Integrated marketing communication is the simple but very important concept, whe

Question

Integrated marketing communication is the simple but very important concept, where all the concepts are linked carefully to the impactful end results. Let us study more about it by looking in an example of Coco-Cola company, which is one of the pioneers in using effective integrated communications to communicate with the customers.

Recently Coca-Cola had introduced a soft carbonated beverage called "Coco Cola Life", which fits in the category of Diet and coke zero. It is companies another attempt to make customers switch to a healthier lifestyle. The Marketing campaign of the Life drink had started with a bang which included nationwide billboards and other Print ad mediums. These billboards are supported by the social media ads, POS ads and etc and have created buzz. They have also introduced competition, where winners could enjoy a long weekend trip to Newyork City, all expense paid. To enter contest one has to visit a Pop-up store or upload a selfie with hashtags #cococolalife and #comp, which has created buzz on the social media platforms.

Explanation / Answer

Consider the concept of integrated marketing communications (IMC). Select a company and investigate its use of IMC in developing and executing promotional strategies. Look for evidence through its media and messages.

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