2. 18-2
L E A R N I N G O B J E C T I V E S
Identify the components of the communication
process.
Explain the four steps in the AIDA model.
Describe the various integrative communication
channels.
Explain the various ways used to allocate the
integrated marketing communications (IMC)
budget.
Identify marketing metrics used to measure IMC
success.
Integrated Marketing Communications
LO1
LO2
LO3
LO4
LO5
3. 18-3
Communicating with Consumers:
The Communication Process
Noise from the environment
Feedback
Receiver
(Consumer)
decodes
message
Sender
(Firm)
Transmitter
encodes
message
Communications
channel
(Media)
5. 18-5
Awareness
Senders first must
gain the attention
A multichannel
approach increases
the likelihood the
message will be
received
CourtesyPeapod
11. 18-11
Elements of an Integrated Marketing
Communication Strategy
• Personal selling
• Sales promotions
(e.g., contests)
• Direct marketing
(e.g., telemarketing)
• Advertising
• Sales promotions
(e.g., coupons)
• Public relations
• Direct marketing
(e.g., catalogs)
• Direct marketing
(e.g., mobile marketing)
• Online marketing
(e.g., blogs, social media
• Direct marketing
(e.g., e-mail marketing)
Interactive
Passive
Online
Offline
13. 18-13
Planning for and Measuring IMC Success
Understand the outcome
they hope to achieve
Short-term or long-term
Should be explicitly defined
and measured
Lawrence Lawry/Getty Images
18. 18-18
CHECK YOURSELF
1. Why is the objective-and-task method of setting
an IMC budget better than the rule-of-thumb
methods?
2. How do firms use GRP to evaluate the
effectiveness of traditional media?
3. How would a firm evaluate the effectiveness of
its Google advertising?