Bài giảng Marketing - Chapter 17: Integrated marketing communications

integrated marketing communicationsseventeenCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LEARNING OBJECTIVESLO 17-1 Identify the components of the communication process.LO 17-2 Explain the four steps in the AIDA model.LO 17-3 Describe the various integrative communication channels.LO 17-4 Explain the methods used to allocate the integrated marketing communications (IMC) budget.LO 17-5 Identify marketing metrics used to measure IMC success.Integrated Marketing CommunicationsCustomersResultsCommunication channelBing | Decode Jay-Z Case StudyCommunicating with Consumers: The Communication ProcessNoise from the environmentFeedbackReceiver(Consumer)decodes messageSender(Firm)TransmitterencodesmessageCommunicationschannel(Media)AwarenessSenders first must gain the attentionA multichannel approach increases the likelihood the message will be receivedCourtesy PeapodInterestAfter awareness comes persuasionThe customer must want to further investigate the product/service©2010 Dell Inc All Rights Reserved©2010 Dell Inc All Rights ReservedDesireblue jean images/Getty ImagesActionPurchase is just one type of action what other actions can IMC ask consumers to take?©BananaStock/PunchStockThe Lagged EffectAdvertising does not always have an immediate impactMultiple exposures are often necessaryIt is difficult to determine which exposure led to purchase©image100/PunchStockWhat are the different steps in the communication process?What is the AIDA model?AdvertisingMost visible element of IMCExtremely effective at creating awareness and generating interestCourtesy National Fluid Milk Processor Promotion Board; Agency: Lowe Worldwide, Inc.Terry Tate Office Linebacker Public Relations (PR)“Free” media attentionImportance of PR has grown as cost of other media has increasedConsumers becoming more skeptical about marketing, PR becoming more importantCourtesy Citirx Online, LLCSales PromotionsCan be aimed at both end user consumers or channel membersUsed in conjunction with other forms of IMCCan be used for both short-term and long-term objectivesRetailmenot.com WebsiteCourtesy Dole Food Company, Inc.Personal SellingSome products require the help of a salespersonMore expensive than other forms of promotionSalespeople can add significant value, which makes the expense worth itRoyalty-Free/CORBISDirect MarketingGrowing element of IMCIncludes e-mail and m-commerceGood for multicultural groupsDatabase technology improvesCourtesy Global Spec, IncOnline MarketingWebsitesBlogsSocial MediaMcGraw-Hill Companies, Inc. Marker Dierker, photographer.WebsitesBlogsCourtesy Southwest AirlinesSocial MediaWhat are the different elements of an IMC program?Planning for and Measuring IMC SuccessLawrence Lawry/Getty ImagesSetting and Allocating the IMC Budget©Brand X Pictures/PunchStockMeasuring Success Using Marketing MetricsDigital Vision/Getty ImagesSearch Engine MarketingTransit, an upscale sneaker store in New York City modeled after vintage New York City subway trains.Why is the objective-and-task method of setting an IMC budget better than the rule-of-thumb methods?How do firms use GRP to evaluate the effectiveness of traditional media?How would a firm evaluate the effectiveness of its Google advertising?Clicks, as in mouse clicks, are used to assess the effectiveness of advertising expenditures.GlossaryThe click through rate (CTR) is the number of clicks divided by the number of impressions.GlossaryThe frequency of exposure is how often the audience is exposed to a communication within a specified period of time.GlossaryGross rating points (GRP) represents reach multiplied by frequency.GlossaryThe number of impressions is the number of times an ad appears in front of a user.GlossaryThe objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives.GlossaryOnline couponing is a promotional Web technique in which consumers print a coupon directly from a site and then redeem the coupon in a store.GlossaryOnline referring is when consumers fill out an interest or order form and are referred to an offline dealer or firm that offers the product or service of interest.GlossaryReach is the percentage of the target population exposed to a specific marketing communication at least once.GlossaryThe return on investment (ROI) is the difference of the sales revenue and the advertising cost divided by the advertising cost.GlossaryRule-of-thumb methods use prior sales and communication activities to determine the present communication budget.GlossarySocial media is media content distributed through social interactions.GlossaryWeb tracking software indicates how much time viewers spend on particular Web pages and the number of pages they view. Glossary