Some consumers rely on websites to reach their favorite retailers. Others like to head to the stores themselves to check …
Sephora’s Effective Paradox: Maintain Mobile Dominance by Relying on In-Store Prompts
10 Thursday Oct 2013
Category Archives: Chapter 18: Integrated Marketing Communications
The Generation Gap, Yet Again: When Older Marketers Address Younger Consumers, in All the Wrong Places
26 Monday Aug 2013
Tags
advertising, Beauty Products, Facebook, Forrester Research, Google +, integrated marketing communications, marketing, Marketing Environment, Millenials, segmentation
For marketing executives, choices about where and how much to spend to appeal to consumers should depend mainly on a …
Recommendations for Average Marketers from Google
17 Friday May 2013
Google has a think tank dedicated solely and exclusively to its brand development. Such resources are part of what enables …
Getting the News to Facebook Fans—Second? Lay’s Flavor Contest Winners
28 Thursday Mar 2013
Tags
crowdsourcing, Facebook, Flavor Contest, integrated marketing communications, Lay's, New Product Development
When Lay’s decided to introduce a new chip flavor in its U.S. market, it planned to turn to the crowds, …
Using the 7 Words You Can Never Say on Television—Appearing Now in Televised Advertising
25 Friday Jan 2013
The signature, 1972 comedy routine by the late George Carlin hilariously and repeatedly used seven words that television broadcasters absolutely …
The Nine West Channel: Getting the Story on Shoes
01 Thursday Nov 2012
Tags
integrated marketing communications, Marketing Environment, Nine West, Positioning, segmentation, Web Channel
Imagine a channel on which you could watch the following shows: You’ve Been Prom’d, which describes the makeovers of high …
The Sets Are Already There: IKEA’s Web Series Advertising
29 Monday Oct 2012
During the course of Easy to Assemble, the web series set in Burbank’s IKEA store, when Ileana Douglas explains that …
Lane Bryant’s Campaign for Trendy Fashion
23 Sunday Sep 2012
Tags
Whereas many retailers are moving their advertising expenditures away from traditional media channels, Lane Bryant has rededicated its attention to …
Crowd Cheering: Visa’s Social Olympic Campaign
21 Tuesday Aug 2012
What do Visa, the Olympics, and Facebook all have in common? The answer is “Cheer”—Visa’s new social media campaign, which …
It’s G’Day in the New Australia
10 Friday Aug 2012
Who among us hasn’t thought at one point or another, “Someday, I really will visit Australia”? An ad campaign is …
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