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Learning Objectives

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?

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Learning Objectives

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  1. 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?

  2. Coke Zero How did Coke Zero deliver the “masculine” message? Coke Zero/NASCAR Commercial

  3. Integrated Marketing Communications Communication channel

  4. Communicating with Consumers: The Communication Process

  5. How Consumers Perceive Communication

  6. Decoding the Message

  7. The AIDA Model

  8. AIDA Model

  9. Awareness • Senders first must gain the attention of the consumers • A multichannel approach increases the likelihood the message will be received

  10. Interest • After the customer is aware, they must be persuaded • The customer must want to further investigate the product/service

  11. Desire

  12. Action

  13. 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

  14. Check Yourself What are the different steps in the communication process? What is the AIDA model?

  15. Elements of an Integrated Communication Strategy

  16. Advertising • Most visible element of IMC • Extremely effective at creating awareness and generating interest Terry Tate/Reebok Commercial

  17. 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

  18. 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

  19. Direct Marketing • Growing element of IMC • Includes e-mail and m-commerce • Good for multicultural groups • Database technology improves

  20. 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

  21. Adidas

  22. Electronic Media

  23. Electronic Media - Websites

  24. Electronic Media – Corporate blogs

  25. Electronic Media – Social Shopping Shopstyle.com Website

  26. Electronic MediaOnline Games and Community Building

  27. Check Yourself What are the different elements of an IMC program?

  28. 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

  29. Budget

  30. Rule of Thumb Methods

  31. Measuring Success

  32. Online Measurements

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

  34. La Bodega Click through results What does the data tell you?

  35. La Bodega IMC goals and results

  36. Check Yourself What are three rule-of-thumb methods used for setting IMC budgets? How would a firm evaluate the effectiveness of its Google advertising?

  37. Legal and Ethical Issues in IMC

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

  39. The click through rate (CTR) is the number of clicks divided by the number of impressions. Glossary Return to slide

  40. The frequency of exposure is how often the audience is exposed to a communication within a specified period of time. Glossary Return to slide

  41. Gross rating points (GRP) represents reach multiplied by frequency. Glossary Return to slide

  42. The number of impressions is the number of times an ad appears in front of a user. Glossary Return to slide

  43. The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives. Glossary Return to slide

  44. 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. Glossary Return to slide

  45. 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. Glossary Return to slide

  46. Reach is the percentage of the target population exposed to a specific marketing communication at least once. Glossary Return to slide

  47. The return on investment (ROI) is the difference of the sales revenue and the advertising cost divided by the advertising cost. Glossary Return to slide

  48. Rule-of-thumb methods use prior sales and communication activities to determine the present communication budget. Glossary Return to slide

  49. 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. Glossary Return to slide

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