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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

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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

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Milk

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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

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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

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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

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

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Transit Click through results

What does the data tell you?

Transit IMC goals and results