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Answers to Discussion Questions
1. Discuss the role of integrated marketing communications in the marketing program of automobile
manufacturers such as Volkswagen. How can Volkswagen use the various IMC tools to achieve its
objectives of building its brand image and increasing sales in the U.S. market? (LO5)
recognize that the Internet has become an important IMC tool as consumers spend a great deal of time
online researching various vehicles before even going to dealerships. They will run use advertising
and other IMC tools to drive consumers to their web sites where they provide detailed information
about the various models, prices financing options and local dealers and can provide an interactive
experience by allowing consumers to examine their vehicles and the various purchase options such as
different colors, body styles and accessories. Automobile companies are now using a variety of social
media tools which have become an increasingly important part of the digital marketing campaigns of
many companies. Television commercials as well as other videos can be viewed on YouTube and
2. Evaluate the “PunchDub” campaign that the Deutsch LA agency developed when it took over the
Volkswagen of America account. Discuss the pros and cons of the campaign and assess the way it
was implemented by the agency. (L06)
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The primary goal of the “PunchDub” campaign developed by Deutsch LA was to raise awareness of
the Volkswagen product line in the North American market. Volkswagen of America has very
aggressive growth plan for this market as the company plans to double sales from 400,000 to 800,000
attention to, and awareness of the VW product line. It is important to note that one of the major
benefits of the campaign is that it worked very well online both through social media and on the
Volkswagen web site. An online version of “Punch Dub” also debuted on the popular Facebook
social network site on Super Bowl Sunday which encouraged people to dole out virtual “slugs” to
friends and family for a chance to win a weekly prize (6-month leases on specific VW vehicles listed
articles and stories in BusinessWeek and The Wall Street Journal as well as in local newspapers and
on local television stations across the country. The campaign was also extended to Volkswagen
dealerships as special point-of-sale-kits were developed to promote a National Sales event called
“PunchDubDays” which included special offers on various VW models.
The “PunchDub” campaign was implemented by using a variety of IMC tools and was a very good
Chapter 01 – An Introduction to Integrated Marketing Communications
3. Discuss how integrated marketing communications differs from traditional advertising and
promotion. What are some of the reasons more marketers are taking an IMC perspective to their
advertising and promotional programs? (L01)
IMC differs from traditional advertising and promotion in that it recognizes the value of using a
variety of communication tools rather than just relying primarily on media advertising which might
customers in the target audience.
There are many reasons why the IMC approach is becoming so popular among marketers. Probably
the most fundamental reason is that marketers are recognizing the value of strategically integrating
the various communication functions rather than having them operate autonomously. By coordinating
their marketing communication efforts, companies can avoid duplication, take advantage of synergy
among various communication tools, and develop more efficient and effective marketing
communication programs. The movement toward IMC is also being driven by changes in ways
companies market their products and services. As discussed on pages 12-16 of the text, there is an
The growth of the integrated marketing communications is very likely to continue as it is being driven
by fundamental changes in the way companies market their products and services resulting from the
ongoing revolution that was discussed above. Moreover, many marketers and advertising agencies
recognize the importance of taking an IMC approach and are becoming advocates of integration. The
move to integrated marketing communications also reflects an adaptation by marketers to a changing
environment, particularly with respect to consumers, technology and media. Major changes are
occurring among consumers, particularly with respect to media use and buying and shopping patterns.
Many consumers are turned off by traditional advertising which is leading marketers to look for
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4. Compare the new definition of integrated marketing communications developed by Don Schultz with
the original definition that was developed by the American Association of Advertising Agencies.
