Integrate marking communications
After reading this chapter, you should be able to
• Discuss the contributions of consumers and marketers to branding.
• Classify message channels in terms of their control.
• Recall three aspects of promotions requiring decisions as part of the promotions mix.
• Discuss marketing messages in terms of strategy, structure, and creative approach.
• Demonstrate understanding of three issues affecting promotions decisions in today’s marketplace.
• Recall three communication strategies that can be deployed in a global marketing program
Branding is only effective when it connects with consumers emotionally via believable,
persuasive stories. Follow the link to read (and view) six examples that one marketing expert
labeled “genius brand storytelling.”
https://marketinginsidergroup.com/content-marketing/6-examples-genius-brand-
storytelling-see
The companies profiled include the following:
• Marriott
• Warby Parker
• Zendesk
• Mouth
• Nike
• SoulCycle
Pick one and explain why it does—or doesn’t—engage you emotionally. Would you interact with this brand—for example, by talking about it in your social channels?
“The chief function of Marketing Communications is the creation and perpetuation of deep
meaning through narrative,” proposed Terry Smith (2011, p. 26) in the Marketing Review.
Do you agree?
Call to mind a brand about which you feel passionate. Describe its brand narrative and what
it means to you.
Instructions
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 description 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.
