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