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Integrated Marketing Communications
Posted By: mollyo* on 9/27/2004 12:26 PM (CST)	125 Points
Are there any working examples of Integrated Marketing Communications campaigns that have failed?

Posted by: thinkmor	Accepted Answer
9/27/2004 1:42 PM (CST)
Hi Mollyo Here is an article that may help: http://www.marketingprofs.com/4/syrett2.asp If anything comes up I'll post it. thanks Zahid Adil

Posted by: et3dotcom*	Accepted Answer
10/1/2004 12:54 PM (CST)
Simply integrating communication elements in a marketing campaign is no guarantee that the rollout will be successful. It takes a larger investment to integrate all elements, so the risk of a new roll out is greater – this necessitates greater testing and assurance that the assumptions are correct – otherwise the potential for failure is much greater. This may be a reason you are not finding examples, they do exist – most often in failed companies! daryl

Posted by: norquest*	Accepted Answer
10/7/2004 6:19 AM (CST)
If they were truly integrated marketing communications exercises they couldn’t have bombed because they would have included feedback loops that would have suggested immediate course corrections. Integrated marketing communications are two-way by design. One way communication exercises which include many media can’t be considered integrated. Noisy, perhaps, but not integrated surely.

Posted by: bobhogg	Accepted Answer
10/8/2004 5:01 AM (CST)
mollyo... With my cynical hat on, I guess I'd say that there are probably many examples of failed IMC campaigns, but the organisation concerned will have made sure that they never see the light of day as case studies! Good luck, Bob

Posted by: jose04	Accepted Answer
10/9/2004 5:12 AM (CST)
Hello Mollyo As long as there is no perfect predictability of any ad:sales ratio,, they are indications enough that the IMC campaigns have not fired perfectly. THis is true for any model for that matter. No IMC's deliver perfectly. THe best of the lot deliver the goods (sales) least imperfectly. The feedback component in the IMC process allows us to strive for such perfection. Hope these thoughts help!!

Posted by: Val (Moderator)*	Moderator Response
10/13/2004 8:33 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating! Val (Moderator)

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