Integrated Message Paper
Integrated Message Paper
Integrated Message Paper
Eastman Kodak is using IMC tools to make the connection between consumers and their brands. A major advertiser, Kodak uses all the disciplines including advertising, sales promotion, electronic media, CRM and PR. Public relations (PR), has been a key measure at the corporate level to “help build brand reputation, communicate financial performance, and address public affairs issues that affect company success” (
IMC Message to Drive Target Audience to Purchase Kodak’s Products
For Kodak digital cameras we would propose a message that builds on their strength. The chosen IMC message for team A is: Kodak. Your best shot. First time. Every time. Prime digital camera buyers are young affluent married with children. People shoot more pictures in the first year of their first child than in the rest of their life combined. “A recent study of online households indicates that parents of young children are far more likely than the general population to own digital cameras or scanners” (Shutterfly, 2005).
For instance, our chosen campaign would have both visual appeal and emotional appeal. The background would be something of awe-inspiring beauty like the beach at Carmel or the mountains in Colorado. In the foreground would be a baby on a silly carousel bunny, or a puppy playing with a child. On television the scene would unfold in film cutting back to Mother or Father taking in the scene, grabbing their Kodak camera, back to the scene till there was a climax, which would zoom in to a stop action shot–The puppy would be caught in mid-air. Various commercials could explore the individual features of the various cameras using the same theme.
Chosen