Charmin Toilet Tissue IMC Elements
This activity is important because it introduces you to the field of advertising and promotion and its role in the whole marketing process. As a marketing professional, you will need to understand the concept of integrated marketing communications (IMC) and how it evolved from advertising and promotions in the past few decades. The growing trend toward IMC will illustrate how this integration fits with changes in the consumer, technological, and media environment.
The goal of this activity is to demonstrate your understanding of how various marketing and promotional elements must be coordinated to communicate effectively. You will need to be able to integrate these diverse communication functions rather than having them operate in independent silos.
Read the Charmin case regarding the move to a more integrated marketing communication function. Then, answer the questions that follow.
A nearly century-old brand, Charmin relied for years on traditional marketing tools such as good distribution and shelf space, but mostly on strong advertising and consumer promotions to have consumers pull the product through the channels. As a product in a not-so-exciting product category, often perceived by users as a commodity, it was a difficult task for the firm and ad agency to develop an appeal that truly differentiated the brand. For nearly two decades, the brand used the Mr. Whipple campaign and the tag line “Please don’t squeeze the Charmin.” The intent, which was successful, was to convince buyers that the product was softer than competing brands and induce them to actually pick up the package in the store. Once in their hand, it was as easy to drop it into their cart as to replace it on the shelf.
After the Mr. Whipple campaign ended, Charmin account managers incorporated very cute and likeable bears as part of the “Enjoy the go,” campaign, which was quite humorous and poked fun at the whole toilet paper experience. The newer campaigns increasingly shifted from solely advertising and consumer promotions to incorporating very active social media, mobile apps, and cause-related marketing. One of the mobile apps enables users to find the nearest clean public restroom.
Charmin’s approach has evolved over the last 90 years in response to changes in the media options, which have grown and expanded to far more individual methods to reach buyers. Consumers have also changed in their media usage, and traditional TV advertising is used substantially less than in the past. Charmin has strived to be ahead of the curve in the switch to a more integrated set of communications in order to better target consumers, to build a strong brand, and to provide the buyers with the central, fundamental elements of marketing.
By 2020, media spending is expected to be dedicating 45% to digital media allocations. As Charmin increasingly adopts digital media, it is following the trend of shifting from ________ to ________.
Multiple Choice
- advertising; promotions
- IMC; branding
- advertising and promotion; IMC
- IMC; advertising and promotion
- advertising and promotion; branding
2
Charmin Toilet Tissue IMC Elements
This activity is important because it introduces you to the field of advertising and promotion and its role in the whole marketing process. As a marketing professional, you will need to understand the concept of integrated marketing communications (IMC) and how it evolved from advertising and promotions in the past few decades. The growing trend toward IMC will illustrate how this integration fits with changes in the consumer, technological, and media environment.
The goal of this activity is to demonstrate your understanding of how various marketing and promotional elements must be coordinated to communicate effectively. You will need to be able to integrate these diverse communication functions rather than having them operate in independent silos.
Read the Charmin case regarding the move to a more integrated marketing communication function. Then, answer the questions that follow.
A nearly century-old brand, Charmin relied for years on traditional marketing tools such as good distribution and shelf space, but mostly on strong advertising and consumer promotions to have consumers pull the product through the channels. As a product in a not-so-exciting product category, often perceived by users as a commodity, it was a difficult task for the firm and ad agency to develop an appeal that truly differentiated the brand. For nearly two decades, the brand used the Mr. Whipple campaign and the tag line “Please don’t squeeze the Charmin.” The intent, which was successful, was to convince buyers that the product was softer than competing brands and induce them to actually pick up the package in the store. Once in their hand, it was as easy to drop it into their cart as to replace it on the shelf.
After the Mr. Whipple campaign ended, Charmin account managers incorporated very cute and likeable bears as part of the “Enjoy the go,” campaign, which was quite humorous and poked fun at the whole toilet paper experience. The newer campaigns increasingly shifted from solely advertising and consumer promotions to incorporating very active social media, mobile apps, and cause-related marketing. One of the mobile apps enables users to find the nearest clean public restroom.
