1. CHAPTER Day 21 BUS 222

2. Agenda Questions? Assignment 6 Corrected – 6 A’s, 3 B’s, 3 C’s, 1 MIA Assignment 7 Posted – Marketing Assignment 7.pdf Marketing Assignment 7.pdf Marketing Plan Guidelines Posted – BUS 222 Marketing Plan Guidelines.pdf BUS 222 Marketing Plan Guidelines.pdf – Marketing plan guidelines and example.pdf Marketing plan guidelines and example.pdf Quiz 6 is April 21. – Chaps 15 & 16, 30 Mins – 10 M/C questions and one extra credit on types of retailers Discussion on Integrated Marketing Communications

3. Rest Of Semester Schedule April 21 – Quiz 6 ( Chap 15 & 16) – Chap 18 April 24 – Chap 18 April 28 – Chap 19 – Assignment 7 Due May 1 – Quiz 7 (chaps 17, 18 & 19) May 5 @ 10 AM – Marketing Plan Presentations May 7 @Midnight – Marketing Plans due

4. CHAPTER INTEGRATED MARKETING COMMUNICATIONS 17 Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

5. LEARNING OBJECTIVES Integrated Marketing Communications LO1Identify the components of the communication process. LO2Explain the four steps in the AIDA model. LO3Describe the various integrative communication channels. LO4Explain the various ways used to allocate the IMC budget. LO5Identify marketing metrics used to measure integrated marketing communications (IMC) success.

6. KFC AP Photo/Brian Bohannon/Kentucky Fried Chicken

7. Integrated Marketing Communications IMC Customers Results Communication channel

8. Communicating with Consumers: The Communication Process

9. How Consumers Perceive Communication Receivers decode messages differently Senders adjust messages according to the medium and receivers’ traits ©Stockdisc/Getty Images

10. Decoding the Message How does the advertiser help the receiver decode this as a breakfast food Courtesy HJ Heinz Company

11. The AIDA Model

12. AIDA Model Where is this ad in the AIDA model? ©2008 KCWW Reprinted with Permission

13. Awareness Senders first must gain the attention of the consumers A multichannel approach increases the likelihood the message will be received Courtesy Peapod

14. Interest After the customer is aware, they must be persuaded The customer must want to further investigate the product/service ©2010 Dell Inc All Rights Reserved

15. Desire I like itI want it blue jean images/Getty Images

16. Action Purchase is just one type of action… what other actions can IMC ask consumers to take? ©BananaStock/PunchStock

17. The 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 ©image100/PunchStock

18. 1. What are the different steps in the communication process? 2. What is the AIDA model? Check Yourself

19. Elements of an Integrated Communication Strategy

20. Advertising Most visible element of IMC Extremely effective at creating awareness and generating interest Terry Tate/Reebok Commercial Courtesy National Fluid Milk Processor Promotion Board; Agency: Lowe Worldwide, Inc

21. 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 UMFK Press Release NMMC Press Release Courtesy Citirx Online, LLC

22. 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 http://www.Retailmenot.co mhttp://www.Retailmenot.co m Website Courtesy Dole Food Company, Inc.

23. 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

24. Direct Marketing Growing element of IMC Includes e-mail and m-commerce – Abuse of Direct marketing is Spam Good for multicultural groups Database technology improves Courtesy Global Spec, Inc

25. Adidas Anthony Saint James/Getty Images

26. Online Marketing Websites Blogs Social Media ©Nokia 2008

27. Websites What websites do you visit all the time? Why?

28. Blogs What can Southwest learn from their blog? Courtesy Southwest Airlines

29. Social Media Advantages to firms? Challenges?

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

31. 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

32. Setting and Allocating the IMC Budget Objective-and-task method Rule-of-thumb methods ©Brand X Pictures/PunchStock

33. Rule of Thumb Methods

34. Measuring Success Using Marketing Metrics FrequencyReach Gross rating points (reach X frequency) Web Tracking Digital Vision/Getty Images

35. Search Engine Marketing ClicksImpressionsClick through rate Return on investment (ROI) (revenue-cost)/cost Transit, an upscale sneaker store in New York City modeled after vintage New York City subway trains.

36. Transit Google Adwords Click through results What does the data tell you?

37. Transit IMC goals and results

38. Swiped ID Theft in America

39. 1. Why is the objective-and-task method of setting an IMC budget better than the rule-of-thumb methods? 2. How would a firm evaluate the effectiveness of its Google advertising? Check Yourself