MKT 3010 1st Edition Lecture 17Chapter 17: Integrated Marketing CommunicationsIMC (dash button from amazon is an example of this)New Communications Realities- Fragmentation- more effective for communication- Information Technology- assisting micro marketingo Less broadcastingo More narrowcasting- strategy of connecting with a lot of people but in small groups according to how they are being targetedIntegrated Marketing Communications- Firms integrate and coordinate communication channels- Deliver clear, consistent, and compelling messagesElements of an integrated Marketing Communication Strategy- Advertising- Sales Promotion- Public Relations- Personal selling- Direct marketing- Online marketing- Direct marketingo Easily personalizedo Growth of datao New technologiesThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Tools: telephone, mail, catalogs, email, mobile marketing Advantages: immediate, customized, not to the massesThe communication process Pg. 373- Sender- must be identified- Transmitter encodes message- within firm or through ad agency, takes message and makes it interesting and intriguing to the customer.- Communications channel (media)- decides what channels are appropriate- Receiver (consumer) decodes message-*** The firm cannot control how the receiver decodes the message, consumers have their own perceptiono Noise from environment- competitors, or outside factors that prevent the consumer from getting the messageCommunicating with Consumers- The AIDAo Awareness Top-of-mind- asking about with no aid ( essay style) Aided Recall- asking about with choices or reminder (multiple choice) Is your product top of mind and needs no assistance to think of or does it require aided recall for the consumer to buy?o Interesto Desireo Action***not everything in order (impulse purchases)- The lagged effect- not being affected by an ad right away. Consumers may not always act right when they see the adResults-Driven Elements: Planning for and Measuring IMC Success- Goalso Outcome hoping to achieveo Short-term or long-termo Defined and measured- Budgeto Rule of thumb methods Affordable (available) method- easiest but worst; ignores relationship between promotional efforts and sales Percentage-of-sales method- set as forecasted or current sales; this method doesn’t support the growth of the firm in the future Competitive parity method- what is competition spendingo Objective-and-task method- best but most complicated; set objectives, and what tasks help you meet them, then look at how much it costs to complete tasks- Measuring successo Frequency- how often is target audience exposedo Reach- how much of target audience has seen message at least onceo Gross rating points- FxR; overallo More F and R requires more $- Search Engine Marketingo Impressions- how many times does an ad appear in front of a usero Click-through rates- online measure of reach; # times a customer clicks on ad divided by impressionso Relevance- to the consumero ROI: (Sales Rev- Ad cost)/Ad costChapter 3: Social and Mobile Marketing (part of IMC)- Social Mediao Content distributed through online and mobile technologieso Interpersonal interaction Build connections Share informationo Clear call to action- of what you want customer to doo Tools: social network sites, media-sharing sites, though-sharing sitesThe 4E Framework for social media- Excite- way to make customers excited and customers- Educate- about what value you are offering- Experience- taking their experience and relating it to other customersEngage- pos or neg, all about