Sarah Lux

3/15/2015

MKT -265

1.2 Mini Paper

Abstract:

Information is one key to developing a successful integrated marketing communications program. Access Ad Week (link below) and examine the types of information and news that are on the site. How would this information help in developing an integrated marketing campaign? In your response discuss the types of information a company should consider when developing this type of campaign. Pick a company of your choice and discuss how they could use the types of information you identified to develop and improve their next campaign. Ad week (www.adweek.com)

Analysis of Adweek.com

My first impressions of the website were that it was full of knowledge. They have incorporated “The Feed”, and “Most Popular” links making it easier for someone only looking for the most important, recent, and easily accessible information available. Editor’s picks are the main attraction; this contains a feed of eye catching images and big bold titles. Information and articles provided by Adweek.com contain anywhere from television, technology, advertising & branding, and music.

How it can help

With Adweek.com having the most up & coming information out there about important topics such as music and social events, this can easily be used to develop an integrated marketing campaign. The whole point of an IMC is to focus in on your customers and get their attentions. For example, SXSW has its own link, specifically for all things SXSW. This includes companies coming together to with new marketing techniques such as wearable apps, mobile apps, YouTube programs, Facebooks ads etc. I think that it is important to come up with power titles and power intros to attract the everyday person. Because SXSW is such a huge event, it’s important for each company involved to make a huge statement. When developing an IMC, business owners, and marketing specialist need a few things to make sure it isn’t a marketing failure:

1. Can it make us better?2. How will our customers receive it?3. What will our customers do with it?4. Why now?

I believe these are very important questions to ask when in the beginning stages of an IMC.

Who Can Use this?

As I was skimming through Adweek.com, I came across an article containing information on McDonalds. Unfortunately, they have been put through he ringer lately due to media speculation and lawsuits from former employees. So how can they revamp their name? Using information and techniques described above they can slowly make headway into customer’s hearts once again. A launch has already begun, commercials of McDonalds, supporting troops, and a local community was featured during super bowl commercial time. This brought attention to the softer side of the brand. They were also part of SXSW, and used a shark-tank type sessions for new ideas on how to revamp their public image. Companies such as Lisnr, Novalia, Enplug, and Snowshoe are all in competition, attempting to provide hands down the best solutions. These include, brand new apps centered on getting customer attention. These technological advances could skyrocket McDonald’s into the next millennium, with faster, better, and more attentive services and food of course!

Reference

Adweek.com

Johnson, L. (2015, March 13). McDonald's Played a Game of 'Shark Tank' at SXSW, and Here's the Winner. Retrieved March 16, 2015, from http://www.adweek.com/news/technology/mcdonalds-played-game-shark-tank-sxsw-and-heres-winner-163480