How has Anheuser-Busch followed Integrated Marketing Communications (IMC) and succeeded?
Papers should be seven (7) pages double-spaced. Longer papers are cheerfully accepted and read carefully. For citations, MLA format is preferred but not required. A minimum of seven citations is a good start. NEVER use Wikipedia as a citation.
Please give a BRIEF history of the company or brand in the opening paragraph. You may finish with a brief opinion at the end regarding the company’s prospects.
Integrated marketing communication (IMC) is a major marketing effort that involves careful coordination and integration of different communication channels to share a clear and consistent message. In other words, one consistent message is delivered to customers in various media, including magazines, radio, TV, professional selling, mobile phones, the internet, and social media. When a company delivers a consistent message, it establishes critical value in the customers’ minds. Anheuser-Busch is an American beverage company that was founded in 1852 as a small neighborhood brewery. The company headquarters is in St. Louis, Missouri, U.S. (Anheuser-Busch). The company is committed to bringing people together through its beloved brands. Lager beer was introduced in the United States by Germans in the 19th century, changing the brewing industry’s landscape. The company pioneered using technology to produce different high-quality brands like Budweiser, Faust, and Michelob. Adolphus Busch was one of the key leaders in the company growth and was committed to studying the brewing industry to produce a better tasting beer. Budweiser became one of the company’s most influential brands, and the company engaged in a nationwide promotional campaign. The company utilized different channels, such as print and billboard advertising, to share brand information. The company also utilized different novelty items like bottle openers, postcards, among others. This paper explains the use of IMC by Anheuser-Busch and how the company succeeded. Anheuser-Busch followed IMC by creating commercials or artwork, causing emotional reactions that were shared on different platforms. The company has a historical foundation in using different promotional platforms to share clearly defined messages even before the term IMC was coined. (2387words)