Ogden Publications, a publisher of a variety of magazines, uses integrated marketing communications to coordinate and achieve consistency across all aspects of its marketing efforts. Ogden’s marketing department—consisting of a circulation team, a creative services team, a merchandise and events team, and a public relations team—searches for ways to collaborate more effectively with each editorial team so that there is consistency of key brand imagery and marketing messages across the company’s various magazines, websites, and marketing materials. The circulation team is responsible for managing overall readership by using touch points such as direct mail, magazine insert cards, email campaigns, and newsstands. The merchandise and events team is charged with developing new products and identifying new events to attend. The creative services team provides creative development for marketing as well as for the rest of the company. The PR team is responsible for gaining media exposure for Ogden. The overall message across Ogden’s various magazines is that Ogden provides “cool information that is relevant.”
VIDEO DISCUSSION QUESTIONS
What are some of the key customer touch points for Ogden Publications?
How does Ogden Publications use integrated marketing communications to provide a consistent message across these customer touch points?
How does Ogden Publications benefit from using integrated marketing communication Requirements:
- There is no minimum or maximum required number of pages. Your analysis will be considered complete, if it addresses each of the 3 components outlined above.
- Use of proper APA formatting and citations. If supporting evidence from outside resources is used those must be properly cited. A minimum of 3 – 5 sources (excluding the course textbook) from scholarly articles or business periodicals is required.
- Include your best critical thinking and analysis to arrive at your justification.
Approach the assignment from the perspective of the senior executive leadership of the company.