Integrated Marketing

Integrated Marketing - Wear Red Day Clearly achieved...

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. Integrated Marketing Communication
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What is different? Views PR as part of a whole, not just a part Interrelated flows of information among functions PR, Marketing, Advertising, Promotions SWOT analysis Strenghts, Weakness, Opportunities, Threats Each function may see differently Potentially more synergistic, better coordinated
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Planning and Programming Based on audience-centered research Two-way communication is vital Combines activities across functions Utilizes both impact and output objectives
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Case 12-1: Heart Truth Low awareness of a legitimate health concern: Research: The nature of the problem, targets The Red Dress strategy, an emotional link PSAs and Partnerships Celebrity endorsements, White House endorsement Glamour Magazine and Shania Twain
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Unformatted text preview: Wear Red Day Clearly achieved awareness objectives, Impact? Case 12-2: Thrivent Financial Build Awareness of financial expertise Members lacked confidence. Competitors spent much more on ads Multi-Layered media mix (awareness) Then, position the brand as expert Launch a practical application on-line Partnership = credibility Synchronized with more publicity and ads. Success in output, awareness and behavior Case 12-3: Cowtown Kansas City Stockyards (reinvigorating) Research: advantages to animal health Brand KC as animal health hub (behavior too) Corridor: economic incentives Customized media pitching (targeted) Many awareness successes, some behavioral...
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Integrated Marketing - Wear Red Day Clearly achieved...

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