Copy of Marketing 3500 Integrated Marketing Plan

What is integrated

marketing communications

Edward Jay Epstein notes in his famous investigative article:

"In its 1947 strategy plan, the advertising agency strongly emphasized a psychological approach. "We are dealing with a problem in mass psychology. We seek to ... strengthen the tradition of the diamond engagement ring -- to make it a psychological necessity capable of competing successfully at the retail level with utility goods and services...."

It defined as its target audience "some 70 million people 15 years and over whose opinion we hope to influence in support of our objectives." De Beers spent millions upon millions convincing the public that they needed to buy a product that they basically created out of thin air (thin air that they alone controlled).

7 Reasons Why Diamonds Are a Waste of Your Money

Ira Weissman - Huffington Post

Movie idols, the paragons of romance for the mass audience, would be given diamonds to use as their symbols of indestructible love. In addition, the agency suggested offering stories and society photographs to selected magazines and newspapers which would reinforce the link between diamonds and romance. Stories would stress the size of diamonds that celebrities presented to their loved ones, and photographs would conspicuously show the glittering stone on the hand of a well-known woman.

The plan also envisioned using the British royal family to help foster the romantic allure of diamonds. A memo said, "Since Great Britain has such an important interest in the diamond industry, the royal couple could be of tremendous assistance to this British industry by wearing diamonds rather than other jewels." Queen Elizabeth later went on a well-publicized trip to several South African diamond mines, and she accepted a diamond from De Beers.

"Have You Ever Tried to Sell a Diamond?"

Edward Epstein - The Atlantic Magazine

How many of you that are married either gave your spouse a diamond ring or received a diamond engagement ring?

What else could we be doing?

What brought you to the Huntsman School and Utah State?

The Cold Hard Facts

How many of you intend to give/get a diamond

engagement ring for/from your future spouse?

De Beers

The Greatest Marketing Campaign of the 20th Century

"A Diamond is Forever"

Integrated Marketing

Communications

• Career accelerator for students - JOBS
• Top-tier undergraduate programs
• Individualized faculty attention
• World class faculty
• Breadth of business skills (Core Classes)
• Outside the Classroom Experiences:
• Internships
• Go Global
• Huntsman Scholar Program
• Koch Scholar Program
• Clubs/Organizations
• Scholarship Money
• Ability to be successful after graduation
• A place for the best and brightest (Quality vs Quantity)

What about the Huntsman School of Business?

What message do we send out?

Just Do It

You can have the best idea or product in the world, but if you can't create a need or perceived value for it then it's worthless.

Got Milk?

How many believe diamonds are a good investment?

WHY?

What are some successful marketing campaigns?