Advertising and Promotions: An IMC Perspective

Cover
Contents
Section 1 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: Cadbury Manages a Crisis with Integrated Marketing Communications
			Appendix 1.1: 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
		2.3 Integrating IMC in the Marketing Mix
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: VIP remains a leader' Ka! Bhi, Aaj Bhi, Ka! Bhi' with Strategic Changes
			Endnotes
Section 2 THE IMC PROGRAMME SITUATIONAL ANALYSIS
	3. Understanding Consumer Behaviour
		3.1 Factors Influencing Buyer Behaviour
		3.2 The Buying Decision Process
		3.3 Alternative Buying Decision Processes
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: Preethi Meets Venkat Through Shaadi.Com
			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
			Endnotes
	5. Structure of the Advertising and Promotions World
		5.1 Integrated Marketing Services
		5.2 Players in the Advertising World
		5.3 Centralised versus Decentralised Agencies
		5.4 The Advertising Agency
		5.5 Specialised Services
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: Deshi Advertising Agency
			Endnotes
Section 3 Advertising
	6. Research: A Strategic Advertising Tool
		6.1 Research: A Strategic Advertising Tool
		6.2 The Research Process
		6.3 Common Errors in Research
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Endnotes
	7. Advertising Strategy
		7. 1 Fundamentals of an Advertising Campaign
		7.2 Spelling out the Strategy: Alternative Formats for the Strategy Statement
		7.3 Choice of Strategic Approaches
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: Tata Salt (part I)
			Endnotes
	8. Finding the Big Idea
		8.1 What is a 'Big Idea'?
		8.2 Getting Creative to Find the Big Idea
		8.3 Brainstorming for Creative Ideas
		8.4 Some More Creative Techniques
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: Tata Salt (part II)
			Endnotes
	9. Creative Execution in Advertising
		9.1 Creative Execution of the Big Idea
		9.2 Bringing Creativity in Ad Execution
		9.3 Preparing a Creative Brief
		9.4 Creative Execution Elements
		9.5 Celebrity Support in Execution: Make Hay while the Stars Shine
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: Tata Salt (Part III)
			Sanlro Remains Exciting Through the Years
			'The Complete Man' of Raymond Gets A New Avatar
			Endnotes
	10. Creative Execution and Design in Print
		10.1 The Print Medium
		10.2 Elements of Print Advertising
		10.3 Understanding Design in Print
		10.4 Executing Creative in Other Print Media
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: Matico Attracts Talent with its Corporate Campaign
			Endnotes
	11. Creative Execution on Radio
		11.1 An Introduction to Radio
		11.2 The Pen is the Mightiest
		113 Scriptwriting for Radio
		11.4 Producing Radio Commercials
		11.5 The ABCs of Writing and Producing Radio Spots ,
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: Catchy Jingle Creates Magic For Close Up
			Endnotes
	12. Creative Execution on Television
		12.1 An Introduction to Television
		12.2 Elements of Television
		12.3 Making a Television Commercial
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: Lifebuoy Captures Audiences With Its 'Gandhigid
			Endnotes
	13. Creative Execution Online
		13.1 The Internet as an Advertising Medium
		13.2 Communicating through Websites
		13.3 Search Engine Marketing
		13.4 Banner Advertisements
		13.5 Text Links
		13.6 Internet Direct Mail
		13.7 Pop-ups
		13.8 Virals
		13.9 Blogs and Community Forums
			Summary
			Exercise and Projects
			Critical Thinking Questions
			Endnotes
	14. Sales Promotion
		14.1 An Introduction to Sales Promotion
		14.2 Types of Sales Promotions
		14.3 Sales Promotion Objectives and Budget Allocations
		14.4 Designing the Sales Promotion Programme
			Summary
			Exercise
			Critical Thinking Questions
