PROMOTIONS and IMC :
Integrated Marketing Communications :
IMC is a mix of all the programs and promotions strategies that are run in order to inform the audience about the product. it has in total five components namely,
* Coverage - How much penetration does the advertisment and other forms of awareness strategies have on target audience.
* Contribution - Explains the ability of the marketing communication to create a desired response from the available promotion strategies.
* Commonality - The overlap of the meaning between various programs or TVC's that run and does it get convenyed the way it should.
* Versatility - refers to the extent of the penetration different strategies have for different brands.
* Cost - After all the awareness and penetration the most effective way to attract the audience is the cost at which the product is sold.
Himalaya neem face wash:
https://www.youtube.com/watch?v=4-F27oLUNSk
Himalaya has now come up with the new TVC which focuses on the ongoing problem of pimples in the young generation. The TVC mainly shows the different efforts that the girl makes inorder to hide the pimple but fails to hide it from her friends then finally one of the friends introduce her with himalaya neem face wash. the message being delivered is " try hmalaya first" because it delivers to the promise.
Himalaya now has also come up with the 3D campaign.
Himalaya neem products have now collaborated with clear channel singapore out of home bus shelter media.
The campaign show 3 feet tall cut outs of himlaya neem face wash with a girl imprinted on it. One angle shows the problem of pimoles and when seen from other angle it shows the the results after using the product again incashing on the product USP of dileving to te promise.
Therefore himalaya uses both the strategies of ATL and BTL meaning thereby above the line and below the line advertising.
ATL - Above the line marketing uses conventional medium such as television and radio it uses impersonal methods to sell.
whereas,
BTL - Below the line marketing uses personal communication to influence the buyers to consume either immediately or make the purchase little later but the purchase is taken to be guaranteed. Methods like sales promotion, telemarketing, road shows, direct mails etc.
Himalaya has a strong grip on both the TVC and OOH promotions strategies. And the recent 3D hoarding which portrayed a women when seen from one angle she had all skin problems, pimples, acne etc. And if seen for a different angle she had healthy skin with no pimples or acnes. This particular standee became very famous.
Integrated Marketing Communications :
IMC is a mix of all the programs and promotions strategies that are run in order to inform the audience about the product. it has in total five components namely,
* Coverage - How much penetration does the advertisment and other forms of awareness strategies have on target audience.
* Contribution - Explains the ability of the marketing communication to create a desired response from the available promotion strategies.
* Commonality - The overlap of the meaning between various programs or TVC's that run and does it get convenyed the way it should.
* Versatility - refers to the extent of the penetration different strategies have for different brands.
* Cost - After all the awareness and penetration the most effective way to attract the audience is the cost at which the product is sold.
Himalaya neem face wash:
https://www.youtube.com/watch?v=4-F27oLUNSk
Himalaya has now come up with the new TVC which focuses on the ongoing problem of pimples in the young generation. The TVC mainly shows the different efforts that the girl makes inorder to hide the pimple but fails to hide it from her friends then finally one of the friends introduce her with himalaya neem face wash. the message being delivered is " try hmalaya first" because it delivers to the promise.
Himalaya neem products have now collaborated with clear channel singapore out of home bus shelter media.
The campaign show 3 feet tall cut outs of himlaya neem face wash with a girl imprinted on it. One angle shows the problem of pimoles and when seen from other angle it shows the the results after using the product again incashing on the product USP of dileving to te promise.
Therefore himalaya uses both the strategies of ATL and BTL meaning thereby above the line and below the line advertising.
ATL - Above the line marketing uses conventional medium such as television and radio it uses impersonal methods to sell.
whereas,
BTL - Below the line marketing uses personal communication to influence the buyers to consume either immediately or make the purchase little later but the purchase is taken to be guaranteed. Methods like sales promotion, telemarketing, road shows, direct mails etc.
Himalaya has a strong grip on both the TVC and OOH promotions strategies. And the recent 3D hoarding which portrayed a women when seen from one angle she had all skin problems, pimples, acne etc. And if seen for a different angle she had healthy skin with no pimples or acnes. This particular standee became very famous.
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