One Message, Many Media: Integrated Marketing Campaigns
In this interactivity, to examine integrated marketing in action, you’re going to tell the story of a particular campaign from your internship brand across multiple media. We want to know what unifies the campaign and how the unique nature of each 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 then answer a few related questions. So let’s dig in!
Refer to your text and define what IMC is. Describe why companies use IMC campaigns. ( I will add this to the paper )
Identify a significant marketing campaign from your internship brand.
Find one that was supported across multiple media (e.g, TV, print, website, banner ads, etc.).
How to identify and research major marketing campaigns?
Search the web or major advertising publications (Adweek (Links to an external site.) or AdAge (Links to an external site.)) for articles about your brand’s advertising campaigns.
Check your brand’s Twitter feed for recurring ad messages.
Find campaign executions for at least three different media
Create a new post containing the following elements at least 350 words:
Title and subtitle
Headings for the three media you’ve found
For each medium, a brief description of how it is being used, focusing on what it can do that other media cannot.
A final paragraph summarizing what unifies the campaign and whether or not you think it’s effective and why.
Below is the internship I chose for a previous assignment, on H&M.
“I have chosen H&M to do my marketing manager internship with. This a reputable brand that many men and women turn to, to get good quality clothing. I personally shop there for affordable business casual clothing for work. I know that if I order online and it doesn’t fit, that their return policy makes it an easy seamless transaction. They also take denim and shirts to recycle them and give you a percentage to put towards your purchase. I like the fact that they are aware and making a conscious effort to recycle.
7 of 10 leaders at H&M are women, but this isn’t the norm. When women are empowered, embraced for their differences and treated as equals, everyone wins. Make our normal the new norm. #InternationalWomensDay #IWD2020 #GenerationEquality #HM https://t.co/QOmhVzGayf pic.twitter.com/rsCaAL5g5P
— H&M (@hm) March 8, 2020
A Unique Selling Proposition (USP) is a statement that targets potential customers and describes why you should buy their products and pay for their services. The link I shared from twitter shows a video of H&M talking about how they support women. A brand that stands behind something so important draws in loyal customers. There are three parts to the USP. The first is proposing something to a potential costumer. Secondly what draws costumers to this brand is that they support women, and they also recycle denim and allow you to directly bring it into the store. I haven’t seen a major brand like H&M ever do this. So this method shows that this has never been done before. And of course due to the recycled denim, they can create original pieces as a result.
There’s more than one unique selling proposition this company uses. As previously stated they provide great quality clothing for a reasonable price. They also promote women equality and use there platform to speak on it. They do not shy away, and bring light to important topics to bring change. And lastly, my favorite, they recycle. With the importance of recycling and taking care of our planet, their efforts are recognized by the huge amount of people that they provide great clothing for.
“7 of 10 leaders at H&M are women, but this isn’t the norm. When women are empowered, embraced for their differences and treated as equals, everyone wins. Make our normal the new norm” (Twitter, 2020).
This tweet embodies their stance as a company. They support other women by giving them leadership roles and show encouragement for growth. It sets a good example for other companies.
White, S. (2019). Principles of marketing (2nd ed.). Retrieved from https://ashford.content.edu”
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