978-1259709074 Chapter 18 Solutions Manual

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Chapter 18 – Integrated Marketing Communications Marketing 6th

Answers to End of Chapter Learning Aids

Marketing Digitally

1 Visit http://www.thephelpsgroup.com and click on the “Work” tab at the top. Compare the IMC

for the different companies. What were the goals of the integrated marketing campaign?

Which IMC channels were used in that particular campaign? How do those channels

contribute to the success of the IMC campaign in achieving its stated goals?

Students’ answers will vary depending on the companies they examine. The Phelps Group helps

Marketing Applications

1 Assume that the contemporary apparel company rag & bone has embarked on a new IMC

strategy. It has chosen to advertise on TV during the NBC Nightly News and in print in Time

magazine. The message is designed to announce new styles for the season and uses a

17-year-old woman as the model. Evaluate this strategy and, if appropriate, propose an

alternative.

To succeed, each element of an IMC strategy must have a well-defined purpose and support and extend

the message delivered by all the other elements. This question challenges students to determine which

1 Using the steps in the AIDA model, explain why a potential consumer in question 1 who views

rag & bone’s advertising may not be ready to go out and purchase a new pair of jeans.

The AIDA model includes four components: Awareness, Interest, Desire, and Action. Customers who

2 Suppose a snack company introduces a new product called SumSeeds—sunflower seeds with

energy boosters like caffeine, taurine, lysine, and ginseng. How would you expect this

product’s IMC program to differ from that for regular sunflower seeds sold as snacks?

The IMC program for traditional sunflower seeds sold as snacks probably focuses on the convenience

3 Procter & Gamble sends new parents home from the hospital with a sample of Pampers

diapers, and it has started sending Fusion ProGlide razors to each young man in America on

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Chapter 18 – Integrated Marketing Communications Marketing 6th

his 18th birthday. What are the likely goals of such marketing tactics? How could Procter &

Gamble measure how well it has achieved these goals with its free giveaways?

4 Suppose you saw your instructor for this course being interviewed on TV about the impact of

a big storm on an upcoming holiday’s sales. Is this interview part of your college’s IMC

program? If so, do you believe it benefits the college? How?

The interview likely is part of a larger IMC strategy to get the college more exposure in the marketplace by

5 A hotel runs several advertisements in the student newspaper of a local university, promoting

its Sunday brunch menu. The ads increase the number of people visiting its restaurant, but

only slightly. Is the campaign necessarily a failure? What other goals might the hotel have for

this advertising campaign?

Students’ responses could focus on various factors, including increased sales of the Sunday brunch or

increased awareness among students that may enhance future business.

6 As an intern for Pepsi, you have been asked to help with developing an IMC budget. The

objective of the IMC strategy is to raise Diet Pepsi’s market share by 2 percent in the United

States in the next 18 months. Your manager explains, “It’s real simple; just increase the

budget 2 percent over last year’s.” Evaluate your manager’s strategy.

The manager’s strategy is not very strategic. Increasing the budget by 2 percent does not ensure that the

market share will increase by 2 percent as well. Diet Pepsi could probably move the needle on market

7 You were sitting in the school cafeteria yesterday, and a young man from your marketing

class, whom you don’t know well, asked if he could sit down. He then started telling you about

this very cool new Google app, “WordLens,” that allows you to translate signs into different

languages in real time using the camera on your smartphone. Although you recognize the

merit in the product, you later find out that he works for Google. Do you believe his action

constitutes an ethical IMC strategy? How will it affect your attitude toward Google and the

potential that you will purchase the product?

This scenario forces students to question to what degree the classmate’s behavior might violate their own

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Quiz Yourself

1Home Depot hired an advertising agency to develop television ads for its grand opening in southern

Maine. The advertising agency represents which of the following components of the communication

process?

a. sender

b. transmitter

c. communication channel

d. receiver

e. feedback

8Which of the following formulas is accurate for calculating gross rating points (GRP)?

a. Impressions multiplied by frequency

b. Reach multiplied by impressions

c. Reach multiplied by frequency

d. Reach divided by impressions

e. Reach divided 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

1 YouTube #LiveforNow

#Unbelievable

YouTube is the primary video website

and the cost per impression is free or

extremely low

generation

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Chapter 18 – Integrated Marketing Communications Marketing 6th

9 How are those various channels integrated?

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

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

Channel Message

YouTube #LiveforNow #Unbelievable

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

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Chapter 18 – Integrated Marketing Communications Marketing 6th

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-

01 02 03 04 05

Scion and Its Innovative IMC Campaign Case Analysis X X

The Communication Process Click & Drag X

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.

Activity

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

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

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.

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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

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

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

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

Activity

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

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

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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

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.

Activity

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

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

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

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Follow-Up Activity

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

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

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:

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

si-max-unbelievable-campaign/

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