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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:
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.
Question 1: 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.
Attachment:- IMC Campaigns.zip
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