Chapter 17 Integrated Marketing Communications o Integrated marketing communications represents the Promotion P of the four Ps Encompasses a variety of communication disciplines general advertising personal selling sales promotion public relations direct marketing public relations electronic media and community building in combination o Communicating with Consumers Communication Process The sender message originates from the sender who must be clearly identified to the intended audience The transmitter the person or intermediary Encoding converting the sender s ideas into a message which could be verbal visual or both The Communication Channel medium print broadcast the internet that carries the message The Receiver person who reads hears or sees and processes the information contained in the message and or advertisement o Decoding refers to the process by which the receiver interprets the sender s message Noice any interference that stems from competing messages a lack of clarity in the message or a flaw in the medium and it poses a problem for all communication channel Feedback loop allows the receiver to communivate with the sender and thereby informs the sender whether the message was received and decoded properly How Consuemrs Perceive Communivation Receivers Decode Messages Differently Senders Adjust Messages According to the Medium and Receivers Traits The AIDA Model suggests that Awareness leads to Interest which leads to Desire which leads to Action At each stage the consumer makes judgments about whether to take the next step in the process Awareness o Brand awareness potential customer s ability to recognize or recall that the brand name is a particular type of retailer or product service o Aided recall when consumers indicate they know the brand when the name is presented to them o Top of mind awareness highest level of awareness occurs when consumers mention a specific brand name first when they are asked about a product or service Interest Desire Action The Lagged Effect delayed response to a marketing communication campaign o Elements of an integrated marketing communication strategy Advertising the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms nonprofit organizations government agencies and indiviudales who seek to inform and or persuade members of a particular target market or audience about their products services organizations or ideas Personal selling two way flow of communication between a buyer and a seller that is designed to influence the buyer s purchase decision Face to face video teleconferencing on the telephone or over the intergnet Sales promotions special incentives or excitement building programs that encourage the purchase of a product or service such as coupons rebates constests free samples and point of purchase displays Direct mareting marketing that communicates directly with target customers to generate a response or transaction M commerce involves communicatin gwwith and een selling to customrs through wireless handheld devices such as cell phones and pdas PR the organizational function that manages the firm s communications to achieve a variety of objectives including building and maintiaining a positive image handling or heading off unfavorable stories or events and maintining positive realationshps with the media Electronic media Web site Corporate blogs o Blog contains periodic posts on a common Web page Social Shopping Word of mouth communication channel in which consuemrs use the Internet to engage in the shopping process by exchanging preferences thoughts and opinions among friends family and others Online games Community Building o Planning for and Measuring IMC Success Goals Setting and Allocating the IMC Budget Objective and task method determines the budget required to undertake specific tasks to accomplish communication objectives First establish a set of communication objectives then determine which media best reach the target market and how much it will cost to run the number and types of communcations necessary to achieve the objectives Rule of themb methods use prior sales and communications activities to determine the present communication budget Measuring Success Using marketing metrics Frequency how often the audience is exposed to a communication within a specificed period of time Reach describes the percentage of the target population exposed to a specific marketing communication GRP Gross rating Points reach multiplied by frequency
View Full Document
Unlocking...