This presentation delves into the integrated marketing communications (IMC) strategies employed to address obesity, focusing on the potential of advertising, particularly socially responsible campaigns, to contribute to its reduction. It explores various tools of IMC, including advertising, sales promotion, personal selling, public relations, direct marketing, events, experiences, and social media marketing. The presentation highlights how advertising can create awareness, address customer needs, and engage consumers with attractive visuals, ultimately arousing demand and promoting healthier choices. Examples of advertising campaigns, such as the 'Preventing Junk Free TV' campaign and initiatives by the Coca-Cola Foundation and the New York City Department of Health and Mental Hygiene, are examined to assess their impact and effectiveness in influencing consumer behavior and promoting long-term health benefits. The presentation concludes by emphasizing the importance of target audience, proper channels, consistent messaging, and online campaigns in achieving meaningful results in the fight against obesity.
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