Transcript objective-and-task method - McGraw Hill Higher Education

chapter
seventeen
integrated
marketing
communications
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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.
17-2
Integrated Marketing Communications
Results
Bing | Decode Jay-Z Case Study
17-3
Communicating with Consumers:
The Communication Process
Noise from the environment
Sender
(Firm)
Transmitter
encodes
message
Communications
channel
(Media)
Receiver
(Consumer)
decodes message
Feedback
17-4
• Senders first must
gain the attention
• A multichannel
approach increases
the likelihood the
message will be
received
Courtesy Peapod
Awareness
17-5
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
17-6
Desire
I like it
I want it
blue jean images/Getty Images
17-7
Action
Purchase is just one type of
action… what other actions
can IMC ask consumers to
take?
©BananaStock/PunchStock
17-8
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
17-9

check yourself
1. What are the different steps in the
communication process?
2. What is the AIDA model?
17-10
• Most visible element of
IMC
• Extremely effective at
creating awareness and
generating interest
Courtesy National Fluid Milk Processor Promotion Board;
Agency: Lowe Worldwide, Inc.
Advertising
Terry Tate Office Linebacker
17-11
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
17-12
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
Courtesy Dole Food Company, Inc.
Retailmenot.com Website
17-13
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
17-14
• Growing element of IMC
• Includes e-mail and mcommerce
• Good for multicultural
groups
• Database technology
improves
Courtesy Global Spec, Inc
Direct Marketing
17-15
Blogs
Social Media
McGraw-Hill Companies, Inc. Marker Dierker, photographer.
Online Marketing
Websites
17-16
Websites
What websites do you
visit all the time?
Why?
17-17
Blogs
What can
Southwest
learn from
their blog?
Courtesy Southwest Airlines
17-18
Social Media
Advantages
to firms?
Challenges?
17-19

check yourself
1. What are the different elements of an IMC
program?
17-20
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
17-21
Setting and Allocating the IMC Budget
Rule-of-thumb methods
©Brand X Pictures/PunchStock
Objective-and-task
method
17-22
Measuring Success
Using Marketing Metrics
Frequency
Reach
Gross rating points
Web Tracking
Digital Vision/Getty Images
17-23
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.
17-24

check yourself
1. Why is the objective-and-task method of
setting an IMC budget better than the ruleof-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?
17-25