Charmin’s approach has evolved over the last 90 years in response to changes in the media options, which have grown and expanded to far more individual methods to reach buyers. Consumers have also changed in their media usage, and traditional TV advertising is used substantially less than in the past. Charmin has strived to be ahead of the curve in the switch to a more integrated set of communications in order to better target consumers, to build a strong brand, and to provide the buyers with the central, fundamental elements of marketing.
Charmin has evolved its IMC over the years in order to fulfill the basic element of marketing used to build a strong, enduring relationship with consumer, even with a simple product such as toilet tissue. The core concept of the process between at least two parties in which each is able to communicate about their needs and desires is
Multiple Choice
- value.
- micromarketing.
- exchange.
- the IMC.
- communication.
Charmin Toilet Tissue IMC Elements
This activity is important because it introduces you to the field of advertising and promotion and its role in the whole marketing process. As a marketing professional, you will need to understand the concept of integrated marketing communications (IMC) and how it evolved from advertising and promotions in the past few decades. The growing trend toward IMC will illustrate how this integration fits with changes in the consumer, technological, and media environment.
The goal of this activity is to demonstrate your understanding of how various marketing and promotional elements must be coordinated to communicate effectively. You will need to be able to integrate these diverse communication functions rather than having them operate in independent silos.
Read the Charmin case regarding the move to a more integrated marketing communication function. Then, answer the questions that follow.
A nearly century-old brand, Charmin relied for years on traditional marketing tools such as good distribution and shelf space, but mostly on strong advertising and consumer promotions to have consumers pull the product through the channels. As a product in a not-so-exciting product category, often perceived by users as a commodity, it was a difficult task for the firm and ad agency to develop an appeal that truly differentiated the brand. For nearly two decades, the brand used the Mr. Whipple campaign and the tag line “Please don’t squeeze the Charmin.” The intent, which was successful, was to convince buyers that the product was softer than competing brands and induce them to actually pick up the package in the store. Once in their hand, it was as easy to drop it into their cart as to replace it on the shelf.
After the Mr. Whipple campaign ended, Charmin account managers incorporated very cute and likeable bears as part of the “Enjoy the go,” campaign, which was quite humorous and poked fun at the whole toilet paper experience. The newer campaigns increasingly shifted from solely advertising and consumer promotions to incorporating very active social media, mobile apps, and cause-related marketing. One of the mobile apps enables users to find the nearest clean public restroom.
Charmin’s approach has evolved over the last 90 years in response to changes in the media options, which have grown and expanded to far more individual methods to reach buyers. Consumers have also changed in their media usage, and traditional TV advertising is used substantially less than in the past. Charmin has strived to be ahead of the curve in the switch to a more integrated set of communications in order to better target consumers, to build a strong brand, and to provide the buyers with the central, fundamental elements of marketing.
Over the years, Charmin offers not only toilet paper but also other items such as Charmin Ultra Strong and Charmin Wipes to its product offerings. Additionally, the use of diverse media from TV campaigns such as “Call of Nature” to mobile marketing apps such as “Sit or Squat” evidence the importance of IMC in helping to build the Charmin
Multiple Choice
- campaign.
- target market.
- value.
- brand.
- personality.
Charmin Toilet Tissue IMC Elements
This activity is important because it introduces you to the field of advertising and promotion and its role in the whole marketing process. As a marketing professional, you will need to understand the concept of integrated marketing communications (IMC) and how it evolved from advertising and promotions in the past few decades. The growing trend toward IMC will illustrate how this integration fits with changes in the consumer, technological, and media environment.
The goal of this activity is to demonstrate your understanding of how various marketing and promotional elements must be coordinated to communicate effectively. You will need to be able to integrate these diverse communication functions rather than having them operate in independent silos.
Read the Charmin case regarding the move to a more integrated marketing communication function. Then, answer the questions that follow.
