IMC Communications requires extensive research, which can be facilitated by the internet as long as credible sources are used. For a Kroger advertising campaign, social media should be the starting point given its growth, followed by digital billboards targeting millennials and Gen Z with hashtags. Streaming platforms like YouTube and Hulu could also be effective given the rise in cord-cutting, and provide insights into ad viewership. In conclusion, focusing social media advertising on the next generation could help raise brand awareness for potential college students and future customers moving to new areas where Kroger is present.

1. Conclusion
IMC Communications, which I have learned in this course, is a very
research extensive course. The information is easily obtained thanks to the
internet and makes the research a little easier. However, you must make
sure you’re getting a website that’s credentials check out or come from a
reputable company.
For the Kroger campaign, I believe that these should be advertising
channels that should be investigated if it hasn’t already. Since social media
is blowing up, I would think that would be a great start and then grow from
there.
Digital Billboards are directed at all who may see them and most of the
viewers will be the demographic we are looking for. I think by utilizing this
we will appeal to the Millennials and Gen Zers. By sneakily putting
#Krogering only on billboards across the cities we have physical locations,
we can appeal to a younger market to start planting the seed that Kroger
cares and is for everyone no matter who they are. This hashtag goes in play
with our social media campaigns because that’s what Gen Z and Millennials
associate when seeing a hashtag #.
By advertising via streaming platforms such as YouTube and Hulu, we
could gain valuable knowledge about the viewers of our ads. See if our
efforts there are for lack of a better phrase, “pulling their weight in gold”.
Since we’re in the midst of the “cutting-the-cord” generation, more and
more cable subscribers are cancelling their subscriptions to utilize
streaming services such as Hulu and YouTube among others.
In conclusion, I don’t feel there is any reason for this to not be a feasible
and cost-efficient advertising plan. For most of the advertising costs to go
into the next generation, they could focus solely on social media. This will
start brand awareness in potential college students to recognize the brand
should it not be available in their hometown but suddenly is now easily
accessible. I believe this is the best way to remarket Kroger and focus on
the next gen more.