chapter day 21 bus 222. agenda questions? assignment 6 corrected – 6 a’s, 3 b’s, 3 c’s, 1...
TRANSCRIPT
CHAPTER
Day 21
BUS 222
Agenda
• Questions?• Assignment 6 Corrected
– 6 A’s, 3 B’s, 3 C’s, 1 MIA
• Assignment 7 Posted– Marketing Assignment 7.pdf
• Marketing Plan Guidelines Posted– BUS 222 Marketing Plan Guidelines.pdf– Marketing plan guidelines and example.pdf
• Quiz 6 is April 21. – Chaps 15 & 16, 30 Mins– 10 M/C questions and one extra credit on types of retailers
• Discussion on Integrated Marketing Communications
Rest Of Semester Schedule
• April 21– Quiz 6 ( Chap 15 & 16) – Chap 18
• April 24– Chap 18
• April 28– Chap 19– Assignment 7 Due
• May 1– Quiz 7 (chaps 17, 18 &
19)
• May 5 @ 10 AM– Marketing Plan
Presentations
• May 7 @Midnight– Marketing Plans due
CHAPTER
INTEGRATED MARKETING COMMUNICATIONS
17
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
LEARNING OBJECTIVES
Integrated Marketing Communications
LO1 Identify the components of the communication process.
LO2 Explain the four steps in the AIDA model.
LO3 Describe the various integrative communication channels.
LO4 Explain the various ways used to allocate the IMC budget.
LO5 Identify marketing metrics used to measure integrated marketing communications (IMC) success.
KFC
AP Photo/Brian Bohannon/Kentucky Fried Chicken
Integrated Marketing Communications
Communicating with Consumers: The Communication Process
How Consumers Perceive Communication
©Stockdisc/Getty Images
Decoding the Message
Courtesy HJ Heinz Company
The AIDA Model
AIDA Model
©2008 KCWW Reprinted with Permission
Awareness
• Senders first must gain the attention of the consumers
• A multichannel approach increases the likelihood the message will be received
Cou
rtesy
Peap
od
Interest
• After the customer is aware, they must be persuaded
• The customer must want to further investigate the product/service
©2010 Dell Inc All Rights Reserved
©2010 Dell Inc All Rights Reserved
Desire
blue jean images/Getty Images
Action
©BananaStock/PunchStock
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
1. What are the different steps in the communication process?
2. What is the AIDA model?
Check Yourself
Elements of an Integrated Communication Strategy
Advertising
• Most visible element of IMC
• Extremely effective at creating awareness and generating interest
Terry Tate/Reebok Commercial
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
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
• UMFK Press Release • NMMC Press Release
Courtesy Citirx Online, LLC
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 http://
www.Retailmenot.com Website
Courtesy Dole Food Company, Inc.
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
Direct Marketing
• Growing element of IMC• Includes e-mail and m-commerce
– Abuse of Direct marketing is Spam
• Good for multicultural groups• Database technology improves
Cou
rtesy
Glo
bal S
pec,
In
c
Adidas
Anthony Saint James/Getty Images
Online Marketing
©Nokia 2008
Websites
Blogs
Courtesy Southwest Airlines
Social Media
1. What are the different elements of an IMC program?
Check Yourself
Planning and Measuring IMC Success
• Understand the outcome they hope to achieve before they begin
• Short-term or long-term
• Should be explicitly defined and measured
Lawrence Lawry/Getty Images
Setting and Allocating the IMC Budget
©B
ran
d X
Pic
ture
s/Pu
nch
Sto
ck
Rule of Thumb Methods
Measuring Success Using Marketing Metrics
Digital Vision/Getty Images
Search Engine Marketing
Transit, an upscale sneaker store in New York City modeled after vintage New York City subway trains.Transit, an upscale sneaker store in New York City modeled after vintage New York City subway trains.
Transit Google Adwords
Click through results
What does the data tell you?What does the data tell you?
Transit IMC goals and results
Swiped ID Theft in America
1. Why is the objective-and-task method of setting an IMC budget better than the rule-of-thumb methods?
2. How would a firm evaluate the effectiveness of its Google advertising?
Check Yourself