File Name: contemporary advertising and integrated marketing communications .zip
- Contemporary Advertising and Integrated Marketing Communications
- CONTEMPORARY ADVERTISING AND INTEGRATED MARKETING COMMUNICATIONS, 14TH EDITION
- Contemporary Advertising (15th Edition 2016) William Arens, Michael ...
Contemporary Advertising and Integrated Marketing Communications
Integrated marketing communications IMC is an approach to creating a unified and seamless brand experience for consumers across channels. Discuss factors that have prompted the shift from mass communications to integrated marketing communications. Integrated marketing communications IMC is an approach used by organizations to brand and coordinate their communication efforts.
Promotional Tools : IMC unifies promotional tools across all marketing communication channels. Prior to the emergence of integrated marketing communications during the s, mass communications—the practice of relaying information to large segments of the population through television, radio, and other media—dominated marketing.
Marketing was a one-way feed. Advertisers broadcasted their offerings and value propositions with little regard for the diverse needs, tastes, and values of consumers. But as methods for collecting and analyzing consumer data through single-source technology such as store scanners improved, marketers were increasingly able to correlate promotional activities with consumer purchasing patterns.
Companies also began to downsize their operations and expand marketing tasks within their organizations. Advertising agencies were also expected to understand and provide all marketing functions, not just advertising, for their clients.
Today, corporate marketing budgets are allocated toward trade promotions, consumer promotions, branding, public relations, and advertising. The allocation of communication budgets away from mass media and traditional advertising has raised the importance of IMC importance for effective marketing. Now, marketing is viewed more as a two-way conversation between marketers and consumers. This transition in the advertising and media industries can be summarized by the following market trends:.
The IMC process generally begins with an integrated marketing communications plan that describes the different types of marketing, advertising, and sales tools that will be used during campaigns. These are largely promotional tools, which include everything from search engine optimization SEO tactics and banner advertisements to webinars and blogs. Traditional marketing communication elements such as newspapers, billboards, and magazines may also be used to inform and persuade consumers.
Marketers must also decide on the appropriate combination of traditional and digital communications for their target audience to build a strong brand-consumer relationship. With so many products and services to choose from, consumers are often overwhelmed by the vast number of advertisements flooding both online and offline communication channels. IMC is also more cost-effective than mass media since consumers are likely to interact with brands across various forums and digital interfaces.
As consumers spend more time on computers and mobile devices, marketers seek to weave together multiple exposures to their brands using different touch points. Companies can then view the performance of their communication tactics as a whole instead of as fragmented pieces. The other benefit of integrated marketing communications is that it creates a competitive advantage for companies looking to boost their sales and profits. This is especially useful for small- or mid-sized firms with limited staff and marketing budgets.
IMC immerses customers in communications and helps them move through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue, and nurtures its relationship with customers throughout the exchange. IMC can be instrumental in creating a seamless purchasing experience that spurs customers to become loyal, lifelong customers.
Organizations must keep in mind the internal and external factors that influence audience perception during the communications process. The most basic form of communication is a process in which two or more persons attempt to consciously or unconsciously influence each other through the use of symbols or words to satisfy their respective needs.
Likewise, integrated marketing communications uses this communications process to persuade target audiences to listen and act on marketing messages. Our ability to receive, communicate, and process information from other communicators and outside stimuli enables us to perceive the advertising and promotional messages central to integrated marketing communications.
Two-way Communication : The communications process involves two or more persons exchanging words or symbols. People play different roles — friend, parent, boss, client, customer, or employee — depending on the exchange during the communications process.
The nature of the role directly affects the nature of communication. Communication theory points to the fact that each communicator is composed of a series of subsystems. The input subsystem permits the communicator to receive messages and stimulus from external sources as well as from other communicators.
It involves the reception of light, temperature, touch, sound, and odors via our immediate senses. These stimuli are evaluated and recognized using our ears, eyes, skin, nose, and taste buds.
Thus, organizations must keep in mind the different subsystems of their target audiences when devising integrated marketing communications strategies. Companies must also consider other consumer stimuli such as past experiences, education, health, and genetics when developing communications for certain target markets. Some people may process the humor in a company advertisement more quickly than others due to factors such as age or culture.
Communication systems also exist within an environment such as a corporate office or school. The environment is everything internal and external to the communication system that can affect the system family, school, competing advertisements, and so on.
Each of the factors within the environment interacts with the communication system to a different degree. As a result, where and when consumers interact with company advertisements and promotional tools will also affect their perception of the brand.
Consumer perceptions are a key component of success or failure, so organizations must strive to align communications into clear, concise, and customer-oriented messages. Marketing has evolved significantly, particularly in the recent, technology-driven social media economy. As a marketer in the globally connected economy, integrating marketing communications and branding strategies to deliver a consistent, clear, and concise message to prospective consumers is more important than ever.
