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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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Chapter 18 - Integrated Marketing Communications Marketing 6th
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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Chapter 18 - Integrated Marketing Communications Marketing 6th
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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Chapter 18 - Integrated Marketing Communications Marketing 6th
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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Chapter 18 - Integrated Marketing Communications Marketing 6th
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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