ICM Midterm Flashcards
10 Steps for integrated comms success
Research
Strategy
Branding
Internal Communications
Advertising
Digital Media
Media Relations
Experiential Marketing
Partnerships
Measurement & Evaluation
DMWT Key concepts
- Targeting habits early. Use mascots/heroes to appeal to kids
- Use mascots/heroes to appeal to kids.
Alienware (Parent brand: Dell):
- Transition from niche to lifestyle brand.
- Lifestyle brands involve casual use but justify a premium price
Green Mountain Energy
FDeregulation happened in the market and they could sell their wind energy in Houston and Dallas deregulation.
Dell Marketing Influences
- Old computers posed issues
- used prison labor and was exposed for it
- leading to crisis comms, branding, bridge building, internal comms, and community events.
- “product stewardship”
leanwashing
- false Health claims, mostly food marketing.
- Examples include Got Milk Commercial, Pepsi, GE clean coal commercial spots, Snack Wells “fat-free cookies” spots
Greenwashing
Index: Scale from 1-5 (5 being the most bogus).
Criteria: Misleading words, visuals/graphics, vague claims, exaggeration, omission of important info.
Leanwashing criteria
- Similar criteria to greenwashing but includes targeting children.
Misleading words, - visuals/graphics, vague claims, exaggeration, omission of important info.
Leanwashing phrases
gluten free
fat free
sugar free
low calorie
Advertising and Sustainability relationship
Advertising exists to sell more things but that can really harm the environment so it is a counteractive effort to cover both as a journalist.
Retail media
the ads placed on a retailer’s ecommerce site or app by a brand in order to influence the customer at the point of purchase.
Katherine Lundstrum covers
The advertising industry’s response to the climate crisis
- sustainability and commerce beat at Ad week
Communitycare
needed to revamp the pediatrics brand that was very outdated
DMWT and ICM tactics
comprehensive brand strategy
Daimler’s Car to go
market trend: young people aren’t buying cars as much
Kathryn Lundstrom Advice
Publicists need to understand
- the journalist’s beat
- Off the record
- Background information and attribution
- Never ask to read the story before published
- Only changes made are factual errors
League of Women voters of Austin
- mini campaign during 2020 elections
- needed to get people to vote during a pandemic/ younger people to work the polls
Green mountain energy used
- research
- marketing
- creative
- paid media
- media relations
- events
Dell Sustainability used
Crisis comms
branding
bridge building
internal comms
community events
Boar’s Head news story
Listeria Deaths caused a plant to shut down
Master Settlement Agreement (MSA)
- limit advertising of nicotine
- can’t target kids
- ## no cartoons
Smoking in cinema
movies with smoking in them should be rated R
