BUS 330 BUS330 Week 3 Discussion 2 Interactivity 2: IMC Campaign Stories
BUS 330 Week 3 DQ 2 Interactivity 2 IMC Campaign Stories
One Message, Many Media: Integrated Marketing Campaigns
In this interactivity, to examine integrated marketing in action, you’re going to tell the Storify story of a particular campaign from your internship brand across multiple media. We want to know what unifies the campaign and how the unique nature of each medium is being utilized (or underutilized if you feel so). And we want to hear if you think the campaign is effective or not and why.
What to Do (and How to Do It)...
• Check out our sample Twix campaign Storify for inspiration.
o Note: Though we have many examples, you only need to include three media in your Storify.
• Identify a significant marketing campaign from your internship brand.
o Find one that was supported across multiple media (e.g, TV, print, website, banner ads, etc.). o If you don’t know how to identify and research major marketing campaigns, see the following:
Search the Web or major advertising publications (Adweek or AdvertisingAge) for articles about your brand’s advertising campaigns.
Check your brand’s Twitter feed for recurring ad messages. • Find campaign executions for at least three different media.
o Search for links you can include in your Storify story. See our advertising creative finder for suggestions by media type.
• Create a new Storify story containing the following elements: o Titleandsubtitle
o For each medium, a brief description of how it is being used, focusing on what it can do that other
o A final paragraph summarizing what unifies the campaign and whether or not you think it’s effective and why
Post your Storify link to the forum below.
Provide feedback to three of your peers.
o Doyouagreewiththeirassessmentsofthecampaign’seffectiveness?Whatpreviously unmentioned factors contribute to your assessment?
o In our Twix example, these factors might relate to your feelings about chocolate, whether you found the ads funny or not, your past experiences with Twix, your reaction to specific imagery, other ads in the campaign, etc.
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