Transcription
Chapter 17Integrated MarketingCommunications(IMC)
A Couple of Things Group project presentations– Peer evaluations– Time2
IMC Represents the fourth P: Promotion Encompasses several communications strategies3
IMCGOAL: Deliver a consistent message to the targetcustomers across all the media channels4
Example: GoProWhether it’s chasing a dream in the back country or chasing your kids atthe park, anyone who pursues their true passions and lives to the fullestis a HERO.This campaign was created to inspire everyone to live a full life and findnew ways capture and share their experiences using GoPro’s expandingecosystem of cameras, mounts, accessories and software.5
The Communication sageFeedback loop6
The Communication sageFeedback loop Every receiver decodes the message differently! Sender must adjust messages according to themedium and receivers’ traits7
The Communication ProcessDove soap8
The Communication ProcessPepsi9
BING Jay-Z /www.youtube.com/watch?v k5776HPNeHA10
BING Jay-Z ExampleBING Jay-Z: http://www.youtube.com/watch?v XNic4wf8AYgCommunicationChannel ConsumersWhich consumers this campaign is targeting?Results What is the communication channel? What are the results? What does impressionmean?11
Consumers: AIDA ModelCommunication moves users through several stagesAwarenessInterestDesireAction12
Consumers: AIDA ModelCommunication moves users through several stagesAwarenessThe ability to attract the attention of theconsumersInterestDesireAction13
Consumers: AIDA ModelCommunication moves users through several stagesAwarenessThe ability to attract the attention of theconsumersInterestThe ability to raise the interest ofconsumers by focusing onadvantages and benefitsDesireAction14
Consumers: AIDA ModelCommunication moves users through several stagesAwarenessThe ability to attract the attention of theconsumersInterestThe advertisement convincesconsumers that they want theproduct or serviceThe ability to raise the interest ofconsumers by focusing onadvantages and benefitsDesireAction15
Consumers: AIDA ModelCommunication moves users through several stagesAwarenessThe ability to attract the attention of theconsumersInterestThe advertisement convincesconsumers that they want theproduct or serviceThe ability to raise the interest ofconsumers by focusing onadvantages and benefitsDesireLeads consumers toward takingaction by purchasing the productor serviceAction16
Awareness: Gain Consumers AttentionThere are two types of awareness:1. Aided recall Consumers indicate they know the firm when presented to them2. Top of the mind awareness Ask for a product or service à the firm is the first that comes to mind– E.g., tissues à Kleenex17
Awareness: Gain Consumers Attention Teaser ads– Reveal only a little about the the product Apple, BMW18
Awareness: Gain Consumers Attention Viral ads– Blendtec: https://www.youtube.com/watch?v ftuUiXpFhwU19
Awareness: Gain Consumers Attention Stimulate senses– Supermarkets use their fresh bakery smells to stimulatepurchases– Sensory /top-sensorymarketing-trends-for-2016/20
InterestThe customer must want to further investigate theproduct/service Give a chance to try/test the products– E.g., Apple Celebrities– Lebron James signed the biggest Athlete endorsement deal in history withAmerican brand Nike and it was disclosed as a life-time contract21
Desire I like it, I want it! Explain the features of the product or service and the relatedbenefits and demonstrate how the benefits fulfill the need– Before and after ads22
Desire I like it, I want it! Explain the features of the product or service and the relatedbenefits and demonstrate how the benefits fulfill the need– Before and after ads1.Confidence they show in theirproduct positively affects theaudience as well2.Credibility - The visual elementhelps the users believe in theclaim3.Product can solve popularproblems, which in turncreates desire for the product23
Action The final step is to persuade customers to take action(e.g., buy)– In the advertising world, techniques involve creating sense ofurgency Extending an offer for a limited time or including a bonus to those whoact within a specific time frame24
AIDA recap Firms need to rise Awareness and Interest about theproduct or service Desire à I like it, I want it! Drive customers to purchase the product or service(Action)25
IMC Elements26
Advertising Most visible element of IMC– Both online or offline– Passive: no action required by consumers Extremely effective at creating awareness and generating interest Terry Tate Video: https://www.youtube.com/watch?v RzToNo7A9427
AdvertisingRead more at: y-tate-tackles-todays-consumer/28
Public RelationsThose in charge of managing the firm’s communicationstrategy29
Sales Promotions Used in conjunction with other forms ofIMC Ads Personal selling Can be used for both short-term (freesamples, coupons) and long-term (creditcards, e.g., Macy’s) objectives30
Personal Selling Some products require the help of a salesperson– In general, if a product has a high unit value and requires a demonstrationof its benefits, it is well suited for personal sale House, car, etc.– B2B More expensive than other forms of promotion Salesperson can add significant value, which makes the expenseworth it31
Direct Marketing Direct communication with target customers (nomiddleman)– Generally involves a call to action E.g., emails with promotions, coupons, or recommendations– Brands have grown increasingly adept at targeting andengaging with their customers on a hyperpersonalized, one-toone basis, why?32
Direct Marketing Direct communication with target customers (no middleman)– Generally involves a call to action E.g., emails with promotions, coupons, or recommendations– Brands have grown increasingly adept at targeting andengaging with their customers on a hyperpersonalized, one-toone basis, why? Technology More data about customers33
Online Marketing34
Online Marketing: Web Today (almost) everyone uses websites to––––Build brand imagePromote new productsSell productsProvide customer service35
Online Marketing: Web Online retailers/marketplaces– Amazon, Newegg, eBay Use online word of mouth (reviews)– Help create trust and reputation!– Good ratings increase sales and revenue36
Online Marketing: Blogs, Forum CommunitiesSouthwest exampleSouthwest can learn what customers have to say—what they are interested inlearning about products, company culture, and new product launches.37
Online Marketing: Blogs, Forum CommunitiesAirbnb exampleDiscuss and promoteaspects of the platformsthat are important forAirbnb’s customers38
Online Marketing: Social mediaFacebook, Twitter, Snapchat, LinkedIn, G , Instagram.–––––Consumer-to-consumer interactionsSharing contentPromote productsDefine brand imageReaching out to customers and users across the world39
Social Media: Twitter40
Social Media: TwitterContest: it createsawarenessDefines its image: deliversanything at anytimeGeneratesawareness/interest41
IMC Elements Recap AdvertisingPublic relationsSales promotionsPersonal sellingDirect marketingOnline (Web, social media, blogs, etc.)42
ResultsHow can we measure the success of a marketingcommunication strategy?43
ResultsHow can we measure the success of a marketingcommunication strategy?– It depends Firms need to understand goals of the strategy– Increment awareness, conversions (sales), etc.– Short-term or long-term goal Type of channel– Traditional media, online, etc.44
Results How can we measure the success of a marketingcommunication strategy?– Traditional media Frequency of exposure Reach: Pct. target population exposed Gross Rating Points (GRP): how many people within an intendedaudience might have seen their ads– E.g., 7 Ads in a TV channel, which reach 50% target segment, then GRP 7x 50 35045
Results How can we measure the success of a marketingcommunication strategy?– Traditional media Frequency of exposure Reach: Pct. target population exposed Gross Rating Points (GRP): how many people within an intendedaudience might have seen their ads– E.g., 7 Ads in a TV channel, which reach 50% target segment, then GRP 7x 50 350– Web Time spent on page, page views, clicks, where users come from, etc.46
Integrated Marketing Communications (IMC) Chapter 17. 2 Group project presentations –Peer evaluations –Time A Couple of Things. 3 Represents the fourth P: Promotion Encompasses several communications strategies IMC. 4 GOAL: Deliver a consistentmessage to the target . –In the advertis
