Desire

I like it

I want it!
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Action

Purchase is
just one type of
action

Discussion question
What other actions
can IMC ask
consumers to take?

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Communications Process
Model
Stages AIDA Hierarchy- Innovation- Communic
Model of -Effects Adoption ations
Model Model Model
Cognitive Attention Awareness Awareness Exposure
Stage Reception
Knowledge Cognitive
Response
Affective Interest Liking Interest Attitude
Stage
Preference
Desire Evaluation Intention
Conviction

Behavioural Action Purchase Trial Behaviour

Stage
Adoption
 Objectives of IMC
• Provide Information
• Increase Demand
• Differentiate the product
• Accentuate the Products value
• Stabilize sales

Lets have examples for each

Lagged Effect

• Advertising does not

always have an
immediate impact
• Multiple exposures
are often necessary
• It is difficult to
determine which
exposure led to
purchase
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Promotion Methods
• Personal selling: The direct presentation of a product to a prospective
customer by a representative of the selling organization.
• Advertising: A paid-for type of impersonal mass communication in
which the sponsor is clearly identified.
• Sales promotion: Demand-stimulating activity designed to supplement
advertising and facilitate personal selling.
• Public relations: A planned communication effort by an organization to
contribute to generally favorable attitudes and opinions toward an
organization and its products.
• Publicity: A special form of public relations that involves news stories
about an organization or its products.
• Guerilla Marketing: Uses unconventional, innovative, and low cost
techniques to attract consumers attention
• Social media : A B2C as well as C2C form of promotion using tings
like Facebook, Instagram, twitter, Pinterest etc.
• Online media: digital marketing using website, banners, content
marketing etc.
Advertising

• Most visible
element of IMC
• Extremely effective
at creating
awareness and
generating interest

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Personal Selling

• Some products
require the help of a
salesperson
• More expensive than
other forms of
promotion
• Salespeople can add
significant value,
which makes the
expense
worth it
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin