unit 6: discussion | Marketing homework help

 
Integrated Marketing Communications, Advertising, and Sales Promotion
Companies must do more than just create customer value. One of the  four P’s, promotion, is used to clearly and persuasively communicate  that value. Promotion is not a single tool but, rather, a mix of several  tools.  Under the concept of integrated marketing communications (IMC),  the company must carefully coordinate these promotion elements to  deliver a clear, consistent, and compelling message about the  organization and its brands. 
Taco Bell: Using IMC to Help Customers Live Mas!
This case describes how Taco Bell used integrated marketing  communications (IMC) in its “Live Mas” campaign and in the introduction  of Doritos Locos Tacos. Taco Bell was recognized by Advertising Age  magazine as the winner of the Marketer of the Year award for its  extraordinary use of IMC. The campaign utilized traditional promotion  tools and new social media, and provides an excellent example of the  shift to new IMC models of communication.
Sources
Kerin, R. A.

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