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BUS306: Advertising and Promotion

Unit 8: An Integrated Marketing Communication Approach   *Successful businesses have found that coordinating their marketing communication efforts across all channels helps them focus a more effective and unified message to their market. In this course, the term “marketing communication” is synonymous with the fourth “P” in the marketing mix: “Promotion.”

By way of illustration, think of one of the top two soft drink brands in the U.S. When you go to a professional sporting event, you are likely to experience that company’s message through billboards, contests, public relations, sponsorships, a coupon on the back of the event ticket, free samples, and the list goes on. All of these promotional activities will contain a consistent message because these companies are experienced at building brand equity and they know what works: integrated marketing communication, or IMC.

In this unit, you will learn how integrated marketing communication helps companies build brand equity. We will examine the elements of the promotional mix to see how each serves as a unique customer contact point in an IMC promotional plan.*

Unit 8 Time Advisory
Completing this unit should take you approximately 10 hours.
 
☐    Reading: 2 hours
 
☐    Subunit 8.1: 3 hours
 
☐    Subunit 8.2: 3 hours
 
☐    Subunit 8.3: 2 hours

Unit8 Learning Outcomes
Upon successful completion of this unit, you will be able to: - explain the use of integrated marketing communications (IMC) in advertising; - list the elements of the promotional mix and describe the strengths and weaknesses of each element; and - create an IMC promotional plan using various elements of the promotional mix.

Introductory Reading   - Reading: Launch! Advertising and Promotion in Real Time: “Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics” Link: Launch! Advertising and Promotion in Real Time: “Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics” (PDF)
 
Instructions: Read Chapter 9 on pages 260-289, where you will see how the various aspects of IMC link together. This reading covers the information you will need to know for  subunits 8.1-8.3.
 
Reading this chapter should take you approximately 2 hours.
 
Terms of Use: This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work’s original creator or licensee.

8.1 Integrated Marketing Communication   - Reading: Forbes: Steve Olenski's “Integrated Marketing Communications: Then and Now” and Web Ad.vantage’s “Advertising to Women Offline? Integrate PPC!” Links: Forbes: Steve Olenski's “Integrated Marketing Communications: Then and Now” (HTML) and Web Ad.vantage’s “Advertising to Women Offline? Integrate PPC!” (HTML)
 
Instructions: Read Olenski's article for an overview of the challenges marketers face in trying to present a united voice across a variety of communications channels. Follow up by reading Web Ad.vantage’s article about integrating traditional advertising and Internet promotion.
 
Reading these articles should take you approximately 3 hours.
 
Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

8.2 Elements of the Promotional Mix   - Lecture: University of Southern California, Marshall School of Business: Dr. Lars Perner’s “Promotion” Link: University of Southern California, Marshall School of Business: Dr. Lars Perner’s “Promotion” (iTunes U)
 
Instructions: Listen to Dr. Perner’s lecture on the elements of the promotional mix.
 
Listening to this lecture and taking notes should take you approximately 1 hour.
 
Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  • Reading: Journal of Website Promotion: Dr. Alex Wang’s “The Effects of Integrating Advertising and Product Publicity on Web Usability” Link: Journal of Website Promotion: Dr. Alex Wang’s “The Effects of Integrating Advertising and Product Publicity on Web Usability” (PDF)
     
    Instructions: Click on the link to article 28 to read this study on the effectiveness of integrating advertising with other types of marketing communication. Wang explores this relationship within the framework of interactive Internet advertising.
     
    Reading this article should take you approximately 2 hours.
     
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

8.3 The Promotional Plan   - Reading: Marketing Planning: Linda Whitehead’s “How to Create a Promotional Plan” and Marketing Teacher.com’s “Promotion” Links: Marketing Planning: Linda Whitehead’s “How to Create a Promotional Plan” (HTML) and Marketing Teacher.com’s “Promotion” (HTML)
 
Instructions: Read Linda Whitehead’s article about outlining a coordinated online and direct marketing promotional plan. This article includes an example of a basic promotional plan. The Marketing Teacher.com article reviews the promotional mix with a focus on integrating each element into a coherent plan.

 Reading these articles should take you approximately 2 hours.  
    
 Terms of Use: Please respect the copyright and terms of use
displayed on the webpages above.
  • Web Media: YouTube: Mike Levine’s “Toyota’s 2007 Tundra Marketing Campaign” Link: YouTube: Mike Levine’s “Toyota’s 2007 Tundra Marketing Campaign” (YouTube)
     
    Instructions: Watch this video, which shows how Toyota uses IMC to promote a new brand image for one of its vehicles.
     
    Watching this video and taking notes should take you approximately 10 minutes.
     
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

Unit 8 Assessment   - Assessment: The Saylor Foundation's “Unit 8 Assessment” Link: The Saylor Foundation's “Unit 8 Assessment” (HTML)

 Instructions: Please complete the linked assessment. You must be
logged into your Saylor Foundation School account in order to access
this quiz. If you do not yet have an account, you will be able to
create one, free of charge, after clicking the link.