Transcript integrated marketing communications

CHAPTER 18
INTEGRATED
MARKETING
COMMUNICATIONS
18-1
Integrated Marketing Communications
LEARNING OBJECTIVES
LO1
LO2
LO3
LO4
LO5
Identify the components of the communication
process.
Explain the four steps in the AIDA model.
Describe the various integrative communication
channels.
Explain the various ways used to allocate the
integrated marketing communications (IMC)
budget.
Identify marketing metrics used to measure IMC
success.
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Communicating with Consumers:
The Communication Process
Noise from the environment
Sender
(Firm)
Transmitter
encodes
message
Communications
channel
(Media)
Receiver
(Consumer)
decodes
message
Feedback
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The AIDA Model
Awareness
Interest
Think
Desire
Action
Feel
Do
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Awareness
 A multichannel
approach increases
the likelihood the
message will be
received
Courtesy Peapod
 Senders first must
gain the attention
18-5
Interest
 After awareness
comes persuasion
 The customer must
want to further
investigate the
product/service
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©2010 Dell Inc All Rights Reserved
18-6
Desire
I like it
I want it
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Action
Purchase is just one type
of action… what other
actions can IMC ask
consumers to take?
©BananaStock/PunchStock
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The Lagged Effect
 Advertising does not
always have an
immediate impact
 Multiple exposures
are often necessary
©image100/PunchStock
 It is difficult to
determine which
exposure led to
purchase
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CHECK YOURSELF
1. What are the different steps in the
communication process?
2. What is the AIDA model?
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Elements of an Integrated Marketing
Communication Strategy
Interactive
• Personal selling
• Direct marketing
(e.g., mobile marketing)
• Sales promotions
(e.g., contests)
• Online marketing
(e.g., blogs, social media
Online
Offline
• Direct marketing
(e.g., telemarketing)
• Advertising
• Sales promotions
(e.g., coupons)
• Direct marketing
(e.g., e-mail marketing)
• Public relations
• Direct marketing
(e.g., catalogs)
Passive
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CHECK YOURSELF
1. What are the different elements of an IMC
program?
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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
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Setting and Allocating the IMC Budget
Rule-of-thumb methods
©Brand X Pictures/PunchStock
Objective-and-task
method
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Rule of Thumb Methods
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Measuring Success
Using Marketing Metrics
Frequency
Reach
Gross rating points
Web Tracking
Digital Vision/Getty Images
18-16
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.
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CHECK YOURSELF
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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