chapter
integrated marketing communications
sixteen
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
LEARNING OBJECTIVES
LO1 Identify the components of the communication process.
LO2 Explain the four steps in the AIDA model.
LO3 Describe the various integrative communication channels.
LO4 Explain the various ways used to allocate the IMC budget.
LO5 Identify marketing metrics used to measure integrated marketing communications (IMC) success.
Integrated Marketing Communications
16-2
Integrated Marketing Communications
16-3
Communicating with Consumers: The Communication Process
16-4
The AIDA Model
16-5
Elements of an Integrated Communication
Strategy
16-6
Advertising
• Most visible element of IMC
• Extremely effective at creating awareness and generating interest
Terry Tate/Reebok Commercial
Cou
rtesy
Nati
on
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Milk
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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 long-term objectives
Retailmenot.com Website
Courtesy Dole Food Company, Inc.
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
Direct Marketing
• Growing element of IMC
• Includes e-mail and m-commerce
• Good for multicultural groups
• Database technology improves
Cou
rtesy
Glo
bal S
pec,
In
c
16-11
Online Marketing
©Nokia 2008
16-12
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
16-13
Setting and Allocating the IMC Budget
©B
ran
d X
Pic
ture
s/Pu
nch
Sto
ck
16-14
Measuring Success Using Marketing Metrics
Digital Vision/Getty Images
16-15
Search Engine Marketing
Transit, an upscale sneaker store in New York City modeled after vintage New York City subway
trains.
Transit, an upscale sneaker store in New York City modeled after vintage New York City subway
trains.16-16