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...so, let's recap on last year!
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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
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