Chapter integrated marketing communications sixteen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

chapter

integrated marketing communications

sixteen

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

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.

Integrated Marketing Communications

16-2

Integrated Marketing Communications

16-3

Communicating with Consumers: The Communication Process

16-4

The AIDA Model

16-5

Elements of an Integrated Communication

Strategy

16-6

Advertising

• Most visible element of IMC

• Extremely effective at creating awareness and generating interest

Terry Tate/Reebok Commercial

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16-7

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

16-8

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

Retailmenot.com Website

Courtesy Dole Food Company, Inc.

16-9

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

16-10

Direct Marketing

• Growing element of IMC

• Includes e-mail and m-commerce

• Good for multicultural groups

• Database technology improves

Cou

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16-11

Online Marketing

©Nokia 2008

16-12

Planning and Measuring IMC Success

• Understand the outcome they hope to achieve before they begin

• Short-term or long-term

• Should be explicitly defined and measured

Lawrence Lawry/Getty Images

16-13

Setting and Allocating the IMC Budget

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16-14

Measuring Success Using Marketing Metrics

Digital Vision/Getty Images

16-15

Search Engine Marketing

Transit, an upscale sneaker store in New York City modeled after vintage New York City subway

trains.

Transit, an upscale sneaker store in New York City modeled after vintage New York City subway

trains.16-16