Campaign Evaluation – Orcon Genius

         “It’s Cheaper Because It’s Smarter”

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Introduction

The goal of an integrated marketing campaign (IMC) is to directly influence the behavior of a target audience.  IMC consists of all message channels through which a consumer has contact with the brand, and makes use of all types of communication that are relevant to these consumers.  IMC requires that all communication channels deliver a consistent message. (Chitty, Barker, & Shimp, 2008)

This report is a critical analysis of the Orcon Genius marketing campaign launched in July 2011 by Auckland advertising agency DraftFCB.

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