§ Lecture 04 of 04 · Teaching brief
Promote & place
One story. Many channels.
IMC · integrated marketing communications
Every paid, owned, and earned touchpoint should tell the same story. Repeat one promise across vehicles and frequency compounds; tell different stories and they cancel out.
Split a budget across five vehicles, pick distribution channels that fit your buyer, write a promo theme that echoes your R1 positioning, choose a campaign timing pattern, and commit to the KPIs you'll be judged on.
From the field
Multi-vehicle · decade-long
Dove · Real Beauty
Ran the same promise across TV, social, PR, and packaging for a decade straight.
Annual moment · December
Spotify Wrapped
One earned-media moment pulls paid, owned, and PR into a single integrated burst every year.