Đang chuẩn bị liên kết để tải về tài liệu:
Lecture M: Marketing (4/e) - Chapter 17: Integrated marketing communications

When you finish this chapter, you should: Identify the components of the communication process, explain the four steps in the AIDA model, describe the various integrative communication channels, explain the methods used to allocate the integrated marketing communications (IMC) budget, identify marketing metrics used to measure IMC success. | integrated marketing communications seventeen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 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 Communications Customers Results Communication channel Bing | Decode Jay-Z Case Study 3 Communicating with Consumers: The Communication Process Noise from the environment Feedback Receiver (Consumer) decodes message Sender (Firm) Transmitter encodes message Communications channel (Media) 4 Awareness Senders first must gain the attention A multichannel approach increases the likelihood the message will be received | integrated marketing communications seventeen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 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 Communications Customers Results Communication channel Bing | Decode Jay-Z Case Study 3 Communicating with Consumers: The Communication Process Noise from the environment Feedback Receiver (Consumer) decodes message Sender (Firm) Transmitter encodes message Communications channel (Media) 4 Awareness Senders first must gain the attention A multichannel approach increases the likelihood the message will be received Courtesy Peapod 5 Interest After awareness comes persuasion The customer must want to further investigate the product/service ©2010 Dell Inc All Rights Reserved ©2010 Dell Inc All Rights Reserved 6 Desire blue jean images/Getty Images 7 Action Purchase is just one type of action what other actions can IMC ask consumers to take? ©BananaStock/PunchStock 8 The Lagged Effect Advertising does not always have an immediate impact Multiple exposures are often necessary It is difficult to determine which exposure led to purchase ©image100/PunchStock 9 What are the different steps in the communication process? What is the AIDA model? Advertising Most visible element of IMC Extremely effective at creating awareness and generating interest Courtesy National Fluid Milk Processor Promotion Board; Agency: Lowe Worldwide, Inc. Terry Tate Office Linebacker 11 Public Relations (PR) “Free” media attention Importance of PR has grown as cost of other media has increased Consumers becoming more skeptical