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Integrated marketing communications (IMC)

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represents the promotion dimension of the four P's; encompasses a variety of communication disciplines-- general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media--in combination to provide clarity, consistency, and max communicative impact

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Sender

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the firm from which an IMC message originates; the sender must be clearly identified to the intended audience

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Three elements in any IMC

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the consumer, the channels through which the message is communicated, and the evaluation of the results of the communication

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Components of the communication process

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Sender -> transmitter encodes message -> communication channel -> receiver (consumer) decodes message (consumer gives feedback to the firm or sender and all components of this receive noise from the environment)

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Transmitter

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an agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency

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Encoding

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the process of converting the sender's ideas into a message, which could be verbal, visual or both; the most important facet of encoding is what is received

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Communication channel

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the medium-- print, broadcast, the internet-- that carries the message; the media chosen must be appropriate to connect itself (the sender) with its desired recipients

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Receiver

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The person who reads, hears or sees and processes the information contained in the message or advertisement

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decoding

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the process by which the receiver interprets the sender's message

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Noise

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any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium, a problem for all communication channels

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Feedback loop

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allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly

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AIDA model

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A common model of he series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interest, which leads to Desire, which leads to Action (AIDA)

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Brand awareness

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measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communication to consumers

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Aided recall

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occurs when consumers recognize a name (e.g. of a brand) that has been presented to them

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Top of mind awareness

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a prominent place in people's memories that triggers a response without them having to put any thought into it

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Lagged effect

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a delayed response to a marketing communication campaign

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Advertising

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entails 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 individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, or ideas

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Public relations

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(offline, passive) The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media

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Sales promotions

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special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point of purchase displays, typically used in conjunction with other advertising or personal selling programs

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What part of AIDA correlates to think, feel and do?

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Awareness is think, interest and desire is feel, action is do

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Awareness

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communication can be wasted if the sender doesn't gain the attention of the consumer first; brand awareness is the strength of the link between the brand name and the type of merchandise or service in the minds of customers

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Interest

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Once the consumer is aware that the company or product exists, communication must work to increase his or her interest level; consumers must be persuaded that it is a product worth investigating; ads should include attributes that are of interest to the target audience

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Desire

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should move the consumer from "I like it" to "I want it"

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Action

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the ultimate goal of any marketing communication

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Elements of an IMC strategy

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interactive and passive; online and offline

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Interactive online

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- direct marketing (e.g. mobile marketing) -online marketing (e.g. blogs, social media)

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Interactive offline

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-personal selling -sales promotions (e.g. contests) - direct marketing (e.g. telemarketing)

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Passive Offline

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-advertising -sales promotions (e.g. coupons) - public relations -direct marketing (e.g. catalogs)

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Passive online

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-direct marketing (e.g. email marketing)

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Personal selling

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the two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision

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Direct marketing

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sales and promotional techniques that deliver promotional materials individually; marketing that communicates directly with target customers to generate a response or transaction

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When is personal selling an important component of many IMC programs?

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especially in business-to-business (B2B)

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What has contributed to the rapid growth of direct marketing?

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the increased use of customer databases because it has enabled marketers to identify and track consumers over time and across purchase situations

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Mobile marketing

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marketing through wireless handheld devices

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blog (weblog)

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a web page that contains periodic posts; corporate blogs are a new form of marketing communications; supposed to be transparent and contain authors' honest observations, which can help determine their trust and loyalty levels

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Websites (online marketing)

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communicating with customers, build brand image, educate customers about their products and where they can buy them; also some are devoted to community building which provides an opportunity for customers with similar interests to learn about products and services that support their hobbies and share information with others; place when people can post reviews about the product

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true or false: online product reviews increase customer loyalty and provide a competitive advantage for sites that offer them

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true

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A well-received blog can

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communicate trends, announce special events, create positive word of mouth, connect customers by forming a community, allow the company to respond directly to customers' comments, and develop a long-term relationship with the company

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Three most popular social media sites

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Facebook, twitter, YouTube

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Social Media

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content distributed through social interactions

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what does social media help facilitate

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the consumer decision process by encouraging need recognition, information search, alternative evaluation, purchase, and post-purchase reviews

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Goals

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firms need to understand the outcome they hope to achieve before they begin; can be short-term or long-term, and should be explicitly defined and measured; goals should constitute part of the overall promotional plan (subsection of the firm's market plan, also budget)

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Objective-and-task method

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An IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives; process entails setting objectives, choosing media, and determining costs

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Rule-of-thumb methods

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Budgeting methods that bade the IMC budget on either the firm's share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasted sales have been budgeted

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Frequency

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measure of how often the audience is exposed to a communication within a specified period of time

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reach

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measure of consumers exposure to marketing communications; the percentage of the target population exposed a specific marketing communication, such as advertisement, at least once

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Gross rating points (GRP)

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measure used for various media advertising -- print, radio or television

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