Download Ch 18

CHAPTER 18
INTEGRATED
MARKETING
COMMUNICATIONS
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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Integrated Marketing Communications
LEARNING OBJECTIVES
LO1
LO2
LO3
LO4
LO5
Identify the components of the communication
process.
Explain the four steps in the AIDA model.
Describe the various integrative communication
channels.
Explain the various ways used to allocate the
integrated marketing communications (IMC)
budget.
Identify marketing metrics used to measure IMC
success.
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Coca-Cola
Jochen Tack/Alamy
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Integrated Marketing Communications
Results
http://www.youtube.com/watch?v=XNic4wf8AYg
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Communicating with Consumers:
The Communication Process
Noise from the environment
Sender
(Firm)
Transmitter
encodes
message
Communications
channel
(Media)
Receiver
(Consumer)
decodes
message
Feedback
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How Consumers Perceive Communication
Receivers decode
messages differently
Senders adjust messages
according to the medium
and receivers’ traits
©Stockdisc/Getty Images
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Decoding the Message
How does the
advertiser help the
receiver decode this
as a breakfast food
Courtesy HJ Heinz Company
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The AIDA Model
Awareness
Interest
Think
Desire
Action
Feel
Do
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AIDA Model
Where is this ad in the
AIDA model?
©2008 KCWW Reprinted with Permission
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Awareness
 A multichannel
approach increases
the likelihood the
message will be
received
Courtesy Peapod
 Senders first must
gain the attention
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Interest
 After awareness
comes persuasion
 The customer must
want to further
investigate the
product/service
©2010 Dell Inc All Rights Reserved
©2010 Dell Inc All Rights Reserved
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Desire
I like it
I want it
blue jean images/Getty Images
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Action
Purchase is just one type
of action… what other
actions can IMC ask
consumers to take?
©BananaStock/PunchStock
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The Lagged Effect
 Advertising does not
always have an
immediate impact
 Multiple exposures
are often necessary
©image100/PunchStock
 It is difficult to
determine which
exposure led to
purchase
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CHECK YOURSELF
1. What are the different steps in the
communication process?
2. What is the AIDA model?
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Elements of an Integrated Marketing
Communication Strategy
Interactive
• Personal selling
• Direct marketing
(e.g., mobile marketing)
• Sales promotions
(e.g., contests)
• Online marketing
(e.g., blogs, social media
Online
Offline
• Direct marketing
(e.g., telemarketing)
• Advertising
• Sales promotions
(e.g., coupons)
• Direct marketing
(e.g., e-mail marketing)
• Public relations
• Direct marketing
(e.g., catalogs)
Passive
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Advertising
 Extremely effective at
creating awareness and
generating interest
Courtesy National Fluid Milk Processor Promotion Board;
Agency: Lowe Worldwide, Inc.
 Most visible element of
IMC
Terry Tate Office Linebacker
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Public Relations (PR)
 “Free” media attention
 Importance of PR has grown
as cost of other media has
increased
 Consumers becoming more
skeptical about marketing, PR
becoming more important
Courtesy Citirx Online, LLC
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Sales Promotions
 Can be aimed at both end
user consumers or
channel members
 Used in conjunction with
other forms of IMC
 Can be used for both
short-term and long-term
objectives
Courtesy Dole Food Company, Inc.
Retailmenot.com
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Personal Selling
 Some products require the
help of a salesperson
 More expensive than other
forms of promotion
 Salespeople can add
significant value, which
makes the expense
worth it
Royalty-Free/CORBIS
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Direct Marketing
 Growing element of IMC
 Good for multicultural
groups
 Database technology
improves
Courtesy Global Spec, Inc
 Includes e-mail and mcommerce
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Adidas
Anthony Saint James/Getty Images
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Websites
Blogs
Social Media
McGraw-Hill Companies, Inc. Marker Dierker, photographer.
Online Marketing
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Websites
What websites do
you visit all the time?
Why?
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Blogs
What can
Southwest
learn from
their blog?
Courtesy Southwest Airlines
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Social Media
Advantages
to firms?
Challenges?
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CHECK YOURSELF
1. What are the different elements of an IMC
program?
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Planning for and Measuring IMC Success
Understand the outcome
they hope to achieve
Short-term or long-term
Should be explicitly defined
and measured
Lawrence Lawry/Getty Images
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Setting and Allocating the IMC Budget
Rule-of-thumb methods
©Brand X Pictures/PunchStock
Objective-and-task
method
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Rule of Thumb Methods
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Measuring Success
Using Marketing Metrics
Frequency
Reach
Gross rating points
Web Tracking
Digital Vision/Getty Images
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Search Engine Marketing
Clicks
Impressions
Click through rate
Return on investment (ROI)
Transit, an upscale sneaker store in New York City
modeled after vintage New York City subway trains.
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Transit
Click through results
What does the data tell you?
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Transit IMC goals and results
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Swiped ID Theft in America
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CHECK YOURSELF
1. Why is the objective-and-task method of setting
an IMC budget better than the rule-of-thumb
methods?
2. How do firms use GRP to evaluate the
effectiveness of traditional media?
3. How would a firm evaluate the effectiveness of
its Google advertising?
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