/feedback
Information-oriented Purpose is to become more effective
persuaders
Stakeholders:
 Quadrant 1: Media Quadrant 2: Community Quadrant 3: Business Quadrant 4: Government

Relations Relations Relations Relations

• Pitching the perfect • Giving back to the • Accountability and • Lobbying of the

story communities responsibility legislature

 Types of PR:
□Reactive PR must react or respond to a public relations unforeseen issue or problem.

□Proactive PR allows organizations to plan and execute public relations activities on their own

timeline.
Role of Public Relations in the Digital
Economy:
□Brand Visibility: Enhances brand visibility through digital channels.

□Reputation Management: Monitors and manages online reputation.

□Engagement: Facilitates engagement with target audiences through social media and online

content.
A Brand Communication Model:

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 The Public Relations Process: RACE
Formula
□Research – What is the problem or situation?

□Action (planning) – What is going to be done about it?

□Communication (execution) – How will the public be told?

□Evaluation – Was the audience reached and what was the effect?
PR Tactics:
Press Releases
Media Relations
Influencer Partnerships
Social Media Engagement
Content Creation
Crisis Management
Community Relations
 When to Use the IMC Brand Optimizer
Model:
• Launching a New Product or
Service

•Rebranding

•Running Integrated Campaigns

•Managing Crises

•Evaluating Marketing
Effectiveness
To build an effective advertising context, combining advertisements and sales promotions can create a powerful approach to attracting, engaging, and converting
customers. Here's how these elements can be integrated into a well-rounded marketing campaign:
1. Advertisement
Advertisements are designed to create awareness, inform, and persuade potential customers about the benefits of a product or service. The key focus is on long-
term brand-building and driving consumer interest. To build an advertising context:
•Target Audience: Identify the specific demographic or psychographic group that the ads will target.
•Ad Platforms: Use a mix of platforms based on where your target audience is active, such as:
• Social media (Facebook, Instagram, LinkedIn)
• Streaming services (Spotify, YouTube)
• Display ads (Google Ads, programmatic ads)
• Traditional media (TV, radio, print)
•Creative Elements: Craft compelling messages using:
• Visuals: Eye-catching images or videos.
• Copywriting: Engaging headlines and clear calls to action (CTA).
• Brand Voice: Consistent tone that reflects your brand identity (friendly, professional, etc.).
•Objective: The ad's purpose might include driving traffic to a website, increasing brand awareness, or generating leads. Ads should communicate the unique value
proposition (UVP) of the product.
•Frequency: Continuous or pulse-style ad frequency, depending on budget and audience attention span.
2. Sales Promotion
Sales promotions provide short-term incentives to boost customer interest and accelerate purchases. They are effective at driving immediate action and can
complement longer-term advertising efforts.
Key types of sales promotions include:
•Discounts: Percentage off or dollar amount savings on purchases.
•Coupons: Vouchers for future discounts, available online or in-store.
•Free Trials: Offering a risk-free opportunity to try a product or service.
•Buy One Get One (BOGO): Encourages multiple purchases through a deal.
•Limited-Time Offers: Creating urgency by setting a short window for the promotion.
•Contests & Sweepstakes: Engaging customers with the chance to win prizes.
•Loyalty Programs: Rewarding repeat purchases with points, discounts, or exclusive deals.
To critique an advertisement using Integrated Marketing Communication (IMC) tools, you need to evaluate how effectively different IMC
tools work together to deliver a consistent, cohesive message across various channels. IMC tools ensure the advertisement aligns with the
overall brand strategy, engages the target audience, and drives desired outcomes.
Here’s how you could critique an ad by applying IMC tools:
1. Advertising
Strengths:
•Clarity of Message: Does the ad communicate the product’s unique selling proposition (USP) clearly? For example, does it emphasize
EcoFlex SmartWear's sustainable materials and smart technology in a way that resonates with consumers?
•Creativity and Visual Appeal: Are the visuals and messaging creative, engaging, and aligned with the brand’s identity? The use of vibrant,
nature-inspired images for a sustainable product, for instance, would enhance appeal.
•Placement: Is the ad delivered through the right channels (e.g., social media, streaming, websites) to reach the target audience effectively?
For a younger, tech-savvy demographic, platforms like Instagram or TikTok would be appropriate.
Criticism:
•Consistency Across Platforms: If the visual elements or messaging vary too much between platforms (e.g., the tone on social media is
different from that in video ads), it can create confusion. The brand message should be consistent across all touchpoints.
•Call to Action (CTA): Is the CTA clear and compelling enough to drive immediate action? If not, the ad might generate awareness but fail to
convert viewers into customers.
2. Public Relations (PR)
Strengths:
•Storytelling: PR tools can enhance an ad by offering a deeper narrative behind the brand or product. For instance, media releases or
interviews about the sustainable sourcing of EcoFlex SmartWear could build credibility and trust.
•Brand Image: Positive PR efforts, like sustainability campaigns or collaborations with environmental influencers, reinforce the brand's image
and make the ad more effective by aligning the company with ethical practices.
Criticism:
•Lack of PR Support: If the advertisement isn’t supported by a strong PR campaign, it can miss out on creating a lasting impact. For example,
