CHAPTER INTEGRATED MARKETING COMMUNICATIONS 17 Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
C H A P T E R
INTEGRATED MARKETING COMMUNICATIONS
17
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
17-2
L E A R N I N G O B J E C T I V E S
Integrated Marketing Communications
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.
17-3
KFC
AP Photo/Brian Bohannon/Kentucky Fried Chicken
17-4
Integrated Marketing Communications
IMC
Customers
Results Communication
channel
17-5
Communicating with Consumers: The Communication Process
17-6
How Consumers Perceive Communication
Receivers decode messages differently
Senders adjust messages according to the medium and receivers’ traits
©Stockdisc/Getty Images
17-7
Decoding the Message
How does the advertiser help the receiver decode this as a breakfast food
Courtesy HJ Heinz Company
17-8
The AIDA Model
17-9
AIDA Model
Where is this ad in the AIDA model?
©2008 KCWW Reprinted with Permission
17-10
Awareness
• Senders first must gain the attention of the consumers
• A multichannel approach increases the likelihood the message will be received
Co
urt
esy
Pe
apo
d
17-11
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
17-12
Desire
I like it I want it
blue jean images/Getty Images
17-13
Action
Purchase is just one type of action… what other actions can IMC ask consumers to take?
©BananaStock/PunchStock
17-14
The Lagged Effect
• Advertising does not always have an immediate impact
• Multiple exposures are often necessary
• It is difficult to determine which exposure led to purchase
©image100/PunchStock
17-15
1. What are the different steps in the communication process?
2. What is the AIDA model?
Check Yourself
17-16
Elements of an Integrated Communication Strategy
17-17
Advertising
• Most visible element of IMC
• Extremely effective at creating awareness and generating interest
Terry Tate/Reebok Commercial
Co
urt
esy
Nat
ion
al F
luid
Milk
Pro
cess
or
Pro
mo
tio
n B
oar
d;
Ag
en
cy: L
ow
e W
orl
dw
ide
, In
c
17-18
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
17-19
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
http://www.Retailmenot.com Website
Courtesy Dole Food Company, Inc.
17-20
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
17-21
Direct Marketing
• Growing element of IMC
• Includes e-mail and m-commerce
• Good for multicultural groups
• Database technology improves
Co
urt
esy
Glo
bal
Sp
ec,
In
c
17-22
Adidas
Anthony Saint James/Getty Images
17-23
Online Marketing
Websites
Blogs
Social Media
©Nokia 2008
17-24
Websites
What websites do you visit all the time?
Why?
17-25
Blogs
What can Southwest learn from their blog?
Courtesy Southwest Airlines
17-26
Social Media
Advantages to firms?
Challenges?
17-27
1. What are the different elements of an IMC program?
Check Yourself
17-28
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
17-29
Setting and Allocating the IMC Budget
Objective-and-task method
Rule-of-thumb methods
©B
ran
d X
Pic
ture
s/P
un
chS
tock
17-30
Rule of Thumb Methods
17-31
Measuring Success Using Marketing Metrics
Frequency
Reach
Gross rating points
Web Tracking
Digital Vision/Getty Images
17-32
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.
17-33
Transit Click through results
What does the data tell you?
17-34
Transit IMC goals and results
17-35
Swiped ID Theft in America
17-36
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?
Check Yourself
Related Documents
