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Marketing

University of Phoenix
IMC and Marketing Comparison Paper

As I watched the Super bowl Game number XL, this past weekend, I noticed how the commercials have changed over the years. In pervious years, the commercial I like was the frogs promoting Budweiser beer. They had a story line and a catchy phrase that I looked forwarded to watching. The marketing plan was simple and had no contrast to its competitors. This traditional marketing plan was interesting and to me, never boring. I am not a beer drinker but these commercials will always be memorable and associated with the brand name Budweiser beer. The marketing department for Budweiser did not involve all aspects of the organization. From my perspective the commercials was developed from an advertising perspective only. Meaning that, Budweiser beer may consult with an advertising agency to develop a commercial that would attract beer drinkers and keep them interested by seeing the main characters (the frogs) interact with one another, while promoting beer. This made for good humor and increasing beer sales. The commercials have changed over the years, because companies are becoming more involved in the advertising for their products. Organizations are hiring promotional directors, advertising managers and they are doing due diligence when is comes to knowing the products and its target audience.
A good Integrated Marketing Communication plan (IMC) will have a communication process that incorporates all of marketing, financing and advertising a product to a particular audience. In the example of the frog commercial, today's IMC plan includes more departments who become involved in the overall process of making the commercials; these commercials are more attractive to the viewer. These commercials have become more expensive to produce because of the technology used; some have real actors in the skits. In contrast with the original production of these commercials seen only on television and print...