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The purpose of this visual content analysis is to investigate how Black Friday marketing campaigns employ integrated marketing communications (IMC) to influence consumer behavior and maximize sales. This study will analyze the consistency, appeal, and effectiveness of visual messaging across different retail categories and communication platforms.

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Resources that speak to the use of IMC and/or Black Friday messaging

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Integrated Marketing Communications: A Strategic Approach

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Integrated Marketing Communications: A Strategic Approach

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Provides insights into how coordinated marketing efforts drive consumer engagement, particularly useful for understanding Black Friday campaigns.

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Integrated Advertising, Promotion, and Marketing Communications, 9th edition | eTextBook Subscription | Pearson+

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Integrated Advertising, Promotion, and Marketing Communications, 9th edition eTextbook + Study & Exam Prep Pack subscription for $14.49/mo with eTextbook + video lessons, practice problems, and more.

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Impact of Integrated Marketing Communication on Consumer Behaviour

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Impact of Integrated Marketing Communication on Consumer Behaviour

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Explores how IMC affects decision-making and purchasing behavior, relevant to analyzing Black Friday messaging.

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Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision - Making Process | Mihart | International Journal of Marketing Studies | CCSE

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Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision - Making Process

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Examines marketing tactics retailers use during Black Friday to capture consumer attention and increase sales.

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This may be a time period, region, category, specific retail/other location

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November 15–30, 2024

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U.S.-based retailers. More specifically, South New Jersey

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Electronics, fashion, and home goods

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Social media, in-store displays, email campaigns, and online advertisements

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Best Buy gave a calendar on how this years Thanksgiving's sales were going to happen.

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Macy's gave the prices of the stuff to make it more appealing and show how low the prices were.

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Amazon took advantage of the popularity and extended their sales for a whole week instead of just one weekend.

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A banner ad from Walmart on a third-party website emphasizing “Lowest Prices of the Year.” and promoting themselves on other places

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A PR announcement from Target detailing their extended hours and special in-store events for Black Friday.

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Across platforms, a sense of urgency and exclusivity is emphasized through countdowns, bold colors (red, black, and yellow), and phrases like “Hurry!” or “Limited Time Only.”

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Bright, high-contrast colors draw attention, while large fonts highlight key offers. Icons such as clocks or shopping carts reinforce urgency and the call to action.

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Email campaigns target loyal customers, while social media and banners capture a broader audience.

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IMC ensures that the message remains consistent yet tailored to each platform, creating a cohesive consumer experience that drives traffic and sales.