Chapter 1, Question 6
Earlier in the chapter, it was claimed that partnering of communication tools, for example advertising along with promotions, generally yields better results than using the tools in isolation. Provide an explanation of what this claim means to you, and support your explanation with an example of a specific brand of your choosing.
Partnering marcom tools allows a few things. It allows for different angles on your marketing efforts. Combining advertising with promotions allows you to convey your message with the advertising along with a look and feel for your brand. The promotions can act as an opt in for that message.
An example would be TacoBell advertising for the new “Burrito Melt”. The advertising may tell me it is cheesy, melty, and 2 pounds of solid transfat. They mix in the TacoBell image/look/feel, but in this case, it would be the “try one free with a soda” or the “eat one today, and you may win a trip to the Rose Bowl” that actually gets me to try it. It if is a good product, I will like it, tell 7.5 people and buy it again. This would be advertising, with an overlay of a promotion. Good stuff.
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Brian: you are a marketing maniac!
The payoff from IMC is synergy, which means that multiple methods in combination with one another yield more positive communication results than do the tools used individually.
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