Chapter Objectives•After reading Chapter, you will be able to:–Define integrated marketing communication.–Explain how marketers use the AIDA model and the hierarchy of effects model.–List the five traditional marketing communication tools and distinguish between traditional media and social media.–Identify the differences in control and reach among owned, paid, and earned media.12-2
Chapter Objectives, cont.–Discuss why companies use content marketing.–Describe the most commonly used owned media and their benefits for marketing.–Explain how and why marketers use search engine optimization.–Highlight some of the metrics marketers can use to evaluate owned media performance.12-3
Will it Blend?•Blendtec, a supplier of commercial blenders to Starbucks and others, produced a video in which the CEO blended unusual products such as a garden rake and a golf club.–The video, uploaded to YouTube, received 3.9M views in an 8-month period and 8.2M views since 2010.–The Will It Blend? Campaign clearly shows the product benefits in a humorous and engaging way and the value of connecting with consumers online. •Will It Blend? is a favorite of nearly 10,000 registered YouTube visitors. Is it also one of yours?12-4
Integrated Marketing Communication (IMC)•IMC is a cross-functional process for planning, executing, and monitoring brand communications.•The goal is to profitably acquire, retain, and grow customers.•IMC strategy requires a thorough understanding of target markets, the brand, its competition, and other internal and external factors.12-6
•The AIDA and “think, feel, do” (hierarchy of effects) models help guide selection of online and offline MarCom tools to meet their goals.–The models suggest that consumers first become aware of a product before they develop feelings and purchase it.