MKTG 350 1st Edition Lecture 19 Integrated marketing communication Communications- anyway that we can communicate with the customer –tools – advertising, public relations, personal selling, sales promotion, direct marketing, online marketing/ social media – reach customer with a clear and consistent message - Customers- Results- Communication channel The communication process 1. Sender- message that they want to communicate2. Transmitter encodes message- songs jingles- put into some kind of meaningful message- use of an agency3. Communication channel (media)- ways to distribute the message – TV, radio, bill boards, print4. Receiver decodes message- watching TV- seeing the adds – decode to make meaning of the message (critical)  we bring baggage when we decode a. Feedback- buy the product, go to website, complain, etc. b. Noise from the environment- literal noise, or distraction – must break though clutter to get the message AIDA model1. Awareness- thinka. Recognition- not that deep – which restaurant is the best out of these choicesb. Recall- name restaurants that you know c. Toma- top of mind awareness- firm that you think of first (which restaurant do you think of first) – strength of brand in the product class d. How to make consumers aware- get attention – size, color, contrast (can work with color), movement, location, learned attention inducing stimuli- certain stimuli that capture our attention (fire alarm, sirens, gun shot, scream, ice creamtruck, phone ring) 2. Interest- bring up attributed that they would be interested in – what you wouldn’t think about 3. Desire- feela. Make them want to product 4. Action – do a. Must spur to action – create sense of regency- available to first 100 people, zero down, The lagged effect- Advertising does not always have in immediate impactThese 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.- Multiple exposures are often necessary- It is difficult to determine which exposure led to purchase Advertising- an informative and or persuasive message by an identified sponsor that comes though the mass channels of communication - Most visible element of IMC- Extremely effective at creating awareness and generating interest Advertainment- watching ads for entertainment because we think they are funny or entertaining Public relations - Free media attention- Importance of PR has grown as a cost of other media has increase- Consumers becoming more skeptical about marketing, PR becoming more important Sales Promotions- short-term special incentive to purchase- Can be aimed at both end user consumers or channel members- Used in conjunction with other forms of IMC- Can me used for both shot and long term objectives - Coupons, rebates, contest or sweepstakes, samples, pop point of purchase displays, premiums- gift with purchase, loyalty programs Personal selling- Some products require the help of a sales person- More expensive than other forms of promotions- Salespeople can add significant value, which makes the expense worth it - Flexible and interactive- can be face to face, on the phone or internetDirect marketing- Growing element of IMC- Includes e-mail and m-commerce- Good for multicultural groups- Database technology improves - Perceived as junk mail - Competition doesn’t know about it - Communicating directly with the people you want to talk to Online marketing- Websites- build brand image or educate about the product- buy online (it is directly competing with the retailers)- Blogs- topical in nature – feel apart of the community - Social media – interact and talk about the products that we are usingPlanning for and measuring success- Understand the outcome they hope to achieve- Short term or long term- Should be explicitly defined and measured Setting and allocating the IMC budget- Objective and task method- a company will set communications objectives and identify the task based on the objectives that they need o do to achieve them - Rule- of-thumb methods- o Competitive parity – a company will set communications budget relative to the competition o Percentage of sales- look at last years sales and allocate based on that – problematic if recession – allowing sales to influence marketing but it should be the other way aroundo Available budget- affordable- all you can afford- allocate money and whatever is left over is what goes to marketing Measurements- Frequency- how many time an add ran in a given time period- Reach- the number of customer that saw our ad at least once - Gross rating points- multiple reach times frequency- Web training – the number of impression – click through rate – search engine optimization and