Integrated Marketing/Brand Management

Integrated Brand Management

Another name for IMC (Integrated Marketing Communication). This is the integration of all forms of advertising communications including ads, product packaging, in-store displays, etc.

Integrated Brand Management involves a single, focused, cohesive image or message directed at a consumer on behalf of the brand. 

• Advertising
• Promotions
• Public relations
• Direct response
• Events
• Packaging
• Internet
• Others

Cross Platform Advertising

"Cross platform" is a term describing ways to communicate the same message across different media (platforms). Cross platform advertising is a strategy that is often employed to reach consumers through TV advertising, radio advertising, print advertising, and other media.

EG: Clear Channel Communications began as a radio network, then expanded to TV and eventually to outdoor advertising such as billboards.

Product Placement

Product placement appears in plays, film, television series, music videos, video games and books. Product placement occurs with the inclusion of a brand's logo in shot, or a favorable mention or appearance of a product in shot. This is done without disclosure, and under the premise that it is a natural part of the work

Some products are advertised openly in entertainment programs.

MTV Shows

 
Specialized Programming

Some companies are creating their own programming, which appears on venues like YouTube and other venues:

Movies & short feature films

Ritz Carlton: "The Delay" This film appears on YouTube, but is also offered for viewing in Ritz-Carlton's hotel rooms.

Cartier's "Love Day" Music Video was produced as part of the advertising package for its "Love Day" promotion.

TV show sponsorship

EG: ABC News often has just one sponsor per program, which means fewer commercials and more news content. The benefit to the sponsor is the lack of competition during the broadcast: it doesn't have to fight through the "clutter."

Internet

Company websites have become a major showcase and advertising vehicle for most companies. Some are even using them as profit centers by placing advertising from other companies on the.

Social media: blogs, discussion forums, podcasts, streaming video sites like YouTube.

Online games, contests, etc

Email marketing strategies give advertisers an opportunity to send repeated and regular advertising messages to consumers on their subscriber lists.

Non-spam, usually "double opt-in."

Sur La Table, History Channel, 1-800-Flowers, etc

Incentive: special offers and discounts

Advertisers can also use "list brokers" to get names and addresses of people who have volunteered to receive information and offers through email.

Affiliate programs give advertisers an opportunity to place ads on other company's websites. The advertisers do not have to pay for the exposure unless someone clicks on a link and makes a purchase. Many huge companies are now doing affiliate advertising, including Walmart and Target.

Major online affiliate programns include

Commission Junction, and

Linkshare

The advertising world is being remade every day...

Kleppner:  “In this day and age, the only risk is not to take risks.”

E.g.  Bill Gates' comment upon being asked what he would do now to make as much money as he did founding Microsoft. He said,

"I don't know, because how could I know that IBM would screw up their home computing software opportunity and open the door for a small company named Microsoft."

The lesson: The landscape in marketing is changing, and so are trends in advertising. Those who are smart enough to spot the trends and take the necessary risks will be the ones who succeed.

Related Articles: Branding Overview, Targeting Markets, the Brand Life Cycle, Brand Equity.