978-1259709074 Chapter 18 Part 2

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Chapter 18 – Integrated Marketing Communications Marketing 6th

McGraw-Hill Education.

e. Reach divided by frequency

Answer: (c) Reach multiplied by frequency

Chapter Case Study: Taking IMC to The Max: Pepsi Max and Modern

Communications

1 Which channels is Pepsi Max using to communicate its marketing messages? Rank order

your impression of how effective they are and justify your answer.

Ranking

Channel

Message

Rationale

YouTube

#LiveforNow

#Unbelievable

YouTube is the primary video website

and the cost per impression is free or

extremely low

Advertising

Television

#Maxfootball

Soccer is the largest sport globally

Mobile App

“Blue Card Experiences”

Millennials are the most mobile

generation

Vine

#LiveForNow

Very popular app amongst Millennials

Advertising

Outdoor Billboard

#LiveForNow

High visibility, hard to judge impact

Advertising

Outdoor Bus stops

“Augmented reality”

High visibility, hard to judge impact

2 How are those various channels integrated?

The very name of the product line provides the foundation for a consistent message. Every

communication is “to the max” as well—grander, louder, more exciting, more thrilling. PepsiCo uses the

3 Which IMC channels do these campaigns by Pepsi Max make use of?

Channel

Message

YouTube

#LiveforNow #Unbelievable

Vine

#LiveForNow

Advertising

Television #Maxfootball

Advertising

Outdoor Billboard #LiveForNow

Advertising

Outdoor Bustops “Augmented reality”

Mobile App

“Blue Card Experiences”

Chapter 18 – Integrated Marketing Communications Marketing 6th

McGraw-Hill Education.

Additional Teaching Tips

This chapter focuses on the importance of the integrated marketing campaign effort. It is important for

students to understand that all elements of the promotional mix must come together to form one unique,

unified, marketing message or “big idea” for the product. A good understanding of AIDA in presenting

design elements is also critical and instructors should spend some time in class and through critical

thinking exercises to fully explore these elements.

This is a simple concept that can form basic marketing strategies in the marketing tools. Instructors

may want to divide the class in groups and have them develop an ad based on a candy bar on large

poster board. They should work as a group and incorporate the elements of ad design (a preview of the

next chapter on advertising design elements would need to be discussed) as well as the elements of

AIDA. Have students tape their group ad to the white board and have each group present their

advertisement and the AIDA concepts present. This critical thinking exercise is both creative and fun!

Online tip: Have students individually create an advertisement incorporating the advertising design

elements and AIDA. They can create the advertisement electronically, or hand-draw and scan to the

discussion board. Students are to write a paragraph on how AIDA is present in their ads. Have an

anonymous online vote and declare a winner!

Another important concept is the IMC effort. While students often understand that these components are

present, what should be emphasized is that they all must work together to deliver one, unified, unique

message to the target market. Thus, the brand logo should be present on advertisements but also used

in electronic media and direct marketing. The same “big idea” or slogan should be used in the personal

selling process, advertising, public relations efforts, etc. Remaining consistent with ONE message flowing

through the elements of the promotional mix will allow more opportunity for the message to break

through the “noise,” enabling for brand recognition of a logo, or slogan, or shape of a package to trigger

brand recall of your specific product when the consumer compares like brands.

Connect Activities

Activity

Type

Learning Objectives 18–

Scion and Its Innovative IMC Campaign

Case Analysis

The Communication Process

Click & Drag

Frito Lay: Integrated Marketing Communications

Video Case

HSN

Video Case

Taking IMC to the Max: Pepsi Max and Modern

Communications

Case Analysis

Scion and its Innovative IMC Campaign

▪ Activity Type: Case Analysis

▪ Learning Objectives: 18-01, 18-03

▪ Difficulty: Hard

▪ Activity Summary: This case describes Toyota’s campaign for its Scion line, targeted at younger

buyers. Students answer questions relating chapter concepts to the case.

Chapter 18 – Integrated Marketing Communications Marketing 6th

McGraw-Hill Education.

Activity

▪ Introduction: This activity highlights Toyota’s innovative campaign for the Scion. Toyota had a very

specific objective in mind when it launched the Scion. The company was intent on winning over a

much younger demographic with the hope of building loyal, lifetime customers. To reach this goal,

Toyota launched an innovative integrated marketing communications (IMC) campaign.

▪ Concept Review: Integrated marketing communications (IMC) represents the promotion P of the

marketing mix. IMC encompasses a variety of communication disciplines—advertising, personal

selling, sales promotion, public relations, direct marketing, and electronic media—used in

combination to provide clarity, consistency, and maximum communicative impact. IMC programs

regard each of the firm’s marketing communications elements as part of a whole, each of which offers

a different means to connect with the target audience.

Follow-Up Activity

▪ Use this case in combination with the Ford Fiesta case in the Chapter 19 activities. Compare and

contrast the IMC efforts of the two companies. It is an interesting comparison given that they have

essentially the same target market.

The Communication Process

▪ Activity Type: Click & Drag

▪ Learning Objectives: 18–01

▪ Difficulty: Medium

▪ Activity Summary: Students read about activities that are part of the communication process and

are asked to match them to the step of the process they represent.

