Lecture M: Marketing (4/e) - Chapter 17: Integrated marketing communications

chapter

seventeen

integrated 
marketing 
communications

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LEARNING OBJECTIVES

LO 17-1 Identify the components of the
communication process.
LO 17-2 Explain the four steps in the AIDA
model.
LO 17-3 Describe the various integrative
communication channels.
LO 17-4 Explain the methods used to allocate
the integrated marketing communications
(IMC) budget.
LO 17-5 Identify marketing metrics used to
measure IMC success.

17­2


Integrated Marketing Communications

Results

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Co
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Bing | Decode Jay-Z Case Study
17­3


Communicating with Consumers: 
The Communication Process
Noise from the environment

Sender
(Firm)

Transmitter
encodes
message

Communications
channel
(Media)

Receiver
(Consumer)
decodes
message

Feedback

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•

•

Senders first must
gain the attention
A multichannel
approach increases
the likelihood the
message will be
received

Courtesy Peapod

Awareness

17­5


Interest

•

•

After awareness
comes persuasion
The customer must
want to further
investigate the
product/service
©2010 Dell Inc All Rights Reserved

©2010 Dell Inc All Rights Reserved

17­6


Desire

blue jean images/Getty Images

17­7


Action

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

©BananaStock/PunchStock

17­8


The Lagged Effect

•

•

•

©image100/PunchStock

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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

check yourself

•

•

What are the different steps in the
communication process?
What is the AIDA model?

17­10


•

•

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 Office Linebacker

17­11


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

17­12

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

Courtesy Dole Food Company, Inc.

Retailmenot.com Website
17­13


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

17­14


•
•

•

•

Growing element of IMC
Includes e-mail and mcommerce
Good for multicultural
groups
Database technology
improves

Courtesy Global Spec, Inc

Direct Marketing

17­15


Websites

Blogs

Social Media
McGraw-Hill Companies, Inc. Marker Dierker, photographer.

Online Marketing

17­16


Websites

17­17


Blogs

Courtesy Southwest Airlines

17­18

Social Media

17­19




check yourself

•

What are the different elements of an IMC
program?

17­20


Planning for and Measuring IMC 
Success

Lawrence Lawry/Getty Images

17­21


©Brand X Pictures/PunchStock

Setting and Allocating the IMC Budget

17­22


Measuring Success 
Using Marketing Metrics

Digital Vision/Getty Images

17­23


Search Engine Marketing

Transit, an upscale sneaker store in New York City
modeled after vintage New York City subway trains.
17­24




check yourself

•

•

•

Why is the objective-and-task method of

setting an IMC budget better than the ruleof-thumb methods?
How do firms use GRP to evaluate the
effectiveness of traditional media?
How would a firm evaluate the
effectiveness of its Google advertising?

17­25