Kodak's Use of Integrated Message Advertising

Integrated Message Paper

Eastman Kodak is using IMC tools to make the connection between consumers and their brands. A major advertiser, Kodak uses all the disciplines including advertising, sales promotion, electronic media, CRM and PR. Public relations (PR), has been a key measure at the corporate level to "help build brand reputation, communicate financial performance, and address public affairs issues that affect company success" (http://www.prfirms.org/docs/ 2006/2006ANA_Presentation.pdf). However, the flip side to PR is how it helps connect target audiences to build and position brands, change behavior, and move products off the shelves. To keep Kodak's products in consumer's minds, Kodak has geared up a multitude of movie-themed promotions and sweepstakes prizes using a variety of media outlets. For example, Kodak EasyShare Gallery offered consumers free movie tickets to Pirates of the Caribbean: Dead Man's Chest with a $20 purchase at KodakGallery.com. As well, an online sweepstakes asks consumers to participate in a photo treasure hunt for a chance to win Kodak products or a trip to Disneyland (Johannes, 2006). Our paper will explain our chosen IMC message; identify our target audience and how the message/message strategy will influence behavior, and the strategy we will use to ensure a consistence message in the marketplace.

IMC Message to Drive Target Audience to Purchase Kodak's Products

For Kodak digital cameras we would propose a message that builds on their strength. The chosen IMC message for team A is: Kodak. Your best shot. First time. Every time. Prime digital camera buyers are young affluent married with children. People shoot more pictures in the first year of their first child than in the rest of their life combined. "A recent study of online households indicates that parents of young children are far more likely than the general population to own digital cameras or scanners" (Shutterfly, 2005).

For instance, our chosen campaign would have both visual appeal and emotional appeal. The background would be something of awe-inspiring beauty like the beach at Carmel or the mountains in Colorado. In the foreground would be a baby on a silly carousel bunny, or a puppy playing with a child. On television the scene would unfold in film cutting back to Mother or Father taking in the scene, grabbing their Kodak camera, back to the scene till there was a climax, which would zoom in to a stop action shot--The puppy would be caught in mid-air.