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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 1
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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2
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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3
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 dont act immediately
after receiving a marketing communication
because of the lagged effect a delayed
response to a marketing communication
campaign.
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5
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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 6
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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 7
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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8
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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 9
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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 10
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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 11
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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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 12
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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 13

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