chapter sixteen integrated marketing communications Mc GrawHillIrwin Copyright

chapter sixteen integrated marketing communications Mc. Graw-Hill/Irwin Copyright © 2013 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Integrated Marketing Communications LEARNING OBJECTIVES LO 1 Identify the components of the communication process. LO 2 Explain the four steps in the AIDA model. LO 3 Describe the various integrative communication channels. LO 4 Explain the various ways used to allocate the IMC budget. LO 5 Identify marketing metrics used to measure integrated marketing communications (IMC) success. 16 -2

Integrated Marketing Communications Customers IMC Communication channel Results 16 -3

Communicating with Consumers: The Communication Process 16 -4

The AIDA Model 16 -5

Elements of an Integrated Communication Strategy 16 -6

• Most visible element of IMC • Extremely effective at creating awareness and generating interest Courtesy National Fluid Milk Processor Promotion Board; Agency: Lowe Worldwide, Inc Advertising Terry Tate/Reebok Commercial 16 -7

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 16 -8

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. Retailmenot. com Website 16 -9

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 16 -10

• Growing element of IMC • Includes e-mail and mcommerce • Good for multicultural groups • Database technology improves Courtesy Global Spec, Inc Direct Marketing 16 -11

Online Marketing Websites Blogs Social Media ©Nokia 2008 16 -12

Planning and Measuring IMC Success • Understand the outcome they hope to achieve before they begin • Short-term or longterm • Should be explicitly defined and measured Lawrence Lawry/Getty Images 16 -13

Setting and Allocating the IMC Budget Rule-of-thumb methods ©Brand X Pictures/Punch. Stock Objective-and-task method 16 -14

Measuring Success Using Marketing Metrics Frequency Reach Gross rating points Web Tracking Digital Vision/Getty Images 16 -15

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. 16 -16