To raise awareness beyond its

lighting and appliance offerings

Wind power, security systems,
medical systems and Jet engines

Strategies
Campaign titled Imagination at work
Approached advertising agency
BBDO
TV and print ads(magazines like
Business Week, Forbes, Fortune)
Online advertising

Results
Perceptions of GE as an innovative
company increased by 35%
Opinion of GE offering hi-tech solutions
increased by 40%
Perception of GE as being dynamic
increased by 50%

 All touch points as potential delivery

channel for messages
Using multiple communication methods
relevant to prospects/customers
All methods delivering consistent
message
Asking not how to reach them but
asking how can they reach us

F - Fun
E - Exhilaration
E - Energy

Johnson & Johnson shifted approximately 20

percent of its marketing budget to nontraditional media for many products, including
Neutrogena, Aveeno, and the flagship Johnson &
Johnson baby products

Traditional Marketing
Approach
Point of
purchase

Special
events

Interactive
marketing

Media
Advertising

Sales
promotion

Packaging

Public
relations
Direct
marketing

Publicity

Direct
response

Key players
Account Executive
Brand or Product Manager
Advertising agency
Trade promotion specialist
Consumer promotion
specialist

Creatives

Clutter
Eight minutes of commercials per half hour of
television and radio programs
Sunday newspaper jammed with advertising
supplements

Barrage of billboards

Which one you would look

at?

Contemporary Integrated
Approach
Packaging

Sales
promotion

Media
Advertising

Point of
purchase

Publicity

Interactive
marketing

Direct
marketing

Direct
response

Public
relations

Special
events

IMC definition
Coordination and integration of all
marketing communication tools, avenues,
and sources within a company into a
seamless program that maximizes the
impact on consumers and other end-users
at a minimal cost

Relevance of Integration
Marketing has gone from being a cost or
expense to an investment it should pay
off in terms of new sales or higher profits

Why are IMC programs so

crucial to marketing
success?

Development of Information Technology

Changes in Channel Power
Increase in competition
Maturing markets
Brand parity
Integration of information by consumers
Decline in effectiveness of mass media

Elements in the
communication process
1

Sender

Message

Encodin
g

3
Feedback

Media

Noise

Decodin
g

3
Response

Receiver

Nois
e

Random and competing messages or actions that

may interfere with the intended communication

Three reasons

Selective attention
Selective distortion
Selective recall

Selective attention

Design communication to win

attention in spite of distractions

To accompany A
Framework for Marketing

Slide 28 in Chapter 16

Selective
distortion
Twist the message to hear
what they want to hear
Leading to Amplification and
Leveling
Amplification - add things to
the message that are not
there
Leveling - do not notice
things which are really there

To accompany A
Framework for Marketing

Slide 31 in Chapter 16

Selective recall

Information Processing and Memory

stores

Selective Recall

Faulty encoding

Faulty decoding

Stages
Cognitive
stage

Aida
Model

Hierarchy-ofEffects Model

Innovation
Adoption Model

Exposure

Awareness
Awareness

Attention

Communications
Model

Reception

Knowledge
Cognitive response
Affective
Stage

Interest
Desire

Liking
Preference
Conviction

Behavior
Stage

Interest

Attitude

Evaluation

Intention

Trial

Action
Purchase

Adoption

Behavior

Micro models of Communication

IMC overview

Until then..