Integration Argument – Steinlager ‘We Believe’

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Introduction

When launching an integrated marketing campaign (IMC) a marketer is hoping to create opportunities for their brand.  A well executed marketing campaign can increase brand awareness as well as strengthening the brand’s image, leading to influencing customer purchasing behaviour and developing long-term brand/customer relationships.

Using Steinlager’s ‘We Believe’ integrated marketing campaign as a case-study, this report discusses the process of integration in marketing campaigns and identifies the risks and opportunities associated with using multiple media channels.

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