chapter 17: integrated marketing communications (imc)

Question 1

what is IMC?

Answer 1

• coordinates various promotional elements and other marketing activities that communicate with a firms various target audiences including customers
• ensures all marketing and promotional activities project a consistent, unified image
• key aspects: target audience, communication channel, communication outcomes

Question 2

understanding the communication process

Answer 2

NOISE FROM THE ENVIRONMENT
- sender (firm), transmitter encodes message, communications channel (media), receiver (consumer) decodes message
FEEDBACK

Question 3

the AIDA model

Answer 3

the AIDA model provides a basis for understanding how marketing communications works
think - awareness
feel - interest, desire
do - action

Question 4

attracting awareness

Answer 4

senders must gain the attention of the consumer first
awareness metrics include:
- aided recall
- top-of-mind awareness

Question 5

generating interest and desire

Answer 5

interest: the consumer must want to further investigate the product/service
- interest can also be sparked by a little controversy
desire: “i like it. i want it.”

Question 6

action

Answer 6

purchase is just one type of action…
what other actions can IMC ask consumers to take?

Question 7

lagged effect of advertising

Answer 7

• advertising does not always have an immediate impact
• not possible to accomplish all goals in a single advertisement
• multiple exposures are often necessary
• it is difficult to determine which exposure led to purchase
  
  • post purchase customer research is often used to identify key communication elements that prompted the purchase

Question 8

elements of an IMC strategy

Answer 8

• personal selling, sales promotions (contests), direct marketing (telemarketing)
• direct marketing (mobile marketing), online marketing (blogs, social media)
• advertising, sales promotions (coupons), public relations, direct marketing (catalogs)
• direct marketing (email marketing)

Question 9

social media

Answer 9

advantages to firms?
challenges?

Question 10

planning for and measuring IMC

Answer 10

identify and understand outcomes, short term or long term, should be explicitly defined and measured

Question 11

measuring IMC success

Answer 11

frequency, reach, gross rating points (reach x frequency), web tracking (click through rate, impressions, etc)