Very basic easy language, choose Bridgerton
In an increasingly sophisticated marketplace, the notion of integrating all promotional efforts (marketing,
advertising, PR) has become commonplace. Integrated Marketing Communications (IMC) is all about the
marketing mix--the channels through which we're reaching out to consumers and pushing our product
messaging, or, rather, pulling them into brand interactions. For example, consider how concert tours are
promoted these days. Not only are there traditional radio ad spots, where promotions might be announced, but
you'll also find these channels in use: YouTube video drops, Twitter engagements, social media influencer
posts, music placement on current TV shows, etc. Modern advertising has really grown in both complexity and
reach. But are all these added avenues worthwhile? Is IMC effective in growing the audience and increasing
sales?
For this assignment, you will look into how modern films or television shows use IMC for promotion and how
consumers respond. Using a recent production of your choosing (WW84, Netflix's Bridgerton, HBO's The Flight
Attendant are some that come to mind), trace its advertising along integrated marketing communication
channels and provide several examples of its varied campaign. Everything is on the table -- traditional
advertising, like commercials, social media channels, actor interviews or engagements, web sites, radio,
promotional partnerships, etc. Provide a full description of the breadth of the campaign and the myriad
channels used. Then, casually survey your family and/or friends to find out how effective the campaign has
been. You can use a free service like Survey Monkey and distribute via email or social media. Or you could
write out a small script of questions and ask a subset of people, noting their responses. Questions to consider:
How known is this production? Can they recall any advertisments about the show or film? Have they seen or
do they plan to see the show or film? Based on their responses, what conclusions can you draw about IMC and
its effectiveness to increase sales/audiences?
Specifically, this paper should:
Name a recent TV show or film
Describe its IMC approach and the various channels it has used
Provide some examples (links to YouTube or to social media) of the campaigns
Conclude with results from a casual survey or focus group you've conducted on the effectiveness of the
different channels
Sample Solution