Evaluate integrated marketing communication and the communication process and the impact on the success of marketing planning.

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. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.
Unit Learning Outcomes

ULO 2: Evaluate integrated marketing communication and the communication process and the impact on the success of marketing planning. (CLO 3 & 4)

ULO 4: Examine the elements of the promotion decision process, utilizing the promotional mix and its components. (CLO 1, 4 & 5)

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