INTERNET EXERCISES
Chapter 19: Integrated Marketing Communications Applications
Exercise #1 - Integrating Marketing Communications is Critical to the Success of a Campaign
Exercise #2 - The Use of Multiple Media of any Type Requires Integration
Exercise #1 – Integrating Marketing Communications
is Critical to the Success of a Campaign
Vignette: The Canadian Magazine Publishers Association
used innovative, creative, multiple types of media and the Internet to
increase awareness and subscription sales of Canadian magazines.
Featured URL:
www.cmpa.ca The More Complex the Campaign, the More Important
Integration Is
The Canadian Magazine Publishers Association needed to raise
the profile of Canadian magazines among advertisers and consumers, and
to raise newsstand and subscription sales. This was necessitated by the
“overwhelming impact foreign titles have on the Canadian market.”
To achieve this goal, they undertook the most comprehensive marketing
communications campaign ever undertaken by Canadian publishers. It featured
multiple versions of French and English advertisements based on a “Genuine
Article” theme (“It’s not the same if it’s not
Canadian”). These ads were placed in a large variety of media, including
magazines, specialty TV channels, direct mail, the Internet, and sales
promotion with point-of-sale materials. Integrating this effort was essential
to making the campaign work.
Activity
Tour the featured Web site for the Canadian Magazine Publishers Association.
Note the purpose of the CMPA and the services it provides for its members
under “Join the CMPA”.
CMPA’s integrated marketing communications campaign is detailed
under “National Circulation and Promotion Program”. This
portion of the site summarizes Year 1 of the campaign and provides their
objectives and plan for Year 2. Review Year 1 of the campaign. Given
the media they selected to get their message to consumers, how would
you define their target audience? Do you personally recall seeing or
noticing any of the marketing communications that they fielded? If not,
consider whether you are in their target audience. Were you intended
to receive any of their messages?
Review the information provided about Year 2 of the CMPA campaign.
What aspects of their plan have they changed from Year 1? Have they
changed their communication objectives? Their message? The execution
of their message? Their media selection?
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The Year 2 information details the research they conducted on Year
1 of the campaign under the section entitled “What successes will
we build on?” Given this information, do you agree with the changes
they made to the Year 2 plan? What other changes would you recommend
that they make?
Resources
Companies that develop integrated marketing communications campaigns:
Harpell: – a Maine-based firm that specializes
in “developing and delivering high-impact marketing strategies and
integrated programs for technology companies”
IntegratedMarketingWorks: – a California-based
company that specializes in integrated plans, including for the Hispanic
market
Keiler and Company: – a New England-based full
service marketing communications firm offering strategically focused integrated
marketing solutions to national and international business to business
clients
Final Touch Marketing: – a California-based
agency that provides “integrated marketing communications, advertising,
corporate identity, public relations, Web site design and promotion to
b2b clientele”
Strategic/Ampersand Inc.: – one of Canada's largest
technology-focussed integrated marketing communications agencies
Exercise 2 – The Use of Multiple Media of any Type
Requires Integration
A Well-Integrated Marketing Communications Plan for a Small Business
jaalaM Technologies is a start-up network intelligence software company
that operates out of Seattle, Washington and Vancouver, B.C. They needed
help with the launch of their flagship product, AppareNet (TM), and enlisted
the aid of an integrated marketing communications firm, Hale! Marketing.
Hale! developed and delivered a plan that had numerous components, but
did not include advertising or any of the more expensive forms of marketing
communications. jalaaM was extremely pleased with the results of the plan,
particularly the large number of sales leads that it generated.
Activity
Tour the featured Web site for jalaaM
Technologies (www.jaalam.com). The launch plan for AppareNet (TM) is one of the case studies listed
(www.haleinc.com/case_studies.php?nav_select=3&page_ select=13).
on the Hale! Marketing Web site
(e information provided in Chapter 19 of the text (pp. 481–498).
Since a key measure of effectiveness for the campaign was the number
of sales leads it generated, this plan was clearly designed to help
optimize the efforts of jalaaM’s sales representatives. Which
of the seven steps of the sales process did the marketing communications
plan help the sales representatives with?
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