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INTEGRATED MARKETING COMMUNICATIONS

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

PROMOTION
MARKETING MIX

PRODUCT

PROMOTION

PRICE

PLACE

PROMOTIONAL MIX

ADVERTISING ADVERTISING

PR/ PR/ PUBLICITY PUBLICITY

DIRECT MARKETING

SALES PROMOTION

INTERACTIVE MARKETING

PERSONAL SELLING

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Integrated Marketing Communications

Customers

Doritos Ad Doritos IMC

IMC
Communication channel Results

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

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

Courtesy Peapod

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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

image100/PunchStock

always have an immediate impact Multiple exposures are often necessary It is difficult to determine which exposure led to purchase

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
Courtesy National Fluid Milk Processor Promotion Board; Agency: Lowe Worldwide, Inc

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

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 longterm objectives
Courtesy Dole Food Company, Inc.

http://www.Retailmenot.co m Website

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Direct Marketing
Growing element of

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

Courtesy Global Spec, Inc

IMC Includes e-mail and mcommerce Good for multicultural groups Database technology improves

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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
Brand X Pictures/PunchStock

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

Happy Hound

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?

Transit IMC goals and results

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