Question

Research one leading marketing communications firm (advertising agency or public relations firm). Leading firms to research include Edelman, BBDO, Ogilvy & Mather, DDB Worldwide, etc.

Explain in detail three strategic ways the selected firm helps its clients achieve Integrated Marketing Communications (IMC).

Make sure you cite References.

Please be as detailed as possible, thanks!

Answer 1

DDB Worldwide Communications Group Inc is a worldwide Marketing communication network. Its Parent Company is Omnicom Group Inc.

The following are the strategies used by DDB Worldwide :

• 1) Push & Pull Strategies

This type of strategies are promotional mix strategies which are used to get the product into TARGET market.

The push strategy places the product right in front of the customer, making him aware of the existence of the product.

Few examples of push tactics are:

• creating a supply chain of distribution so the retailers can obtain the product in sufficient quantity
• Point-of-sale displays that make a product highly visible to consumers

The push strategy works best when the company have good relationship with its customers.

The Pull strategy stimulates demand and motivates customers to search for a specific product.

The pull strategy is generally used by the strong and visible brands with which the consumers have familiarity.

The following are the examples of pull strategy

• Sales promotions and discounts
• Marketing communications with existing customers to make them aware of new products that will fill a specific need.

• 2) Engagement strategies

​​​​​​​ In engagement strategy it is necessary to predetermine what the marketing firm wants to achieve with the target customer.

the marketers should consider how the campaign will draw attention, make an impact, attract target audience among the large market place.

Exposure alone is no longer sufficient to create brand equity and loyalty; interaction is now the name of the game.

Marketers today have many different avenues for creating engagement opportunities focused on making a desired impact in the mind–and behavior–of the customer.

By predetermining the objectives of the campaign the marketers not only pin point a winning strategy but it also helps them deliver the desired results.

• 3) Internet Marketing Strategies

​​​​​​​ Internet marketing also known as i-marketing or e-marketing is the marketing of product and services over internet.

Internet has brought the product lines to a global audience.

Management of digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.

The interactive nature of Internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium.

Internet marketing is in broad scope because it not only refers to marketing on the internet but also includes marketing done via e-mails and wireless media.