Actually, the model of Clow and Baack is the most common for marketer using when they want to attract customers. As being awareness of this model, companies utilize many communication tools which are so effective to guide customers and built their loyalty. In order to succeed their IMC strategies, they study and apply directly through five stages the process of consumer purchasing process.
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Problem recognition: As Clow & Baack (2013) problem recognition plays as the first important key that marketer should concentrate on to understand what customer needs. From researching, They can provide suitable products and services to adapt to these demand timely. In addition, the role of communication tools such as ads in TV, magazines, etc is so necessary by motivating the purchasing of consumer (Kotler, et al, 2011). For example, in summer Banana Boat creates a commercial in TV to introduce their sun cream products. Moreover, this ad also posted on Youtube, the most popular video-sharing website. Definitely, producing the sun block products in summer recognize completely customers’ demands and the ad play as effective tool in stimulating the purchasing behavior.
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Information Research: Clow & Baack (2013) state that information research is one of two stages relates directly to IMC. This is because this stage discover the way that consumer seek out product information. In other world, in this stage customer use mostly their “buying power” to find products’ information before deciding to spend money. Therefore, the internet and virtual channels become the necessary tools than ever to access information. Furthermore, the other communication tools that wok effectively is the world of mouth. Clearly, customers also ask the others about experiences and knowledge when they pay money. In this stage, customers spend significant time to find the brands that they are familiar. So, it is obvious that utilizing communication tools effectively in this stage can contribute customers’ loyalty. In detail, marketers should use ads on TV, radio or social networks that can attract customers. In addition, company can be sponsor for specific even in order to show their brand through their logos. For example, Hi-tec sport was shown their logos and brand on the poster of Australian Open 2012 when being one of major sponsors for this even.
The social media is a strong channel in IMC model. This give for customers a plenty of opportunities to find what they need. Understanding this, marketers can combine the effect of social media and promotion strategies to stimulate customer who is on the way to find the products. For example, marketers of Sydney Airport did a great job when they use Facebook to press their promotion of parking price