Integrated Marketing Communications

Traditional Barbie dolls sold in Japan had Asian features, black hair, and Japanese-inspired fashions.
Mattel's global consumer research revealed the original blonde Barbie was popular worldwide.
Girls worldwide are drawn to the fantasy aspect, not the doll's resemblance to them.
"Blond Barbie sells just as well in Asia as in the U.S."
When Rapunzel Barbie debuted, Walmart in South Korea and China hired local women to dress as the doll.
Mattel's TV ad campaign for Barbie was broadcast globally in 15, 20, and 30-second spots, in 35 languages.
The Barbie website featured Rapunzel stories and games in eight languages.
A computer-animated movie, Barbie as Rapunzel, was broadcast on TV, released on video/DVD, and shown in theaters worldwide.

IMC includes advertising, sales promotions, trade shows, personal selling, direct selling, and public relations.
The Barbie campaign exemplifies IMC.

Marketing is not just about disposing of products; it's about creating genuine customer value.
Philip Kotler's quote: Marketing is