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REVIEW QUESTIONS
18-4. Explain the difference between planning an IMC campaign and planning a
360-degree total communication program.
360 degree total communication programs take a much broader, long term approach
than a typical IMC campaign. 360 degree total communication programs work to
IMC planning has a beginning and an end. Its emphasis is limited to the development of objectives,
18-5. What do we mean when we say that media planning in an IMC campaign
plan moves from channels to contact points?
Traditionally, media channels such television, radio, magazines, etc. were relied upon
to deliver brand messages from the advertiser to the consumer. However, the concept
of contact points has redefined and broadened our understanding of media as a
18-6. Why is a brand an integrated perception?
People automatically integrate brand messages and experiences as part of the natural
process of perception formulation. Hence, brand impressions are created as a stew of
information that comes together as an integrated perception. This is why at every
18-7. What are SWOTs, and how are they used strategically in analyzing a
marketing situation?
The primary tool used to make sense of the information gathered and identify a key
problem is a SWOT analysis, which stands for strengths, weaknesses, opportunities,
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market situation for communication problems that affect the successful marketing of a
product, as well as opportunities the advertising can create or exploit. Analyzing the
18-8. What is cross-media integration and why is it important?
Media planning in an IMC context does more than just deliver targeted messages. It must
also engage, involve, and connect consumers to the brand and to each other. Media
selection must also consider message needs, and this is where media planning and
18-9. What are the two types of controls used in the management of an IMC
campaign?
In order to manage an IMC campaign or a program, a manger must keep up with an
incredibly complex set of tasks. Sometimes the brand manager is able to do this, but
18-10. Explain how a global IMC program is more complex than an IMC program
operated nationally.
First of all, agencies involved with international campaigns need to have an
international organizational structure. Also, there are many strategic considerations to
Positioning is one of the key strategic elements that brands usually try to keep
consistent from country to country. Particularly important is a good understanding of
consumer buying motives in each market, which is almost impossible to develop
Although the same budgeting techniques used nationally can also be used in foreign
markets, local practices also may affect the budget decision. Most notably, the
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18-11. What is internal integration?
To achieve internal integration, a cross-functional team that operates with a singular
The need for internal integration stems from the problem of departmental silos
operating within agencies and other marketing organizations, each with its own
To implement an approach to management that overcomes this problem, a
cross-functional brand focused team must be created involving members from all of
the relevant parts of a company that interact with customers, other stakeholders and
DISCUSSION QUESTIONS
18-12. Choose a restaurant in your community. What types of people does it target? Would
you recommend that its advertising focus on price or image? What is (or should be) its
image? Which media or marcom area should it use?
Student answers will vary but should take into consideration that the needs and wants
18-13. You have gotten a new assignment to be on the launch team for an upscale pen made
in Switzerland under the brand name of Pinnacle. Its primary advantage is that it has an
extremely long-lasting cartridge, one that is guaranteed to last for at least five years. The
pen is available in a variety of forms, including roller ball, felt tip, and a variety of widths
from fine to wide stroke. Analyze the globalization or localization options for launching this
pen first in Europe and then globally. What would your recommendation be on
standardizing the advertising?
The best solution here is probably the combination approach, which reasons that a
combination of standardization and localization may produce the most effective
advertising. Because the pen comes in so many combinations, it is likely that it may
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18-14.You work for a sporting goods chain that would like to focus all of its local
philanthropic activities in one area. You believe the company could benefit from a mission
marketing program. What should be in a proposal for the marketing VP that explains
mission marketing? Why do you think a mission marketing project might work for the
company?
Mission marketing links a for-profit organization’s mission, core values, and business
strategy to a cause that connects with a cause to which the company is committed
and its consumers care about. Mission marketing would probably interest this
Student proposals should mention all of the above in their proposal. In addition, the
mission-marketing plan must also emphasize the relevancy of the cause to the target
18-15. Luna is a regional producer of frozen pizza. Its only major competitor is Brutus
Bros. The following is a brief excerpt from Luna’s situation analysis for the next fiscal
year:
Actual
Last Year
Estimates
Next Year
Units Sold
120,000 185,000
$ Sales 420,000 580,000
Brutus $ Sales 630,000 830,000
Estimate the next year’s advertising budgets for Luna under each of the following
circumstances:
a. Luna follows a historical method by spending 40 cents per unit sold in
advertising, with a 5 percent increase for inflation.
b. Luna follows a fixed percentage of projected sales method, using 7 percent.
c. Luna follows a share-of-voice method. Brutus, their primary competitor, is
expected to use 6 percent of sales for its advertising budget in 2006.
a. Luna’s advertising budget for next year, using the historical method:
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Luna’s advertising budget based on next year’s unit estimate:
b. Luna’s advertising budget for next year based on 7 percent of projected sales:
c. To calculate a share-of-voice budget, the sales of the frozen pizza category are
Clearly, budgeting is not a simple task even with the aid of mathematical formulas.
TAKE-HOME PROJECTS
18-16. Portfolio Project: Compare the brand positioning and customer-focused content
of three of three of the following corporate sites: www.accenture.com, www.ibm.com,
www.nielsen.com, www.forrester.com, and www.strategicbusinessinsights.com. Analyze
the three sites you selected in terms of their brand vision and position, as well as their
commitment to a customer focus philosophy. What would you recommend to improve
their online brand presence?
Although student responses will vary, responses should emphasize the importance of
delivering messages that drive positive experiences to create value for customers. This
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18-17. Mini-Case Analysis: How has Chipotle built its reputation? Who does it target?
What is its brand essence or core brand concept? Explain how its “Cultivate” campaign
brings the brand’s vision to life. What might you suggest to continue to improve the
impact of this series of campaigns?
Chipotle created its reputation by embracing sustainable agriculture, family farmingand
the importance of healthy eating. It defines its target market as conscientious eaters, i.e.,
those consumers who care where their food comes from. The centerpiece of its
“Cultivate” campaign is an animated video that illustrates the company’s corporate
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