Integrated Marketing Communications

Introduction to Integrated Marketing Communications

1Tutorial

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

DRIP…

…to differentiate

…to remind (or reassure)

…to inform

…to persuade

Chris Fill, 2011

D

R

I

P

the tools of the marketing communications mix

Sales Promotion

Direct Marketing

Public Relations

Personal Selling

Advertising

Target Audience

Media

MediaMedia

Fill, 2006