Chapter 13 introduces the concept of integrated marketing communications, “the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.” In launching its new Zinger sandwich, KFC sought to create a campaign around the Zinger 1 Space Mission. Read and watch elements of the campaign here: “ KFC #SpaceSandwich: Zinger’s So Out of This World It’s Going to Space ,” (branchannel, June 14, 2017). Then check out KFC social media channels to learn more. Choose three specific elements of this campaign (ad, video, Tweet, Facebook post, etc.). For each, indicate what you believe is KFC’s promotion objective.
Some businesses smell an opportunity to really tie together their integrated marketing communications. They communicate distinct brand identity through the scents that customers smell in their stores or hotels. Read more at “ The smell of success ” (Baltimore Sun, January 19, 2012), watch a short Early Show news story (4:35) below, or check out ScentAir Technologies website . Place yourself in the marketing department for ScenAir. What types of businesses would be good opportunities to pursue? Go beyond those mentioned in the article and video. How could you promote the product to your new target market?
Colgate Max White One excels at getting your teeth white. This short (2:11) video shows how Colgate Max White One uses clever advertising and guerilla marketing to position a woman’s smile (and therefore its whitening toothpaste) as a fashion “accessory.” The campaign ran in Europe with the guerilla part in Paris. What do you think? Would this work? What are the advantages of this program? The disadvantages?