978-0077729028 Chapter 18 Slides

Type

Solution Manual

Book Title

Marketing 5th Edition

ISBN 13

978-0077729028

978-0077729028 Chapter 18 Slides

April 8, 2019

Chapter 18- Integrated Marketing Communications Marketing 5th

POWERPOINT SLIDES WITH TEACHING NOTES

Power Point Slide Teaching Notes

18-1: Integrated Marketing

Communications

18-2: Learning Objectives These are the learning objectives for this

chapter.

18-3: Coca-Cola It might seem, for example, that Coca-Cola is

such a well-defined brand that its

communications would be automatically

consistent across marketing channels. But as

sales of its iconic Coke and Diet Coke brands

have suffered some stagnation in recent this

assumption has required some rethinking.

Ask students Do products like Coke and Diet

Coke fit into their nutritional lifestyle choice?.

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-4: Integrated Marketing

Communications

The goal of IMC is to ensure all the various

marketing mix elements work together to

deliver a consistent message.

Therefore, IMC takes the best of each

communications medium and combines it to

achieve the most effective marketing

communications campaign possible.

18-5: Communicating with Consumers:

The Communication Process

New media options fragment communications

and make it more difficult and complex to

reach the desired target audience.

Ask students: What media do you use on a

daily basis?

This should lead to a discussion of new and

alternative media.

Marketers must understand how the

communication process works and identify

possible communication breakdowns.

Group activity: Play the game of telephone.

Start with a short message, verbally pass it

around the room, and see what emerges.

Sample phrase: I caught the train heading for

Richmond but went to Richland instead.

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-6: How Consumers Perceive

Communication

Marketers must remember that they do not

have control over the decoding process,

because each receiver decodes the message in

his or her own way.

Group activity: Identify advertisements or

brand images that often result in different

reactions from different consumers (e.g., ads

for beer, cigarettes, and personal care

products).

Why do these ads generate differing responses?

For example, a cigarette ad for smokers may

arouse smokers and induce the desire for a

cigarette. For former smokers it may induce a

sense of loss. For non-smokers it may not

illicit any emotion. Etc.

18-7: Decoding the Message Ask students how this ad handles the

challenges of decoding the fact that this is a

breakfast food and not a lunch/dinner which is

what SmartOnes is known for.

18-8: The AIDA Model The AIDA model provides a basis for

understanding how marketing communications

works.

Ask students to pick a product. The decision

to buy this product must be somewhat

complex. Then walk them through AIDA

using the accompanying slides.

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-9: AIDA Model Dogs and babies are very good at attracting

awareness or advertisements.

18-10: Awareness Discuss the now-famous Joe Camel study,

which found a majority of three-year-old

children were aware of Joe Camel, the spokes

character for Camel cigarettes.

The study’s authors suggested awareness

would lead to smoking.

Discuss whether awareness always translates to

action; be sure to include the two intervening

steps, interest and desire.

Finally, note that in follow-up studies,

preschoolers indicated they understood that

cigarettes were adult products, and many were

adamant that they would not smoke.

18-11: Interest Ask students: Other than purchase, what can

IMC prompt consumers to do?

Possible answers include behavioral changes

(don’t drink and drive), attitude changes (that

product is high quality), or physical actions

(pick up the phone, log on to the Website,

volunteer).

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-12: Desire After the firm has piqued the interest of its

target market, the goal of subsequent IMC

messages should move the consumer from “I

like it” to “I want it.”

18-13: Action Ask students: provide examples of products

that they had IMC exposure to, but did not

purchase immediately.

Then ask students: which IMC exposure

moved you to purchase?

18-14: Lagged Effect Sometimes consumers don’t act immediately

after receiving a marketing communication

because of the lagged effect —a delayed

response to a marketing communication

campaign.

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-15: Check Yourself 1. The sender, the transmitter, encoding, the

communication channel, the receiver,

noise, feedback loop

2. Awareness, interest, desire, action

18-16: Elements of an Integrated

Communication Strategy

To get the right message to the right audience

through the right medium, an IMC planner

must understand how each medium

communicates and how to combine it with

other media to generate the most impact.

18-17: Advertising Chapter Eighteen covers advertising, the most

visible element of IMC, in depth.

Ask students: Think about how an

advertisement has made you aware of or

interested in a specific product.

You can use students’ chosen advertisements as

the basis for subsequent discussions.

Ask students what “advertainment” might be?

It is advertising that is focused on entertaining

the end user.

One of the earliest and best examples are

Reebok’s Terry Tate ads. This YouTube link

(always check before class) will show the

original ad which was aired on the 2003

Superbowl

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-18: Public Relations (PR) Ask students: Do you view PR as credible,

because they are not “advertisements,” or not

credible, because they come from the

company?

18-19: Sales Promotions Chapter Eighteen covers sales promotion in

detail. Remind students that sales promotions

can be used in a wide variety of situations to

stimulate demand among either end users or

other channel members. There are many

websites that distribute coupons. This web link

is for retailmenot.com, one of the more popular

coupon sharing sites.

