Promotion (IMC/ATL/BTL)

Integrated Marketing Communications (IMC): Marketing Communications are the means by which firms attempt to inform, persuade, and remind consumers – directly or indirectly – about the products and brands they sell and IMC is a marketing communications plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum communication impact.

      The two segments of Marketing Communications are;

      1.     ATL (Above the Line) Communications; Caters to Mass Market by using Mass media like television, cinema, radio, print, Telephone, Internet, Out-of-home etc.

       2.     BTL (Below the Line) Communications; Caters to Niche Market by using Design, Direct Marketing (Telemarketing, mails, catalogues etc.), Public Relations, Sales Promotions, Buzz (Word of Mouth), Sampling, Relationship Marketing, Packaging etc.

      Media Selection is finding the most cost-effective media to deliver the desired number and type of exposure to the target audience. It is decided based on Reach, Frequency and Impact of any particular media.

F    From the very beginning, Kissan introduced a new theory toadvertise their product ‘Kissan Jam’.The theorywas called ‘Law of appetite’ . Then it came up with the new idea headlined as ‘Roti disappears with KissanJam’. This promotion earned much popularity among the kids. 

     

      The two pictures below depict the evolution of Kissan Jam advertisement 

 

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     Sales promotions are non-personal promotional efforts that are designed to have an immediate impact onsales. Media and non-media marketing communications are employed for a pre-determined limited time toincrease consumer demand stimulate market demand or improve product availability. In 1997, Hindustan Lever Ltd (HLL) had undertaken a new promotion drive aimed at making its Kissan brand leading Indian food brand. Old products were  phased out and contemporary products and ethnic flavours were introduced. As a result, HLL recorded a 40 percent growth in sales between January-May1998. When Rahul Dravid was in his peak form, he endorsed the product using his nick name ‘JAMMY’.