6 Steps to an Effective Integrated Marketing Communications (IMC) Strategy. Integrated marketing communications is the method by which a company ensures different promotional methods within a marketing campaign are clear, consistent and working toward the same goals. By 2011 Taco Bell was coming off its 3-year slump when the marketers at Taco Bell decided to change things up. Taco Bell launched a new campaign slogan, 'Live Más' (más is Spanish for 'more'), to make the brand attractive and relevant to young, and cross-cultural consumers. 1. The airline actively sponsors a bunch of sports events like soccer, horse racing, and tennis. Marketers began to realize that advertising, public relations, and sales were often at odds regarding responsibilities, budgets, management input and myriad other decisions affecting the successful marketing of a brand. The company launched a 60-second Super Bown Ad on the. In a few situations, digital and traditional channels are also used to supplement each other through a campaign. Its presence in the Asian Football Confederation has also ensured a high level of visibility across Asia. 1 Integrated Marketing Communications Advertising and Sales Promotions Covers: A. Currently, Microsoft is undertaking a slow shift from traditional media to social media and other online platforms. The role of imc in brand buildingOne of the major reasons for the growing importance of integrated marketing communications over thepast decade is that it plays a major role in the process of developing and sustaining brand identity andequity. ..Makes sense to ensure that we are responsive to. Brands portfolio. Another ad features Financial Health Bankers who provide financial advise targeted towards millennials. the needs of our customers. One of its ingenious print advertising campaigns for Microsoft's Office 365 software includes the WiFi-enabled promotion on the Forbes magazine. The company rolled out new products and an upscale menu to penetrate the market of health-conscious customers. Print and media are a pivotal part of Microsoft's marketing strategy. However, Taco Bell's marketing approach changed after the recession. The promotion mix B. Please watch your mailbox for an email with next steps. The company publishes two in-flight magazines to reach its customers. A commercial based on a Youtube video of a customer who drove 900 miles to try the DLTs. The aim is to have all the channels work in aggregation rather than seclusion. With a few simple steps, you can make sure your IMC strategy is as effective as possible. These ads are supplemented by tweets like the ones below that offer security tips to their customers. The company has marketed this project using the integrated marketing approach using a multitude of channels. The airline company currently operates 265 aircraft to over 155 destinations. Influencers were identified amongst the fans and were invited to try the DLTs which motivated them to spread the word about DLTs through their social media channels. For instance, a company might be promoting a new product through various media such as print, social media, web along with others. The challenge is to understand how to use the various IMC tools to make suchcontacts and deliver the branding message effectively and efficiently. Emirates uses a variety of marketing communication tools in an integrated way to deliver a unified message: Emirates portrays the lofted quality of its airline services as an underlying theme for all its marketing activities. A brilliant in-flight entertainment system allows the airline to publicize its latest offers, partners, and services. A huge buzz created by the integrated marketing effort made DLTs responsible for nearly a quarter of the Taco Sales. This gimmick ensured that readers had to retain the magazine him at all times and contributed multiple exposures of the ad to the reader. Ads themed around the development of Control Tower, a feature that provides customers with secure and centralized access to their account information. Here’s an example of one of their integrated marketing communications via print media: Wells Fargo is a financial services giant and world's third-largest bank. Their mission is to 'empower every person and every organization on the planet to achieve more.'. In addition to that, it has signed a sponsorship deal with large football clubs like Arsenal. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. It develops, manufactures, licenses, supports and sells computer software, consumer electronics, personal computers, and related services. Press releases in popular newspapers such as Financial Times. Despite being ridden with scams, the company turned to integrated marketing and rebranding efforts to win back the trust of its customers and stakeholders. Clipping is a handy way to collect important slides you want to go back to later. Integrated marketing is defined as the approach taken to create a unified and consistent experience for customers to interact with a brand or company. From understanding your target audience to choosing your marketing communications mix, … Integrated Marketing Communication - Let us now understand what does integrated marketing communication mean? Video Promotions across - Facebook and Youtube. Integrated Marketing Communication (IMC) basically combines various marketing strategies that boost one another. See our User Agreement and Privacy Policy. It is generally accepted within mainstream marketing circles that integrated marketing communication (IMC) is a desired state within organizations. Being a step ahead and ensuring that their fleet is up-to-date with the latest, most fuel-efficient aircraft. The evolution of the above mentioned perspective has two origins. Business ethics_A literature review with a focus on marketing ethics, Hong Kong Polytechnic University • ACCOUNTING MM2711, Kotler Chp 14 to 16 Integrated Marketing Communications Advertising and Sales Promotions.ppt, B250F_lecture11-Ch14_Sep2015 for student.ppt, The Hong Kong Polytechnic University • MM 2711, Hong Kong Polytechnic University • ACCOUNTING AF2111, The Hong Kong Polytechnic University • CCN2103 ??