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Integrated Marketing Communications - Tutorial One

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Neil Kelley
Neil Kelley

...an introduction to the module and a refresher

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Integrated Marketing Communications Introduction to Integrated Marketing Communications 1 Tutorial
response hierarchy models… Attention Desire Interest Action Awareness Interest Evaluation Trial Adoption Unawareness Awareness Comprehension Conviction Action Awareness Knowledge Liking Preference Conviction Purchase cognitive affective conative AIDA The Innovation- Adoption Model The Hierarchy-of-Effects Model DAGMAR Colley, 1961 Lavidge and Steiner, 1961Lewis, 1898 Rogers, 1962
DRIP… …to differentiate …to remind (or reassure) …to inform …to persuade Chris Fill, 2016 D R I P
the tools of the marketing communications mix Sales Promotion Direct Marketing Public Relations Personal Selling Advertising Target Audience Media MediaMedia Fill, 2016
Online/TV advertising…
Direct marketing…
TV sponsorship (bumpers/idents)…
Sales promotion… viral sharing
Integrated Marketing Communications - Tutorial One

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Integrated Marketing Communications - Tutorial One