IMC Introduction Class

This is the introductory discussion with students on the course of Integrated Marketing Communication. Objective was to prepare the students about what they can expect in future in this course and to make them understand the concept of IMC.

Consumer Response Process and Communication

This is the first part of talks about the various models of consumer response process. Various models were shared with students along with their importance in executing a proper communication. Along with the traditional ways of understanding the consumers response process, some alternative ways are also discussed. The discussion is in three parts.

Source, Message and Channel

This is the discussion about the source (Celebrity or others), their impact and the challenges which marketers and source themselves are facing. What change are these current phenomenons bringing in the way a marketer will select a source, message and channel. How the current scenario is changing with time for source is discussed in depth.  Indian and international examples are discussed to make sense of discussion. The selection of source and channel are discussed in light with the channel.

IMC and Marketing Process

This discussion talks about the potential role of integrated marketing communication  in marketing process. The discussion try to emphasize that IMC is not confined to promotion .

Objectives in IMC

This is the discussion with students about the role and importance of objectives in integrated marketing communication. The discussion try to emphasize that the IMC is not confined to promotion but it has larger objective. Objectives and their role in IMC is discussed keeping in mind the consumer response process. It is comprehensively explained how and what could be various types of objectives in IMC. It is in light of this objectives that budgeting should be done. The discussion is in parts.

Budgeting in IMC

This is the discussion with students about the role and importance of budgeting in integrated marketing communication. The video discusses the various ways in which budget can be fixed for communication plan.

Discussion on Best Campaigns

This is the discussion with students about the best campaigns as reported in Cannes Lions 2017. Students were given the task of identifying the reason of success of these campaigns. One of the students presentation is also included in the video. He presents his opinion about the campaign assigned to him.

Creative Planning and Development

This is the discussion with students about the creative planning and implementation. The creatives are discussed with class. The message part of creatives, discovery of BIG idea is first discussed. The discussion has spend lot of time on creativity side of advertisements and communication in general. What are the existing thoughts on creativity are discussed. What are their implications. Along with, various examples citing the creativity in advertising are discussed. The discussion is in three parts.

Creative Implementation and Evaluation

This is the discussion with students about the implementation of the big idea. It talks of execution, execution styles, appeals. The evaluation of the execution and the creative work is also discussed.

Media Planning in IMC

This is the discussion with students about one of the most important topics in Integrated Marketing Communication - Media Planning. Media planning is a very complex work and involves loads of thoughts. Discussion starts with the basics of Media Planning and goes towards the complex side of it in terms of various indexes used, reach and frequency. The dilemma of reach vs frequency is discussed at length. Which out of these two should be getting the preferences is also discussed.

Sales Promotion

This is the discussion with students about one of the most important topics in Integrated Marketing Communication - Sales Promotion. Today marketers are relying more and more on sales promotion. Hence the details of topic is discussed.