Chapter 17: Integrated Marketing Communications

Posted: April 24, 2011 in COMM 306, Reading Notes, Uncategorized

All companies need an identity, that is why they brand themselves. When I see a brand like Nike, I know that this company is regarded for generally good products. I hear the name everywhere and see the logo whereever I go. Compared to the branding of Reebok, they do not pop in my mind when I think of a sporting company.

The principles of branding include.

  • Being early. Its all about being the first to people’s minds. The law of primacy suggests “people are more likely to remember you if you were the first in their minds in a particular category.”(pg. 378).
  • Being memorable. The brand must be different than the competitors so people can have a clear sense of which product is which. For example, golf ball companies have to brand themselves so they seem more inovative and better than their competitors.
  • Being aggresive. Companies must stay persistant in their efforts to maintain and gain customers because the competition is so fierce that there is no room to take it easy.
  • Using heritage. Because of people like the baby boomers, companies must not forget to utilize their influence. Baby boomers like the old products that they depended on so creating similar products that the new age can depend on is a good idea.
  • Creating personality. Companies must have their own thing that people know them for. For instance, the most played driver on the PGA Tour is Taylormade Golf. The number 1 in golf balls is Titleist. The nicest airline is Singapore Air. They all have something that represents who they are.

(pg. 378-379)

Moreover, the 21st century has brought along new integrated marketing techniques. One of such is televison and movie product placements. Recently in the last couple of years I have noticed how movies incorporate brands into the scene. A lot of the time it is not blatant but the brand is shown off in a casual and passing way. Product placement in movies is effective in that the products are seen by millions of people. This is why most product placement is done in large scale movies. Below is an example of product placement being ridiculed in the movie “The Truman Show.”


Seitel, Fraser P. The Practice of Public Relations. Boston, MA: Pearson, 2011. Print.

“Back with Taylormade! « Brian Wernimont.” Brian Wernimont. Web. 25 Apr. 2011.
“Define ‘Big Idea’ in Advertising | The Meaning of Big Ideas | The Engel Journal.” The Engel Journal | Official Site. Web. 25 Apr. 2011. <;.

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