However, another key piece to this puzzle is how the consumer feels about the organization, and how receptive they are to the values and operations of the company. Touch Point Wheel : Integrated marketing communications revolve around touchpoints, which are places where the potential consumer and the organization have an opportunity to communicate or interact. This is one of the great mistakes of marketing that integrated and iterative communication seeks to solve. This is not about creating ad materials, at least not at first.
At this stage, the organization must actively listen to the needs, wants, opinions, beliefs, and perceptions of their core communities i. This is an iterative process, where consumer perceptions are constantly being measured and built back into the organizations operations, products, services, and values. Generally speaking, this approach is inferior to the outside-in approach for the simple reason that outside-in is intrinsically consumer-oriented.
The inside-out approach, however, is used by firms with strong values to which they are deeply committed. This approach focuses on identifying and communicating one, single, clear,and perfectly unified message, and displaying that as the integral brand all consumers encounter. It works best when it is honest, clear, and aligned with the opinions and values of consumers. As IMC continues to evolve, the most common perspective has become the cross-functional strategic approach to consumer perceptions.
In this approach, organizations focus on building a customer-centric organization, where all that matters is creating touchpoints and engagement with prospective users. In this model, the entire organization is often restructured to build interconnected and agile channels between the firm and the consumers.
Two-way communication and constant iteration is the central dynamic of this model. The ultimate objective in identifying and building consumer perceptions into an integrated marketing strategy is engagement and loyalty. This means that consumers will identify positively with the brand, and prefer to buy habitually from the organization as opposed to the competition.
This is accomplished through truly integrating a customer-centric strategy. Loyalty Grid : Customer loyalty encompasses both perception and behavior, represented here in a small grid where relative attitude and patronage are assessed at higher and lower levels.
The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement. AIDA stands for attention, interest, desire, and action. It is an acronym used in marketing and advertising, which helps marketing managers develop effective communication strategies and communicate with customers in a way that better responds to their needs and desires.
AIDA describes a common list of events that occur when a consumer views an advertisement. Each letter in the acronym stands for the following:. The system is used to guide marketers to target a market effectively.
Naturally, as organizations move through each step of the AIDA model, a percentage of initial prospects are lost throughout the sales cycle. Car advertisements are prime examples of results stemming from the use of the AIDA model to narrow the target market.
Marketers in the automotive industry know their advertisements must grab the attention of consumers, so they use colors, backgrounds, and themes that would appeal to them. Next, automotive marketers pique interest by showing the advantages of owning the car. In the case of the Mini-Cooper, for instance, marketers imply that a small car can get the consumer to open spaces and to fun.
Car Advertisement : Car advertisements are made to grab attention, pique interest, meet desires, and evoke action in consumers. Third, automotive marketers find what their consumers desire. Only after evaluating consumer desires are marketers able to create effective campaigns. Lastly, marketers encourage consumers to take action by purchasing the product or service. American advertising and sales pioneer, Elias St. In one of his publications on advertising, Lewis identified at least three principles that should be present in an advertisement:.
Lewis believed that if an advertisement contained these three qualities, then it was an effective advertisement. These later models acknowledge the need to satisfy the customer so as to encourage repeat purchases and generate product referrals. The steps include cognition awareness or learning , affect feeling, interest, or desire and behavior action.
Search for:. Introduction to Integrated Marketing Communications. Introduction to Integrated Marketing Communications Integrated marketing communications IMC is an approach to creating a unified and seamless brand experience for consumers across channels. Learning Objectives Discuss factors that have prompted the shift from mass communications to integrated marketing communications.
Key Takeaways Key Points Integrated marketing communications is an approach used by organizations to brand and coordinate their marketing efforts across multiple communication channels. As marketing efforts have shifted from mass advertising to niche marketing, companies have increasingly used IMC to develop more cost-effective campaigns that still deliver consumer value.
Typically, communication tools for IMC encompass both traditional and digital media, such as blogs, webinars, search engine optimization, radio, television, billboards, and magazines.
CONTEMPORARY ADVERTISING AND INTEGRATED MARKETING COMMUNICATIONS, 14TH EDITION
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Integrated marketing communications IMC is an approach to creating a unified and seamless brand experience for consumers across channels. Discuss factors that have prompted the shift from mass communications to integrated marketing communications. Integrated marketing communications IMC is an approach used by organizations to brand and coordinate their communication efforts. Promotional Tools : IMC unifies promotional tools across all marketing communication channels. Prior to the emergence of integrated marketing communications during the s, mass communications—the practice of relaying information to large segments of the population through television, radio, and other media—dominated marketing. Marketing was a one-way feed. Advertisers broadcasted their offerings and value propositions with little regard for the diverse needs, tastes, and values of consumers.
Contemporary Advertising (15th Edition 2016) William Arens, Michael ...
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It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer. Advertising and promotion: An integrated Marketing communications perspective 6th ed. Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.
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