chapter
sixteen
integrated marketing
communications
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Integrated Marketing Communications
LEARNING OBJECTIVES
LO1 Identify the components of the
communication process.
LO2 Explain the four steps in the AIDA model.
LO3 Describe the various integrative
communication channels.
LO4 Explain the various ways used to allocate the
IMC budget.
LO5 Identify marketing metrics used to measure
integrated marketing communications (IMC)
success.
16-2
KFC
AP Photo/Brian Bohannon/Kentucky Fried Chicken
16-3
Integrated Marketing Communications
Customers
IMC
Communication
channel
Results
16-4
Communicating with Consumers:
The Communication Process
16-5
How Consumers Perceive
Communication
Receivers decode messages
differently
Senders adjust messages
according to the medium
and receivers’ traits
©Stockdisc/Getty Images
16-6
Decoding the Message
How does the
advertiser help the
receiver decode this
as a breakfast food
Courtesy HJ Heinz Company
16-7
The AIDA Model
16-8
AIDA Model
Where is this ad in
the AIDA model?
©2008 KCWW Reprinted with Permission
16-9
• Senders first must
gain the attention of
the consumers
• A multichannel
approach increases
the likelihood the
message will be
received
Courtesy Peapod
Awareness
16-10
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
©2010 Dell Inc All Rights Reserved
16-11
Desire
I like it
I want it
blue jean images/Getty Images
16-12
Action
Purchase is just one
type of action… what
other actions can IMC
ask consumers to take?
©BananaStock/PunchStock
16-13
The Lagged Effect
©image100/PunchStock
• Advertising does not
always have an
immediate impact
• Multiple exposures
are often necessary
• It is difficult to
determine which
exposure led to
purchase
16-14
check yourself
1. What are the different steps in the
communication process?
2. What is the AIDA model?
16-15
Elements of an
Integrated Communication Strategy
16-16
• Most visible element
of IMC
• Extremely effective at
creating awareness
and generating
interest
Courtesy National Fluid Milk Processor Promotion Board;
Agency: Lowe Worldwide, Inc
Advertising
Terry Tate/Reebok Commercial
16-17
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
Courtesy Citirx Online, LLC
16-18
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 longterm objectives
Courtesy Dole Food Company, Inc.
http://www.Retailmenot.com Website
16-19
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
16-20
• Growing element of
IMC
• Includes e-mail and mcommerce
• Good for multicultural
groups
• Database technology
improves
Courtesy Global Spec, Inc
Direct Marketing
16-21
Adidas
Anthony Saint James/Getty Images
16-22
Online Marketing
Websites
Blogs
Social Media
©Nokia 2008
16-23
Websites
What websites
do you visit all
the time?
Why?
16-24
Blogs
What can
Southwest
learn from
their blog?
Courtesy Southwest Airlines
16-25
Social Media
Advantages
to firms?
Challenges?
16-26
check yourself
1. What are the different elements of an IMC
program?
16-27
Planning and Measuring IMC Success
• Understand the
outcome they hope to
achieve before they
begin
• Short-term or longterm
• Should be explicitly
defined and measured
Lawrence Lawry/Getty Images
16-28
Setting and Allocating the IMC Budget
Rule-of-thumb
methods
©Brand X Pictures/PunchStock
Objective-and-task
method
16-29
Rule of Thumb Methods
16-30
Measuring Success
Using Marketing Metrics
Frequency
Reach
Gross rating points
Web Tracking
Digital Vision/Getty Images
16-31
Search Engine Marketing
Clicks
Impressions
Click through rate
Return on investment (ROI)
Transit, an upscale sneaker store in New York City modeled
after vintage New York City subway trains.
16-32
Transit
Click through results
What does the data tell you?
16-33
Transit IMC goals and results
16-34
Swiped ID Theft in America
16-35
check yourself
1. Why is the objective-and-task method of
setting an IMC budget better than the ruleof-thumb methods?
2. How would a firm evaluate the effectiveness
of its Google advertising?
16-36
