chapte r integrated marketing communication s seventeen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Chapter integrated marketing communications seventeen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without.
Dec 16, 2015
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chapter
integrated marketing communications
seventeen
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
17-2
LEARNING OBJECTIVES
LO 17-1 Identify the components of the communication process.
LO 17-2 Explain the four steps in the AIDA model.
LO 17-3 Describe the various integrative communication channels.
LO 17-4 Explain the methods used to allocate the integrated marketing communications (IMC) budget.
LO 17-5 Identify marketing metrics used to measure IMC success.
17-3
Integrated Marketing Communications
Custom
ers
Results Comm
unication
channel
Bing | Decode Jay-Z Case Study
17-4
Communicating with Consumers: The Communication Process
Noise from the environment
Feedback
Receiver(Consumer)
decodes message
Sender(Firm)
Transmitterencodesmessage
Communications
channel(Media)
17-5
Awareness
• Senders first must gain the attention
• A multichannel approach increases the likelihood the message will be received
Cou
rtesy
Peap
od
17-6
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
17-7
Desire
I like it I want it
blue jean images/Getty Images
17-8
Action
Purchase is just one type of action… what other actions can IMC ask consumers to take?
©BananaStock/PunchStock
17-9
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
check yourself
17-10
1.What are the different steps in the communication process?
2.What is the AIDA model?
17-11
Advertising
• Most visible element of IMC
• Extremely effective at creating awareness and generating interest
Cou
rtesy
Nati
on
al Fl
uid
Milk
Pro
cess
or
Pro
moti
on
B
oard
; A
gen
cy:
Low
e W
orl
dw
ide,
Inc.
Terry Tate Office Linebacker
17-12
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
17-13
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.
17-14
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
17-15
Direct Marketing
• Growing element of IMC
• Includes e-mail and m-commerce
• Good for multicultural groups
• Database technology improves
Cou
rtesy
Glo
bal S
pec,
In
c
17-16
Online Marketing
Websites
Blogs
Social Media
McG
raw
-Hill
Com
pan
ies,
In
c. M
ark
er
Die
rker,
p
hoto
gra
ph
er.
17-17
Websites
What websites do you visit all the time?
Why?
17-18
Blogs
What can Southwest learn from their blog?
Courtesy Southwest Airlines
17-19
Social Media
Advantages to firms?
Challenges?
check yourself
17-20
1.What are the different elements of an IMC program?
17-21
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
17-22
Setting and Allocating the IMC Budget
Objective-and-task method
Rule-of-thumb methods
©B
ran
d X
Pic
ture
s/Pu
nch
Sto
ck
17-23
Measuring Success Using Marketing Metrics
Frequency
Reach
Gross rating points
Web Tracking
Digital Vision/Getty Images
17-24
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.
check yourself
17-25
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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