Chap017 - CHAPTER INTEGRATED MARKETING COMMUNICATIONS 17...

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Unformatted text preview: CHAPTER INTEGRATED MARKETING COMMUNICATIONS 17 17-2 LEARNING OBJECTIVES Integrated Marketing Communications LO1 Identify the components of the communication process. LO2 Explain the four steps in the AIDA model. LO3 Describe the various integrative communication channels. LO4 Explain the various ways used to allocate the IMC budget. LO5 Identify marketing metrics used to measure integrated marketing communications (IMC) success. 17-3 KFC AP Photo/Brian Bohannon/Kentucky Fried Chicken 17-4 Integrated Marketing Communications 17-5 Communicating with Consumers: The Communication Process 17-6 How Consumers Perceive Communication Stockdisc/Getty Images 17-7 Decoding the Message Courtesy HJ Heinz Company 17-8 The AIDA Model 17-9 AIDA Model 2008 KCWW Reprinted with Permission 17-10 Awareness Senders first must gain the attention of the consumers A multichannel approach increases the likelihood the message will be received Courtesy Peapod 17-11 Interest After the customer is aware, they must be persuaded The customer must want to further investigate the product/service 2010 Dell Inc All Rights Reserved 2010 Dell Inc All Rights Reserved 17-12 Desire blue jean images/Getty Images 17-13 Action BananaStock/PunchStock 17-14 The Lagged Effect Advertising does not always have an immediate impact Multiple exposures are often necessary It is difficult to determine which exposure led to purchase image100/PunchStock 17-15...
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This note was uploaded on 02/23/2012 for the course MARKETING 452 taught by Professor Timhartge during the Winter '12 term at University of Michigan-Dearborn.

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Chap017 - CHAPTER INTEGRATED MARKETING COMMUNICATIONS 17...

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