{"id":7422,"date":"2016-10-19T21:49:53","date_gmt":"2016-10-19T21:49:53","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/masterybusiness2xngcxmasterspring2016\/?post_type=chapter&#038;p=7422"},"modified":"2024-05-07T16:19:51","modified_gmt":"2024-05-07T16:19:51","slug":"using-imc-to-support-marketing-strategies","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/chapter\/using-imc-to-support-marketing-strategies\/","title":{"raw":"Using IMC to Support Marketing Strategies","rendered":"Using IMC to Support Marketing Strategies"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Outcomes<\/h3>\r\n<ul>\r\n \t<li>Explain how organizations use IMC to support their marketing strategies<\/li>\r\n<\/ul>\r\n<\/div>\r\n<img class=\"alignright wp-image-5899\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185416\/16474896040_e4990bf9c9_k-1024x1024.jpg\" alt=\"A series of icons representing social media\" width=\"250\" height=\"250\" \/>\r\n\r\nDetermining which marketing communication methods and tools to use and how best to combine them is a challenge for\u00a0any\u00a0marketer planning a\u00a0promotional strategy. To aid the planning process, marketing managers often use a campaign\u00a0approach. A <em>campaign<\/em> is a planned, coordinated series of marketing communication efforts built around a single theme or idea and designed to reach a particular\u00a0goal. For years,\u00a0the term \"campaign\" has been used in connection with advertising, and this term applies equally well to the entire IMC program.\r\n\r\n<span style=\"float: none; background-color: transparent; color: #373d3f; cursor: text; font-family: 'proxima-nova',sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; text-align: left; text-decoration: none; text-indent: 0px;\">The Walt Disney Company (Disney) was a pioneer and \"wrote the book\" on IMC techniques. For example, when Disney released a new movie property they would unleash a marketing juggernaut across their business empire. Ads and trailers for the new movie would be run on Disney T.V. channels and Disney movies currently in theaters. Posters and merchandise would populate Disney theme parks- even new rides would be constructed with the new property theme. Videos would be run in Disney retail stores with posters and merchandise available for purchase. Disney licensees would partner with large national retailers to coordinate the movie release with in-store promotions and displays. Utilizing T.V., movies, retail stores, theme parks, and national retail promotion, it is easy to see why the Walt Disney Company has been so successful with its marketing efforts.<\/span>\r\n\r\nOrganizations may conduct many types of IMC campaigns, and several may be run concurrently. Geographically, a firm may have a local, regional, or national campaign, depending upon the available funds, objectives, and market scope. One campaign may be aimed at consumers and another at wholesalers and retailers. Different marketing campaigns might target different segments simultaneously, delivering messages and using communication tools tailored to each segment.\u00a0Marketers use a marketing plan (sometimes called an IMC plan) to track and execute a set of campaigns over a given period of time.\r\n\r\nA campaign revolves around a theme, a central idea, focal point, or purpose. This theme permeates all IMC efforts and works to unify the campaign. The theme may refer to the campaign's goals\u2014for example, KCRW \"Capital Campaign\"\u00a0launched by\u00a0the popular Los Angeles-based public radio station KCRW to raise $48 million to\u00a0build a new state-of-the-art media facility for its\u00a0operations. The theme may also refer to the shift in customer attitudes or behavior that a campaign focuses on\u2014such as new-member campaigns launched by numerous member organizations, from professional associations to school parent-teacher organizations.\u00a0A theme might take the form of a slogan, such as Coca-Cola's \"Taste the Feeling\" campaign or DeBeers' \"A diamond is forever.\"\r\n\r\nThe IMC approach takes a central theme and pushes that message through appropriate communication channels. LinkedIn recently staged a campaign using \"In it together\" as their theme. The company produced a number of black and white, documentary-style videos featuring highly-motivated individuals demonstrating their inspiration for their hard work. The company used outdoor ads, social media, and their web site to leverage the inspirational videos and their message.