Success story told from The Real Thing How Advertising Agencies utilize IMC Practices to Create Effective
Introduction: Many companies are making a move to enter markets in the global arena demanding a different approach from that of a national advertising campaign to a more integrated communications. ... Success for global brands is arguably determined by a strong integrated campaign and how well the brand’s message can transcend such barriers. The study I am proposing will attempt to expand upon prior research by exploring what the essential understandings and practices are that go into the success of a brand in the global marketplace. More specifically, I will further examine the role the brand’s advertising agency has on serving the importance of IMC practices and delivering campaigns globally. I will attempt to focus on one of the world’s most valuable brands and the advertising agencies’ work to demonstrate how they achieved global success. I will determine the practices used to create a coherent message within varied cultures and how these practices can be utilized within companies and agencies today. Literature Review: Title: Collecting the Real Thing: A Case Study Exploration of Brand Loyalty Enhancement Among Cocoa-Cola brand Collectors Author(s): Jan S. Slater Journal: Advances in Consumer Research Year: 2000 Volume: 27 Issue: 1 p202, 7p Abstract: This case study examples how Coca-Cola has maintained a strong linkage with its consumer through consistent brand strategies and advertising campaigns while also connecting with a specific segment of its consumer base that goes beyond consumption and even loyalty. ... 27-37 Publisher: MCB University Press ISSN 1061-0421 Abstract: Reviews how the DuPont Lycra division is focusing more on global brand management starting with the development of a new worldwide advertising campaign for Lycra in womens apparel. Describes how an international team selected the winning advertising theme and agency via teleconferencing.