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Integrated Advertising, Promotion, and Marketing Communications
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Category Archives: Chapter 02

  • The Johnson & Johnson corporation produces and sells a variety of items related to personal care. Company leaders have long emphasized [...]

    Johnson & Johnson (Chapter 2 and 13)

    January 6, 2019
  • Negative publicity can quickly damage a brand in the eyes of consumers, investors, and even the government. Resources: Tesla Stock Value SEC [...]

    Tesla (Chapter 2)

    August 29, 2018
  • The Nice brand appears in Walgreen’s stores throughout the United States. Recently, the Kind brand began seeking to create differentiation [...]

    Nice Versus Kind (Chapter 2)

    August 23, 2018
  • Branding is a critical component of integrated marketing communications. Companies spend considerable time and money developing strong, powerful [...]

    Branding (Chapter 2)

    April 16, 2018
  • Overstock.com is a successful online retailer that has developed a unique reputation through a carefully orchestrated branding campaign. [...]

    Overstock (Chapter 2)

    April 16, 2018
  • The International House of Pancakes, or IHOP, is a well-known brand. Managing that brand for success required careful planning and marketing [...]

    IHOP (Chapter 2)

    April 15, 2018
  • A study by Wunderman found that to win consumers, it will require demonstrating they care. Wunderman called the concept “wantedness.” [...]

    Brands that Care (Chapter 2)

    January 18, 2017
  • I though this article in The Atlantic was interesting. It discusses the move to using logos without words. The rationale is that consumers are [...]

    Wordless Logos (Chapter 2)

    September 14, 2016
  • Stetson Hats is celebrating the company’s 150th anniversary. The company’s goal – rejuvenate the brand. I think this can create [...]

    Stetson – Is Come Back Possible? (Chapter 2)

    October 29, 2015
  • This article from Advertising Age highlights Verizon’s launch of its new logo with a new campaign entitled “Better Matters.” [...]

    Verizon Launches New Campaign (Chapter 2)

    September 10, 2015

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