marketing GREWAL / LEVY M 16 INTEGRATED MARKETING COMMUNICATIONS Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 1 Pom 14

Coke Zero How did Coke Zero deliver the “masculine” message? Coke Zero/NASCAR Commercial

Communicating with Consumers: The Communication Process

How Consumers Perceive Communication Receivers decode messages differently Senders adjust messages according to the medium and receivers’ traits

Decoding the Message How does the advertiser help the receiver decode this as a breakfast food Courtesy HJ Heinz Company

The AIDA Model

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

Desire I like it I want it

Action Purchase is just one type of action…what other actions can IMC ask consumers to take?

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

Elements of an Integrated Communication Strategy Clip 14

Advertising Most visible element of IMC Extremely effective at creating awareness and generating interest Terry Tate/Reebok Commercial

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

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

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

Direct Marketing Growing element of IMC Includes and m- commerce Good for multicultural groups Database technology improves

Electronic Media Websites Corporate blogs Social Shopping Online Games

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 16-19

Setting and Allocating the IMC Budget Objective-and-task method Rule-of-thumb methods Determines the budget required to undertake specific tasks to accomplish communication objectives Use prior sales and communication activities to determine the present communication budget

Rule of Thumb Methods 16-21

Measuring Success Using Marketing Metrics FrequencyReachGross rating pointsWeb Tracking How often the audience is exposed to a communication within a time period Reach multiplied by frequency Percentage of the target population exposed to a specific marketing communication at least once How much time viewers spend on particular Web pages and the number of pages they view