Ask students how retailers feel about this.

The positive is that they are able to reach price

sensitive customers who would otherwise not

find them.

The problem is that some of these coupons are

profitable because the target frequent and large

receipt buyers and they are not the kind of

person who is downloading from the site.

18-20: Personal Selling Chapter Nineteen covers personal selling, the

most costly form of IMC, in detail.

Ask students: For what kind of purchases is

personal selling most appropriate?

Their answers should note that this form of

IMC works best when the purchase is

complicated, because the salesperson can

customize the communication to meet the

needs of that specific buyer and purchase

situation, which other IMC elements cannot.

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-21: Direct Marketing As advertising has declined as a percentage of

the total communications budget, direct

marketing has increased.

Ask students: What characteristics of direct

marketing might explain this increased

popularity?

Direct marketing allows marketers to

personalize their message.

This enables marketers to communicate with

an audience that is more likely to respond to

their efforts.

The text has some excellent examples of

Meijer, Toys “R” Us and Best Buy using

m-commerce.

18-22: Adidas Ask students: How does the sponsorship of

athletes benefit firms?

How might it harm firms?

What can firms do when an athlete they

sponsor does something to embarrass the

brand?

With a popular athlete, firms stand to gain a lot

of sales, but when a star athlete becomes a

liability, firms quickly distance themselves and

focus on another branding element.

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-23: Online Marketing These will be covered on the next several

slides

Ask students: What problems might firms that

use text messaging to disseminate marketing

communications face?

Answer: There may be a backlash against the

firm and the wireless provider if consumer

phones are constantly flooded with such

messages.

Ask students: How would you like to receive

advertising text messages?

Answer: A lot of folks do not want such

messages. However, the instant-messaging

generation is likely to be much more tolerant

about it.

18-24: Websites Probe to discover why students love these

sites…they will say they are easy to use (good

navigation), have good sales and specials

(product decisions), and are fun

(entertainment)

18-25: Blogs Southwest can learn what customers have to

say…what they are interested in learning about

products, company culture, and new product

launches.

Many firms are still experimenting with blogs;

in 2006 Wal-Mart got in trouble for failing to

disclose a blog written by two cross-country

travelers was sponsored by the retailer.

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-26: Social Media This web link is for the shopstyle.com website

featured on the slide.

Some of the advantages are that consumers are

discussing their product and creating buzz.

In addition, online product reviews have been

proven to increase customer loyalty.

Challenges include the legitimacy of the

reviewer and problems with negative reviews.

18-27: Check Yourself 1. Advertising, sales promotion, public

relations and personal selling, electronic

media, direct marketing.

18-28: Planning and Measuring IMC

Success

Ask students: How do firms determine

whether their IMC strategy has worked?

Answer: It depends on the IMC objective.

If the objective is to create awareness for a new

product, then the firm would measure increases

in customer knowledge and awareness.

If it were to generate sales, like an ad in the

paper, then sales would be the objective

measure.

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-29: Budget Many IMC elements require significant

expenditures, and firms are reluctant to invest

in marketing communications without some

guarantee of return.

18-30: Rule of Thumb Methods Ask students: How do you think firms set

promotional budgets?

How would you set one?

18-31: Measuring Success Every communication may be measured in

terms of reach and frequency.

Remind students that because of the lagged

effect, marketers must not only expose the

target audience to the message but also ensure

that it has multiple opportunities to view it.

This combined measure is GRP.

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-32: Search Engine Marketing Ask students what Transit would want to

measure if they were buying Google adwords

for “sneaker store” and “NYC sneakers”. The

metrics are on the following slide

18-33: 18-33: Transit Click through results He can see his total cost in column 3 and the

sales from his adwords in column 4. The ROI

in column 6 is higher for “sneaker store” due to

its lower cost even though the sales were a bit

lower.

Ask students how else they can use the

website for their IMC objectives? Gently lead

them to the charts on the following slide…

18-34: Transit IMC goals and results Ask students why this was important for

Transit.

They should comment that the click-throughs

tell us nothing about the attitude, only the

actions of the consumer

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Chapter 18- Integrated Marketing Communications Marketing 5th

18-35: Swiped ID Theft in America Ask students if they are nervous to buy

online?

Have any of them ever had a problem with

online theft?

Note: Please make sure that the video file is

located in the same folder as the PowerPoint

slides.

18-36: Check Yourself Competitive parity, Percentage-of sales,

affordable.

When measuring IMC success, the firm should

examine when and how often consumers have

been exposed to various marketing

communications. Marketing communications

managers usually state their media objectives

in terms of GRP, which represents reach

multiplied by frequency (GRP = reach *

frequency).

Using Google AdWords, a firm can assess the

effectiveness of his advertising expenditures by

measuring the reach, relevance and return on

investment for each of the keywords that were

used.

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