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Week 6: Marketing Communications

Post ID: 3409279

Week 6: Marketing Communications

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Instructions

  • Choose one topic form the list provided below to discuss in your post to cover in your own post.
  • Clearly indicate your chosen topic at the beginning of your post.
  • Engage with two of your classmates’ posts, ensuring that you comment on topics different from your own selection.

  1. Advertising Objectives and Appeals
    • What is the role of integrated marketing communications (IMC) in a firm’s overall marketing strategy? When executed well, what are its benefits?
    • What are the three primary objectives of advertising? Give an example of when each one might be used. Identify the different types of emotional appeals in advertising. What are the benefits and pitfalls of each? Find and insert a current advertisement (picture or video) using any types of emotional appeals.
  1. Celebrity Endorsement
    • Identify and describe the different advertising media. Which are on the rise? Which are potentially on the decline?
    • What are some of the benefits and drawbacks of using celebrity testimonials in advertising? Identify an ad you believe makes effective use of a celebrity’s endorsement, and explain why. What is your favorite celebrity endorsement and why do like it (use recent/up-to-date examples)? Find and insert the advertisement (picture or video) of the celebrity endorsement.

3. 2024 Super Bowl Advertisements

Big companies are testing the limits of how many celebrities can be squeezed into a single Super Bowl ad break. Many of the commercials shown this year feature multiple celebrities. Firms are leaning more on celebrities because there is “so much pressure to break out,” said a branding strategist, and “people will share that sort of thing more than they will share a product story.

    • What kinds of companies advertised? Why did they choose to advertise in the Super Bowl?
    • Why do Super Bowl ads need celebrities at all? Why do they need multiple celebrities?
    • What was your favorite Super Bowl ad this year? Find and insert an advertisement (picture or video). Why did you like it?
    • How has social media driven more brands to enlist these well-known personalities? How does social media enhance the attraction of celebrities for advertisers? Does this phenomenon also explain why ads feature multiple celebrities?
    • Which factors have played the biggest role in changing the dynamics of Super Bowl advertising in recent years (e.g., cost, social media, and PR)? Explain why.
  1. Public Relations (PR)
    • Visit the websites of at least two large multinational corporations (List of multinational corporationsLinks to an external site.). (n.d.). In Wikipedia. Retrieved from https://en.wikipedia.org/wiki/List_of_multinational_corporations). Examples include Siemens, Google, Apple, and Nike. Review the material on the websites and write a brief report outlining how each firm includes public relations as part of its promotional strategy.
    • Evaluate the way a company has recently publicized itself or its products. If it was good publicity, how was it generated and what media were used? If it was bad publicity, where did you learn about it and how did the firm try to control or neutralize it? Find and insert a picture or video to show recent examples of PR.

Directions

  • Generate your own post. You also need to comment on at least of two of your classmates' posts/threads.
  • Initial posting: keep your messages original, intelligible, concise, and effective within 350-400 words per post. Your initial posting is due by Friday.
  • Your posts will be evaluated on both the quantity and quality of your contributions, the quality being more important than the length of each post.
  • Respond to two of your fellow students' remarks on other subjects. Your responses (at a minimum 150 words per each) should be thoughtful, challenging examples or material supporting your argument. Note that responses such as "I agree" or "That’s a great point" do not count towards discussion thread participation points. Your two responses (comment on two of your classmates’ posts – they should not be on the same topic as yours) are due by Sunday.
  • For a reminder on APA, visit APA Format.
  • Consider quality tips. Did you:
    • Help solve a problem or lend support?
    • Challenge an idea or offer some alternatives?
    • Come up with a creative solution or ask pertinent questions?
    • Assist someone in clarifying their ideas or offer examples from your personal experience?
    • Contribute with sound evidence to support your opinion?
    • Show respect or acknowledge and affirm someone else’s ideas?
    • Bring a derailing dialogue back on track?

