Page 251 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes 2. IMC - combining and integrating different elements of the communication mix.
3. The key idea behind IMC, however, is simply that advertising has various strengths and
weaknesses and that it thus has to be combined with other elements of the communication
mix - in an integrated and consistent way.
4. The different elements of the communication mix have to be used in a way that the
strengths of one are used to offset the weakness of another. For instance, one of advertising’s
weaknesses is its frequent failure to induce immediate action. Very often, advertising can
create high awareness and favourable attitudes, but it cannot create the final “push” needed
to get the inquiry, trial or sale. When such a situation appears, a marketer must use direct
marketing, or sales promotions, to get the necessary action, possibly after the advertising
campaign.

Tasks 1. Find out the components of integrated marketing communication
programme of HUL, P&G and ITC.
2. Advertising aims either at informing, persuading, or reminding
consumers about a product or service. For accomplishing each of
these objectives, collect three ads that address at least one of these
objectives. Do you think the ads are effective?
Two major factors are changing the face of today’s marketing communications:

1. Mass markets have fragmented, which is why marketers are shifting away from mass
marketing and moving toward focused programs.
2. Improvements in computer and information technology are speeding the movement
toward segmented marketing. New technologies have provided means to reach smaller
segments with tailored messages.

Caselet Indian Tourism’s ‘Incredible India’ Campaign

ill 2002, Indian tourism was promoted through delegates at the Indian tourist
offices located globally. These promotional campaigns were not too effective as
Tthe promotional approach was unorganized, varied, and limited by the skills and
capabilities of the delegates. Realizing the need for a consistent approach, the Tourism
Department of India appointed Ogilvy and Mather (O&M), Delhi, to develop a print
campaign and Enterprise Nexus, Mumbai, to create a television commercial. The media
account was handled by WPP Group’s Maximize India, and Grey Interactive was briefed to
work on the official website www.tourismofindia.com.

In September 2002, the Tourism Department unveiled a new campaign called ‘Incredible
India’ to promote Indian tourism globally. The first phase of the campaign, for a period of
three months, was jointly funded by the Government of India and Experience India Society,
an association of travel agents in India. The campaign focused on the Himalayas, wildlife,
yoga, and ayurveda and was widely promoted in the print media, television, and the
Internet. The television campaign was telecast on CNN, BBC, and other popular channels
across the world.
Source: www.icmrindia.org

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