978-0133506884 Chapter 18 Solution Manual Part 2

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TRACE NORTH AMERICA CASE

Multicultural IMC

Read the Trace case in the Appendix before coming to class.

18-18. How could you increase the consistency of the “Hard to Explain, Easy to

Experience” campaign so that the overall impact was greater?

18-19.If you wanted to go global with this campaign, what would you need to learn

about each new market before you ran the campaign?

ADDITIONAL MATERIAL

WEB REVIEW QUESTIONS

1. Describe the importance of stakeholders and brand relationships to IMC.

A customer focus is critical in most IMC strategies. Although we use the word

‘customer’, we are really referring to all stakeholders who impact on that customer

relationship. Relationship marketing, a concept that originated with public relations,

2. What is message synergy and why is it important?

Brand communication is not about single messages but rather about the impact of

various impressions and brand meanings that evolve as the messages interact and

reinforce one another. In other words, messages that reinforce one another have a

3. List the important components of an IMC outline. Why is such an outline

important?

Although it will vary somewhat from agency to agency, what follows is a typical outline

of an IMC campaign.The outline is useful as a guide for the planning document but more

importantly, it also identifies the key strategic decisions that guide various sections of an

IMC campaign plan.

I. Situation Analysis

II. Key Strategic Campaign Decisions

III. Marcom Mix

IV. Message Strategy

V. IMC Media and Contact Points

VI. Management and Campaign Controls

4. What are some of the typical strategies that may guide an IMC campaign?

The general strategy that guides a campaign can be described in a number of ways. For

example, a strategy can focus on branding, positioning, countering the competition, or

creating category dominance. Maybe the strategy is designed to change the consumers’

Another common focus is the role and importance of the brand’s competitive position and

5. Discuss the role of objectives in the development of an IMC campaign

strategy.

Every advertising campaign must be guided by specific, clear, and measurable

objectives. The effectiveness of advertising is determined based on its measurable

A specific effect that can be measured

6. What are the five most common budgeting methods used when developing an

IMC campaign strategy?

The five most common budgeting methods are:

The historical method. Historical information is the source for this common

budgeting method. A budget may simply be based on last year’s budget, with

The objective-task method. The objective-task method looks at the objectives

for each activity and determines the cost of accomplishing each objective.

The percentage-of-sales method. The percentage-of-sales method compares the total sales

with the total advertising (or marketing communication) budget during the previous year or

Competitive budgets.This method uses competitors’ budgets as benchmarks

and relates the amount invested in advertising to the product’s share of

All you can afford. When a company allocates whatever is left over to

advertising, it is using the “all you can afford” budgeting method. It’s really

7. Describe some of the unique considerations to be made in connection to the

execution of a global IMC campaign.

The execution of a global campaign is usually more complex than a national plan.

The creative may need to be reshot with local models and settings, as well as

Government approval of television commercials can be difficult to secure in some

countries. As advertisers move into international and global advertising, they also

face many of the same ethical issues that advertisers deal with in the United States.

8. What are the various planning approaches that can be used when creating a

global campaign?

When planning an international advertising campaign, there are two options

concerning basic starting points: (1) success in one country and (2) a centrally

Local initiative: A successful campaign conceived for national application is modified

for use in other countries. Many companies have taken successful campaigns from

Centrally conceived campaigns: The second approach, a centrally conceived

campaign, was pioneered by Coca-Cola and is now used increasingly in global

Variations on central campaigns: Variations on the centrally conceived campaign also

exist. The office that develops the approved campaign would be designated the lead

agency and would develop all of the necessary elements of the campaign and prepare

Bottom-up creativity: Sometimes a competition may be used to find the best idea.

9. What is the integration triangle?

The integration triangle identifies three key aspects of brand communication that

must work together to create integration as well as integrity: 1) what brand company

ASSIGNMENTS

Individual Assignments

1. Surf the Web and locate an agency that specializes in IMC. Explore all of the

links, learning everything you can about what they do, and how their work

integrates elements of advertising, public relations and marketing. Contrast

your findings with what you have learned in this chapter, and summarize your

findings in a 350-word report.

2. Visit www.aef.com/industry/careers/2026 to view the classic Wall Street

Journalcampaign that has run for more than 30 years and is mentioned in this

chapter. What do you think its primary objective(s) have been over the years?

What strategic decisions are driving it? What is the message strategy? Also

generate some ideas that if implemented could move this ad campaign from an

individual media channel (the WSJ) to a multichannel, multiplatform IMC

campaign.

Think-Pair-Share

1. To demonstrate the problems of language in advertising, divide the class into

teams of five or six. Each team should choose a print advertisement it believes

would have universal appeal. Take the headline and one paragraph of body copy

to a language professor or someone who is proficient in a language other than

English. See whether you can do this for up to five different languages. Next,

take that translation to another professor or native language speaker of the same

language and ask for a “back translation” into English. Compare and report on

how well the concept translated.

2. Identify a major brand for which an effective IMC campaign has been executed.

With your partner, discuss what additional steps must be taken to transition the

IMC campaign into a 360 degree communication program.

OUTSIDE EXAMPLES

1. Identify a for-profit organization that is involved in cause marketing. Collect

samples of their marketing communications efforts that demonstrate their

commitment to their cause. First, determine if the business you have identified is

involved in cause marketing or mission marketing. Then, analyze the samples you

have collected and compare them to each other in terms of intended objectives,

target audiences, strategic approaches, brand consistency, and overall strengths

and weaknesses. Also generate ways that both experiential as well as traditional

media could be used to strengthen this campaign’s impact. Create an eight slide

PowerPoint presentation for your class that outlines your findings and

suggestions.

2. Go online and explore the world’s biggest international marketing blunders. Using

your favorite search engine, enter the keywords, “international marketing

blunders.” Select any website that is interesting to you and explore it thoroughly.

Focus on one or two high-profile cases. After finishing your research, compile

your findings into a 10-minute oral presentation for the class, explaining how

your findings tie into concepts presented in this chapter regarding international

IMC campaigns.