17-2 LEARNING OBJECTIVES LO 17-1Identify the components of the communication process. LO 17-2Explain the four steps in the AIDA model. LO 17-3Describe the various integrative communication channels. LO 17-4Explain the methods used to allocate the integrated marketing communications (IMC) budget. LO 17-5Identify marketing metrics used to measure IMC success.
17-3 Integrated Marketing Communications Customers Results Communication channel Bing | Decode Jay-Z Case Study
17-4 Communicating with Consumers: The Communication Process Noise from the environment Feedback Receiver (Consumer) decodes message Sender (Firm) Transmitter encodes message Communications channel (Media)
17-5 Awareness Senders first must gain the attention A multichannel approach increases the likelihood the message will be received Courtesy Peapod
check yourself 17-10 1.What are the different steps in the communication process? 2.What is the AIDA model?
17-11 Advertising Most visible element of IMC Extremely effective at creating awareness and generating interest Courtesy National Fluid Milk Processor Promotion Board; Agency: Lowe Worldwide, Inc. Terry Tate Office Linebacker
17-12 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
17-13 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 Courtesy Dole Food Company, Inc.
17-14 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
17-15 Direct Marketing Growing element of IMC Includes e-mail and m- commerce Good for multicultural groups Database technology improves Courtesy Global Spec, Inc
17-16 Online Marketing Websites Blogs Social Media McGraw-Hill Companies, Inc. Marker Dierker, photographer.
17-17 Websites What websites do you visit all the time? Why?
17-18 Blogs What can Southwest learn from their blog? Courtesy Southwest Airlines
17-19 Social Media Advantages to firms? Challenges?
check yourself 17-20 1.What are the different elements of an IMC program?
17-21 Planning for and Measuring IMC Success Understand the outcome they hope to achieve Short-term or long-term Should be explicitly defined and measured Lawrence Lawry/Getty Images
17-23 Measuring Success Using Marketing Metrics FrequencyReachGross rating pointsWeb Tracking Digital Vision/Getty Images
17-24 Search Engine Marketing ClicksImpressionsClick through rateReturn on investment (ROI) Transit, an upscale sneaker store in New York City modeled after vintage New York City subway trains.
check yourself 17-25 1.Why is the objective-and-task method of setting an IMC budget better than the rule- of-thumb methods? 2.How do firms use GRP to evaluate the effectiveness of traditional media? 3.How would a firm evaluate the effectiveness of its Google advertising?
Return to slide 17-26 Clicks, as in mouse clicks, are used to assess the effectiveness of advertising expenditures. Glossary
Return to slide 17-27 The click through rate (CTR) is the number of clicks divided by the number of impressions. Glossary
Return to slide 17-28 The frequency of exposure is how often the audience is exposed to a communication within a specified period of time. Glossary
Return to slide 17-29 Gross rating points (GRP) represents reach multiplied by frequency. Glossary
Return to slide 17-30 The number of impressions is the number of times an ad appears in front of a user. Glossary
Return to slide 17-31 The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives. Glossary
Return to slide 17-32 Online couponing is a promotional Web technique in which consumers print a coupon directly from a site and then redeem the coupon in a store. Glossary
Return to slide 17-33 Online referring is when consumers fill out an interest or order form and are referred to an offline dealer or firm that offers the product or service of interest. Glossary
Return to slide 17-34 Reach is the percentage of the target population exposed to a specific marketing communication at least once. Glossary
Return to slide 17-35 The return on investment (ROI) is the difference of the sales revenue and the advertising cost divided by the advertising cost. Glossary
Return to slide 17-36 Rule-of-thumb methods use prior sales and communication activities to determine the present communication budget. Glossary
Return to slide 17-37 Social media is media content distributed through social interactions. Glossary
Return to slide 17-38 Web tracking software indicates how much time viewers spend on particular Web pages and the number of pages they view. Glossary