learning objectives

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L E A R NI NG OB J E C T I V E S

Learning Objectives


How do customers perceive marketing communications?


Why are some media channels growing while others are
shrinking?


How should firms use marketing metrics to plan for and
measure IMC success?


Why are some governmental agencies and consumer
groups concerned about certain innovative IMC strategies?

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Coke Zero

How did Coke Zero
deliver the “masculine”
message?

Coke Zero/NASCAR Commercial

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Integrated Marketing
Communications

Communication channel

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Communicating with Consumers:

The Communication Process

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How Consumers Perceive
Communication

Receivers decode
messages differently

Senders adjust
messages according to
the medium and
receivers’ traits

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Decoding the Message

How does the
advertiser help the
receiver decode this as
a breakfast food

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The AIDA Model

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AIDA Model

Where is this ad in 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

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Interest


After the customer is
aware, they must be
persuaded


The customer must
want to further
investigate the
product/service


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Desire

I like
it

I want
it

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Action

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

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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

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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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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

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Sales Promotions

Retailmenot.com Website


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

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Direct Marketing


Growing element of
IMC


Includes e
-
mail and m
-
commerce


Good for multicultural
groups


Database technology
improves

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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

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Adidas

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Electronic Media

Websites

Corporate
blogs

Social
Marketing

Online
Games

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Electronic Media
-

Websites

What websites
do you visit all
the time?

Why?

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Electronic Media
–

Corporate blogs

What can Southwest
learn from their blog?

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Electronic Media
–

Social Shopping

Advantages to firms?

Challenges?

Shopstyle.com Website

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Electronic Media

Online Games and Community Building

More interaction
with the brand

Learn about
products

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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

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Budget

Objective
-
and
-
task
method

Rule
-
of
-
thumb
methods

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Rule of Thumb Methods

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Measuring Success

Frequency

Reach

Gross rating points

Web Tracking

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Online Measurements

Web
tracking
software

Online
couponing

Online
referring

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Search Engine Marketing

Clicks

Impressions

Click through rate

Return on investment (ROI)

La Bodega is a small upscale sneaker store in downtown Seattle
that targets well educated, hip, young men and women

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La Bodega

Click through results

Keyword

Clicks

Cost

Sales

Revenue
-
Cost

ROI

Sneaker
Store

110

$10/day

$35/day

$25

250%

Seattle
Sneakers

40

$25/day

$40/day

$15

60%

What does the data tell you?

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La Bodega IMC goals and results

Communication Objectives

Questions

Awareness

What stores sell sneakers?

Knowledge

Which stores would you rate
outstanding on the following
characteristics

Attitude

On your next shopping trip for
sneakers, which stores would you visit
first?

Visit

Which of the following stores have you
been to?

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1.
What are three rule
-
of
-
thumb methods
used for setting IMC budgets?

2.
How would a firm evaluate the
effectiveness of its Google advertising?

Check Yourself

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Legal and Ethical Issues in IMC

Commercial Speech

•
Message with an
economic motivation

•
Must be fact based

•
Examples:
Advertising and
direct marketing

Non
-
Commercial
Speech

•
Message with no
economic motivation

•
Protected under the
First Amendment

•
Example: PR

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Glossary

Clicks
, as in mouse clicks, are used to assess the
effectiveness of advertising expenditures.

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Glossary

The
click through rate (CTR)

is the number of clicks
divided by the number of impressions.

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Glossary

The
frequency

of exposure is how often the
audience is exposed to a communication within a
specified period of time.

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Glossary

Gross rating points (GRP)
represents reach
multiplied by frequency.

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Glossary

The number of
impressions

is the number of times
an ad appears in front of a user.

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Glossary

The
objective
-
and
-
task method

determines the
budget required to undertake specific tasks to
accomplish communication objectives.

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Glossary

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.

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Glossary

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.

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Glossary

Reach

is the percentage of the target population
exposed to a specific marketing communication at
least once.

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Glossary

The
return on investment (ROI)

is the difference of
the sales revenue and the advertising cost divided
by the advertising cost.

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Glossary

Rule
-
of
-
thumb methods

use prior sales and
communication activities to determine the
present communication budget.

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Glossary

Social shopping

is a communication channel in
which consumers use the Internet to engage in
the shopping process by engaging preferences,
thoughts, and opinions among friends, family, and
others.

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Glossary

Web tracking software

indicates how much time
viewers spend on particular Web pages and the
number of pages they view.

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