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CHAPTER
INTEGRATED
MARKETING
COMMUNICATIONS
McGraw-Hill/Irwin
17
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Integrated Marketing Communications
LEARNING OBJECTIVES
LO1 Identify the components of the
communication process.
LO2 Explain the four steps in the AIDA model.
LO3 Describe the various integrative
communication channels.
LO4 Explain the various ways used to allocate the
IMC budget.
LO5 Identify marketing metrics used to measure
integrated marketing communications (IMC)
success.
17-2
KFC
AP Photo/Brian Bohannon/Kentucky Fried Chicken
17-3
Integrated Marketing Communications
Customers
IMC
Communication
channel
Results
17-4
Communicating with Consumers:
The Communication Process
17-5
How Consumers Perceive Communication
Receivers decode messages
differently
Senders adjust messages
according to the medium
and receivers’ traits
©Stockdisc/Getty Images
17-6
Decoding the Message
How does the
advertiser help the
receiver decode this
as a breakfast food
Courtesy HJ Heinz Company
17-7
The AIDA Model
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AIDA Model
Where is this ad in
the AIDA model?
©2008 KCWW Reprinted with Permission
17-9
• Senders first must
gain the attention of
the consumers
• A multichannel
approach increases
the likelihood the
message will be
received
Courtesy Peapod
Awareness
17-10
Interest
• After the customer is
aware, they must be
persuaded
• The customer must
want to further
investigate the
product/service
©2010 Dell Inc All Rights Reserved
©2010 Dell Inc All Rights Reserved
17-11
Desire
I like it
I want it
blue jean images/Getty Images
17-12
Action
Purchase is just one
type of action… what
other actions can IMC
ask consumers to take?
©BananaStock/PunchStock
17-13
The Lagged Effect
©image100/PunchStock
• Advertising does not
always have an
immediate impact
• Multiple exposures
are often necessary
• It is difficult to
determine which
exposure led to
purchase
17-14
Check Yourself
1.
What are the different steps in the
communication process?
2.
What is the AIDA model?
17-15
Elements of an
Integrated Communication Strategy
17-16
• Most visible element
of IMC
• Extremely effective at
creating awareness
and generating
interest
Courtesy National Fluid Milk Processor Promotion Board;
Agency: Lowe Worldwide, Inc
Advertising
Terry Tate/Reebok
Commercial
17-17
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
17-18
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 longterm objectives
Courtesy Dole Food Company, Inc.
http://www.Retailmenot.co
m Website
17-19
Personal Selling
Royalty-Free/CORBIS
• 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
17-20
Direct Marketing
Growing element of IMC
Includes e-mail and m-commerce
Good for multicultural groups
Database technology improves
Courtesy Global Spec, Inc
•
•
•
•
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Adidas
Anthony Saint James/Getty Images
17-22
Online Marketing
Websites
Blogs
Social Media
©Nokia 2008
17-23
Websites
What websites
do you visit all
the time?
Why?
17-24
Blogs
What can
Southwest
learn from
their blog?
Courtesy Southwest Airlines
17-25
Social Media
Advantages to
firms?
Challenges?
17-26
Check Yourself
1.
What are the different elements of an
IMC program?
17-27
Planning and Measuring IMC Success
• Understand the
outcome they hope to
achieve before they
begin
• Short-term or longterm
• 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
17-30
Measuring Success
Using Marketing Metrics
Frequency
Reach
Gross rating points
Web Tracking
Digital Vision/Getty Images
17-31
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
17-34
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 would a firm evaluate the
effectiveness of its Google advertising?
17-36