1. marketing GREWAL / LEVY M 16 INTEGRATED MARKETING COMMUNICATIONS Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 1 Pom 14

2. Coke Zero How did Coke Zero deliver the “masculine” message? Coke Zero/NASCAR Commercial 16-2 2

3. Communicating with Consumers: The Communication Process 16-3 3

4. How Consumers Perceive Communication Receivers decode messages differently Senders adjust messages according to the medium and receivers’ traits 16-4 4

5. Decoding the Message How does the advertiser help the receiver decode this as a breakfast food Courtesy HJ Heinz Company 16-5 http://www.youtube.com/watch?feature=player_detailpage&v=lXcpWx5OSYo

6. The AIDA Model 16-6 6

7. Awareness Senders first must gain the attention of the consumers A multichannel approach increases the likelihood the message will be received 16-7 7

8. Interest After the customer is aware, they must be persuaded The customer must want to further investigate the product/service 16-8 8

9. Desire I like it I want it 16-9 9

10. Action Purchase is just one type of action…what other actions can IMC ask consumers to take? 16-10 10

11. 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 16-11 11

12. Elements of an Integrated Communication Strategy 16-12 12 Clip 14

13. Advertising Most visible element of IMC Extremely effective at creating awareness and generating interest Terry Tate/Reebok Commercial 16-13 13

14. 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 16-14 14

15. 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 16-15 15

16. 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 16-16 16

17. Direct Marketing Growing element of IMC Includes e-mail and m- commerce Good for multicultural groups Database technology improves 16-17 17

18. Electronic Media Websites Corporate blogs Social Shopping Online Games 16-18 18

19. 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 16-19

20. Setting and Allocating the IMC Budget Objective-and-task method Rule-of-thumb methods 16-20 Determines the budget required to undertake specific tasks to accomplish communication objectives Use prior sales and communication activities to determine the present communication budget

21. Rule of Thumb Methods 16-21

22. Measuring Success Using Marketing Metrics FrequencyReachGross rating pointsWeb Tracking 16-22 How often the audience is exposed to a communication within a time period Reach multiplied by frequency Percentage of the target population exposed to a specific marketing communication at least once How much time viewers spend on particular Web pages and the number of pages they view