C H A P T E R

INTEGRATED MARKETING COMMUNICATIONS

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Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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L E A R N I N G O B J E C T I V E S

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.

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KFC

AP Photo/Brian Bohannon/Kentucky Fried Chicken

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Integrated Marketing Communications

IMC

Customers

Results Communication

channel

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Communicating with Consumers: The Communication Process

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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

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The AIDA Model

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AIDA Model

Where is this ad in the AIDA model?

©2008 KCWW Reprinted with Permission

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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

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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

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1. What are the different steps in the communication process?

2. What is the AIDA model?

Check Yourself

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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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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

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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

http://www.Retailmenot.com Website

Courtesy Dole Food Company, Inc.

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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

Royalty-Free/CORBIS

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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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Adidas

Anthony Saint James/Getty Images

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Online Marketing

Websites

Blogs

Social Media

©Nokia 2008

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Websites

What websites do you visit all the time?

Why?

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Blogs

What can Southwest learn from their blog?

Courtesy Southwest Airlines

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Social Media

Advantages to firms?

Challenges?

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1. What are the different elements of an IMC program?

Check Yourself

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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

Lawrence Lawry/Getty Images

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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

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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.

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Transit Click through results

What does the data tell you?

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Transit IMC goals and results

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Swiped ID Theft in America

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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