if EcoFlex SmartWear emphasizes sustainability, PR should focus on sharing the brand’s environmental mission across relevant media outlets
to build reputation and legitimacy.
•Media Relations: The advertisement might not leverage media exposure adequately. Engaging with the press or influencers to promote the
product can increase the ad’s reach and boost credibility.
3. Sales Promotion
Strengths:
•Complementary to the Ad: If the ad includes information about an ongoing sales promotion (e.g., limited-time discounts or bundles), it encourages immediate
action. For EcoFlex SmartWear, pairing the ad with a sustainable fashion promotion could drive urgency.
•Incentive Clarity: Clearly outlining a special deal or promotion (e.g., “20% off for the first 100 buyers”) in the ad increases the likelihood of conversions.
Criticism:
•Lack of Urgency: If the sales promotion isn’t time-bound or doesn’t emphasize scarcity (e.g., “Limited stock, act fast!”), it might not create a sense of urgency for
the viewer.
•Disconnect Between Ad and Promotion: Sometimes, the promotional offer highlighted in the ad is not easy to understand or access, causing friction in the
customer journey. Ensure that the promotion’s details are clear and easy to act upon.
4. Direct Marketing
Strengths:
•Personalized Outreach: A strong ad campaign can be complemented by direct marketing efforts (e.g., personalized email campaigns or SMS messages). For
EcoFlex SmartWear, an email to existing customers offering a special discount on the new collection can drive conversions.
Criticism:
•Integration with Direct Marketing: If direct marketing efforts (e.g., email campaigns) are poorly coordinated with the ad, it can lead to mixed messaging. If the
ad highlights a promotion but emails don’t reinforce that offer, it weakens the campaign’s impact.
•Lack of Personalization: Direct marketing needs to offer tailored experiences, such as personalized discounts or suggestions. If the advertisement leads to a
generic landing page or lacks personalized follow-ups, it fails to create a deeper connection with potential buyers.
6. Digital Marketing (Social Media, SEO, PPC)
Strengths:
•Social Media Engagement: Ads should be supported by strong social media activity, creating conversations around the product. For example, engaging users
with EcoFlex SmartWear’s environmental initiatives on Instagram or TikTok can amplify the brand’s message.
•SEO & PPC Support: Well-optimized digital ads and PPC campaigns increase visibility. If the ad is supported by strong SEO efforts, the product page will be easier
to find when users search for related terms like “sustainable fashion.”
Criticism:
•Lack of Social Proof: If the ad lacks user-generated content or social proof (e.g., customer testimonials, influencer endorsements), it may not fully engage the
target audience. For example, featuring real customers or influencers using EcoFlex SmartWear can improve credibility.
.
Let's take an actual ad campaign to critique using IMC tools: Pepsi’s 2017 “Live for Now” Kendall Jenner Ad. This ad sparked significant
controversy and is often cited as a case study in poorly executed advertising. Below, I will critique it using Integrated Marketing
Communication (IMC) tools.
1. Advertising
Strengths:
•Visuals: The ad featured high-quality production, with vibrant visuals and a diverse cast, targeting a younger, socially conscious audience.
•Brand Recognition: Featuring Kendall Jenner, a major celebrity, drew immediate attention. This was a strategic move in terms of maximizing
brand reach among her followers.
•Global Appeal: The ad tried to communicate unity, peace, and diversity, which could be powerful global themes, especially in a time of
increasing social activism.
Criticism:
•Message Clarity & Sensitivity: The ad was criticized for trivializing serious social justice issues, such as protests and movements like Black
Lives Matter, by suggesting that a can of Pepsi could resolve these tensions. The lack of sensitivity in addressing these complex societal
issues made the message feel disconnected and offensive to many.
•Cultural Tone-deafness: The portrayal of Jenner handing a Pepsi to a police officer as a peace offering was perceived as tone-deaf and out
of touch with the struggles of real-life activists. It felt superficial and inauthentic.
•Brand Misalignment: The message of social justice did not align with Pepsi’s traditional brand image of fun, youth, and refreshment. It felt
like an attempt to co-opt social movements without real understanding, leading to a backlash.
2. Public Relations (PR)
Strengths:
•Celebrity Endorsement: Featuring Kendall Jenner as the face of the ad was intended to generate positive media buzz due to her global
fame. Her connection to pop culture was meant to resonate with younger audiences.
Criticism:
•PR Fallout: The backlash was swift, and Pepsi had to pull the ad and issue a public apology, admitting they “missed the mark.” This damaged
their brand reputation, making the PR handling reactive rather than proactive. Instead of contributing positively to social conversations,
Pepsi found itself apologizing for being insensitive.
•Lack of Authentic Storytelling: The PR efforts failed to engage in genuine storytelling or to align with a real cause. A more effective PR
approach could have been to partner with actual activists or organizations to contribute meaningfully to the conversation on social justice.
6. Digital Marketing (Social Media, SEO, PPC)
Strengths:
•Viral Reach: The campaign received enormous attention on social media, both positive and negative. The viral nature of the ad ensured that
Pepsi was the topic of conversation globally.
Criticism:
•Negative Social Media Reaction: Social media backfired as the ad was mocked, with people creating memes and videos that satirized the
