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University of Miami
MKT 201
Smita Kulkarni

CHAPTER 17: INTEGRATED MARKETING COMMUNICATIONS Integrated Marketing Communications (IMC) • It represents the promotional element of the marketing mix. • It uses different tools of communication such as advertising, personal selling, sales promotion, public relations, direct marketing and online marketing including social media in combination to provide clarity, consistency and maximum communications impact. I. COMMUNICATING WITH CONSUMERS The Communication Process • Sender ( Firm)  The message originates from the sender who must be clearly identified to the intended audience • Transmitter (Intermediary) Encodes Message  Sender works with creative department to develop marketing communications  Converts the sender’s ideas into a message • Communications Channel  Is the medium that carries the message • Receiver (Consumer Decodes Message)  Noise: Any interference from competitors, lack of clarity in message or a flaw in the medium  Influences the communication process • Feedback Loop  Allows the receiver to communicate with the sender  Inform the sender of the effectiveness of the message collected by the receiver The AIDA Model  Awareness • Customer’s ability to recognize that the brand name is a particular type of retailer or product/service • Senders first must gain the attention of the consumers • A multichannel approach increases the likelihood the message will be received  Interest • After the customer is aware, they must be persuaded that the product worth investigating • Marketers ensure that the ad’s message includes attributes that are of interest to the target audience  Desire • Move the consumer from “I like it” to “I want it”  Action • Ultimate goal of marketing communication Lagged Effect • In some situations, consumers do not take a action after receiving the marketing communication because of the lagged effect – a delayed response to the communication campaign. II. ELEMENTS OF AN IMC STRATEGY Advertising • Most visible element of IMC • Extremely effective at creating awareness and generating interest 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 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 objectives 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 Direct Marketing • Growing element of IMC • Includes e-mail and m-commerce • Good for multicultural groups • Database technology improves Online Marketing • Websites • Blogs • Social Media III. PLANNING FOR & MEASURING IMC SUCCESS • Understand the outcome they hope to achieve before they begin • Short-term or long-term • Should be explicitly defined and measured Setting and Allocating the IMC Budget • Objective-and-task method  Determines the budget required to undertake specific tasks to accomplish communication objectives • Rule-of-thumb methods (used to set budget)  Competitive Parity – Communication expenses are proportionate to the share of the market.  Percentage of Sales-Budget is a fixed percentage of sales.  Available Budget- Budget amount is the one available after operating costs and profits have been budgeted. CHAPTER 18: ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS Definitions of Marketing Steps in Planning and Ad Campaign 1. Identify Target Audience • Conduct research  Set the tone for the advertising program & select media • Target audience may or may not be the same as current users 2. Set Advertising Objectives • Generally appear in advertising plan • Pull strategy: Goal is to get consumers to pull the product into the supply chain by demanding it • Push strategy: Designed to increase demand by focusing on wholesalers, retailers or salespeople Informative Advertising • Communicates to create and build brand awareness • Retailers aim to push the consumer through the buying cycle to final purchase • Often used to inform customers about upcoming sales events or arrival of new merchandise Persuasive Advertising • Generally occurs in the growth and early maturity stages of the Product Life Cycle when competition is most intense • May be used to reposition an established brand in the later stage of the Product Life Cycle Reminder Advertising • Communication used to remind or prompt repurchases • Occurs after the products have gained market acceptance Focus of Advertisements • Institutional advertisements • Product-focused advertisements • Social Marketing  Public Service Advertising (PSA): Under Federal Communication Commission rules, broadcasters must devote a specific amount of free airtime to PSAs 3. Determining Advertising Budget •
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