Integrated Marketing Communication
Give every channel a distinct job and one consistent promise.
Cheat sheet
Give every channel a distinct job and one consistent promise.
What to check first
Define the promise and substantiate the saving under a stated wash cycle.
How to make the call
Align sales scripts and landing pages before adding reach.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Kochi appliance brand launches a water-saving washer across shops, video and search.
Reveal the step-by-step solution
- Diagnose the problem.
Define the promise and substantiate the saving under a stated wash cycle.
- Work through the evidence.
Use video for awareness, search for comparison and retail demos for proof. Track each job and use a holdout to assess combined lift.
- Recommend and validate.
Align sales scripts and landing pages before adding reach.
More Indian cases
Interview question
How would you use integrated marketing communication to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Use video for awareness, search for comparison and retail demos for proof. Track each job and use a holdout to assess combined lift. Align sales scripts and landing pages before adding reach.