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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
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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
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of
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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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