Transcript Aims of this presentation

Non-Sampling Error
Errors of inaccuracy caused through the
research process that can be attributer
to factors other than sampling errors.
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CAPI
Computer Assisted Personal Interviewing
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CATI
Computer Assisted Telephone Interviewing.
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EPOS
Electronic Point of Sale.
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Geodemographic Segmentation
Method of segmenting the market based
on the classification of small geographic
areas (enumeration districts) according
to the characteristics of their inhabitants
– principally house types and house
locations.
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Psychographic Segmentation
Segmentation based on psychological
dimensions such as values, lifestyles,
attitudes, interests and opinions.
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Evaluating the Marketing
Communications Campaign
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Marketing Communications Campaigns
The performance and integration of all
promotional marketing communications
activities into a programme designed to
achieve interrelated goals.
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National Readership Survey (NRS)
Provides information about the
readership of the main newspapers and
magazines. A report is produced every
six months covering a period of 12
months. The survey samples around 27
500 people, and uses computer-assisted
personal interviewing methodology.
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BARB
Broadcasters’ Audience Research Board.
This body, established in 1980 and
jointly owned by the BBC and ITV, is
responsible for producing information on
TV viewing actively and audience
reaction. Electronic meters and diaries
from over 4400nationally representative
households are used to record the
information.
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AIDA Model
Marketing communications concept that
models the stages through which
marketing communications should move
a potential customer: Awareness,
Interest, Desire and Action. It is one of a
number of hierarchy-of-effects models.
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WELCOME
Integrated
Marketing Communications
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Aims of this presentation
 To introduce you to the IMC text book - how it
is structured, some of its key features and
areas of emphasis.
 To introduce you to the field of integrated
marketing communications.
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Aims of this presentation
Of course, this presentation cannot replace the
book but it will give an overview that should help
you when you study the chapters in detail.
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Aims of this presentation
The first few slides relate to the first two
chapters of the text. They cover:
 what marketing communications are and,
more especially,
 what integrated marketing communications
are
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Aims of this presentation
The next slides highlight the three main interrelated models used in the book. They form the
basis for Parts 1, 2 and 3.
Part 1 The Integrated Marketing Communications
Process.
Part 2 Managing Integrated Marketing
Communications Planning.
Part 3 The Integrated Marketing Communications
Mix.
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Aims of this presentation
Diagram of the models
The IMC Process Model
(1)
The IMC
RABOSTIC
Planning
Model (2)
The IMC Mix
Model (3)
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