Read:
Chapter 6 of the course text, Principles of Marketing
Watch:
What Is Integrated Marketing? (Link at the bottom)
Instructions:
One Message, Many Media: Integrated Marketing Campaigns
To examine integrated marketing in action, in this activity, you’re going to tell the story of a particular campaign from your internship brand, Under Armor, across multiple
media. We want to know what unifies the campaign and how each unique medium is
being utilized (or underutilized if you feel so). And we want to hear if you think the campaign is effective or not and why. So, let’s start!
-Identify a significant marketing campaign from your internship brand Under Armor.
-Find one campaign 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 (Try Adweek, or the Adweek
YouTube Channel.) for articles about your brand’s advertising campaigns or
check your brand’s Twitter feed for recurring ad messages. You can also search
MOAT Links to an external site. to find various versions of your brands’ creatives.
-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 of each media channel in your post. If
you are using a TV commercial or a YouTube ad or any video-based channel, and
decide not to link the entire video, you need to at least include a screenshot or
still image of the most important shot of that video ad.
-Create a new post containing the following elements:
-Define integrated marking communications (IMC) in your words. Use the text to
support your definition.
-Describe why companies use IMC campaigns.
-For each medium channel you picked, briefly describe how it is being used,
focusing on what it can do that other media cannot. (Three media channels
should be in your post along with a copy of the ad image or video.
