Lecture M: Marketing (4/e) - Chapter 17: Integrated marketing communications

When you finish this chapter, you should: Identify the components of the communication process, explain the four steps in the AIDA model, describe the various integrative communication channels, explain the methods used to allocate the integrated marketing communications (IMC) budget, identify marketing metrics used to measure IMC success.

integrated 

marketing  communications seventeen

LO 17-4 Explain the methods used to allocate

the integrated marketing communications (IMC) budget

LO 17-5 Identify marketing metrics used to

n

nel

(Firm)

Transmitter encodes message

Communications channel (Media)

gain the attention

blue jean images/Getty Images

Purchase is just one type

of action… what other

actions can IMC ask

consumers to take?

©BananaStock/PunchStock

always have an immediate impact

are often necessary

determine which exposure led to purchase

©image100/PunchStock

• “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

Courtesy Citirx Online, LLC

• 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 objectives

Courtesy Dole Food Company, Inc.

• Salespeople can add

significant value, which

makes the expense

worth it

Royalty-Free/CORBIS

• Growing element of IMC

• Includes e-mail and

Websites

Courtesy Southwest Airlines

Social Media

check yourself



program?

Success

Lawrence Lawry/Getty Images

Measuring Success  Using Marketing Metrics

Digital Vision/Getty Images

Transit, an upscale sneaker store in New York City

modeled after vintage New York City subway trains.

check yourself



setting an IMC budget better than the

rule-of-thumb methods?

effectiveness of traditional media?

effectiveness of its Google advertising?

Return

to slide

Clicks, as in mouse clicks, are used to assess

the effectiveness of advertising expenditures

Glossary

Return

to slide

The click through rate (CTR) is the number of

clicks divided by the number of impressions

Glossary

Return

to slide

The frequency of exposure is how often the

audience is exposed to a communication within a

specified period of time

Glossary

Return

to slide

The number of impressions is the number of

times an ad appears in front of a user

Glossary

Return

to slide

The objective-and-task method determines the

budget required to undertake specific tasks to

accomplish communication objectives

Glossary

Return

to slide

Online couponing is a promotional Web

technique in which consumers print a coupon

directly from a site and then redeem the coupon

in a store

Glossary

Return

to slide

Online referring is when consumers fill out an

interest or order form and are referred to an

offline dealer or firm that offers the product or

service of interest

Glossary

Return

to slide

Reach is the percentage of the target population

exposed to a specific marketing communication at least once

Glossary

Return

to slide

The return on investment (ROI) is the difference

of the sales revenue and the advertising cost

divided by the advertising cost

Glossary

Return

to slide

Rule-of-thumb methods use prior sales and

communication activities to determine the present communication budget

Glossary

Return

to slide

Social media is media content distributed

through social interactions

Glossary

Return

to slide

Web tracking software indicates how much time

viewers spend on particular Web pages and the

number of pages they view

Glossary