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Questions and Answers
What was the central theme that Obama's campaign focused on?
What percentage of Obama's spending went towards online media?
What is the main goal of Integrated Marketing Communications?
What is meant by Brand Communications?
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What is the first stage of Integrated Marketing Communication?
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Why is it essential for marketers to understand the corporate culture?
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What is Consumer Experience in Integrated Marketing Communication?
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What is included in Communication Tools in Integrated Marketing Communication?
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What is the purpose of Promotional Tools in Integrated Marketing Communication?
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What is a benefit of Integrated Marketing Communication?
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What is the primary goal of Integrated Marketing Communications (IMC)?
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What is the process of building and reinforcing mutually profitable relationships with stakeholders through strategic communication?
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Who is credited with running the best Integrated Marketing Communications campaign in 2008?
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What was a notable characteristic of Barack Obama's team during his 2008 campaign?
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What was a notable limitation of Barack Obama's experience prior to his 2008 campaign?
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What is a key aspect of Integrated Marketing Communications (IMC) in terms of brand presentation?
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Study Notes
Situation Analysis and Opportunities
- Identifying opportunities and developing a strategy to seize them is crucial in creating great ads
- Understanding those opportunities helped position Obama as the Candidate of change
Integrated Marketing Communications (IMC)
- Refers to integrating all messages created by an advertiser's various communication agencies to achieve consistency
- Goal is to make all aspects of marketing communication work together as a unified force, maximizing their cost effectiveness
Components of Integrated Marketing Communication
The Foundation
- Involves detailed analysis of both the product and target market
- Essential to understand the brand, its offerings, and end-users
- Need to know the needs, attitudes, and expectations of target customers
- Keep a close watch on competitor's activities
The Corporate Culture
- Features of products and services should align with the work culture of the organization
- Marketers should keep the organization's vision in mind while designing products and services
Brand Focus
- Represents the corporate identity of the brand
- Consumer Experience focuses on what customers feel about the product
- Products should meet and exceed customer expectations
Communication Tools
- Include various modes of promoting a brand, such as advertising, direct selling, and social media
- Promotional Tools include trade promotions, public relations, and more
Obama's IMC Campaign
- Ran a campaign from the end of 2006 through November 2008
- Positioned Obama as the Candidate of change
- Spent most on television spots, with a small amount on online media
- Online vehicles, such as search engine ads and social media, were vital for communicating with supporters
- First African American president in USA
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Description
Test your understanding of Integrated Marketing Communications (IMC), a marketing approach that unifies various communication modes to create a cohesive customer experience. Learn about the goals and components of IMC, including advertising, sales promotion, and social media.
