IMC Campaigns

The concept of integrated marketing communications is more than just putting together good ad campaigns. It is a fully integrated set of promotion mix tools communicating the same clear, consistent, and compelling message about the offering.

For example:

• TV ad campaign to create interest in the product using a celebrity spokesperson (advertisingto create awareness)
• Appearance of the celebrity on a TV talk show (public relationsto generateinterest)
• E-mail from the celebrity endorser offering a promotional price (direct marketingto spark desire to purchase)
• Point-of-purchase display featuring celebrity endorser (sales promotionto remind consumer of product benefits and encourage purchaseaction)
• Demonstration by sales clerk (personal sellingto close the sale bringing consumer toaction)
• Facebook page hosted by the celebrity (post-purchase activityto reducepurchase dissonance)

In this case, the celebrity endorser is the common thread communicating the company's message. The company may have decided to use a celebrity endorser who is well respected and highly visible to its target market. This is part of the creative strategy for encoding the message to consumers. In other cases, the common thread (sometimes known as the Big Idea) might be a particular graphics approach, a character created solely for the company (e.g. Flo for Progressive Insurance), or other creative device that carries forth in all communications.

Here is a tongue-in-cheek video demonstrating how advertising and public relations were two tools used in an IMC campaign. The message to communicate was how to pronounce a last name. See how this was done using IMC principles.

Schiess, M. (2011, November 7). Integrated marketing communications [Video].YouTube.https://youtu.be/4JxVHCc_wIU

The question begin from here. It is a complete question. The above reading is example. Follow the above direction.

Can you think of an IMC campaign? Progressive is one example, but there are plenty out there. Feel free to go back in history and think of campaigns like IBM's launch of the personal computer using the Charlie Chaplin-like character or Coke's 'I'd Like to Teach the World to Sing' campaign, or Apple's IMC campaigns used on every new product launch. Remember, don't just focus on the advertising. Find those other promotion tools they used to convey the selling proposition. You may want to read most of the week's readings before tackling this discussion topic to get a better idea of what all the promotion mix tools are, and how the AIDA model (as noted in the reading highlights in the example above) works.

You can use the bulleted example above as your format.Include a link.For the example you selected, please include the product in brackets at the end of the title line, for example (Coca Cola).