Evaluation Criteria

To view the rubric, click the three dots at the top right-hand side of this discussion and click on the option "Show Rubric."

Marketing Communication

Marketing Communication

CriteriaRatingsPts

This criterion is linked to a Learning OutcomeInitial Posting QualityContent is insightful, relevant, and demonstrates a thorough understanding of the topic.

12 ptsFull Marks0 ptsNo Marks

12 pts

This criterion is linked to a Learning OutcomeResponses to PeersTwo responses that are constructive, relevant, and add value to the discussion. Each response: 5 points

10 ptsFull Marks0 ptsNo Marks

10 pts

This criterion is linked to a Learning OutcomeTimeliness of Initial PostingInitial posting submitted by the Thursday deadline (Friday -1; Saturday -2; Sunday -3)

3 ptsFull Marks0 ptsNo Marks

3 pts

This criterion is linked to a Learning OutcomeAdherence to Word CountInitial post meets subject-specific length (350-400 words); responses meet the 150-word minimum.

3 ptsFull Marks0 ptsNo Marks

3 pts

This criterion is linked to a Learning OutcomeAPA CitationsCorrect use of APA format for in-text citations and references.

2 ptsFull Marks0 ptsNo Marks

2 pts

Total Points: 30

TO COMMENT ON:

Response 1:

Marketing is a creative, yet strategic way to deliver a message to customers or potential customers about how beneficial a brand is and why they should purchase its products. Marketing is done through different methods, such as television, radio, and especially social media, where marketers can reach consumers directly in the palms of their hands. There are six types of advertising media channels: video advertising (such as television and YouTube), radio and podcasts, newspapers, magazines, billboards, and social media (Evolution, 2022).

In my opinion, the two most popular marketing and advertising media channels are television and social media. I’ll weigh in on the pros and cons of both. Television marketing will never go out of style. For example, everyone always anticipates the big Super Bowl commercials, and that is typically when businesses see their sales skyrocket due to millions of viewers. This can be labeled as a pro, but there are also cons. Airing those commercials can be costly for most organizations. It requires significant investment to buy the ad slot and to create the commercial itself. Media planners also need to predict which shows will attract more viewers than usual in the upcoming months (Evolution, 2022). Overall, I would still consider this a great marketing and advertising media channel.

According to Evolution (2022), social media advertising allows for precise targeting, helping brands gain new followers and strengthen customer loyalty. Media planners can connect with audiences based on factors like job titles, interests, relationship status, and recent locations. It is also highly cost-efficient, with Facebook impressions typically costing under a cent each and clicks averaging around 28 cents (Evolution, 2022).

The cons of social media advertising are that there are many platforms to manage, brands must stay up to date with trends, and brands are finding new ways to attract consumers through influencers, which creates competition across platforms. Additionally, for both advertising media, having a celebrity, especially your favorite celebrity, appear in a commercial to give a testimonial can drive sales and serve as a strong marketing tactic. However, the drawback is that celebrity endorsements can be expensive for most businesses, and there is also the risk that if a celebrity becomes involved in a scandal, it can damage the brand’s reputation.

One of my favorite celebrity commercials is Levi’s “Chapter 1: Launderette” reimagined with Beyoncé. I own a couple of pairs of Levi’s, so seeing Beyoncé in the commercial alongside her hit song “Levi Jeans” was the perfect advertisement and helped drive sales.

References:

Evolution, M. (2022, July 20). 6 advertising media channels: Importance & examples: Marketing evolution. Marketing Evolution . https://www.marketingevolution.com/marketing-essentials/advertising-media-guideLinks to an external site.

