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Chapter 17
Integrated Marketing Communications
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
Communicating with Consumers
Learning Objectives
LO 17-1 Identify the components of the communication process.
The communication process begins with a sender, which provides the message to a transmitter
out, the sender needs to receive some form of feedback from the recipient.
LO 17-2 Explain the four steps in the AIDA model.
Awareness is the first “thinking” step, during which the consumer simply recognizes a brand or
purchase, a commitment, a recommendation, or whatever else the company is trying to get
consumers to do.
LO 17-3 Describe the various integrative communication channels.
Advertising has long been the primary channel for marketing communication and is still a
important as other media forms become more expensive and as consumers grow more skeptical
of commercial messages. With regard to new and electronic media, the wealth of recent options
include websites, corporate blogs, and social media such as YouTube, Facebook, and Twitter.
LO 17-4 Explain the methods used to allocate the integrated marketing communications (IMC)
budget.
Various rule-of-thumb methods rely on prior sales and communication activities to determine the
best allocation. For example, the competitive parity method sets the budget so that the share of
can best attain those objectives, and then determines the related costs to expend.
LO 17-5 Identify marketing metrics used to measure IMC success.
Marketers rely on a mix of traditional and nontraditional measures to determine IMC success.
Internet IMC effectiveness requires different measures, such as click-through tracking that
measures how many times users click on banner advertising on websites.
Extended Chapter Outline With Teaching Tips
I. Communicating with Consumers (PPT slide 17-5)
A. The Communication Process (PPT slide 17-5)
1. The Sender
7. Feedback Loop
B. How Consumers Perceive Communication (PPT slide 17-6)
1. Receivers Decode Messages Differently (PPT slide 17-7)
C. The AIDA Model (PPT slide 17-8)
1. Awareness (PPT slide 17-10)
5. The Lagged Effect (PPT slide 17-14)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 17-15)
1. What are different steps in the communication process?
Answer: The different steps in the communication process are: The message originates
from the sender, who must be clearly identified to the intended audience. The sender
the sender whether the message was received and decoded properly. Feedback can take
many forms: a customer’s purchase of the item, a complaint, or compliment, the
redemption of a coupon or rebate, and so forth.
2. What is the AIDA model?
Answer: The AIDA model suggests that Awareness leads to Interests, which lead to
Desire, which leads to Action. At each stage, the consumer makes judgments about
consumer may “feel” and “do” before he or she “thinks.”
II. Elements of an Integrated Marketing Communication Strategy (PPT slide 17-16)
A. Advertising (PPT slide 17-17)
E. Direct Marketing (PPT slide 17-21)
F. Online Marketing (PPT slide 17-23)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 17-27)
1. What are the different elements of an IMC program?
Answer: The different elements of an IMC program are advertising, public relations,
III.Planning for and Measuring IMC Success (PPT slide 17-28)
A. Goals
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 17-36)
1. Why is the objective-and-task method of setting an IMC budget better than the
rule-of-thumb methods?
Answer: The objective-and-task method determines the budget required to undertake
2. How do firms use GRP to evaluate the effectiveness of traditional media?
Answer: When measuring IMC success, the firm should examine when and how often
represents reach multiplied by frequency (GRP = reach * frequency).
3. How would a firm evaluate the effectiveness of its Google advertising?
Answer: Using Google AdWords, a firm can assess the effectiveness of his advertising
