1 Non-Sampling Error Errors of inaccuracy caused through the research process that can be attributer...

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Non-Sampling Error

Errors of inaccuracy caused through the research process that can be attributer to factors other than sampling errors.

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CAPI

Computer Assisted Personal Interviewing

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CATI

Computer Assisted Telephone Interviewing.

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EPOS

Electronic Point of Sale.

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Geodemographic Segmentation

Method of segmenting the market based on the classification of small geographic areas (enumeration districts) according to the characteristics of their inhabitants – principally house types and house locations.

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Psychographic Segmentation

Segmentation based on psychological dimensions such as values, lifestyles, attitudes, interests and opinions.

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Evaluating the Marketing Communications Campaign

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Marketing Communications Campaigns

The performance and integration of all promotional marketing communications activities into a programme designed to achieve interrelated goals.

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National Readership Survey (NRS)

Provides information about the readership of the main newspapers and magazines. A report is produced every six months covering a period of 12 months. The survey samples around 27 500 people, and uses computer-assisted personal interviewing methodology.

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BARB

Broadcasters’ Audience Research Board. This body, established in 1980 and jointly owned by the BBC and ITV, is responsible for producing information on TV viewing actively and audience reaction. Electronic meters and diaries from over 4400nationally representative households are used to record the information.

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AIDA Model

Marketing communications concept that models the stages through which marketing communications should move a potential customer: Awareness, Interest, Desire and Action. It is one of a number of hierarchy-of-effects models.

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WELCOME

IntegratedMarketing Communications

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Aims of this presentation

To introduce you to the IMC text book - how it is structured, some of its key features and areas of emphasis.

To introduce you to the field of integrated marketing communications.

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Aims of this presentation

Of course, this presentation cannot replace the book but it will give an overview that should help you when you study the chapters in detail.

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Aims of this presentation

The first few slides relate to the first two chapters of the text. They cover:

what marketing communications are and, more especially,

what integrated marketing communications are

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Aims of this presentation

The next slides highlight the three main inter-related models used in the book. They form the basis for Parts 1, 2 and 3.

Part 1 The Integrated Marketing Communications Process.

Part 2 Managing Integrated Marketing Communications Planning.

Part 3 The Integrated Marketing Communications Mix.

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Aims of this presentation

The IMC Process Model (1)

The IMC RABOSTIC Planning Model (2)

The IMC Mix Model (3)

Diagram of the models

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