Unit 6: Discussion

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.

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Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.

Review the following information to see how Taco Bell used integrated  marketing communications and social media to communicate its message:
Background on Taco Bell

Read the video case in the textbook on 493-495. 
Watch the Taco Bell case video: http://www.viddler.com/embed/df449288 (Links to an external site.)Links to an external site. 
Review the following online websites and articles:
Taco Bell’s Marketing Strategy: http://www.businessinsider.com/taco-bell-marketing-strategy-2014-3 (Links to an external site.)Links to an external site. 

Taco Bell and IMC: http://blog.imagesmith.com/2012/03/14/integrated-marketing/ (Links to an external site.)Links to an external site. 

Based on the information provided, put yourself in the position of a  marketing consultant brought in to the company to critically examine the  company’s repositioning efforts, and then formulate a set of  well-developed and supported recommendations to the company’s senior  leadership team. The recommendation should be logically presented,  well-supported, and thoroughly vetted. 

IMPORTANT! Your grade for each weekly thread discussion will be  determined by your analytical, integrative, problem-solving and critical  thinking skills demonstrated by your posts and by your positive  responses to the posts of your classmates.There is no minimum or maximum  in terms of the word count; however, the response should explicitly  address all required components of this discussion assignment. Your  response should integrate external resources, which should be consistent  with APA writing style and format (6th edition) and reflect higher  level cognitive processing (analysis, synthesis and or evaluation).  

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