chapter

integrated marketing communications

seventeen

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17-2

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.

17-3

Integrated Marketing Communications

Custom

ers

Results Comm

unication

channel

Bing | Decode Jay-Z Case Study

17-4

Communicating with Consumers: The Communication Process

Noise from the environment

Feedback

Receiver(Consumer)

decodes message

Sender(Firm)

Transmitterencodesmessage

Communications

channel(Media)

17-5

Awareness

• Senders first must gain the attention

• A multichannel approach increases the likelihood the message will be received

Cou

rtesy

Peap

od

17-6

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

17-7

Desire

I like it I want it

blue jean images/Getty Images

17-8

Action

Purchase is just one type of action… what other actions can IMC ask consumers to take?

©BananaStock/PunchStock

17-9

The 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

©image100/PunchStock

check yourself

17-10

1.What are the different steps in the communication process?

2.What is the AIDA model?

17-11

Advertising

• Most visible element of IMC

• Extremely effective at creating awareness and generating interest

Cou

rtesy

Nati

on

al Fl

uid

Milk

Pro

cess

or

Pro

moti

on

B

oard

; A

gen

cy:

Low

e W

orl

dw

ide,

Inc.

Terry Tate Office Linebacker

17-12

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

17-13

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

Retailmenot.com Website

Courtesy Dole Food Company, Inc.

17-14

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

17-15

Direct Marketing

• Growing element of IMC

• Includes e-mail and m-commerce

• Good for multicultural groups

• Database technology improves

Cou

rtesy

Glo

bal S

pec,

In

c

17-16

Online Marketing

Websites

Blogs

Social Media

McG

raw

-Hill

Com

pan

ies,

In

c. M

ark

er

Die

rker,

p

hoto

gra

ph

er.

17-17

Websites

What websites do you visit all the time?

Why?

17-18

Blogs

What can Southwest learn from their blog?

Courtesy Southwest Airlines

17-19

Social Media

Advantages to firms?

Challenges?

check yourself

17-20

1.What are the different elements of an IMC program?

17-21

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

17-22

Setting and Allocating the IMC Budget

Objective-and-task method

Rule-of-thumb methods

©B

ran

d X

Pic

ture

s/Pu

nch

Sto

ck

17-23

Measuring Success Using Marketing Metrics

Frequency

Reach

Gross rating points

Web Tracking

Digital Vision/Getty Images

17-24

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.

check yourself

17-25

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?