discussion 6 mktg 210
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Columbia College - Missouri *
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210
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Marketing
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Apr 3, 2024
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1.
Find what Integrated Marketing Communication (IMC) methods (tools) are being used by the marketers of that product/service. Summarize 3 main IMC methods (tools) including 1 that must specifically be a form of advertising.
Integrated Marketing Communication methods are advertising, sales promotion, personal selling, public relations, and direct and digital marketing. Various tools are used for advertising with advertisement such as "broadcast, print, online, mobile, outdoor and other forms" (Kotler and Armstrong, 391). Sales promotion allows for discount items, rebates, and many other different sales promotions.
Public relations encompass sponsorships, various events, and webpages, etc.
The product I will discuss is Red Bull. Red bull is a very successful energy drink sold by an Austrian company. Established in 1987, Red Bull's initial form of advertisement was through word of mouth and spread like wildfire globally. Red Bull is an international marketing campaign. They have various marketing strategies using advertising, such as the rememberable slogan "Red Bull gives you wings," tv commercial. Public relations are another IMC where they sponsor multiple events varying from BMX, motocross, diving, and other extreme sports. Advertising "picture anywhere you might see someone
enjoying (or needing) a Red Bull and their content will cover it." (Bergstrom). Additionally, they "publish videos, blog posts, landing pages and other types of content” (Bergstrom) so they can reach their target audience, which varies from young male athletes.
2.
Are these effective, in your opinion? If yes, justify and explain. If not, recommend what IMC they should implement instead.
In my opinion, when IMC tools work together, they can be a very effective system. The approach of IMC is to build a seamless experience for the consumers. (Taylor). Red Bull integrates all IMC strategies to run successfully. "Red Bull invest about 30 percent of their profits on marketing." (mang2369387). "
However, they combined their product with the slogan and various supporting activities with their creative plans, and became the most famous and bestselling energy drink company." (Sravipati). Red Bull
created content and
experiences people are interested in
even weather they drink energy drinks brand.
3.
Describe the role of either 'personal selling' or 'sales promotion' in relation to this product/service. Can either one of these be used effectively? If yes, how? If no, why not?
In-person (face to face) transaction is taken place.
It is very effective because there is communication between the salesperson and the buyer; it is an effective tool because the salesperson directly communicates with the buyer, compromise any issues right then and there. The buyer can be influenced by the seller and build a relationship long-term with the end-user. (Taylor)
On the other hand, sales promotion is short term incentives given to consumers to encourage the sale promotion to a consumer for buying. The incentives help accelerate the purchase of a product/ service. Sales promotion is also effective IMC because some people are emotional buyers, and consumers are attracted to discounted, sampled, rebates, etc.(Kotler and Armstrong, 391)
Red bull utilized sales promotion by "they simply went straight to
their target audience (
18 -35-year-old males
)at college parties, libraries, coffee shops, bars and other places where they hang out." (Bergstrom). Red Bull brought people free samples and put the product in the consumer's hands.
Works Cited
Bergstrom, Breonna. "Red Bull Marketing Strategy: What You Need to Know + How to Copy It."
CoSchedule Blog
, 21 Dec. 2017, coschedule.com/blog/red-bull-marketing-strategy/.
Kotler, Phillip and Gary M. Armstrong. "Principles of Marketing." New York, NY: Pearson Education, 2019. 388-401.
mang2369387. "Red Bull's Integrated Marketing Communication."
Loyola Digital Advertising [
로욜라 디지털 광고
]
, Loyola Digital Advertising [
로욜라 디지털 광고
], 8 Oct. 2013,
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