Discussion (mk) | Accounting homework help


There are TWO topics for Week 7.  Both required.  Include at least two (2) references from learning material or outside sources. Reply to least two (2) classmate posts. 

TOPIC 1: IMC Campaigns

The concept of integrated marketing communications is more than just putting together good ad campaigns. It is a fully integrated set of promotion mix tools communicating the same clear, consistent, and compelling message about the offering. For example: 

  • TV ad campaign to create interest in the product using a celebrity spokesperson (advertising to create awareness) 
  • Appearance of the celebrity on a TV talk show (public relations to generate  interest) 
  • E-mail from the celebrity endorser offering a promotional price (direct marketing to spark desire to purchase) 
  • Point-of-purchase display featuring celebrity endorser (sales promotion to remind consumer of product benefits and encourage purchase  action) 
  • Demonstration by sales clerk (personal selling to close the sale bringing consumer to  action) 
  • Facebook page hosted by the celebrity (post-purchase activity to reduce  purchase dissonance) 

In this case, the celebrity endorser is the common thread communicating the company’s message. The company may have decided to use a celebrity endorser who is well respected and highly visible to its target market. This is part of the creative strategy for encoding the message to consumers. In other cases, the common thread (sometimes known as the Big Idea) might be a particular graphics approach, a character created solely for the company (e.g. Flo for Progressive Insurance), or other creative device that carries forth in all communications. 

Here is a tongue-in-cheek video demonstrating how advertising and public relations were two tools used in an IMC campaign. The message to communicate was how to pronounce a last name. See how this was done using IMC principles.

Schiess, M. (2011, November 7). Integrated marketing communications [Video].  YouTube. https://youtu.be/4JxVHCc_wIU

Can you think of an IMC campaign? Progressive is one example, but there are plenty out there. Feel free to go back in history and think of campaigns like IBM’s launch of the personal computer using the Charlie Chaplin-like character or Coke’s ‘I’d Like to Teach the World to Sing’ campaign, or Apple’s IMC campaigns used on every new product launch. Remember, don’t just focus on the advertising. Find those other promotion tools they used to convey the selling proposition. You may want to read most of the week’s readings before tackling this discussion topic to get a better idea of what all the promotion mix tools are, and how the AIDA model (as noted in the reading highlights in the example above) works.

You can use the bulleted example above as your format.  Include a link. For the example you selected, please include the product in brackets at the end of the title line, for example (Coca Cola).

TOPIC 2: Public Relations

This section of the Week 7 readings highlights the basics of public relations tool and activities. These tools include:

  • Press releases 
  • Sponsorships 
  • Cause-related marketing 
  • Product placement

Many companies with small budgets mistakenly think they can use “free” advertising as they define public relations. Indeed, some companies do rely only on public relations only if the unique selling proposition is so newsworthy that the news media will be the carriers of the company’s message. Apple is a master at this whenever that company launches a new product.

Can you think of any other product that relied solely on public relations? What was it about its unique selling proposition that made this feasible for this company?

Place your order
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
The price is based on these factors:
Academic level
Number of pages
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Order your essay today and save 10% with the coupon code: best10