Integrated Marketing Communication Essay example

2263 Words 10 Pages
International Marketing

Integrated marketing communication (IMC) is an approach used by organisation to brand communications where different factors coordinate to create a seamless experience for the customers and are expressed with similar tone and style that reinforce the brand’s core message. Integrated marketing communication campaign leads to the total marketing communication strategy aimed at building strong customer relationship by showing how company’s product can satisfy customer needs ( Kotler et al.).
In today’s world, technology is changing rapidly, and marketing methods are changing in similar pattern. Globally integrated marketing communication campaign is being used by many companies for the efficient and effective
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The campaign was executed with an idea that ‘Coke-Zero will drive you to unlock the 007 in you’ advertisement. This campaign was brought by the coca cola company and the producer of the latest James Bond movie Sky Fall aiming at public awareness of the PR and promotional effort.
This campaign was brought in to an action for the pure fact that the movie Sky Fall was new and needed to boost the sales. Furthermore, coca cola needed to increase the brand awareness for coke zero. Therefore, the company did the joint event in northern European population which is considered as the strongest fan base for the company’s product. The campaign was organised at central station at Antwerp in Belgium under the direction and supervision of an executive PR firm Duval Guillaume Modem and executive creative director Geoffrey Hantson.
The event was done on 19th October 2012 with the aim of analysing and finding out the reaction towards current product. In order to get this event real and effective, real consumers were invited to participate in this fun game where the participant had to race against time managed by vending machine. Furthermore, the game also included the jumping over the bunch oranges and

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