Integration And Coordination of Communication Channels

INTEGRATED
MARKETING
COMMUNICATIONS
Advertising can help reduce
"Obesity".

INTRODUCTION
Integration and
coordination of
communication channels
The purpose is to provide
consistent message with
clarity (Finne and
Grönroos 2017)
Purpose is to present the
stand in favor of
advertising projecting
potential for reducing
obesity
With the focus on socially
responsible
advertisements, obesity
can be reduced
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing communication.
European Journal of Marketing,
51(3), pp.445-463.

TOOLS OF INTEGRATED
MARKETING
COMMUNICATIONS
Advertising Sales
Promotion
Personal
Selling
Public
Relations
Direct
Marketing
Events &
Experiences
Social Media
Marketing
Camilleri, M.A., 2018. Integrated marketing communications. In
Travel marketing, tourism economics and the airline product (pp. 85-103). Springer, Cham.

ADVERTISING
Paid form of communication
Non-personal promotion
on obesity
Identified sponsor will help
in better reach
Different media used to spread
information, awareness or
message (Hackley and Hackley
2017).Examples of media used -
Print, Network, Electronic and
Display.
R.A., 2017.
Advertising and promotion. Sage.

ADVANTAGES OF
ADVERTISING
• It can increase awareness.
• It can communicate
information.
• The facts and figures about
obesity can be spread to a large
number of audience in a small
time.• Reveals the truth.
• Attracts customer
attention(Fowler, Franz and
Ridout 2020)
Fowler, E.F., Franz, M.M. and Ridout, T.N., 2020. The Blue Wave: Assessing Political Advertising Trends and Democratic Advantages in 2018.
PS: Political

TACTICS OF
ADVERTISING ON
OBESITY
• Utilization of Influencers
• Thinking beyond the screen
• Grabbing attention quickly
• Taking advantage of personalization
(De Pauw et al. 2018)
• Stop bombarding on social media
• Avoid participation in disruption
De Pauw, P., De Wolf, R., Hudders, L. and Cauberghe, V., 2018. From persuasive messages to tactics: Exploring children’s knowledge and judgement of new
advertising formats.
New Media & Society,
20(7), pp.2604-2628.