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integrated marketing communications

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represents the promotion P of the four P's. it encompasses a variety of communication disciplines_ advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media- in combination to provide clarity, consistency, and maximum communicative impact.

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Three elements of IMC

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1.the consumer, 2.the channels through which the message is communicated, 3.the evaluation of the results of the communication

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the communication process

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made up of; 1. sender 2. the transmitter 3. encoding 4. communication channel 5. the receiver 6. noise 7. feedback loop

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the sender

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message originates from the sender, who must be clearly identified to the audience.

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the transmitter

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the marketing department or external agency receives the information and transforms it for use in its role as the transmitter the sender works with a creative department, whether in-house or from a marketing (or advertising) agency, to develop marketing communications

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encoding

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means converting the sender's ideas into a message, which could be verbal, visual, or both.

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the communication channel

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the medium- print, broadcast, the internet, and so forth- that carries the message.

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the receiver

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is the person who reads, hears, or sees and processes the information contained in the message and/ or advertisement.

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decoding

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

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noise

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is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium

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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. can take many forms: customers purchase of the item, a complaint a compliment redemption of coupon or rebate tweet about the product

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the AIDA model

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marketing communications move consumers step wise through a series of mental stages. most common model which suggests that Awareness leads to Interest, which leads to Desire, which leads to Action. each stage the consumer makes judgement about whether to take the next step in the process awareness interest desire action

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awareness

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attention of the consumer

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brand awareness

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refers to a potential customers ability to recognize or recall that the brand names is a particular type of retailer or product/ service. strength of the link between the brand name and type of merchandise or service in the minds of customers

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aided recall

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when consumers indicate they know the brand wen the name is presented to them

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top-of-mind awareness

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the highest level of awareness, occurs when consumers mention a specific brand name first when they are asked about a product or service

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interest

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consumers must be persuaded that it is a product worth investigating. the ad's message includes attributes that are of interest to the target audience

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desire

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after the firm has piques the interest of its target market, the goal of subsequent IMC messages should move the consumers from "i like it" to "i want it"

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action

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the ultimate goal of any marketing communication is to drive the receiver to action. if the message has caught consumers attention and made them interested enough to consider the product as a means to satisfy a specific desire of theirs, they likely will act on that interest by either searching for the product or making a purchase

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lagged effect

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delayed response to a marketing communication campaign. sometimes consumers don't act immediately after receiving a marketing communication because of lagged effect.

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elements of an integrated marketing communication strategy

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the elements can be viewed on two axes: passive and interactive (from the consumers perspective) and offline and online. 1. advertising 2. public relations 3. sales promotions 4. personal selling 5. direct marketing

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advertising

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perhaps the most visible of the IMC components. 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, organizations, or ideas. passive end of spectrum.

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public relations

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the organizational function that manages the firms 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. passive end of spectrum.

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sales promotions

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are special incentives or excitement building programs that encourage the purchase of products or service, such s coupons, rebates, contests, free samples, and point of purchase displays. designed for short term sales or building customer loyalty.

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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. can take place in various settings: face to face, video teleconferencing, on the telephone, over the internet. cost of communicating directly with a potential customer is quite high compared with other forms of promotion, but it is simply the best and most efficient way to sell certain products and services.

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direct marketing

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the component of IMC that has received the greatest increase in aggregated spending recently is direct marketing, or marketing that communicates directly with target customers to generate a response or transaction. traditional direct marketing- includes mail and catalogs sent through the mail, also includes emails and mobile marketing.

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mobile marketing

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marketing through wireless handheld devices, such as cellular phones.

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online marketing

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electronic media vehicles : websites, blogs, social media

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blogs

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contains periodic posts on a common webpage. can communicate trends, announce specials events, create positive word of mouth, connect customers by forming community, allow company to respond directly to customers comments, and develop long term relationship with the company.

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social media

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media content distributed through social interactions

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planning for and measuring IMC success

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how marketers set strategic goals before implementing any IMC campaign. after goal establishment, marketers set budget for the campaign and choose marketing metrics they will use to evaluate whether it has achieved its strategic objectives.

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goals

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understand the outcome they hope to achieve before they begin. goals can be short term, or long term.

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setting and allocating the IMC budget

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firms use a variety of methods to plan their marketing communications budgets. many methods used; 1. objective and task method 2. rule of thumb methods

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objective and task method

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determines the budget required to undertake specific tasks to accomplish communication objectives. to use this method, marketers 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 communications necessary to achieve the objectives. (set objectives, choose media, and determine costs)

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rule of thumb methods

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rule of thumb methods use prior sales and communication activities to determine the present communication budget 1. competitive parity 2. percentage of sales 3. available budget

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competitive parity

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the communication budget is set so that the firms share of communication expenses equals its share of the market does not allow firms to exploit the unique opportunities or problems they confront in the market. if all competitors use this method to set communication budgets, their market shares will stay approximately the same over time

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percentage of sales

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the communication budget is a fixed percentage of foretasted sales assumes the same percentage used in the past, or by competitors, is still appropriate for the firm. does not take into account new plans,

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available budget

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marketers forecast their sales and expenses, excluding communication, during the budget period. the difference between the forecast sales and expenses plus desired profit is reserved for the communication budget. the is, the communication budget is the money available after operating costs and profits have been budgeted assumes communication expenses do not stimulate sales and profit

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measuring success using marketing metrics

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the point that a firm must measure the success of the campaigns, using various marketing metrics.

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traditional media

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when measuring IMC success, the firm should examine when and how often consumers have been exposed to various marketing communications. they use measures of frequency and reach to gauge consumers exposure to marketing communications

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frequency

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marketers measure the frequency of exposure- how often the audience is exposed to a communication within a specified period of time.

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reach

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describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once

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gross rating points

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(GRP) marketing communications managers usually state their media objectives in terms of gross rating points, which represents reach multiplied by frequency (GRP=Reach * Frequency)

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web based media

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IMC campaign generally requires web tracking software to measure how much time viewers spend on a particular webpage, the number of pages they view, how many times users click on banner ads, which websites they came from.

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search engine marketing

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a type of web advertising whereby companies pay for keywords that are used to catch consumers attention while browsing a search engine

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impressions

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number of times the ad appears in front of the user

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click through rate

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(CTR) the number of times a user clicks on an ad and divides it by the number of impressions

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relevance

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describes how useful an ad message is to the consumer doing the search.

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return on investment

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ROI = (sales revenue-advertising cost)/(advertising cost).

MK 301 CH. 18 Integrated Marketing Communications – Flashcards

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