This document provides an overview of integrated marketing communications (IMC). It discusses key concepts like how consumers perceive communications, the growth of some media channels and decline of others, and how firms can use marketing metrics to plan and measure IMC success. Specific topics covered include the AIDA model of promoting awareness, interest, desire and action; various IMC elements like advertising, personal selling, sales promotions, direct marketing and public relations; and methods for measuring IMC success.

1. INTEGRATED
MARKETING
COMMUNICATIONS
M marketing 16
GREWAL / LEVY
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Learning Objectives
LEARNING OBJECTIVES
 How do customers perceive marketing
communications?
 Why are some media channels growing while others
are shrinking?
 How should firms use marketing metrics to plan for and
measure IMC success?
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3. Coke Zero
How did Coke Zero
deliver the “masculine”
message?
Coke Zero/NASCAR Commercial
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4. Integrated Marketing
Communications
Communication channel
Communication channel
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5. Communicating with Consumers:
The Communication Process
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6. How Consumers Perceive
Communication
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7. Decoding the Message
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8. The AIDA Model
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9. AIDA Model
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10. Awareness
 Senders first must gain
the attention of the
consumers
 A multichannel
approach increases the
likelihood the message
will be received
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11. Interest
 After the customer is
aware, they must be
persuaded
 The customer must
want to further
investigate the
product/service
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12. Desire
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13. Action
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14. 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
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15. Elements of an Integrated
Communication Strategy
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16. Advertising
 Most visible element of
IMC
 Extremely effective at
creating awareness
and generating
interest
Terry Tate/Reebok
Commercial
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17. Personal Selling
 Some products require
the help of a salesperson
 More expensive than
other forms of
promotion
 Salespeople can add
significant value, which
makes the expense
worth it
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18. Sales Promotions
 Can be aimed at both
end user consumers or
channel members
 Used in conjunction
with other forms of
IMC
 Can be used for both
short-term and long-
term objectivesRetailmenot.com Website
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19. Direct Marketing
 Growing element of
IMC
 Includes e-mail and m-
commerce
 Good for multicultural
groups
 Database technology
improves
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20. Public Relations (PR)
 “Free” media attention
 Importance of PR has
grown as cost of other
media has increased
 Consumers becoming
more skeptical about
marketing, PR
becoming more
important
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21. Electronic Media
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22. Planning and Measuring
IMC Success
 Understand the
outcome they hope to
achieve before they
begin
 Short-term or long-
term
 Should be explicitly
defined and measured
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23. Rule of Thumb Methods
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24. Measuring Success
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25. Online Measurements
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26. Search Engine Marketing
La Bodega is a small upscale sneaker store in downtown Seattle
La Bodega is a small upscale sneaker store in downtown Seattle
that targets well educated, hip, young men and women
that targets well educated, hip, young men and women
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27. La Bodega
Click through results
What does the data tell you?
What does the data tell you?
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28. La Bodega IMC goals and results
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29. The IMC communication process includes
all of the following EXCEPT:
A. the transmitter.
B. the sender.
C. the objective and task method.
D. the communication channel.
E. the receiver.
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30. Which of the following is NOT one of the
steps in the AIDA model?
A. Awareness
B. Desire
C. Action
D. Designing
E. Interest
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31. Check Yourself
1. What are the different steps in the
communication process?
2. What is the AIDA model?
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32. Public relations are becoming a larger part of
many companies’ IMC efforts because:
A. online couponing has declined.
B. consumers have become more skeptical of
marketing claims.
C. Web tracking software has become more
sophisticated.
D. gross rating points have become
marginalized.
E. commercial speech has become more
effective.
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33. Compared to other IMC alternatives, _______________ is
extremely effective for creating awareness and
generating interest in a product.
A. public relations
B. personal selling
C. sales promotion
D. advertising
E. coupons
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34. Electronic Media - Websites
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35. Electronic Media – Corporate blogs
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36. Electronic Media – Social Shopping
Shopstyle.com Website
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37. Electronic Media
Online Games and Community Building
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38. Check Yourself
1. What are the different elements of an IMC
program?
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39. Check Yourself
1. What are three rule-of-thumb methods
used for setting IMC budgets?
2. How would a firm evaluate the
effectiveness of its Google advertising?
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40. Budget
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