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Integrated Marketing Communications Student’s Name Professor Course Title Date   WWF Integrated Marketing Communications

The product that I am going to focus on is the World Wildlife Fund. I am sure everyone has come across this particular panda as they go about their daily business. This panda is famous not only because of its cuteness but because it shows the brand that is the World Wildlife Fund. The logo is a glorification of the best forms of integrated marketing communications that has been adopted by the World Wildlife Fund or WWF as it is more commonly known. The organization is involved in conservation all over the world and it has successfully positioned itself as a leader in the area for many years through brand awareness. The brand awareness is conducted in all forms of media and this is what has made the company such a success. The organization has utilized several techniques to reach several significant audiences in all corners of the world. The company has been able to be the customer touch point on so many matters. It is important to look at the strategies that the company has used to create brand awareness reach out to several people around the world.


The first strategy that the company uses is by reaching out to the emotional side of the target audience. The WWF is well aware that people care for nature and there is no better way to reach out to the senses of people that by using fluffy animals as seen in the picture above. The beauty of nature has been effectively used by the organization to communicate their message and get the much needed support from the people. The emotional side of their branding can be seen in the links to the videos that are shown below. The second strategy that the company uses is by reaching out to the cognitive side of the audience. The WWF has to look for the cognitive because of the causes that they support. The audience need to get the message that the organization is out to look out for the animals for the best of mankind. The organization goes out to either update or provide a background of the situation. There is a link below showing how they want people to protect tigers because they are facing the danger of extinction. Another reason for their strategies is to impact on the likely ways that the cause can be assisted. The organization for example communicates the message that the natural research areas are sustained using donations. An example is a picture of a turtle breeding ground shown below.

WWF elephants Christmas advert 2017 [Video file]. (2017, November 20). Retrieved from https://www.youtube.com/watch?v=cb6sYToyQh8

  1. iProtectTigers: WWF-UK Tiger Advert 2017 ? [Video file]. (2017, May 24). Retrieved from https://www.youtube.com/watch?v=Go65ADmGew0

The ads that are made by the WWF ca be classified as two-sided cognitive ads. The ads are regarded as this because they also mention the negative side of the given situation. The products that the WWF offers have a solution to the problem that is in existent using several initiatives by the fund. The communication that they use can also be referred to as drama ad. The processing of any communication effort by human beings can be looked at from two major dimensions. These are intensity and direction. These two mean that elements that will draw the attention of the audience and the amount of effects that will be generated by the target audience in the form of feelings and thoughts. The WWF campaigns get the attention of the audience using several informative aspects and visual elements that lead to intense judgment and feelings by the target people. The outcomes of their ads help to shape the future of their other communication efforts as well. The feelings and thoughts that the company elicits remain in the mind of the consumer and they will be linked to the brand. The company uses several media to communicate their messages form the social in the form of twitter and Facebook to the printed. The feedback that the organization receives is in the form of funding that they receive from the people to run their conservation efforts. The organization also makes use of direct marketing where the message is personalized to the target audience. The photo below shows a message that is personalized to the younger generation who were crazed to the game of Pokémon Go. The message that they have is customized according to the receiver. The power of having individualized communication is that it reduces the breach that is there between the response ad reach by taking control of the stimulus and measuring the response in an accurate and fast manner. The strategies that this organization uses has made it a successful conservation body all over the world.

The other organization that I choose to compare with WWF is the Wildlife Conservation Society (WCS). The company applies several strategies at getting funds for their work. The company usually goes for strategic partnerships with other companies. The company works towards co-branded campaigns that engage the consumers and factor into preserving the planet. The many of their promotions are motivated by the outdoors and other adventures. The company will make use of donations by corporations and consumers in addition to campaigns such as 96 elephants and Blue York. An example of some of their partnerships is the one they have with TOMS. WCS teamed up with Toms to launch a limited edition collection of footwear that was meant to inspire people to join the efforts to conserve elephants. Every pair that was sold by TOMS would be accompanied by a donation to a needy child.

Overall I think the marketing methods that have been used by WWF are better than the ones used by WCS. WWF has incorporated a strategy which reaches out to all people in an emotional manner. When one sees the panda by WWF they know the brand one is talking about and the conservation efforts that they use. WWF is also creative in the manner that they deliver their message to the people. They use several forms of media and they ads appeal to the conscience of the consumers ensuring that all they campaigns stay on track. WWF have managed to advance in green advertising and reach out to the guilt levels of the consumer.   References Strategic Integrated Marketing Communications. (2014). doi:10.4324/9780203553916 YESHIN, T. (2008). Integrated marketing communications. The Marketing Book, 327-351. doi:10.1016/b978-0-7506-8566-5.50021-2 Kitchen, P. J., & Burgmann, I. (2010). Integrated Marketing Communication. Wiley International Encyclopedia of Marketing. doi:10.1002/9781444316568.wiem04001 Finne, Å., & Grönroos, C. (2009). Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal of Marketing Communications, 15(2-3), 179-195. doi:10.1080/13527260902757654 Basil, M. (2012). Coverage of social marketing efforts in the mainstream media. International Journal of Nonprofit and Voluntary Sector Marketing, 17(4), 295-302. doi:10.1002/nvsm.1431