\u00a0
\nThere are TWO topics for Week 7.\u00a0 Both required.\u00a0 Include at least two (2) references from learning material or outside sources. Reply to least two (2) classmate posts.\u00a0
\nTOPIC 1:\u00a0IMC Campaigns
\nThe 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:\u00a0
\nTV ad campaign to create interest in the product using a celebrity spokesperson (advertising to create awareness)\u00a0
\nAppearance of the celebrity on a TV talk show (public relations\u00a0to generate\u00a0\u00a0interest)\u00a0
\nE-mail from the celebrity endorser offering a promotional price (direct marketing\u00a0to spark desire to purchase)\u00a0
\nPoint-of-purchase display featuring celebrity endorser (sales promotion\u00a0to remind consumer of product benefits and encourage purchase\u00a0\u00a0action)\u00a0
\nDemonstration by sales clerk (personal selling\u00a0to close the sale bringing consumer to\u00a0\u00a0action)\u00a0
\nFacebook page hosted by the celebrity (post-purchase activity\u00a0to reduce\u00a0\u00a0purchase dissonance)\u00a0
\nIn this case, the celebrity endorser is the common thread communicating the company\u2019s 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.\u00a0
\nHere 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.
\nSchiess, M. (2011, November 7). Integrated marketing communications [Video].\u00a0 YouTube. https:\/\/youtu.be\/4JxVHCc_wIU
\nCan 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\u2019s launch of the personal computer using the Charlie Chaplin-like character or Coke\u2019s \u2018I\u2019d Like to Teach the World to Sing\u2019 campaign, or Apple\u2019s IMC campaigns used on every new product launch. Remember, don\u2019t 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\u2019s 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.
\nYou can use the bulleted example above as your format.\u00a0 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).
\nTOPIC 2: Public Relations
\nThis section of the Week 7 readings highlights the basics of public relations tool and activities. These tools include:
\nPress releases\u00a0
\nSponsorships\u00a0
\nCause-related marketing\u00a0
\nProduct placement
\nMany companies with small budgets mistakenly think they can use \u201cfree\u201d advertising as they define public relations. Indeed, some companies do rely only on public relations only if the unique selling proposition is so newsworthy that the news media will be the carriers of the company\u2019s message. Apple is a master at this whenever that company launches a new product.
\nCan you think of any other product that relied solely on public relations? What was it about its unique selling proposition that made this feasible for this company?<\/p>\n","protected":false},"excerpt":{"rendered":"
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