Chap 017
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Transcript of Chap 017
3/24/2012
1
17
INTEGRATED MARKETING COMMUNICATIONS
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
PROMOTION
ADVERTISING PR/
PUBLICITY MARKETING
PR/
PUBLICITY
ADVERTISING DIRECT SALES
PROMOTION
INTERACTIVE
MARKETING
PERSONAL
SELLING
PROMOTIONAL MIX
PRODUCT PROMOTION PRICE PLACE
MARKETING
MIX
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Integrated Marketing Communications
IMC
Customers
Results Communication
channel
Doritos IMC
Doritos Ad
IMC
Communication Process & AIDA
Promotion Mix
Measuring IMC Success
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Communicating with Consumers: The Communication Process
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
The AIDA Model
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Awareness
Senders first must gain the attention of the consumers
A multichannel approach increases the likelihood the message will be received
Co
urt
esy
Pe
apo
d
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
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Desire
I like it I want it
blue jean images/Getty Images
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
IMC
Communication Process & AIDA
Using the Promotion Mix
Measuring IMC Success
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Elements of an Integrated Communication Strategy
Advertising
Most visible element of IMC
Extremely effective at creating awareness and generating interest
Terry Tate/Reebok Commercial
Co
urt
esy
Nat
ion
al F
luid
Milk
Pro
cess
or
Pro
mo
tio
n B
oar
d;
Ag
en
cy: L
ow
e W
orl
dw
ide
, In
c
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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
Adidas: Sponsorship
Anthony Saint James/Getty Images
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Elements of an Integrated Communication Strategy
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.
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Direct Marketing
Growing element of IMC
Includes e-mail and m-commerce
Good for multicultural groups
Database technology improves
Co
urt
esy
Glo
bal
Sp
ec,
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
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Online Marketing
Websites
Blogs
Social Media
©Nokia 2008
Websites
What websites do you visit all the time?
Why?
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Social Media
Advantages to firms?
Challenges?
IMC
Communication Process & AIDA
Using the Promotion Mix
Measuring IMC Success
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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
un
chSt
ock
Rule of Thumb Methods
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Measuring Success Using Marketing Metrics
Frequency
Reach
Gross rating points
Web Tracking
Digital Vision/Getty Images
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.
Happy Hound