“It’s Cheaper Because It’s Smarter”
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.