Sales Promotion and Advertising
Marketing Communications Process
Marketing Communications Process
According to Dynamic Integration, IMC is described as a "management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation." The communication must start from the consumer's point of view and communicate a consistent message across multi channels and management functions.
When AT&T launched their "It can wait" campaign, their goal was to raise 65% of the public's awareness about the dangers of texting and driving. AT&T began with their largest, most targetable group of consumers, the teenagers by communicating the message that texting and driving was just as deadly as drinking and driving. "They created a mobile application offered for free for Android and BlackBerry smartphone customers, designed to curb texting and driving. The app provides a customizable auto-reply message that users’ friends and family receive if they send an SMS or MMS text or email, notifying them that the user is driving and will respond when it is safe" (att-txtng--drivng-campaign-urges consumers, 2012). They also created a "No Texting and Driving" pledge that encouraged drivers to make a lifelong commitment to never text and drive. All drivers can take the pledge at www.itcanwait.com, then share their promise and join the no-texting-and-driving movement #itcanwait" (AT&T, 2012).
"We believe in taking a very robust approach to our media plan, with a full array of broadcast, online, print and outdoor, as well as some unexpected media elements," said Wendy Clark, VP-advertising at AT&T. "Some of the unexpected elements in AT&T's campaign included a huge billboard on the building from which the ball dropped on New Year's Eve in Times Square and an online roadblock on Jan. 9 that was seen by an estimated 50% of the total
Marketing Communications Process
According to Dynamic Integration, IMC is described as a "management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation." The communication must start from the consumer's point of view and communicate a consistent message across multi channels and management functions.
When AT&T launched their "It can wait" campaign, their goal was to raise 65% of the public's awareness about the dangers of texting and driving. AT&T began with their largest, most targetable group of consumers, the teenagers by communicating the message that texting and driving was just as deadly as drinking and driving. "They created a mobile application offered for free for Android and BlackBerry smartphone customers, designed to curb texting and driving. The app provides a customizable auto-reply message that users’ friends and family receive if they send an SMS or MMS text or email, notifying them that the user is driving and will respond when it is safe" (att-txtng--drivng-campaign-urges consumers, 2012). They also created a "No Texting and Driving" pledge that encouraged drivers to make a lifelong commitment to never text and drive. All drivers can take the pledge at www.itcanwait.com, then share their promise and join the no-texting-and-driving movement #itcanwait" (AT&T, 2012).
"We believe in taking a very robust approach to our media plan, with a full array of broadcast, online, print and outdoor, as well as some unexpected media elements," said Wendy Clark, VP-advertising at AT&T. "Some of the unexpected elements in AT&T's campaign included a huge billboard on the building from which the ball dropped on New Year's Eve in Times Square and an online roadblock on Jan. 9 that was seen by an estimated 50% of the total