branding mod 5-2.docx - Module 5-Topic 2 Integrated Brand Communications In this topic we will cover how the different channels can be integrated to

branding mod 5-2.docx - Module 5-Topic 2 Integrated Brand...

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Module 5-Topic 2: Integrated Brand Communications In this topic, we will cover how the different channels can be integrated to build an effective brand communication strategy. We will also cover how the integration can be done seamlessly through omni-channel branding strategy. Integrated Marketing Communications (IMC) In the last topic, we examined the various communication options available to marketers. Now we consider how to develop an integrated marketing communication (IMC) program by choosing the best set of brand communication channels and strategies and managing the relationships between them. The idea is to have brand managers mix and match various communications strategies that share common meaning and content but also offer different, complementary advantages so that the whole is greater than the sum of the parts. Numerous firms are embracing this broad-based approach to developing their communications program.Kellogg launched its largest integrated marketing campaign ever in 2011. The campaign, called “Share Your Breakfast,” included a Web site where consumers could upload pictures of their breakfast and for which Kellogg, in turn, would donate a meal through a partnership with the nonprofit, Action for HealthyKids. In addition to the Web site, the campaign included broadcast, digital, social, and print media. Kellogg worked with several different agencies across different media. The campaign extended to specificretailer promotions and applied across many of the company’s brands. Criteria for IMC Programs
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