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One Message, Many Media: Integrated Marketing Campaigns
To examine integrated marketing in action, you’re going to tell the story of a particular
campaign from your internship brand, you selected (Uber), across multiple media for this interactive activity. 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.
Instructions
Refer to your text and define what integrated marking communications (IMC) is.
Describe why companies use IMC campaigns.
Identify a significant marketing campaign from your internship brand.
Find one 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 (Adweek or Adweek Youtube Channel) for articles about your brand’s advertising campaigns or
check your brand’s Twitter feed for recurring ad messages.
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 in your post.
Create a new post containing the following elements:
Title and subtitle (if needed).
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 paragraph summarizing what unifies the campaign and whether or not you think it’s effective and why.
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