Professional Documents
Culture Documents
IMC1
IMC1
IMC1
MANAGING SERVICE
PROMISES
16-2
Provider Gap 4
16-4
Offer choices
Campaign objective:
demonstrate that FedEx’s portfolio of services will help
businesses meet their needs more effectively
Aimed at all businesses:
from small businesses to corporate customers
Integrated marketing communications campaign
involves TV, print, and radio ads
the message: the reliability that customers have come to
expect is now more certain than ever, so they can “relax”
16-17
distribution.fedex.com/01
Sports Sponsorship
Consistency of message
Use narratives to demonstrate service
experience
Presents vivid information
Promises what is possible
Encourages word-of-mouth communication
Indirectly features service customers
16-20