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:
- TV Ad Restaurant Manager UK
- TV Ad “Take Action”
- TV Ad “Freight Train”
- Video – Paul Ridley
- YouTube Channel
- Website
- Twitter
Discussion Questions:
- Watch the three TV ads. Which did you like the best? Why?
- What is the central message of the TV ads?
- 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?
- What information has Advil placed on its YouTube channel? Discuss the rationale behind the information and videos on the channel.
- Examine Advil’s Web site, Facebook page, and Twitter page. Discuss how these are integrated with the TV ads and videos you watched.
Clow/Baack 