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CHAPTER
Day 21
BUS 222
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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
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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
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CHAPTER
INTEGRATED MARKETING COMMUNICATIONS
17
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
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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.
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KFC
AP Photo/Brian Bohannon/Kentucky Fried Chicken
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Integrated Marketing Communications
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Communicating with Consumers: The Communication Process
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How Consumers Perceive Communication
©Stockdisc/Getty Images
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Decoding the Message
Courtesy HJ Heinz Company
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The AIDA Model
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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
Cou
rtesy
Peap
od
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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
blue jean images/Getty Images
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Action
©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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rtesy
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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
• UMFK Press Release • NMMC Press Release
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
– Abuse of Direct marketing is Spam
• Good for multicultural groups• Database technology improves
Cou
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Adidas
Anthony Saint James/Getty Images
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Online Marketing
©Nokia 2008
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Websites
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Blogs
Courtesy Southwest Airlines
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Social Media
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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
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Rule of Thumb Methods
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Measuring Success Using Marketing Metrics
Digital Vision/Getty Images
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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.
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Transit Google Adwords
Click through results
What does the data tell you?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