1. Information is one key to developing a successful integrated marketing commun
ID: 457126 • Letter: 1
Question
1. Information is one key to developing a successful integrated marketing communications program. Access each of the following Web sites and examine the type of information and news available on each site. What items of information or articles be of help to you as you develop your integrated marketing campaign for the project assignment in this course? Ad Age (www.adage.com), Adweek (www.adweek.com), and PR Week (www.prweekus.com)
Look up each of the following brands on the Internet.
2.
a) Discuss the image conveyed by each company’s Website.
b) What positioning strategy does each company use?
c) What changes or improvements do you think these companies should make, if any, to enhance the website’s appeal?
Bicycle Museum of America www.bicyclemuseum.com
Canyon Beachwear www.canyonbeachwear.com
Cheerios www.cheerios.com
Explanation / Answer
Integrated marketing campaign for project assignment
So, here is the challege - Combine multiple media sources to create an integrated marketing campaign.
Integrated marketing campaigns use a more holistic approach than those using single marketing medium.
The three websites, adage.com, adweek.com, prweekus.com have been accessed as mentioned in the question.
prweekus.com is a website that gives all the insights on the best PR agencies around the world. The website has all the information related to PR, their profiles and how the different companies are keeping up to the competition apart from the awards. It also has in-depth undertanding and case studies of the different companies on their success or the failure to intrepet the idea.
Adweek.com is a website that gives all the insights on the advertising and the branding apart from its Tv network. The ads that are popular in the week, the weekly insights on the changing trends in the marketing is published in their website.
Adage.com is a website that gives us all the insights on the marketing strategies that different companies use and how are they arosing interest among the viewers. It also focusses on the creativity that the companies use in their marketing and how are they changing the decisions that viewers take.
The ads which helps to increase the customer base for any brand based on the creativity the brand owner uses can be used in the integrated marketing campaign. Say for example, there is an ad in adage which says - "Craving for a coke? this second screen campaign gets you to door". This looks interesting and could generate the leads for the integrated marketing campaign. All the ads which has an effective communication and reaches directly to the mids of the viewer can be taken in the project.
2) a) Bicycle museum of America - The image of this company's website is according to the name. One can actually correlate the name and the image of the company. This is a very impressive image, which conveys that any kind of the bicycle from vintage or age old model to the newest of the kind is available with the company. The cycle in the image has a bird and a wheel. It looks like a vintage model. Fly like a bird with the bicycles of Bicycle museum if America is what the image is portraying
Canyon beach wear - This is an other interesting website which potrays the models in a very sensual way. Take time from your busy schedule and rejuvenate with Canyon beachwear is what the image of this company portrays.
Cheerios - The image of this website focusses on the nature. It talks of the taste, health, nature and family. The brand image portrays in such a way that it attracts the kids.
b) Positioning strategy - Three things that are used in the positioning strategy are - brand, product and price. The combination of all three will be successful positioning strategy.
Bicycle museum of America uses brand and the product in its positioning strategy. This would attract all those who are either into collection of bikes.
Where as the canyon beach wear uses models with their product display as a part of the strategy. Canyon beach wear will attract all those who are definitely keeping up with the style.
Cheerios is completely out of the way which shows nature and health as its positioning strategy. It would attract the kids.
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