Integrating a brand’s marketing communications ensures the same message is heard through each of the marketing channels. American Eagle offers a good example of this strategy.

Discussion Questions:

  1. Access American Eagle’s website. If American Eagle was a person, how would you describe its personality?
  2. Watch the two TV ads. How well do they match American Eagle’s website? Be specific.
  3. Access each of American Eagle’s social media pages. For each page, identify the message you think American Eagle wants to convey. Use screen shots to illustrate your points.
  4. How well are the social media pages integrated with the website and TV ads? Be specific.
  5. Customer engagement is a big issue for brands. Which of the social media pages do you think best engages customers with the American Eagle brand? Explain why.

 

About Dr. Ken Clow

Co-author of textbook.

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