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Chapter 18 - Integrated Marketing Communications Marketing 6th
Chapter 18
Integrated Marketing Communications
Tools for Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
Connect Activities
Brief Chapter Outline
Communicating with Consumers
Elements of an Integrated Marketing Communications Strategy
Planning for and Measuring IMC Success
Chapter Case Study: Taking IMC to The Max: Pepsi Max and Modern Communications
Learning Objectives
LO18-1 Identify the components of the communication process.
The communication process begins with a sender, which provides the message to a transmitter, who
LO18-2 Explain the four steps in the AIDA model.
Awareness is the first “thinking” step, during which the consumer simply recognizes a brand or product.
LO18-3 Describe the various integrative communication channels.
Advertising has long been the primary channel for marketing communication and is still a constant
presence, but other media channels have become more and more prominent. For example, direct
LO18-4 Explain the methods used to allocate the integrated marketing communications (IMC) budget.
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Chapter 18 - Integrated Marketing Communications Marketing 6th
Various rule-of-thumb methods rely on prior sales and communication activities to determine the best
LO18-5 Identify marketing metrics used to measure IMC success.
Marketers rely on a mix of traditional and nontraditional measures to determine IMC success. Because
potential customers generally need to be exposed to IMC messages several times before they will buy,
Extended Chapter Outline with Teaching Tips
I. Communicating with Consumers
A. The Communication Process
1. The Sender
2. The Transmitter
3. Encoding
4. The Communication Channel
5. The Receiver
6. Noise
7. Feedback Loop
B. How Consumers Perceive Communication
1. Receivers Decode Messages Differently
2. Senders Adjust Messages According to the Medium and Receivers’ Traits
C. The AIDA Model
1. Awareness
2. Interest
3. Desire
4. Action
5. The Lagged Effect
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are different steps in the communication process?
Answer: The different steps in the communication process are: The message originates from the
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Chapter 18 - Integrated Marketing Communications Marketing 6th
2. What is the AIDA model?
Answer: The AIDA model suggests that Awareness leads to Interest, which lead to Desire, which
leads to Action. At each stage, the consumer makes judgments about whether to take the next
II. Channels Used in an Integrated Marketing Communications Strategy
A. Advertising
B. Public Relations
C. Sales Promotions
D. Personal Selling
E. Direct Marketing
F. Online Marketing
1. Websites
2. Blogs
3. Social Media
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the different elements of an IMC program?
III. Planning for and Measuring IMC Success
A. Goals
B. Setting and Allocating the IMC Budget
C. Measuring Success Using Marketing Metrics
1. Traditional Media
2. Web-Based Media
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Chapter 18 - Integrated Marketing Communications Marketing 6th
A. Planning, Implementing, and Evaluating IMC Programs—an Illustration of Google Advertising
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. Why is the objective-and-task method of setting an IMC budget better than the rule-of-thumb
methods?
2. How do firms use GRP to evaluate the effectiveness of traditional media?
3. How would a firm evaluate the effectiveness of its Google advertising?
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