Chapter 16 MKT120 IMC
40
marketing GREWAL / LEVY M 16 INTEGRATED MARKETING COMMUNICATIONS Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
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Transcript of Chapter 16 MKT120 IMC
marketingGREWAL / LEVYM 16
INTEGRATED MARKETING COMMUNICATIONS
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
LEARNING OBJECTIVESLEARNING OBJECTIVES
Learning Objectives
How do customers perceive marketing communications?
Why are some media channels growing while others are shrinking?
How should firms use marketing metrics to plan for and measure IMC success?
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Coke Zero
How did Coke Zero deliver the
“masculine” message?
Coke Zero/NASCAR Commercial
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Integrated Marketing Communications
Communication channel
Communication channel
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Communicating with Consumers: The Communication Process
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How Consumers Perceive Communication
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Decoding the Message
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The AIDA Model
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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
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Desire
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Action
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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
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Elements of an Integrated Communication Strategy
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Advertising
Most visible element of IMC
Extremely effective at creating awareness and generating interest
Terry Tate/Reebok Commercial
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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
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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.com Website
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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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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
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Electronic Media
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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
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Rule of Thumb Methods
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Measuring Success
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Online Measurements
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Search Engine Marketing
La Bodega is a small upscale sneaker store in downtown Seattle that targets well educated, hip,
young men and women
La Bodega is a small upscale sneaker store in downtown Seattle that targets well educated, hip,
young men and women
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La Bodega Click through results
What does the data tell you?What does the data tell you?
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La Bodega IMC goals and results
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The IMC communication process includes all of the following EXCEPT:
A. the transmitter.
B. the sender.
C. the objective and task method.
D. the communication channel.
E. the receiver.
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Which of the following is NOT one of the steps in the AIDA model?
A. Awareness
B. Desire
C. Action
D. Designing
E. Interest
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1. What are the different steps in the communication process?
2. What is the AIDA model?
Check Yourself
16-31
Public relations are becoming a larger part of many companies’ IMC efforts because:
A. online couponing has declined.
B. consumers have become more skeptical of marketing claims.
C. Web tracking software has become more sophisticated.
D. gross rating points have become marginalized.
E. commercial speech has become more effective.
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Compared to other IMC alternatives, _______________ is extremely effective for creating awareness and
generating interest in a product.
A. public relations
B. personal selling
C. sales promotion
D. advertising
E. coupons
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Electronic Media - Websites
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Electronic Media – Corporate blogs
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Electronic Media – Social Shopping
Shopstyle.com Website
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Electronic MediaOnline Games and Community Building
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1. What are the different elements of an IMC program?
Check Yourself
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1. What are three rule-of-thumb methods used for setting IMC budgets?
2. How would a firm evaluate the effectiveness of its Google advertising?
Check Yourself
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Budget
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