Chapter 15 Marketing

Integrated Marketing Communications
Represents the Promotion dimension of the four P’s, encompasses various communication media to provide clarity, consistency, and maximum impact
General advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media
6 Parts To Integrated Marketing Communications
Sender, Transmitter, Encoding, Communication Channel, Receiver, Decoding, Noise
Components of the Communications Process
Sender
Firm that originates the IMC message. It generally originates from the retailer. It must be clearly identified to the intended audience
Transmitter
The agent or intermediary that helps the sender develops communications. IT can be an in house creative department or an outside agency
Encoding
This is the process of converting the sender can be verbal, visual or both.
Communication channel
The medium used to carry the message developed. This can be radio, television, various print advertisers or the internet
Receiver
The person, prospect, who reads, hears, or sees and processes the message
Decoding
Process by which receiver interprets sender’s message
Noise
The interference that stems form competing messages or a flaw in the medium used.
Feedback loop
Allows the receiver to communicate with the sender whether the message was received and decoded properly
Receivers decode messages differently, senders adjust messages according to the medium and receivers traits
2 Ways Consumers perceive Communication
AIDA model
Common model of the series of mental stages consumers encounter because of marketing communication
Attention/Awareness, Interest, Desire, Action
What does AIDA stand for?
Lagged Affect
Consumers do not often act immediately. It takes several exposures to an ad campaign to get them to become interested in the product.
Advertising, Personal Selling, Sales Promotion, Direct Marketing, Public Relations, Electronic Media
6 Elements of Integrated Marketing Communication Strategy
Advertising
Most visible IMC component, a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action now or in the future
Personal Selling
The two way flow of communication between a buyer and a seller designed to influence the buyer’s purchase decision, represents an important component of many IMC programs especially b2b, and more costly but sales people simplify the buying process by providing information and services that have customers time and effort
Sales promotion
Special incentive or excitement building programs that encourage the purchase of a product or service, include coupons, rebates, contests, free samples, point of purchase displays, are typically designed to be used in conjunction with other promotion programs, and often designed to build short term sales but may be long term part of programs
Direct marketing
Sales and promotional techniques that deliver promotional materials individually to potential customers, mediums used include telephone, mail, program length TV commercials, catalogues, internet and email; has been enhanced by the use of databases that track efforts
Public Relations
Function that manages the firm’s communication to achieve a variety of objectives including building and maintaining a positive image, heading off unfavorable stories, maintaining a positive relationship with the media; including cause related marketing when a charity and business form a partnership to market an image, product or service; also include Event Sponsorship when a company sponsors a cultural or sport event to gain recognition
3 Elements of Electronic Media
Corporate blogs, online games, text messaging
Corporate blogs
periodic posts on a common web page designed to create positive word of mouth, customer loyalty and valuable feedback
online games
these are targeted to reach younger consumers. They allow the consumer to interact with the site and possibly other players.
Text messaging
Sending of this marketing medium is rapidly growing since 94% of text messages are read
Objective and Task Method and Rule of Thumb Method
2 Budgets of IMC
Objective and Task Method
Set objectives and determine the budget required to achieve the communication objectives
Rule of thumb method
Use prior sales and communication activities to determine present communication budget
Frequency, Reach, Gross Rating points
3 Ways to Measure IMC Success
Web tracking software, click through tracking, online couponing, online referring
4 Tracking Methods
Commercial and noncommercial speech
Types of Commercial Speech
Commercial speech
A message with an economic motivation this is to promote a product or service or persuade someone to purchase and so on. Marketers can only make commercial claims tat are fact based, not mere opinions.
noncommercial speech
A message that does not have an economic motivation and is therefore fully protected by the First Amendment.
Stealth marketing and viral marketing
Types of stealth marketing
stealth marketing
A strategy used to attract consumers using promotional tactics that deliver a message in an unconventional way.
viral marketing
A marketing approach that encourages people to pass along a marketing message to other potential consumers.
gross rating points(GRP)
Measure used for various media advertising—print, radio, or television; GRP = reach × frequency.
frequency
Measure of how often the audience is exposed to a communication within a specified period of time.
reach
Measure of consumers’ exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.