Transcript BUS222day21
CHAPTER Day 21 BUS 222 Agenda • Questions? • Assignment 6 Corrected – 6 A’s, 3 B’s, 3 C’s, 1 MIA • Assignment 7 Posted – Marketing Assignment 7.pdf • Marketing Plan Guidelines Posted – BUS 222 Marketing Plan Guidelines.pdf – Marketing plan guidelines and example.pdf • Quiz 6 is April 21. – Chaps 15 & 16, 30 Mins – 10 M/C questions and one extra credit on types of retailers • Discussion on Integrated Marketing Communications Rest Of Semester Schedule • May 1 • April 21 – Quiz 6 ( Chap 15 & 16) – Chap 18 • April 24 – Chap 18 • April 28 – Chap 19 – Assignment 7 Due – Quiz 7 (chaps 17, 18 & 19) • May 5 @ 10 AM – Marketing Plan Presentations • May 7 @Midnight – Marketing Plans due 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. KFC AP Photo/Brian Bohannon/Kentucky Fried Chicken Integrated Marketing Communications Customers IMC Communication channel Results Communicating with Consumers: The Communication Process How Consumers Perceive Communication Receivers decode messages differently Senders adjust messages according to the medium and receivers’ traits ©Stockdisc/Getty Images Decoding the Message How does the advertiser help the receiver decode this as a breakfast food Courtesy HJ Heinz Company The AIDA Model AIDA Model Where is this ad in the AIDA model? ©2008 KCWW Reprinted with Permission • Senders first must gain the attention of the consumers • A multichannel approach increases the likelihood the message will be received Courtesy Peapod Awareness 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 Desire I like it I want it blue jean images/Getty Images Action Purchase is just one type of action… what other actions can IMC ask consumers to take? ©BananaStock/PunchStock 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 Check Yourself 1. What are the different steps in the communication process? 2. What is the AIDA model? Elements of an Integrated Communication Strategy • Most visible element of IMC • Extremely effective at creating awareness and generating interest Terry Tate/Reebok Commercial Courtesy National Fluid Milk Processor Promotion Board; Agency: Lowe Worldwide, Inc Advertising 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 • UMFK Press Release • NMMC Press Release Courtesy Citirx Online, LLC 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 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 Direct Marketing • Growing element of IMC • Includes e-mail and m-commerce – Abuse of Direct marketing is Spam Courtesy Global Spec, Inc • Good for multicultural groups • Database technology improves Adidas Anthony Saint James/Getty Images Online Marketing Websites Blogs Social Media ©Nokia 2008 Websites What websites do you visit all the time? Why? Blogs What can Southwest learn from their blog? Courtesy Southwest Airlines Social Media Advantages to firms? Challenges? Check Yourself 1. What are the different elements of an IMC program? 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 Setting and Allocating the IMC Budget Rule-of-thumb methods ©Brand X Pictures/PunchStock Objective-and-task method Rule of Thumb Methods Measuring Success Using Marketing Metrics Frequency Reach Gross rating points (reach X frequency) Web Tracking Digital Vision/Getty Images Search Engine Marketing Clicks Impressions Click through rate Return on investment (ROI) (revenue-cost)/cost Transit, an upscale sneaker store in New York City modeled after vintage New York City subway trains. Transit Google Adwords Click through results What does the data tell you? Transit IMC goals and results Swiped ID Theft in America 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?