Marketing takes on a lot of different meanings around the world. Here are a few wild campaigns that caught on globally and turned into advertising...
James Bradley's insight:
This article highlights the key to a successful marketing campaign. Provided are four creative, unique and highly engaging campaigns which have proved to be highly successful for the organisations behind them. This relates strongly to the communication mix because although the companies themselves communicated directly to consumers, they avoided the ‘hard sell’ or conventional marketing techniques that we as consumers are tired of, and simply don’t pay attention to anymore. These campaigns create a highly publicised buzz especially via social media, and in regards to the Red bull campaign, sold their idea which blatantly marketed their product to the likes of the international media and the Discovery Channel. The mix of communication achieved by Red Bulls’ Stratos team is a work of art from a marketing perspective and gained the company a high level of brand recognition and engagement from the wider community. Creative ‘out of the box’ campaigns such as this are becoming ever-so popular in today environment because it stops consumers, reaching high levels of resonance with a wide range of consumers.
This article looks at integration of communications and actions of organisations which differentiate the organisations that achieve integration of their brand, verses’ organisations that fail to see the importance of integration and the results of such a mistake. “Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity" – This quote from the article describes integration in general terms, yet from a holistic perspective stating the need to have the messages being communicated woven into the organisation as a whole. The article talks about how important consistency and perseverance is with communications which is more important than ever as consumers are busier than ever, are exposed to an increasing amount of marketing communications, as a result, being less susceptible and pay less attention to the messages they are exposed to. A long term perspective on marketing communication is essential to building the brand equity many organisations attempt to achieve.
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