\r\n<div class=\"textbox tryit\">\r\n<h3>Practice Question<\/h3>\r\nhttps:\/\/assess.lumenlearning.com\/practice\/9ccb7d59-28f1-4e60-a69f-7b381996fa86\r\n\r\n<\/div>\r\n<div class=\"textbox examples\">\r\n<h3>Clear Channel in Switzerland<\/h3>\r\nClear Channel is a marketing company that specializes in outdoor advertising. For their latest advertising campaign in Switzerland, they created a\u00a0slogan-based theme, \"Where Brands Meet People,\" and asked their clients to participate in dramatizing it. Dozens of Swiss companies gave their logo to be used as individual \"tiles\"\u00a0in three colorful mosaic portraits.[footnote]\"Clear Channel: Where Brands Meet People.\" Charis Tsevis. Accessed June 10, 2019. <a href=\"https:\/\/tsevis.com\/clear-channel-where-brands-meet-people\" target=\"_blank\" rel=\"noopener\">https:\/\/tsevis.com\/clear-channel-where-brands-meet-people<\/a>.[\/footnote] These mosaics, two of which are\u00a0below, appeared on the Web and on the streets of Switzerland. You can visit\u00a0<a href=\"https:\/\/tsevis.com\/clear-channel-where-brands-meet-people\" target=\"_blank\" rel=\"noopener\">a higher-resolution version of the Clear Channel mosaic<\/a> that reveals all\u00a0the brands that make up\u00a0the mosaics.\r\n\r\n<img class=\"aligncenter wp-image-12839 size-large\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/3807\/2016\/10\/10201528\/ClearChannel-1024x935.jpg\" alt=\"An illustration for a Clear Channel advertising campaign \" width=\"1024\" height=\"935\" \/>\r\n\r\nSome of the billboards appeared in animated form, as below. (Note that the video has no narration. Access audio description by using the widget below the video.)\r\n\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?ad=1&amp;ad_autoplay=0&amp;ad_default_source_volume_control=0&amp;ad_source_volume_control=0&amp;mf=4286100&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=u1b5EtGqUOI&amp;video_target=tpm-plugin-rqbfbdgx-u1b5EtGqUOI\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\nAccess the <a href=\"https:\/\/course-building.s3-us-west-2.amazonaws.com\/Intro+to+Business\/Transcriptions\/ClearChannelWhereBrandsMeetPeople_MediaAlternative.txt\" target=\"_blank\" rel=\"noopener\">text alternative for \"Clear Channel: Where Brands Meet People\" (opens in new window).<\/a>\r\n\r\nMarketing campaigns may also adopt themes that refer to a stage in the product life cycle, such as McDonald's 2015 \"All-Day Breakfast\"\u00a0rollout\u00a0campaign.\u00a0Some organizations\u00a0use the same theme for several campaigns; others develop a different theme for each new campaign.\r\n\r\n<\/div>","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Outcomes<\/h3>\n<ul>\n<li>Explain how organizations use IMC to support their marketing strategies<\/li>\n<\/ul>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-5899\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185416\/16474896040_e4990bf9c9_k-1024x1024.jpg\" alt=\"A series of icons representing social media\" width=\"250\" height=\"250\" \/><\/p>\n<p>Determining which marketing communication methods and tools to use and how best to combine them is a challenge for\u00a0any\u00a0marketer planning a\u00a0promotional strategy. To aid the planning process, marketing managers often use a campaign\u00a0approach. A <em>campaign<\/em> is a planned, coordinated series of marketing communication efforts built around a single theme or idea and designed to reach a particular\u00a0goal. For years,\u00a0the term &#8220;campaign&#8221; has been used in connection with advertising, and this term applies equally well to the entire IMC program.<\/p>\n<p><span style=\"float: none; background-color: transparent; color: #373d3f; cursor: text; font-family: 'proxima-nova',sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; text-align: left; text-decoration: none; text-indent: 0px;\">The Walt Disney Company (Disney) was a pioneer and &#8220;wrote the book&#8221; on IMC techniques. For example, when Disney released a new movie property they would unleash a marketing juggernaut across their business empire. Ads and trailers for the new movie would be run on Disney T.V. channels and Disney movies currently in theaters. Posters and merchandise would populate Disney theme parks- even new rides would be constructed with the new property theme. Videos would be run in Disney retail stores with posters and merchandise available for purchase. Disney licensees would partner with large national retailers to coordinate the movie release with in-store promotions and displays. Utilizing T.V., movies, retail stores, theme parks, and national retail promotion, it is easy to see why the Walt Disney Company has been so successful with its marketing efforts.