Chapter 17: Integrated Marketing Communications(IMC)- Firms integrate and coordinate communication channels- Deliver clear, consistent, and compelling messages- Channels Used in IMC Strategyo Online Marketing/Social Mediao Advertisingo Sales promotionso Personal Relations(PR)o Personal Sellingo Direct Marketing  Delivers promotional materials individually to potential customers Advantages- Personalized- Immediate- Interactive The more we know about our customers achieves more immediate results. Can be very interactive, which is compelling to consumers Growth of databases- Has made direct marketing very impactful Tools- Telephone- Mail- Catalogso Ikea virtual reality catalog- Email- Mobile marketing- The communication processo Pg 351o Encoding a message  Making something compelling for the different target markets- Communicating with Consumerso The AIDIA Model Awareness Interest  Desire  Actiono Aided Recall I’m not sure but if I see I will know it Lower level of awarenesso Top-of-mind High level awareness First brand that comes to mindo The Lagged Effect Taking a long time to act People don’t always act right away That’s why the same commercial is played over and over again - Has to be done perfectly, because there can be a negative impact if there is too much communication.- Planning for and Measuring IMC Successo Goals Outcome hoping to achieve Short-term or long-term Defined and measuredo Budget Rule of thumb method (Inferior to Objective and task)- Affordableo How much money is left after costso Problems It changes all the time  No relationship between investment and actual return- Percentage of sales methodo What are the sales currently, and were going to spend a certain percent on marketing?- Competitive parity methodo Use what the competitor does  Objective and task method- What are our goals and objectives?o Which tasks allow us to meet the objective best.o Measuring Success Frequency: # of exposures to targwt audience Reach: % of target market exposed at least once Gross rating points: Frequency times reach - Measures impact Web tracking software- Time of web page- # of pages viewed- Banner ad clicks- Web pages previously viewed- Planning, Implementing, and Evaluating IMC Programso Search Engine marketing: companies pay for keywordso Impresions: # of exposures to user of online addo Clock-through rate: number of times user clicks on ass/# of impressions Online measure of