Transcript Presentation 15

Pom 14
INTEGRATED
MARKETING
COMMUNICATIONS
M marketing16
GREWAL / LEVY
McGraw-Hill/Irwin
1
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Coke Zero
How did Coke Zero
deliver the “masculine”
message?
Coke Zero/NASCAR Commercial
2
16-2
Communicating with Consumers:
The Communication Process
3
16-3
How Consumers Perceive
Communication
Receivers decode
messages differently
Senders adjust
messages according
to the medium and
receivers’ traits
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16-4
http://www.youtube.com/watch?feature=player_detailpage&v=lXcpWx5OSYo
Decoding the Message
How does the
advertiser help the
receiver decode this
as a breakfast food
Courtesy HJ Heinz Company
16-5
The AIDA Model
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16-6
Awareness
• Senders first must gain
the attention of the
consumers
• A multichannel
approach increases the
likelihood the message
will be received
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16-7
Interest
• After the customer is
aware, they must be
persuaded
• The customer must
want to further
investigate the
product/service
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16-8
Desire
I like
it
I want
it
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16-9
Action
Purchase is just one
type of action…what
other actions can
IMC ask consumers
to take?
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16-10
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
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16-11
Elements of an Integrated
Communication Strategy
Clip 14
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16-12
Advertising
• Most visible element of
IMC
• Extremely effective at
creating awareness and
generating interest
Terry Tate/Reebok
Commercial
13
16-13
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
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16-14
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
Retailmenot.com Website
15
16-15
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
16
16-16
Direct Marketing
• Growing element of
IMC
• Includes e-mail and mcommerce
• Good for multicultural
groups
• Database technology
improves
17
16-17
Electronic Media
Websites
Corporate
blogs
Social
Shopping
Online
Games
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16-18
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
16-19
Setting and Allocating the IMC Budget
Objective-and-task
method
Rule-of-thumb
methods
Determines the budget
required to undertake
specific tasks to accomplish
communication objectives
Use prior sales and
communication activities
to determine the present
communication budget
16-20
Rule of Thumb Methods
16-21
Measuring Success Using Marketing Metrics
How often the audience is
exposed to a communication
within a time period
Percentage of the target
population exposed to a
specific marketing
communication at least once
Reach multiplied by
frequency
How much time viewers
spend on particular Web
pages and the number of
pages they view
Frequency
Reach
Gross rating points
Web Tracking
16-22