<\/span><\/p>\n<p>Organizations may conduct many types of IMC campaigns, and several may be run concurrently. Geographically, a firm may have a local, regional, or national campaign, depending upon the available funds, objectives, and market scope. One campaign may be aimed at consumers and another at wholesalers and retailers. Different marketing campaigns might target different segments simultaneously, delivering messages and using communication tools tailored to each segment.\u00a0Marketers use a marketing plan (sometimes called an IMC plan) to track and execute a set of campaigns over a given period of time.<\/p>\n<p>A campaign revolves around a theme, a central idea, focal point, or purpose. This theme permeates all IMC efforts and works to unify the campaign. The theme may refer to the campaign&#8217;s goals\u2014for example, KCRW &#8220;Capital Campaign&#8221;\u00a0launched by\u00a0the popular Los Angeles-based public radio station KCRW to raise $48 million to\u00a0build a new state-of-the-art media facility for its\u00a0operations. The theme may also refer to the shift in customer attitudes or behavior that a campaign focuses on\u2014such as new-member campaigns launched by numerous member organizations, from professional associations to school parent-teacher organizations.\u00a0A theme might take the form of a slogan, such as Coca-Cola&#8217;s &#8220;Taste the Feeling&#8221; campaign or DeBeers&#8217; &#8220;A diamond is forever.&#8221;<\/p>\n<p>The IMC approach takes a central theme and pushes that message through appropriate communication channels. LinkedIn recently staged a campaign using &#8220;In it together&#8221; as their theme. The company produced a number of black and white, documentary-style videos featuring highly-motivated individuals demonstrating their inspiration for their hard work. The company used outdoor ads, social media, and their web site to leverage the inspirational videos and their message.<\/p>\n<div class=\"textbox tryit\">\n<h3>Practice Question<\/h3>\n<p>\t<iframe id=\"assessment_practice_9ccb7d59-28f1-4e60-a69f-7b381996fa86\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/9ccb7d59-28f1-4e60-a69f-7b381996fa86?iframe_resize_id=assessment_practice_id_9ccb7d59-28f1-4e60-a69f-7b381996fa86\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe><\/p>\n<\/div>\n<div class=\"textbox examples\">\n<h3>Clear Channel in Switzerland<\/h3>\n<p>Clear Channel is a marketing company that specializes in outdoor advertising. For their latest advertising campaign in Switzerland, they created a\u00a0slogan-based theme, &#8220;Where Brands Meet People,&#8221; and asked their clients to participate in dramatizing it. Dozens of Swiss companies gave their logo to be used as individual &#8220;tiles&#8221;\u00a0in three colorful mosaic portraits.<a class=\"footnote\" title=\"&quot;Clear Channel: Where Brands Meet People.&quot; Charis Tsevis. Accessed June 10, 2019. https:\/\/tsevis.com\/clear-channel-where-brands-meet-people.\" id=\"return-footnote-7422-1\" href=\"#footnote-7422-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a> These mosaics, two of which are\u00a0below, appeared on the Web and on the streets of Switzerland. You can visit\u00a0<a href=\"https:\/\/tsevis.com\/clear-channel-where-brands-meet-people\" target=\"_blank\" rel=\"noopener\">a higher-resolution version of the Clear Channel mosaic<\/a> that reveals all\u00a0the brands that make up\u00a0the mosaics.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12839 size-large\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/3807\/2016\/10\/10201528\/ClearChannel-1024x935.jpg\" alt=\"An illustration for a Clear Channel advertising campaign\" width=\"1024\" height=\"935\" \/><\/p>\n<p>Some of the billboards appeared in animated form, as below. (Note that the video has no narration. Access audio description by using the widget below the video.)<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?ad=1&amp;ad_autoplay=0&amp;ad_default_source_volume_control=0&amp;ad_source_volume_control=0&amp;mf=4286100&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=u1b5EtGqUOI&amp;video_target=tpm-plugin-rqbfbdgx-u1b5EtGqUOI\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>Access the <a href=\"https:\/\/course-building.s3-us-west-2.amazonaws.com\/Intro+to+Business\/Transcriptions\/ClearChannelWhereBrandsMeetPeople_MediaAlternative.txt\" target=\"_blank\" rel=\"noopener\">text alternative for &#8220;Clear Channel: Where Brands Meet People&#8221; (opens in new window).