IMC Tutorial 1 1819
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Integrated Marketing Communications is an introduction to the topic that discusses several models of consumer response including AIDA, the Innovation-Adoption Model, and the Hierarchy-of-Effects Model. It also outlines the DRIP framework for marketing communications goals and reviews the tools in a marketing communications mix, mentioning advertising, direct marketing, public relations, personal selling, and their target audiences and media delivery.
IMC Tutorial 1 1819
- 1. Integrated Marketing Communications Introduction to Integrated Marketing Communications 1 Tutorial
- 3. response hierarchy models… Attention Desire Interest Action Awareness Interest Evaluation Trial Adoption Unawareness Awareness Comprehension Conviction Action Awareness Knowledge Liking Preference Conviction Purchase cognitive affective conative AIDA The Innovation- Adoption Model The Hierarchy-of-Effects Model DAGMAR Colley, 1961 Lavidge and Steiner, 1961Lewis, 1898 Rogers, 1962
- 4. DRIP… …to differentiate …to remind (or reassure) …to inform …to persuade Chris Fill, 2016 D R I P
- 5. the tools of the marketing communications mix Sales Promotion Direct Marketing Public Relations Personal Selling Advertising Target Audience Media MediaMedia Fill, 2016
- 9. Sales promotion… viral sharing