Integrated Marketing Communication

By Clayton Jones

As technology advances so do the ways in which professionals utilise these improvements. Communication mediums also change quickly with the times and professionals are just as pro-active to implement them. Integrated Marketing Communication is an American term for being able to expose a particluar target market to as communication mediums as possible. The Dove Campaign For Real Beauty is a good example. The Dove brand who is always recognised by its soap, use this new communication strategy. The idea is to target all women of all ages and expose them to the entire range of Dove products. The campaigns theme is that of beauty has no age and its purpose is to break away from traditional beauty stereotypes. Dove is very effective in communicating its entire product line while being able to interact with these publics via their website or sales promotions. The success of this campaign comes from its sheer size, everytime you hear the brand Dove it is immediately associated with this Campaign for real beauty. All Dove's products encourage publics interaction with the website and point of sale.