Integrated Marketing/Brand
Management
Integrated Brand Management
Another name for IMC (Integrated Marketing Communication).
This is the integration of all forms of advertising
communications including ads, product packaging, in-store
displays, etc.
Integrated Brand Management involves a single, focused,
cohesive image or message directed at a consumer on behalf of
the brand.
• Advertising
• Promotions
• Public relations
• Direct response
• Events
• Packaging
• Internet
• Others
Cross Platform Advertising
"Cross platform" is a term describing ways to
communicate the same message across different media
(platforms). Cross platform advertising is a strategy that is
often employed to reach consumers through TV advertising, radio advertising, print advertising, and other
media.
EG: Clear Channel Communications began as a radio
network, then expanded to TV and eventually to outdoor advertising such as
billboards.
Product Placement
Product placement appears in plays, film, television series,
music videos, video games and books. Product placement occurs
with the inclusion of a brand's logo in shot, or a favorable
mention or appearance of a product in shot. This is done
without disclosure, and under the premise that it is a natural
part of the work
Some products are advertised openly in
entertainment programs.
MTV Shows
Specialized Programming
Some companies are creating their own programming, which
appears on venues like YouTube and other venues:
Movies & short feature films
Ritz Carlton: "The
Delay" This film appears on YouTube, but is
also offered for viewing in Ritz-Carlton's hotel
rooms.
Cartier's "Love Day" Music
Video was produced as part of
the advertising package for its "Love Day"
promotion.
TV show sponsorship
EG: ABC News often has just one sponsor per program,
which means fewer commercials and more news content.
The benefit to the sponsor is the lack of competition
during the broadcast: it doesn't have to fight through
the "clutter."
Internet
Company websites have become a major showcase
and advertising vehicle for most companies. Some are even
using them as profit centers by placing advertising from
other companies on the.
Social media: blogs, discussion
forums, podcasts, streaming video sites like
YouTube.
Online games, contests, etc
Email marketing strategies give advertisers an
opportunity to send repeated and regular advertising
messages to consumers on their subscriber lists.
Non-spam, usually "double opt-in."
Sur La Table, History Channel,
1-800-Flowers, etc
Incentive: special offers and
discounts
Advertisers can also
use "list brokers" to get names
and addresses of people who have volunteered to
receive information and offers through email.
Affiliate programs give advertisers an
opportunity to place ads on other
company's websites. The advertisers do not have to pay
for the exposure unless someone clicks on a link and
makes a purchase. Many huge companies are now doing
affiliate advertising, including Walmart and Target.
Major online affiliate programns include
Commission Junction, and
Linkshare
The advertising world is being remade every day...
Kleppner: “In this day and age, the only risk is not
to take risks.”
E.g. Bill Gates' comment upon being asked what he
would do now to make as much money as he did founding
Microsoft. He said,
"I don't know, because how could I know that IBM
would screw up their home computing software opportunity
and open the door for a small company named
Microsoft."
The lesson: The landscape in marketing is changing, and so
are trends in advertising. Those who are smart enough to spot
the trends and take the necessary risks will be the ones who
succeed.
Related Articles: Branding
Overview, Targeting
Markets, the Brand Life
Cycle, Brand
Equity.
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