Designing an Integrated
Marketing Campaign in
the Digital Age
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Managing Integrated Marketing
Communications
• Integrated marketing communications (IMC)
– An approach to managing a communication
campaign through a coordinated use of different
communication tools that work in concert and
reinforce one another to enable the company to
achieve its strategic goals
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Advertising
• Advertising
– Any presentation and promotion of ideas, goods,
services, and brands by an identified sponsor using
paid media
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Television Advertising
• Strengths:
– Vividly demonstrate product attributes and consumer
benefits
– Portray user and usage imagery, brand personality, etc.
– Tap a captive audience during live programming
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Television Advertising
• Drawbacks:
– Message and brand may be overlooked
– Lots of clutter
– Cost
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Print Advertising
• Print media is passive
– Newspapers
– Magazines
▪ Picture
▪ Headline
▪ Copy
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Radio Advertising
• Pervasive medium
– Flexible
– Lacks visual images
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Online Advertising
• Advantages:
– Can trace effects by UVs clicks on a page/ad
– Contextual placement
– Can place advertising based on search engine
keywords
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Online Advertising
• Disadvantages
– Consumers can screen out most messages
– Ads can be less effective than they appear (bogus
clicks)
– Lost control over online messages via
hacking/vandalism
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Social Media
• Means for consumers to share text, images, audio, and
video information with each other and with companies,
and vice versa
– Online communities/forums
– Blogs
– Social networks
– Customer reviews
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Social Media Platforms
• Online communities and forums
• Blogs
• Social networks
– Influencer marketing
• Customer reviews
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Mobile Communication
• Uniquely tied to one user
• Virtually always “on”
• Allows for immediate consumption
• Highly interactive
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Events and Experiences
• Managing events
• Creating experiences
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Managing Events
• Managing Events
– To identify with a particular target market or lifestyle
– To increase the salience of a company or product
name
– To create or reinforce perceptions of key brand image
associations
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Managing Events
– To enhance corporate image
– To create experiences and evoke feelings
– To express commitment to the community or on
social issues
– To entertain key clients or reward key employees
– To permit merchandising or promotional
opportunities
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Word of Mouth
• Power of word of
mouth
– Viral marketing
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Publicity and Public Relations
• Goal of publicity:
– Attract attention to the company or its offerings
• Goal of public relations:
– Manage the overall reputation of the company and its
offering, while building relationships with the
community
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Publicity
• Publicity
– Involves securing editorial space—as opposed to
paid space—in the media to promote a product,
service, idea, place, person, or organization
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Publicity
• Advantage of publicity
– Free
– More credible
• Downside of publicity
– Lack of predictable outcome
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Public Relations
• Public relations (PR)
– A variety of programs to promote or protect a
company’s image among the relevant stakeholders
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Public Relations
• PR functions:
– Provide press coverage
– Manage corporate communications
– Engage in lobbying
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