chapter integrated marketing communications sixteen copyright © 2013 by the mcgraw-hill companies,...
TRANSCRIPT
chapter
integrated marketing communications
sixteen
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
LEARNING OBJECTIVES
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.
Integrated Marketing Communications
16-2
KFC
AP Photo/Brian Bohannon/Kentucky Fried Chicken
16-3
Integrated Marketing Communications
16-4
Communicating with Consumers: The Communication Process
16-5
How Consumers Perceive Communication
©Stockdisc/Getty Images
16-6
Decoding the Message
Courtesy HJ Heinz Company
16-7
The AIDA Model
16-8
AIDA Model
©2008 KCWW Reprinted with Permission16-9
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
16-10
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 Reserved16-11
Desire
blue jean images/Getty Images
16-12
Action
©BananaStock/PunchStock 16-13
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
16-14
check yourself 1.What are the different steps in the
communication process?
2.What is the AIDA model?
16-15
Elements of an Integrated Communication
Strategy
16-16
Advertising
• Most visible element of IMC
• Extremely effective at creating awareness and generating interest
Terry Tate/Reebok Commercial
Cou
rtesy
Nati
on
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uid
Milk
Pro
cess
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Pro
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Inc
16-17
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
16-18
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.
16-19
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
16-20
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
16-21
Adidas
Anthony Saint James/Getty Images
16-22
Online Marketing
©Nokia 2008
16-23
Websites
16-24
Blogs
Courtesy Southwest Airlines
16-25
Social Media
16-26
check yourself 1.What are the different elements of an
IMC program?
16-27
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
16-28
Setting and Allocating the IMC Budget
©B
ran
d X
Pic
ture
s/Pu
nch
Sto
ck
16-29
Rule of Thumb Methods
16-30
Measuring Success Using Marketing Metrics
Digital Vision/Getty Images
16-31
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.16-32
TransitClick through results
What does the data tell you?What does the data tell you?
16-33
Transit IMC goals and results
16-34
Swiped ID Theft in America
16-35
check yourself 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?
16-36