Barack Obama's Integrated Marketing Communications Strategy

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG211 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Marketing Communication / Media Strategy / New Media Channels
Case Length : 19 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note : Not Available
Organization : -
Industry : -
Countries : US


This case is about Barack Obama, the 44th President of the US, and how he used integrated marketing communications (IMC) to win the 2008 US Presidential elections. For the first time in the history of the US Presidential Elections, the Internet was used widely and effectively for both campaigning and fund raising purposes. Obama also used the traditional methods of marketing which accounted for 50% of his fund raising. The case shows how Obama carefully tailored his campaign by targeting people of different age groups, communities, and professionals systematically to achieve success in the elections. Obama tapped the growing community of people who preferred the Internet and mobile phones to television. Other G7 countries had in the past tried to use the Internet as a tool for campaigning but it was not used as effectively and consistently in the past, according to experts.

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Analyze how Barack Obama used the new media effectively in his election campaign
Understand how integrated marketing communications can be used effectively
Appreciate how new media such as the Internet and social media can be used effectively and economically
Understand the issues and challenges in segmenting the market and targeting them effectively


  Page No.
Introduction 1
Background Note 2
Election 2000 3
Election 2004 4
Election 2008 and Challenges Before Obama 4
Obama's Technology Strategy 5
Mccain's Campaign 9
Results 10
The Negative Side of The Internet 11
Outlook 12
Exhibits 14


Integrate marketing communication, campaign, New media, Communication, Marketing communication, Market segmentation, Targeting, Social media, Barack Obama

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