Chapter 1: “Launderette” reimagined with Beyoncé | LEVI’S® - YouTubeLinks to an external site.b9b6f21d29db92c885dc3fa2

Response 2:

Chosen Topic: Advertising Objectives and Appeals

The Role of Integrated Marketing Communications (IMC) in Modern Marketing Strategy

Integrated Marketing Communications (IMC) serves as a strategic framework that coordinates and integrates all of a company's marketing communication channels to deliver a clear, consistent, and compelling message about the organization and its products or services Taurus MarketingLinks to an external site.UNCWLinks to an external site.. The IMC framework focuses on the customer rather than the product, uses data as the key to understanding customers, and recognizes that everything a business does serves to build or erode brand equity What Is Integrated Marketing Communications (IMC) and Why Does It Matter?Links to an external site..

When executed effectively, IMC provides significant benefits including improved efficiency through streamlined processes, enhanced customer relationships and loyalty, and stronger brand differentiation and competitive advantage Mastering Integrated Marketing Communications: The 2024 Essential GuideLinks to an external site.. In 2024, IMC's importance has grown exponentially, as it helps companies stand out in crowded markets by creating cohesive brand messages, building stronger customer relationships, and optimizing marketing efforts Why is Integrated Marketing Communications Important in 2024? - Elatre Creative Marketing AgencyLinks to an external site..

The Three Primary Objectives of Advertising

Advertising has three primary objectives: to inform, to persuade, and to remind Reading: Advertising | Principles of MarketingLinks to an external site.. Informative advertising creates awareness of brands, products, services, and ideas, announcing new products and educating people about attributes and benefits Reading: Advertising | Principles of MarketingLinks to an external site.. For example, Apple's pre-launch campaigns for new iPhone models use informative advertising to tease features months before the official unveiling.

Persuasive advertising tries to convince customers that a company's services or products are the best, working to alter perceptions and enhance company or product image Reading: Advertising | Principles of MarketingLinks to an external site.. Celebrity endorsements in skincare commercials exemplify persuasive advertising by leveraging influence to convince viewers to purchase products.

Reminder advertising reminds people about the need for a product or service, or the features and benefits they will enjoy when purchasing promptly Reading: Advertising | Principles of MarketingLinks to an external site.. Holiday advertisements for familiar brands like Coca-Cola serve as reminder advertising, keeping products top-of-mind during seasonal buying periods.

Emotional Appeals in Advertising

Emotional advertising encompasses various appeal types including happiness, fear, love, trust, anger, empathy, and nostalgia ClaspoLinks to an external site.CreatopyLinks to an external site.. Purely emotional campaigns perform twice as well as rational campaigns, with 31% profitability increase for emotional content compared to 16% for rational content Emotional Advertising: How Brands Use Feelings to Get People to BuyLinks to an external site..

Benefits include: creating memorable experiences, building brand loyalty, and increasing shareability. Pitfalls include: potential consumer manipulation, negative brand associations if executed poorly, and difficulty connecting emotional messaging to products for smaller brands.

Current Advertisement Example: McDonald's 2024 Netherlands billboard campaign used sensory marketing by releasing the smell of freshly cooked fries without any visual branding, demonstrating how emotional appeals through scent create powerful brand connections and drive consumer behavior to nearby locations.

Works Cited

"Integrated Marketing Communications (IMC): Complete Guide 2025." Improvado, improvado.io/blog/integrated-marketing-communications. Accessed 1 July 2025.

"Mastering Integrated Marketing Communications: The 2024 Essential Guide." Taurus Marketing, 16 Dec. 2024, taurusmarketing.com.au/mastering-integrated-marketing-communications-the-2024-essential-guide/.

"Reading: Advertising." Principles of Marketing, courses.lumenlearning.com/clinton-marketing/chapter/reading-advertising/. Accessed 1 July 2025.

"Why is Integrated Marketing Communications Important in 2024?" Elatre Creative Marketing Agency, 20 Aug. 2024, elatre.com/why-is-integrated-marketing-communications-important-in-2024/.

"What Is Integrated Marketing Communications (IMC) and Why Does It Matter?" Medill School, 9 Jan. 2024, imcprofessional.medill.northwestern.edu/blog/what-is-integrated-marketing-communications.