A nearly century-old brand, Charmin relied for years on traditional marketing tools such as good distribution and shelf space, but mostly on strong advertising and consumer promotions to have consumers pull the product through the channels. As a product in a not-so-exciting product category, often perceived by users as a commodity, it was a difficult task for the firm and ad agency to develop an appeal that truly differentiated the brand. For nearly two decades, the brand used the Mr. Whipple campaign and the tag line “Please don’t squeeze the Charmin.” The intent, which was successful, was to convince buyers that the product was softer than competing brands and induce them to actually pick up the package in the store. Once in their hand, it was as easy to drop it into their cart as to replace it on the shelf.
After the Mr. Whipple campaign ended, Charmin account managers incorporated very cute and likeable bears as part of the “Enjoy the go,” campaign, which was quite humorous and poked fun at the whole toilet paper experience. The newer campaigns increasingly shifted from solely advertising and consumer promotions to incorporating very active social media, mobile apps, and cause-related marketing. One of the mobile apps enables users to find the nearest clean public restroom.
Charmin’s approach has evolved over the last 90 years in response to changes in the media options, which have grown and expanded to far more individual methods to reach buyers. Consumers have also changed in their media usage, and traditional TV advertising is used substantially less than in the past. Charmin has strived to be ahead of the curve in the switch to a more integrated set of communications in order to better target consumers, to build a strong brand, and to provide the buyers with the central, fundamental elements of marketing.
When the consumer compares the cost of a product such as Charmin versus the competing brands to the benefits he receives from it, such as increased softness and strength, it is the ________ of the purchase he is perceiving.
Multiple Choice
- brand personality
- IMC
- exchange factor
- relationship
- value
Charmin Toilet Tissue IMC Elements
This activity is important because it introduces you to the field of advertising and promotion and its role in the whole marketing process. As a marketing professional, you will need to understand the concept of integrated marketing communications (IMC) and how it evolved from advertising and promotions in the past few decades. The growing trend toward IMC will illustrate how this integration fits with changes in the consumer, technological, and media environment.
The goal of this activity is to demonstrate your understanding of how various marketing and promotional elements must be coordinated to communicate effectively. You will need to be able to integrate these diverse communication functions rather than having them operate in independent silos.
Read the Charmin case regarding the move to a more integrated marketing communication function. Then, answer the questions that follow.
A nearly century-old brand, Charmin relied for years on traditional marketing tools such as good distribution and shelf space, but mostly on strong advertising and consumer promotions to have consumers pull the product through the channels. As a product in a not-so-exciting product category, often perceived by users as a commodity, it was a difficult task for the firm and ad agency to develop an appeal that truly differentiated the brand. For nearly two decades, the brand used the Mr. Whipple campaign and the tag line “Please don’t squeeze the Charmin.” The intent, which was successful, was to convince buyers that the product was softer than competing brands and induce them to actually pick up the package in the store. Once in their hand, it was as easy to drop it into their cart as to replace it on the shelf.
After the Mr. Whipple campaign ended, Charmin account managers incorporated very cute and likeable bears as part of the “Enjoy the go,” campaign, which was quite humorous and poked fun at the whole toilet paper experience. The newer campaigns increasingly shifted from solely advertising and consumer promotions to incorporating very active social media, mobile apps, and cause-related marketing. One of the mobile apps enables users to find the nearest clean public restroom.
Charmin’s approach has evolved over the last 90 years in response to changes in the media options, which have grown and expanded to far more individual methods to reach buyers. Consumers have also changed in their media usage, and traditional TV advertising is used substantially less than in the past. Charmin has strived to be ahead of the curve in the switch to a more integrated set of communications in order to better target consumers, to build a strong brand, and to provide the buyers with the central, fundamental elements of marketing.
While Charmin is concerned with all four elements of the ________ to sustain a successful product, in dealing with the IMC, it is primarily concerned with just one element of it.
Multiple Choice
- advertising and promotional mix
- brand identity
- communication mix
- marketing mix