trivialization of protest movements. The negative sentiment spread rapidly across platforms like Twitter, Facebook, and Instagram, where the
conversation was largely critical.
•Lack of Influencer Support: Although Kendall Jenner’s involvement was meant to drive the digital conversation, no other influencers from
social justice or advocacy circles were involved in the campaign. This left Pepsi isolated in defending its message without credible voices
supporting it.
•Poor Engagement Strategy: Pepsi’s response to the backlash on social media was slow, and when they did engage, it was purely apologetic
rather than constructive. A proactive engagement strategy that involved real dialogue with concerned consumers and activists would have
helped mitigate the fallout.
Conclusion:
The Pepsi “Live for Now” ad failed in key areas of IMC execution:
•Message Misalignment: The ad tried to use serious societal issues in a superficial way that didn’t resonate with the audience or align with
Pepsi’s brand.
•Lack of Authenticity: The campaign came across as a marketing ploy rather than a genuine effort to support social causes, which hurt both
the brand’s image and credibility.
•Missed Integration Opportunities: The lack of proper PR support, personalized marketing, or sales promotions, and the absence of
meaningful engagement with activists or consumers left the campaign disconnected from the IMC tools that could have helped it succeed.
This case highlights the importance of aligning all IMC tools to ensure consistent, authentic, and sensitive messaging across all platforms.
1. Customer Journey for a Bank Loan
Awareness Stage
•The customer becomes aware of their need for financial support, such as a mortgage, personal loan, or business loan.
•Triggers: Financial needs arise—home purchase, education, unexpected expenses, business expansion.
•Channels: Customers may see advertisements (digital, TV, radio), content marketing (blog posts, social media), or hear word of mouth about loan offerings from banks.
Consideration Stage
•The customer starts researching various loan options, comparing interest rates, loan terms, eligibility criteria, and reviews of different financial institutions.
•Touchpoints:
• Bank websites where they can compare loan features.
• Visiting loan comparison sites.
• Reviews and testimonials on social media, Google, and finance forums.
• Speaking with friends or financial advisors.
Decision Stage
•After evaluating options, the customer chooses a bank or loan provider based on factors like interest rates, loan tenure, repayment flexibility, and reputation.
•Touchpoints:
• A bank’s website/application portal.
• Talking to bank loan officers either online or in person.
• Online reviews or detailed financial product comparisons.
Application Process
•The customer submits an application, providing necessary documents such as proof of income, identification, and credit history.
•Touchpoints:
• Online or in-branch application forms.
• Direct engagement with loan officers who assist with the process.
• Follow-up emails, calls, or notifications confirming the submission and processing status.
Approval & Loan Disbursal
•After a period of review, the bank approves or rejects the loan. If approved, the funds are disbursed to the customer’s account.
•Touchpoints:
• Email or phone confirmation of the loan approval.
• Meeting with a bank representative to finalize the loan agreement.
• Disbursement of the loan amount into the customer’s bank account.
Post-Purchase Engagement
•Once the loan is approved and disbursed, the customer enters into the repayment phase. The bank keeps in touch through reminders, online account statements, and offers for
refinancing or additional services.
•Touchpoints:
• Mobile banking apps with loan management features.
• Monthly or quarterly email reminders for repayments.
• Personalized offers for refinancing or additional services (credit cards, investment advice, etc.).
Customer Journey for DMart’s Race Smart Go-to Shopping Experience
Awareness Stage
•The customer learns about DMart's new smart shopping service, perhaps through an ad, social media post, or in-store signage.
Channels:
• Digital ads on social media platforms like Facebook and Instagram.
• In-store promotions, flyers, or notifications in the DMart app.
• Word of mouth from friends or family.
Consideration Stage
•The customer begins to consider whether this smart shopping experience aligns with their needs for convenience and speed.
•Touchpoints:
• Visiting the DMart website or app to understand the details of the Race Smart Go-to service.
• Checking out promotional materials that explain how it works (e.g., how to scan products, pay, and go).
• Reading online reviews, ratings, or asking friends who have used it before.
Decision Stage
•The customer decides to try the Race Smart Go-to service during their next grocery trip, based on perceived convenience, pricing, and ease of use.
•Touchpoints:
• Walking into the store and engaging with smart shopping kiosks or in-app instructions.
• Using the DMart app to start their smart shopping journey.
• In-store guidance or help from DMart staff.
Purchase Stage
•The customer uses the smart shopping system, scanning products as they shop and using contactless payment options to complete the purchase.
•Touchpoints:
• In-store product scanning stations or through a mobile app.
• In-app payment options like UPI, digital wallets, or linked credit/debit cards.
• A digital receipt sent to their email or phone.
Post-Purchase Engagement
•After completing their shopping, DMart can engage with the customer to encourage repeat use of the Race Smart service or offer loyalty rewards.
•Touchpoints:
• Push notifications or emails offering discounts for using the smart shopping service again.
• Surveys for feedback on the experience, improving future services.
• Loyalty rewards or points for continued usage, encouraging the customer to return.