Case Study and Tabulation Exercise
1. What is Integrated Marketing Communications (IMC)? Define.
(1mark) A. Integrated Marketing Communication is an approach to achieve the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.
2. Why is ‘integration’ and ‘synergy’ important to a successful IMC campaign? Give an example of a brand you believe has developed a successful IMC campaign and how they have integrated their strategies to create synergy.
B. When brand messages are integrated they reinforce each other and create a synergy like effect. Integrating all promotional tools so that they can work together and create an efficient campaign. The concept of imc is to produce synergy among marketing efforts to influence and affect behaviour in specific target audience. An example of a successful IMC campaign would be Dunkin Donught-keep it coolatta In order to promote the launch of their new beverage Coolatta Dunkin used social media Facebook by asking customers to take a picture with the new drink and then they would be automatically participating in their daily giveaway. This campaign was low cost and gained increased social networking awareness, brand and product recognition and encouraged people to buy their drink. The brand integrated general advertisement as well as sales promotion to gain brand recognition and buying incentives from customers. 3. Explain how Emirates’ marketing strategy has been successful in creating a positive brand image with current and potential customers.
(3 marks) C. There are various strategies used by Emirates to create a positive brand image one being they are environmentally aware and are trying to reduce air pollution which shows concern for the society and proper ethics hence attracting more customer loyalty. Due to the increase in scarcity of resources customers are becoming more aware...
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