Integrated Marketing Campaigns
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Prior to beginning work on this discussion forum,
Chapter 6 of the course text, Principles of Marketing
What Is Integrated Marketing? (Links to an external site.)
One Message, Many Media: Integrated Marketing Campaigns
To examine integrated marketing in action, you’re going to tell the story of a particular
campaign from your internship brand, you selected in Week 1, across multiple media for this interactive activity. We want to know what unifies the campaign and how the unique nature of each medium is being utilized (or underutilized if you feel so). And we want to hear if you think the campaign is effective or not and why.
Refer to your text and define what integrated marking communications (IMC) is.
Describe why companies use IMC campaigns.
Identify a significant marketing campaign from your internship brand.
Find one that was supported across multiple media (e.g., TV, print, website, banner ads, social media networks ads, billboard ads, etc.).
If you don’t know how to identify and research major marketing campaigns,
search the web or major advertising publications (Adweek (Links to an external site.) or Adweek Youtube Channel (Links to an external site.)) for articles about your brand’s advertising campaigns or
check your brand’s Twitter feed for recurring ad messages.
Find campaign executions for at least three different media channels (e.g., campaign executions on TV, print, website, banner ads, social media networks ads, billboard ads, etc.). Include the images in your post.
Create a new post containing the following elements:
Title and subtitle (if needed).
Headings for the three media you’ve found.
For each medium, a brief descriiption of how it is being used, focusing on what it can do that other media cannot.
A paragraph summarizing what unifies the campaign and whether or not you think it’s effective and why.
Use the Table 6.2 POE’s model of message channels from the course text, and from each quadrant, identify at least one channel that would benefit your internship brand if adopted or used more effectively. Explain your reason.
Your initial post must be at least 350 words.
Be sure to properly cite your textbook in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper (Links to an external site.) guide.
Respond to at least three of your fellow marketers by Day 7 (Monday).
Provide feedback on your peers’ assessments.
Do you agree with their assessments of the campaign’s effectiveness?
What previously unmentioned factors contribute to your assessment?
You are encouraged to post your required replies earlier in the week to promote more meaningful discussion and collaboration between you and your fellow marketers.
Continue to monitor the discussion forum through Day 7 (Monday), and respond to anyone who replies to your initial post.
Do I have to use my internship brand for this assignment?
Please do, as this will enhance your understanding of the brand’s marketing practices and the brand.