<\/a><\/p>\n<p>Marketing campaigns may also adopt themes that refer to a stage in the product life cycle, such as McDonald&#8217;s 2015 &#8220;All-Day Breakfast&#8221;\u00a0rollout\u00a0campaign.\u00a0Some organizations\u00a0use the same theme for several campaigns; others develop a different theme for each new campaign.<\/p>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-7422\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Revision and adaptation. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Practice Question. <strong>Authored by<\/strong>: Robert Danielson. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Chapter 8: Communicating to Mass Markets, from Introducing Marketing. <strong>Authored by<\/strong>: John Burnett. <strong>Provided by<\/strong>: Global Text. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\">http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf<\/a>. <strong>Project<\/strong>: Global Text. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>1984-01. <strong>Authored by<\/strong>: ITU Pictures. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/itupictures\/16474896040\/\">https:\/\/www.flickr.com\/photos\/itupictures\/16474896040\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Clear Channel: Where brands meet people. <strong>Authored by<\/strong>: Charis Tsevis. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/u1b5EtGqUOI\">https:\/\/youtu.be\/u1b5EtGqUOI<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><li>Clear Channel Where Brands Meet People. <strong>Authored by<\/strong>: Charis Tsevis. <strong>Provided by<\/strong>: Clear Channel. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/tsevis.com\/clear-channel-where-brands-meet-people\">https:\/\/tsevis.com\/clear-channel-where-brands-meet-people<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Fair Use<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-7422-1\">\"Clear Channel: Where Brands Meet People.\" Charis Tsevis. Accessed June 10, 2019. <a href=\"https:\/\/tsevis.com\/clear-channel-where-brands-meet-people\" target=\"_blank\" rel=\"noopener\">https:\/\/tsevis.com\/clear-channel-where-brands-meet-people<\/a>. <a href=\"#return-footnote-7422-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":26,"menu_order":13,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Chapter 8: Communicating to Mass Markets, from Introducing Marketing\",\"author\":\"John Burnett\",\"organization\":\"Global Text\",\"url\":\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\",\"project\":\"Global Text\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Revision and adaptation\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"Clear Channel: Where brands meet people\",\"author\":\"Charis Tsevis\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/u1b5EtGqUOI\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"},{\"type\":\"cc\",\"description\":\"1984-01\",\"author\":\"ITU Pictures\",\"organization\":\"\",\"url\":\"https:\/\/www.flickr.com\/photos\/itupictures\/16474896040\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"Clear Channel Where Brands Meet People\",\"author\":\"Charis Tsevis\",\"organization\":\"Clear Channel\",\"url\":\"https:\/\/tsevis.com\/clear-channel-where-brands-meet-people\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Fair Use\"},{\"type\":\"original\",\"description\":\"Practice Question\",\"author\":\"Robert Danielson\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"95444b5c-1360-4f75-8635-8ce45a7ab17e, b84e530e-20bb-4310-b648-89c2a02e844d","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-7422","chapter","type-chapter","status-publish","hentry"],"part":10800,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/7422","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/users\/26"}],"version-history":[{"count":16,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/7422\/revisions"}],"predecessor-version":[{"id":15434,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/7422\/revisions\/15434"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/parts\/10800"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/7422\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/media?parent=7422"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapter-type?post=7422"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/contributor?post=7422"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/license?post=7422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}