Activity

▪ Introduction: Target is a discount retailer that operates nearly 1,750 stores in 49 states. Target

differentiates itself from its competitors by offering more upscale, trend-forward merchandise at low

cost. The store is planning a Back–to-School sale aimed at moms with children going back to school.

These women make the majority of their household purchases. Read about the Target sale

announcement and then assemble the communication process model as instructed.

▪ Concept Review: As the number of communication media has increased, the task of understanding

how best to reach target consumers has become far more complex. The Communication Process

model describes how communications go from the firm to the consumer and the factors that affect the

way the consumer perceives the message.

Follow-Up Activity

▪ Discuss: In the activity, Target measures store traffic to evaluate the impact of the ad campaign. What

are some of the challenges of that kind of evaluation? This is an opportunity to expand on the

discussion in the chapter of the lagged effect, and also to talk about how other changes in the

environment can sometimes make it hard to see the impact of advertising.

Chapter 18 – Integrated Marketing Communications Marketing 6th

McGraw-Hill Education.

Frito Lay: Integrated Marketing Communications

▪ Activity Type: Video Case

▪ Learning Objectives: 18–03

▪ Difficulty: Medium

▪ Activity Summary: This case discusses IMC efforts by Frito-Lay—on behalf of Doritos—to engage

their customers. After the video ends, students are asked questions about the video and related

course concepts.

Activity

▪ Introduction: There are three elements of any IMC strategy: the consumer, the channels through

which the message is communicated, and the evaluation of the results of the communication. This

video examines one of the communication channels that Frito-Lay uses as part of its IMC strategy.

▪ Concept Review: Integrated marketing communications (IMC) encompasses a variety of

communication disciplines in combination to provide clarity, consistency, and maximum

communicative impact. Instead of consisting of separate marketing communications elements with no

unified control, IMC programs regard each of the firm’s marketing communications elements as a part

of a whole, each of which offers a different means to connect with the target audience. This

integration of elements provides the firm with the best means to reach the target audience, and it

enhances the value story by offering a clear and consistent message.

▪ Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.

Follow-Up Activity

▪ In class, visit the Doritos website and identify current interactive initiatives.

▪ View some past years’ “Crash the Super Bowl” ads (easy to find on YouTube). From 2009–2012,

Doritos ads created through the contest earned #1 spots in the USA Today AdMeter poll in three of

the four years.

HSN

▪ Activity Type: Video Case

▪ Learning Objectives: 18-01, 18-03, 18-05

▪ Difficulty: Medium

▪ Activity Summary: This case discusses HSN’s multichannel retailing and marketing communications

strategy. After the video ends, students are asked questions about the video and related course

concepts.

Chapter 18 – Integrated Marketing Communications Marketing 6th

McGraw-Hill Education.

Activity

▪ Introduction: Started in 1982, HSN (Home Shopping Network) has become a $2.8 billion

multichannel retailer, using television, e-commerce, m-commerce, catalogs, and brick and mortar

stores. It has recently launched applications for all major smartphones. HSN reaches 90 million

homes, 24 hours a day, 7 days a week, 365 days a year. HSN has always been an innovator in its

use of integrated marketing communications.

▪ Concept Review: Promotion is the communication element of the 4 Ps. Marketers can use a variety

of communication disciplines. Doing so requires Integrated Marketing Communications (IMC). IMC

involves coordinating the use of these disciplines to provide message clarity, message consistency,

and maximum communication impact. Technology has expanded the channels marketers can use to

reach their target customers. Technology has also changed how an audience can interact with the

broadcast content. In this activity, you will be applying your knowledge of IMC to the specific case of

HSN.

▪ Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.

Follow-Up Activity

▪ Discuss: Suppose that HSN is trying to separately evaluate the impact of its various communication

media. How can they do this in a multichannel world? For example, someone might see a product on

TV but then buy it online. (This is hard to do, and is one reason why multichannel strategies are

complex.)

Taking IMC to the Max: Pepsi Max and Modern Communications

▪ Activity Type: Case Analysis

▪ Learning Objectives: 18-01, 18-02, 18-03

▪ Difficulty: Medium

▪ Activity Summary: This case discusses innovative marketing communications efforts by PepsiCo on

behalf of Pepsi Max. Students read the case and are then asked to answer questions applying

chapter concepts to the case material.

Activity

▪ Introduction: Pepsi has developed an innovative, integrated campaign to support Pepsi Max. This

activity is important because integrated marketing communications is essential to a product’s—and a

firm’s—ability to effectively communicate value to potential customers. The goal of this exercise is to

test your understanding of integrated marketing communications by applying chapter concepts to

Pepsi’s activities.

Follow-Up Activity

Pepsi Max’s “Unbelievable” social media campaign won a 2015 Webby award for its creativity. In class,

review the campaign and evaluate it. For details, see:

Chapter 18 – Integrated Marketing Communications Marketing 6th

McGraw-Hill Education.

http://webbyawards.com/winners/2015/online-film-video/branded-entertainment/integrated-

campaigns/pepsi-max-unbelievable-campaign/