Promotions IMC/ATL/BTL

Marketing Communications are the means by which firms attempt to inform, persuade and remind customers – directly or indirectly- about the products and brands they sell. In a sense marketing communications represent the ‘voice’ of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers.

Marketing Communications Mix

Advertising	Sales Promotions	Events & Experiences	Public Relations & Publicity	Direct & Interactive Marketing	Personal Selling
Print & Broadcast Ads	Contests, games, sweepstakes, lotteries	Sports	Press kits	Catalogs	Sales Presentations
Packaging-Outer	Premiums & Gifts	Entertainment	Speeches	Mailings	Sales Meetings
Packaging Inserts	Sampling	Festivals	Seminars	Telemarketing	Incentive Programs
Motion Pictures	Fair & Trade Shows	Arts	Annual Reports	Electronic Shopping	Samples
Brochures & Booklets	Exhibits	Causes	Charitable Donations	TV Shopping	Fairs & trade shows
Posters & Leaflets	Demonstrations	Factory Tours	Publications	Fax Mail
Directories	Coupons	Company Museums	Community Relations	E Mail
Reprints of Ads	Rebates	Street Activities	Lobbying	Voice Mail
BillBoards	Low Interest fianancing		Identity media	Blogs
Display Signs	Entertainment		Company Magazine	Web sites
Points of Purchase displays	Trade- in – allowances
Audio Visual Material	Continuity programs
Symbols & Logos	Tie-ins
Videotapes

The integrated marketing communication elements which various categories of Vicks VapoRub have made use of is mentioned beneath:

1. TV Advertisements

The focus on each ad is the mother's care and her use of Vicks on the child. The mother is seen to know how to care for her child by using Vicks to help the child get some relief. Vicks has used this subject - line continuously. It has worked very well in that people associate Vicks VapoRub with safe and effective use on children, and everyone.

Recently some ads feature fathers too. 
http://www.youtube.com/watch?v=aSPHYJv_vQs

2. Posters / Print Media

Posters have also focussed on this subject line. 

More examples can be found under the post STP - Segmentation, Targeting and Positioning

3. Online Media

Vicks' facebook page has 401, 000 likes. It is a strong portal connecting the product to the online community, where visibility is important.https://www.facebook.com/vicksvaporubus

4. Campaigns

Vicks has successfully run many campaigns, in thr US, Philippines and in other places.
http://www.nytimes.com/2011/11/21/business/media/vaporubs-ads-spell-relief-d-a-d.html?pagewanted=all&_r=0

5. Instore placement

Vicks VapoRub is a cold and cough OTC drug. It is placed strategically to catch the customers eye. Customers inavariably buy Vicks and stock it.