imc tutorial 1
DESCRIPTION
...so, let's recap on last year!TRANSCRIPT
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Integrated Marketing Communications
Introduction to Integrated Marketing Communications
1Tutorial
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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, 1961
Lewis, 1898 Rogers, 1962
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DRIP…
…to differentiate
…to remind (or reassure)
…to inform
…to persuade
Chris Fill, 2011
D
R
I
P
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the tools of the marketing communications mix
Sales Promotion
Direct Marketing
Public Relations
Personal Selling
Advertising
Target Audience
Media
MediaMedia
Fill, 2006
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