Integrated Marketing Communication

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Reflection Paper: Integrated Marketing Communications Part II

Althea Almendras - Gallardo

September 22, 2012

How successful is the traditional advertising campaign nowadays? Many products still use the traditional and very costly method of advertising - using celebrity endorsers. This may catch attention to engage the customer on his initial consideration to purchase the product/service but does not guarantee repeat purchase. A great example would be Fit N Right – as a consumer looking for a healthy and calorie-burning drink, I might be enticed to purchase the product with Gerald Anderson and Marian Rivera endorsing it given their credibility – their fab bodies. The latter however will not be of any value to my repeat purchase. What will really count is the value I got from the product. The product is too sweet and word-of-mouth from the people I know who also used the product were all negative. Now even if they use Agelina Jolie as their endorser, I will no longer buy the product ever again. The latter may not even work for technology products where consumers refer to consumer reviews online and feedback from peers as basis for their decision-making in using the product. If i’m looking to buy a mobile phone or a flat screen TV – a TV ad or print ad might catch my attention but it won’t prompt me to purchase, it will just lead me to research more on the product’s user reviews which I normally get from friends or on online product review forums. This goes the same way for most of the people I know.

In an article in HBR titled “Marketing is Dead”, the writer noted that traditional marketing is already dead and he qualified this with research data. “Buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from...
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