This week I will analyze some of the strategies and tactics that Cree used as they prepared to launch their consumer LED light bulb in 2013 (Collis, Furey, & Shaffer, 2014, p. 1-25; Gourville & Norris, 2016, p. 1-20). As I do so, I will discuss how I would use these strategies and tactics if … Read more
This week I will analyze an IMC campaign called “Ikea: A Brand; A Lifestyle.” This campaign discusses IKEA’s need to expand itself in the United States. It mentions that there are 34 IKEA stores across the United States, and most of them are near major cities. This campaign seeks to increase IKEA’s customer base by … Read more
This week I would like to argue that public relations is a separate management function than marketing and that it should not be structured as a part of IMC. In order to illustrate this point, I would like to focus on three major ways that public relations serves different functions than marketing. These points are … Read more
When considering Nokia’s effort to launch their new phone–the N8–in 2010, I think there are some things Nokia did right in their campaign. First, Nokia was smart to target only one niche group of snowboarders as its main audience for their marketing messages. Second, I thought it was wise for Nokia to use national marketing … Read more
When I think about integrated marketing communication (IMC), I personally define it as a method of strategically connecting with customers in order to build relationships and influence purchase decisions. In our book, this is called “relationship marketing” (Blakeman, 2015, p. 2). This type of marketing operates as businesses use “an outside-in approach” to create a … Read more
