1. The document discusses integrated marketing communications (IMC), including the communication process, the AIDA model of generating awareness, interest, desire and action in consumers, and various IMC channels both online and offline. 2. It also covers planning and measuring IMC success through defining objectives and metrics, as well as setting budgets through objective-and-task and rule-of-thumb methods. 3. Key metrics discussed for evaluating IMC include frequency, reach, gross rating points, clicks, impressions, and return on investment.

1. 18-1
CHAPTER
INTEGRATED
MARKETING
COMMUNICATIONS
18

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)

4. 18-4
The AIDA Model
Awareness
Interest
Desire
Action
Think
Feel
Do

5. 18-5
Awareness
 Senders first must
gain the attention
 A multichannel
approach increases
the likelihood the
message will be
received
CourtesyPeapod

6. 18-6
Interest
 After awareness
comes persuasion
 The customer must
want to further
investigate the
product/service
©2010 Dell Inc All Rights Reserved
©2010 Dell Inc All Rights Reserved

7. 18-7
Desire
I like it I want it
blue jean images/Getty Images

8. 18-8
Action
Purchase is just one type
of action… what other
actions can IMC ask
consumers to take?
©BananaStock/PunchStock

9. 18-9
The 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
©image100/PunchStock

10. 18-10
CHECK YOURSELF
1. What are the different steps in the
communication process?
2. What is the AIDA model?

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

12. 18-12
CHECK YOURSELF
1. What are the different elements of an IMC
program?

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

14. 18-14
Setting and Allocating the IMC Budget
Objective-and-task
method
Rule-of-thumb methods
©BrandXPictures/PunchStock

15. 18-15
Rule of Thumb Methods

16. 18-16
Measuring Success
Using Marketing Metrics
Frequency
Reach
Gross rating points
Web Tracking
Digital Vision/Getty Images

17. 18-17
Search Engine Marketing
Clicks
Impressions
Click through rate
Return on investment (ROI)
Transit, an upscale sneaker store in New York City
modeled after vintage New York City subway trains.

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?