Integrated Marketing
Communications
Chapter 17
Unique promo identity, examples
• Star Jones with Payless Shoe Source
• T-Mobile, Catherine Zeta Jones
• Michael J. Fox for Parkinson’s disease
Traditional marketing notions changed
for these reasons:
• Consumer protests about product value and
safety began to shake historical views
• Product recalls
• Ingredient scares
• Advertisers were asked how products
answered social needs and civic responsibility
• Rumors about companies spread quickly
• General imagine problems fanned by media
criticism
When publicity can be the most
effective element
• Introducing a revolutionary new product
• Eliminating distribution problems with retail
outlets
• Small budgets an strong competition
• Explaining a complicated product
• Generating new consumer excitement for old
product
Cont’d
• Tying product to unique rep (examples_:
1. Morris the Cat; 2. Jolly Green Giant. 3. BK’s
King 4. Ronald McDonald
• Creating an identity
Third-party spokespeople
• Editors and producers don’t soon forgive firms
that sponsor devious spokespeople (example
is actress Kathleen Turner)
Building a band
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Be early
Be memorable
Be aggressive
Use heritage
Create a personality
Trade show preparation
• Analyze the show carefully
• Select a common theme
• Make sure the products displayed are the right
ones
• Consider the trade books
• Emphasize what’s new
• Consider local promotional efforts
• Evaluate the worth
In-Kind promotions
1. Providing services or products as prizes
offered by a newspaper or charity in exchange
for being listed as a cosponsor in promotional
materials
In-Kind promotions
2. Providing services or products to a local
business in exchange for having fliers inserted
in shopping bags or as statement stuffers
In-Kind promotions
3. Provide services or products to doctors’
offices, auto repair shops, or other businesses
in exchange for having brochures prominently
displayed
In-Kind promotions
4. Providing samples and gifts of products and
services, along with sales literature
In-Kind promotions
5. Providing point-of-purchase displays,
literature, events, demonstrations, and
samples at the point where the customer
decides on purchasing the product or service
In-Kind promotions
6. Providing posters of the product or service at
well-trafficked locations
Cause-related marketing
• These are public relations sponsorships tied to
philanthropy
Purposes of PR advertising
• Mergers and
diversifications
• Personal changes
• Organizational
resources
• Manufacturing and
service capabilities
• Growth history
• Financial strength and
stability
• Company customers
• Organization name
change
• Trademark protection
• Corporate emergencies
21st Century IMG
• Television brand
integration: Introducing
the products into the
fabric of what is being
presented on screen
• Infomercials
• Word-out of mouth
marketing
• Television and Movie
product placements
(know examples in book
for this particular one)