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Integrated Message Paper

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......


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Approximate Word Count: 1383
Approximate Pages: 6 (250 words per double-spaced page)

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