			Case: Rasna Prankees Pn?motion
Section 4 Other Promotion Tools
	15. DirectMarketing
		15.1 An Introduction to Direct Marketing
		15.2 The Quintessential Elements of Direct Marketing
		15.3 Direct Marketing Media
		15.3 The Internet
		15.4 Ethics in Direct Marketing
		15.5 Direct Marketing Agencies
			Summary
			Exercise
			Critical Thinking Questions
			Suggested Class Projects
	16. Public Relations, Publicity and Corporate Advertising
		16.1 An Introduction to Public Relations
		16.2 Types of Public Relations
		16.3 Tools of Public Relations
		16.4 Managing Public Relations
		16.5 Publicity
		16.6 Corporate Advertising
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
	17. Unconventional Promotional Media
		17.1 Sponsorships
		17.2 Merchandising
		17.3 Marketing Services
		17.4 Van Promotions
		17.5 Mobile Advertising
		17.6 Word-of-Mouth Advertising
		17.7 Village Fairs
		17.8 Out of Home Media
		17,9 World Wide Web Communications
		17.10 Personal Selling
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Endnotes
Section 5 MEDIA PLANNING AND STRATEGY
	18. Print Media
		18_1 The Mass Media
		18.2 The Print Media
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: Divya Bhaskar Rocks the Gujarat Newspaper Market with its Launch
			Endnotes
	19. Broadcast Media
		19.1 The Broadcast Media
		19.2 Television
		19.3 Alternative Film Media
		19.4 Radio
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Case: SET Boosts Viewership with Innovative Marketing of Jassi Jaissi Koi Nahi"
			Appendix 19.1: The History of Television Broadcasting in India
			Appendix 19.2: The Cable Television Networks (Regulation) Act
			Appendix 19.3: Regulatory History of Radio in India
			Endnotes
	20. Out of Horne Media
		20.1 Introduction to Outdoor
		20.2 Creative Aspects in Outdoor Media
		20.3 Regulatory Mechanisms in Outdoor Media
		20.4 Outdoor Evaluation Models
			Summary
			Exercise
			Critical Thinking Questions
			Case: Amul-The taste of India
			Endnotes
	21. Developing the Media Plan
		21.1 Introduction to Media Planning
		21.2 Steps Involved in Media Planning
		21.3 Information Requirements and Databases for Media Planning
		21.4 The Consumer Media Interface
		21.5 Audience Measurements
		21.6 Evaluation of Mass Media Types
		21.7 Media Budgets
			Summary
			Exercise
			Critical Thinking Questions
			Case: Champion; The Premium Milkfood Drink
Section 6 BUDGETS, OBJECTIVES AND EVALUATION
	22. .Promotion Objectives and Budget Determination
		22.1 Setting Communication .objectives
		22.2 Sales- versus Communic:,tion·Griented .objectives 83) 22.3 The DAGMAR Approach to Setting .objectives and Measuring Advertising Effectiveness
		22.4 Budgeting for Marketing Communication
		22.5 Arriving at the Marketing Communication Budget
		22.6 Allocating the Marketing Communication Budget
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Ql,lestions
			Endnotes
	23. Measnring IMC Performance
		23.1 Measuring Communication Effectiveness
		23.2 Conducting Research to Measure Communication Effectiveness
		23.3 The Advertising Testing Process
		23.4 Post-testing Tools and Techniques
		23.5 Testing .other Promotional Tools
		23.6 Evaluating .other Promotional Tools and IMC
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Endnotes
	24. The Legal and Ethical Environments of Promotions
		24.1 Legislation Affecting Advertising
		24.2 Self-regulatory Codes of Conduct in Advertising
		24.3 Legal and Ethical Concepts and Issues in Advertising
		24.4 Regulations Governing Sales Promotions
		24.5 Regulations Governing Packaging and Labeling
		24.6 Regulations Governing Direct Marketing
		24.7 Regulations Governing Internet Marketing
			Summary
			Exercise
			Suggested Class Projects
			Critical Thinking Questions
			Endnotes
Appendix 1: Landing the Coveted Ad Job
Appendix 2: Presenting Promotion Ideas
Index