Integrated marketing communication strategy in advertising, public relations, and online channels

Marketing Communication

I must admit that I cannot imagine my life without the mass media. In addition to entertainment, almost everything I know about the world is the result of the mass media. The electronic media is particularly important in providing information. Through newsgroups and newsletters I can connect with people throughout the world and find out about their way of life and their belief systems. In addition, the news is updated almost by the minute by sites such as BBC and other news media on the Internet. Of course, the mass media is great for entertainment too, and I have all the celebrity and movie information I need at my fingertips either via remote control or keyboard. It is hard to imagine that anything that is so much fun could be bad. One disadvantage could be the tendency to believe as fact what is in fact only opinion. A person should be very careful about applying critical thinking to the mass media.

I cannot imagine my life without a cell phone. Not only does it keep me in touch with friends and family, but it is also a great potential business tool. A parent can stay in touch with a teenager who is out at night or with teachers. In the case of accident or injury, cell phones provide ready contact to people who can help. Of course cell phones also have their disadvantages. Taking a call during a date or a lecture for example has become the newest trend in bad manners. On the whole, I believe that cell phones are extremely useful and I don't want to be without them.

1. Motorola's communication objectives were to reach the global community via their product. They also wished to change their somewhat less than exciting image towards something that would appeal to a younger population group. As such, they studied and adopted many of the language trends among young people, and also shortened the name to "Moto," the word used in Japan for "phone."

2. Ogilvy & Mather applied the concept of global brand marketing in order to create

Motorola's marketing campaign. The goals included reaching the younger target market by creating a sleeker, better-looking product range, and creating advertising communications to match this new image. As such, Motorola's communication image became one of trendy irreverence and quick-paced style.

1. Nudie's selection process for sales representatives compares well with the image of their product. It is one of fun and a passion for life. Sales representatives are required to communicate this sense of fun to potential customers. In this sense, they are required to translate their sense of energy in life into a passion for the Nudie product itself.

2. Sales promotion tools include placing the Nudie product in more than one location within stores that sell the product, displaying labels with the product emblem in prominent public places, and displaying the Nudie image on vehicles, such as car windows. Nudie could also use communication devices such as cell phones to advertise their product, or invest in an affiliate relationship with other popular products. Further tools could include fun events such as competitions.