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.
About a year ago, B&G Foods bought the iconicGreen Giant brand of frozen vegetables from General Mills. As our chapter 2 “What’s Now?” post explained, the frozen vegetable category has been in decline for at least the last decade. B&G hopes to resurrect the brand and the category. The Green Giant ad below was typical of its promotion for much of the 1960s, 1970s, and 1980s. This brandchannel article, “ #TheGiantAwakens: Social Campaign Teases New Jolly Green Giant ” (December 7, 2016) highlights a YouTube video and Instagram posts as part of a contemporary update to the Green Giant. Go to YouTube and search “Jolly Green Giant tv ads” and view one of [Continue Reading …]
In Columbia, a guerilla war has been dragging on for decades. Then the deputy minister of defense thought that maybe advertising could be used to “sell” guerillas on the idea of ending the war and coming home. This CBS News story, “ Advertising to Sell Peace, Not Products ” and accompanying video interviews the man who developed and implemented the program, advertising executive Jose Miguel Sokoloff. Be sure to watch the three sample ads embedded in the article. Also, notice the references to research insights that guided their advertising. What did research tell them might appeal to the target market (guerilla fighters). How do you see [Continue Reading …]
While UK women participate in sports to a lesser degree than men, research shows that more women want to be active. So why aren’t they? This case study, “ Case study: How “This girl can’ got 1.6 million women exercising ,” (campaign, May 18, 2016) details the research and subsequent integrated marketing communications campaign that helped move many more British women from the couch to the pool, or court, or track, or… Chapter 13 discusses integrated marketing communications. Describe the different elements of this marketing communications campaign. What different promotion methods were used? Give examples of each.