IMC Tools Outlined

Coles "Down down prices are down" campaign uses a number of different tools to convey the message of the campaign which was that prices were to be reduced. The campaign is headlined by the traditional marketing tools, most notably the television advertisements that ran from 2011 and were popularised in 2012 when British band Status Quo modified their song "Down Down" in order to adhere to the campaign slogan "Prices are down." Using the giant red hands shown in the ad, Coles created a motif for consumers to recognise in every other media outlet used including the more traditional direct marketing method such as catalogs and discount stickers attached to prices at the store. These traditional methods of marketing are further assisted by the modern methods which include digital marketing. By putting emphasis on the "Down down prices are down" slogan, Coles has created a sub-brand to the organisation and is able to take part in the many different avenues of digital marketing which include social medias like Twitter and Facebook. By using these sites, Coles has the potential to make the brand go "viral." Digital marketing also offers SEOs (Search Engine Optimisation) which Coles utalises to make the "Down down prices are down" slogan a means for consumers to access Coles online through Google, Bing etc.

The Coles "Down Down" hand

Bibliography:

B&T

How Down, Down will Status Quo go? - B&T

B&T, (2013). How Down, Down will Status Quo go? - B&T. [online] Available at: http://www.bandt.com.au/advertising/How-Down-Down-will-Status-Quo-go [Accessed 2 Nov. 2014].

Ian Westbrook

Strategic Corporate Financial Communications

Google Books, (2014). Strategic Corporate Financial Communications. [online] Available at: http://books.google.com.au/books?id=pCVFAwAAQBAJ&pg=PA158&dq=coles+down+down&hl=en&sa=X&ei=fhJWVKv-JIPSmAXQ_oGYAw&ved=0CCsQ6AEwAQ#v=onepage&q=coles%20down%20down&f=false [Accessed 2 Nov. 2014].