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CHAPTER
INTEGRATED MARKETING COMMUNICATIONS
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Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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L E A R N I N G O B J E C T I V E S
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.
Integrated Marketing Communications
LO1
LO2
LO3
LO4
LO5
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Coca-Cola
Jochen Tack/Alamy
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Integrated Marketing Communications
Custom
ers
Results Comm
unication
channel
http://www.youtube.com/watch?v=XNic4wf8AYg
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Communicating with Consumers: The Communication Process
Noise from the environment
Feedback
Receiver(Consumer)
decodes message
Sender(Firm)
Transmitterencodesmessage
Communicationschannel(Media)
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How Consumers Perceive Communication
Receivers decode messages differently
Senders adjust messages according to the medium and receivers’ traits
©Stockdisc/Getty Images
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Decoding the Message
How does the advertiser help the receiver decode this as a breakfast food
Courtesy HJ Heinz Company
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The AIDA Model
Awareness
Interest
Desire
Action
Think
Feel
Do
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AIDA Model
Where is this ad in the AIDA model?
©2008 KCWW Reprinted with Permission
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Awareness
Senders first must gain the attention
A multichannel approach increases the likelihood the message will be received C
ourt
esy
Pe
apo
d
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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
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Desire
I like it I want it
blue jean images/Getty Images
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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
It is difficult to determine which exposure led to purchase
©image100/PunchStock
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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
• Personal selling
• Sales promotions (e.g., contests)
• Direct marketing (e.g., telemarketing)
• Advertising
• Sales promotions (e.g., coupons)
• Public relations
• Direct marketing (e.g., catalogs)
• Direct marketing (e.g., mobile marketing)
• Online marketing (e.g., blogs, social media
• Direct marketing (e.g., e-mail marketing)
Interactive
Passive
On
line
Off
lin
e
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Advertising
Most visible element of IMC
Extremely effective at creating awareness and generating interest
Cou
rte
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rom
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Terry Tate Office Linebacker
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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
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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.comCourtesy Dole Food Company, Inc.
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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
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Direct Marketing
Growing element of IMC
Includes e-mail and m-commerce
Good for multicultural groups
Database technology improves
Cou
rte
sy G
loba
l Sp
ec,
Inc
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Adidas
Anthony Saint James/Getty Images
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Online Marketing
Websites
Blogs
Social Media
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c. M
ark
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rke
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Websites
What websites do you visit all the time?
Why?
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Blogs
What can Southwest learn from their blog?
Courtesy Southwest Airlines
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Social Media
Advantages to firms?
Challenges?
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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
Objective-and-task method
Rule-of-thumb methods
©B
ran
d X
Pic
ture
s/P
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tock
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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
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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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TransitClick through results
What does the data tell you?
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Transit IMC goals and results
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Swiped ID Theft in America
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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?