IMC Tutorial 1 1920
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The document introduces integrated marketing communications, discussing various response hierarchy models such as AIDA and the Innovation-Adoption Model. It outlines key communication tools like sales promotion, direct marketing, public relations, personal selling, and advertising, emphasizing their role in reaching target audiences. The document is rooted in the frameworks established by multiple scholars over the years.
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IMC Tutorial 1 1920
- 1. Integrated Marketing Communications Introduction to Integrated Marketing Communications 1 Tutorial
- 7. 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
- 8. DRIP
- 9. DRIP… …to differentiate …to remind (or reassure) …to inform …to persuade Chris Fill, 2016 D R I P
- 11. the tools of the marketing communications mix Sales Promotion Direct Marketing Public Relations Personal Selling Advertising Target Audience Media MediaMedia Fill, 2016