Marketing Final Chapter 17

Integrated Marketing Communications IMC
represents the promotion P of the four P’s. it encompasses a variety of communication disciplies.
three elements of the IMC strategy
the consumer, the channels through which the message is communicated, and the evaluation of the results
sender
where the message originates, who must clearly be identified by the audience
transmittor
the sender works with the creativity department, whether in house or from a marketing agency.
encoding
converting the sender’s ideas into a message, which could be verbal visual or both (full page ads and commercials)
the communication channel
the medium (print broadcast and internet) that carries the message (home depot should run ads on hgtv)
receiver
the person who reads, hears, or sees the processes the information contained in the message and/or ad
decoding
the process of the receiver that interprets the sender’s message
noise
any interference that stems from competing messages
difference between encoding and decoding
encoding is what the sender intends to say, and decoding is what the receiver hears. the difference is noise.
feedback loop
allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly (complaints and compliments)
how receivers decode messages differently?
because the sender has little to no control how they interpret it
AIDA model
Awarness leads to Interest which leads to Desire which leads to Action
the three types of responses to the AIDA model
think, feel, do
Awarness
refers to a potential customers ability to recognize or recall that the brand name is a particular type of retailer or product/service
Aided Recall
customers indicate they know the brand when the name is presented to them
Top-of-Mind Awareness
the highest level of awareness; occurs when consumers mention a specific brand name first when they are asked about a product or service (memorable names/symbols/ads)
Interest
consumers must be persuaded the product is worth investigating
Desire
“i like it” “i want it” after the firm has piqued the interest of the target market
Action
the ultimate goal of any marketing communication is to drive the receiver to action
Lagged Effect
a delayed response to a marketing communication campaign. it generally takes several exposures to an ad before a consumer fully processes its message
proliferation of media
has lead a lot of firms to shift their promotional dollars from advertising to direct marketing
frequency
how often an audience is exposed within time period
reach
% of target population exposed
GRP
freq x reach
Click thru rates
# of clicks / # of impressions
Personal Selling
the two-way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision
How can personal selling take place?
face to face, video teleconferencing, telephone, internet
Sales Promotions
special incentives or excitement building programs that encourage the purchase of a product or service
M-commerce
mobile commerce
Impression
times an ad appears
What creates a win-win for the firm?
direct marketing
ROI
sales x gross margin % – expedenture / expedenture
Planning IMC success
goals & budget are very important
Community Building
example: theknot.com where a future wife can complain about a bachelor party that is out of control and how to deal with it **not always online
Rule of Thumb
use prior sales & communications
Objective & Task
mainly about media
Allocation decisions are more imporant that communication ones
true
Commercial Speech
a message with an economic motivation must have facts!
Noncommercial Speech
a message that does not have an economic motivation and is fully protected under first amendment