MKRT310 Week 7 Discussion Topic 1-2 Question # 00598709 Subject: Education Due on: 03/01/2019 Posted On: 03/01/2019 09:29 AM Tutorials: 1 Rating: 4.8/5
TOPIC 1: IMC
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 to keep
it brief and simple. Then help your classmates as you read their posts and add
to those examples with other communications you may have seen that were not
covered.
TOPIC 2: Public
Relations
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?
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