Integrated Marketing Communications is the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer.
Disney's Promotional Strategy
A promotional strategy is a plan for the optimal use of the elements of promotion which includes advertising, public relations, personal selling and sales promotion.
The most common form of advertising is traditional media including television, radio, newspapers, magazines, books, direct mail, billboards and transit cards. The Walt Disney Company advertises their theme parks, television shows, movies and toys through traditional media.
As shown to the left there are Disney billboard advertisements leading to the arrival at the Walt Disney Park building up the excited anticipation to visit the park.
Disney's Public Relations
Public relations is the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn understanding and acceptance. Also it helps an organization communicate with its customers, suppliers, stockholders, government officials, employees and the community which it operates. Recently with the devastating outcome of Hurricane Sandy Disney has donated 2 million dollars to relief efforts and has consistently broadcasted public service announcements on their ABC, ESPN and Radio Disney Networks encouraging viewers to support relief and rebuilding efforts. Disney presents a community minded image which consumers notice.
In 2009 Disney used a publicity campaign to promote their movie "Disney's a Christmas Carol". The Disney's Christmas Carol tour was a train tour that visited 40 cities with a multi car exhibit showcasing different aspects of the production. It was described as a rolling Disneyland exhibit but its free. The movie was top in the box office with $31 million in sales.
Disney's Sale Promotion Approach
Sales promotion contains all the marketing activities other than personal selling, advertising and public relations that stimulate consumer buying and dealer effectiveness. An example of one of Disney's many promotions is their vacation giveaways through their sweepstakes and contests.
The Sender and Encoding
The sender is the originator of the message in the communication process. Encoding is the conversion of a sender's ideas and thoughts into a message, usually in the form of words or signs. Disney's most famous campaign is "Let the Memories Begin" using photos and videos of real consumers visiting the parks and resorts, which will encourage even more people to visit the park. Disney noticed that consumers have a higher level of trust toward user generated content and the messages that come through as oppose to traditional advertising.
The Goals and Tasks of Promotion
These goals and tasks includes informing, persuading and reminding. Disney consistently broadcasts their upcoming attractions for their theme parks including a description for the ride and videos of what the experience will be like to inform consumers on whats new to come. Persuasion is an important factor for Disney because they appeal to the emotional needs and inner kid feelings to persuade consumers to continue visiting their parks. The reminding promotion keeps the product and brand name in the consumer's mind. 
AIDA Concept
The AIDA Concept outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. AIDA stands for attention, interest, desire and action. The Disney Cruise Line can be showed as an example for the AIDA concept.
1. Attention - The Disney Cruise Line began operation in 1998 so it was unknown and the company needed to create awareness. They created awareness through extensive ads on television and magazines.
2. Interest - Disney demonstrated the features of the cruise and the benefits for both kids and adults while sailing to various locations to create interest for their new cruise line.
3. Desire - Disney had to convince consumers their cruise was the best option for a family cruise by creating a game room, lounges, outdoor spas, casino, live shows, treasure hunts and more to show the idea that there's something for everyone in the family.
Action - To motivate customers to attend the cruise they consistently advertise the features and benefits.
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