Integrated Marketing Communications – what is it?

This 6-part blog has been created in order to review a current integrated marketing communications campaign. This blog will review Cadbury’s latest campaign “what flavor do you favour?” and will identify what media has been used, whether it is effective in spreading the message, analysing how the different media types have been integrated and whether the campaign has in fact made the consumer determine what “flavor they favour”.

According to Belch and Belch in ‘Advertising and Promotion – An Integrated Marketing Communications Perspective’ integrated marketing communications is “a strategic business process used to develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associated and other targeted relevant external and internal audiences.” The goal of the IMC is to generate both short-term financial returns and build long-term brand and shareholder value.

My next blog post will explore the types of media used within their campaign and identify whether their chosen mediums were effective in portraying the message.


Belch, G. and Belch, M. (2012). Advertising and promotion. 9th ed. New York: McGraw-Hill/Irwin, pp.8 – 10, 767.

Campaign Brief Australia, (2014). Cadbury asks ‘What flavour do you favour?’ in new campaign via Saatchi & Saatchi, Sydney. [online] Available at: [Accessed 20 Jun. 2014].


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