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.d then answer a few related questions. So let’s dig in!.

Guided Response:

1. Check out our sample Twix campaign storify for inspiration.

• Note: you only need to include three media in your Storify. We overachieved.

Identify a significant marketing campaign from your internship brand.

• Find one that was supported across multiple media (e.g, TV, print, website, banner ads, etc.).
• How to identify and research major marketing campaigns?
  • Search the web or major advertising publications (Adweek or AdAge) 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

• Search for links you can include in your Storify story. Where? See our advertising creative finder for suggestions by media type.

Create a new storify story containing the following elements:

• Title and subtitle
• Headings for the three media you’ve found
• For each medium, a brief description of how it is being used, focusing on what it can do that other media cannot.
• A final paragraph summarizing what unifies the campaign and whether or not you think it’s effective and why.
• Reference our example and our Storify tutorial as needed

Post your Storify link to the forum below Provide feedback to three of your peers

• Do you agree with their assessment of the campaign’s effectiveness? What previously unmentioned factors contribute to your assessment?
• In our Twix example, this 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.

I Need Help! I Can Help!

Got questions about integrated marketing campaigns, Storify or this assignment? Or a helpful tip to share? Please post to our week 3 help forum, so others can benefit!

FAQs

Do I have to use my internship brand for this assignment?

• Please do, as this will enhance your understanding of their marketing practices and the brand.

View our example

View online tutorial

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