INTEGRATED MARKETING COMMUNICATION STRATEGY FOR THE „BARBIE“ MOVIE
DOI:
https://doi.org/10.24867/29GI02VaragicKeywords:
Integrated Marketing Communications (IMC), Barbie, Co-branding strategy, Movie Promotion, Market Success AnalysisAbstract
This paper explores the strategy of integrated marketing communications for the movie "Barbie". The work includes theoretical aspects of various marketing strategies, such as buzz marketing, co-branding strategy, WOM, viral and influencer marketing as well as storytelling, with a focus on the implementation of these strategies in the promotion of the Barbie brand and the related film. Key outcomes and impacts on brand image and market success are discussed, providing insights into the evolution of branding strategies in the context of modern media and consumer engagement.
References
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[3] Jacob McMillen (2021). Word of mouth marketing and testimonials are an extremely effective way to promote your products. https://www.yotpo.com/resources/word-of-mouth-marketing/
[4] Nikolić, S., Stanković, J., & Dejanović, A. (2015). BREND MENADŽMENT: SAVREMENA A(TRA)KCIJA. Fakultet tehničkih nauka, Novi Sad.
[5] Alisone Osborne „How the Barbie Movie's Marketing Genius Can Inspire Your Podcast—and Your Own Marketing“ (Marketing Profs, 2024.) https://www.marketingprofs.com/articles/2024/50690/barbie-movie-marketing-lessons-for-branded-podcasts-and-marketers
[6] Natalija Čorbić „In a Barbie world“ (Pioniri, 2023.) In a Barbie world | Pioniri Communications
[7] Statista,Florian Zandt(2024). How Important Is the Barbie Brand for Mattel?https://www.statista.com/chart/29860/annual-global-revenue-of-mattel-and-the-barbie-brand/
[2] Bryce, M. (2004). Viral Marketing - A Crucial New Dimension in 21st Century Marketing?. Nemačka: GRIN Verlag.
[3] Jacob McMillen (2021). Word of mouth marketing and testimonials are an extremely effective way to promote your products. https://www.yotpo.com/resources/word-of-mouth-marketing/
[4] Nikolić, S., Stanković, J., & Dejanović, A. (2015). BREND MENADŽMENT: SAVREMENA A(TRA)KCIJA. Fakultet tehničkih nauka, Novi Sad.
[5] Alisone Osborne „How the Barbie Movie's Marketing Genius Can Inspire Your Podcast—and Your Own Marketing“ (Marketing Profs, 2024.) https://www.marketingprofs.com/articles/2024/50690/barbie-movie-marketing-lessons-for-branded-podcasts-and-marketers
[6] Natalija Čorbić „In a Barbie world“ (Pioniri, 2023.) In a Barbie world | Pioniri Communications
[7] Statista,Florian Zandt(2024). How Important Is the Barbie Brand for Mattel?https://www.statista.com/chart/29860/annual-global-revenue-of-mattel-and-the-barbie-brand/
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Published
2024-12-24
Issue
Section
Industrial Engineering and Management
