Advil has used integrated marketing communications to establish a strong brand presence. Its digital component is an integral part of Advil’s IMC program.

Resources:

Discussion Questions:

  1. Watch the three TV ads. Which did you like the best? Why?
  2. What is the central message of the TV ads?
  3. Watch the video about Paul Ridley. Why did Advil produce this video and post it on its channel? What message do this video convey about Advil?
  4. What information has Advil placed on its YouTube channel? Discuss the rationale behind the information and videos on the channel.
  5. Examine Advil’s Web site, Facebook page, and Twitter page. Discuss how these are integrated with the TV ads and videos you watched.

About Dr. Ken Clow

Co-author of textbook.

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