Batra and Keller (2016), Integrating Marketing Communications New Findings, New Lessons, and New Ideas

Question 1

Key Challenges in IMC

Answer 1

• Changing Media Landscape
• Nonlinear Consumer Journey
• Increased Importance of Trust and Advocacy

Question 2

Changing Media Landscape:

Answer 2

• Explosion of new media channels (e.g., digital, social media) leads to divided consumer
  attention.
• Consumers actively seek information rather than passively receiving it.

Question 3

Nonlinear Consumer Journey:

Answer 3

• The traditional purchase funnel is now a dynamic “consumer decision journey,” involving
  repeated evaluations and interactions with brands.

Question 4

Increased Importance of Trust and Advocacy:

Answer 4

• Word of Mouth (WOM) and peer advocacy are critical.
• Brand messaging is increasingly less under marketers’ direct control

Question 5

Opportunities:

Answer 5

• Personalisation of messages in timing, content, and location using digital tools
• Use of traditional and new media (e.g., TV, social media, search ads) to influence consumer
  decision-making dynamically

Question 6

A dynamic, expanded consumer decision journey

Answer 6

Needs/Wants -> Is aware/Knows -> Considers/Examines -> Searches/Learns -> Likes/Trusts -> Sees Values/Is willing to pay -> Commits/Plans -> Consumes -> Is satisfied -> Is loyal/repeated buyer -> Is engaged/Interacts ->Actively advocates

Question 7

IMC Frameworks
Bottom-Up Communications Matching Model:

Answer 7

• Matches communication methods to consumers’ needs at various stages of the decision
  journey.
• Identifies gaps in consumer knowledge and behavior, suggesting tailored media combinations.

Question 8

ICM Frameworks:
Top-Down Communications Optimization Model:

Answer 8

• Evaluates overall integration and efficiency of marketing communication programs.
• Focuses on achieving short-term sales and long-term brand equity

Question 9

Key Principles for Effective IMC / Need for Integration

Answer 9

• Consistency
• Complementarity
• Cross-Media Effects

Question 10

Consistency

Answer 10

• Reinforce key messages across all channels to improve learning and induce action.

Question 11

Complementarity

Answer 11

• Different media meet varied consumer needs:

Question 12

Cross-Media Effects

Answer 12

• Prior exposure to one medium enhances the effectiveness of another.

Question 13

Consumer Decision Journey (Stages)

Answer 13

1. Recognition of Need/Want:
   * Triggered by targeted ads or mobile location-based messages.
   * Example: Facebook ads for adventure sports like Tough Mudder.
2. Consideration of Brands:
   * Increase brand salience through paid search, social media, or retargeted display ads.
   * Example: Papa John’s tweeting coupons to pizza-related tweets.
3. Active Learning:
   * Consumers search for detailed, credible information (e.g., YouTube reviews, third-party
   websites).
   * Example: Dollar Shave Club’s engaging YouTube videos.
4. Trust Building:
   * Leverage credible sources, testimonials, and endorsements.
   * Example: Third-party testing, publicized awards, or partnerships.
5. Price and Value Evaluation:
   * Communicate competitive pricing and value.
   * Example: Emotional campaigns like Jim Beam’s “8 Years Changes Everything.”

Question 14

Key risks consumer decision journey:

Answer 14

Consumers may backtrack, skip stages or drop out

Question 15

Traditional Media Strengths:

Answer 15

• Television: Effective for creating awareness and emotions
• Builds awareness, interest, and emotional engagement.
• Highly effective at the top of the purchase funnel.
• Radio: Mid-funnel engagement
• Print: Allows for detailed, mid-funnel information provision.

Question 16

Digital Media Strengths:

Answer 16

• Search Ads: Highly integrated
• Target consumers close to purchase decisions (e.g., specific keywords).
• Social Media: build loyalty ad preference through engagement
• Effective for consumer engagement but less so for acquiring new users.
• Email Marketing:
• High conversion rates and average order values.
• Mobile Ads:
• Best for impulse purchases and localized targeting.
• Display Ads: Best for driving awareness
• Websites: Provide detailed information

Question 17

Media Interactions and Cross-Effects

Answer 17

• Examples:
• TV and radio increases ad recall
• Online display ads complement social media for engagement
• Search adds drive offline store visits
• Synerges:
• Combining multiple media maximises ROI by addressing consumer needs

Question 18

Consumer Processing of Communications
Influencing Factors:

Answer 18

• Consumer Characteristics: motivation, ability and opportunity affect ,message reception
• Message Context: Time, place, and media format influence processing
• Message Content: Emotional appeals, credibility, and detailed information play key roles

Question 19

Consumer Processing of Communications
Communication Outcomes:

Answer 19

• Awareness, trust, action, loyalty, advocacy are the key goals of IMC

Question 20

Key IMC Outcomes

Answer 20

1. Create Awareness and Salience:
   * Associate brands with diverse contexts to enhance recall.
2. Convey Detailed Information:
   * Help consumers understand the brand’s functional superiority.
3. Build Trust:
   * Use authentic and credible messaging to reduce skepticism.
4. Elicit Emotions:
   * Link brands to symbolic or emotional benefits to increase perceived value.
5. Inspire Action:
   * Use direct calls to action (e.g., retargeted ads, mobile promotions).
6. Instill Loyalty and Advocacy:
   * Reinforce post-purchase satisfaction to drive repurchase and word-of-mouth advocacy.