How do they differ? (L02)
The new definition of IMC developed by Don Schultz of Northwestern University is as follows:
“Integrated marketing communications is a strategic business process used to plan, develop, execute
and evaluate coordinated, measurable, brand communications programs over time with consumers,
customers, prospects, employees, associates and other targeted relevant external and internal
audiences. The goal is to generate both short-term financial returns and build long-term brand and
5. Discuss three specific technological developments that are having an impact on integrated marketing
communications. Discuss some of the ways this technology is impacting the IMC program of various
companies. (L02)
As discussed in IMC Technology Perspective 1-1, there are many technological developments that are
impacting IMC. Cable and digital satellite systems have vastly expanded the number of channels
available to television viewers which is contributing to the fragmentation of media markets. The
average household in the U.S., as well as many other countries, now receives television 130 channels
versus 60 at the beginning of the new millennium. The proliferation of channels as well the
penetration of new technologies such as DVRs, video-on-demand, and iPods are also making it
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6. Discuss the role integrated marketing communications plays in the brand building process. Find an
example of a company that has been able to build and maintain its brand identity without relying
primarily on mass-media advertising. (L03)
Branding involves building and maintaining a favorable identity and image of the company and/or its
products or services in the mind of the customer. It involves building and maintaining brand
Some companies are finding that finding new ways to build brands that include more than just
spending large sums of money on media advertising. Companies are relying more on interactive
media such as web sites to communicate with customers or text messaging to mobile phones. For
example, Toyota launched the Scion xB with no television or mainstream print advertising. They
relied heavily on online advertising on offbeat web sites that reached thy young target audience as
well as grassroots marketing and viral efforts. Some firms are recognizing that an effective way to
build brand equity is by letting consumers experience their brands. Apple has opened hundreds of
retail stores where consumer come in and experience products such as iPod, iPhones, iPads and Mac
computers first hand. Starbucks has relied very little on media advertising to build its brand but
rather has created a hip, relaxed atmosphere where consumer can receive quality products and
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7. Discuss the challenges companies face with respect to building and maintaining a favorable brand
image during a recession such as the one the global economy has been facing for the past several
years. What changes do marketers need to make in their IMC programs during a recession? (L03)
The recession has also resulted in many companies reducing their IMC budgets which means
marketers have less money to spend on advertising and other forms of promotion which makes it
increasingly difficult to communicate with consumers and convince them of the value of their brands.
Moreover, companies are finding that an increasing number of consumers distrust not only the
companies that are seen as responsible for causing the financial crisis, such as banks and other
financial service firms, but business as a whole. While the recession has had a significant impact on
most companies, astute marketers recognize that they must continue building and maintaining their
brands. Consumers have a tremendous number of choices available in nearly every product or service
8. Discuss the opportunities and challenges facing marketers with regard to the use of mobile marketing.
Discuss the various ways marketers might send messages to consumers on their mobile phones. (L04)
The Mobile Marketing Association defines mobile marketing involves the use of wireless media,
primarily cell phones and PDAs, as an integrated content delivery and direct response vehicle within
a cross-media marketing communications program. It includes the use of text messaging, video
messages, video downloads and banner ads on mobile web sites as well as sending content such as
ringbones, wallpaper that can be downloaded. The growing popularity of cell phones and other
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One of the challenges marketers will face with mobile marketing is possible resistance from
consumers. Many consumers do not want to be bombarded with messages to their cell phones or
other mobile devices. Thus, marketers will be dependent upon consumers “opting in” to receive these
9. Why are companies such as Procter & Gamble moving away from the use of traditional mass-media
advertising and looking for other contact points than can be used to connect with consumers? How
can various IMC tools be used by companies such as P&G to build and maintain relationships with
their customers? (L05)
Many companies are moving away from the use of mass-media advertising because they feel there are
other IMC tools that may be more effective and provide a better return–on-investment for their
marketing expenditures. A number of companies think that traditional media advertising has become
too expensive and is not cost effective as it is often ignored by many consumers. Moreover, it is often
very difficult to measure the return–on-investment for mass media advertising as there is no direct
way to determine who is viewing, hearing, or reading a television, radio or print ad. Many companies
prefer to use more targeted integrated marketing tools such as the Internet where it is easier to
10. Why is it important for those who work in the field of advertising and promotion to understand and
appreciate all the various integrated marketing communication tools, not just the area in which they
specialize? (L06)
In today’s business world, marketers use a variety IMC tools to communicate with their customers.
The various promotional mix elements have to be viewed as component parts of an integrated
marketing communications program. An individual IMC activity such as advertising or sales
promotion cannot be managed without considering its relationship to other promotional mix elements.
Individuals working in various areas of advertising and promotion are expected to understand and use
Chapter 01 – An Introduction to Integrated Marketing Communications
Additional Discussion Questions (not shown in text)
11. What is meant by customer contact points? Select a company or brand and discuss the various contact
points which marketers can use to reach consumers of this product or service. (L05)
Customer contact points are each and every opportunity the consumer has to see or hear about the
company’s product/brand or have an experience or encounter with it. These contact points can be
created by the company and include planned messages delivered through media advertising,
packages, collateral materials, in-store displays, and public relations activities. They also can come
from interactions with the brand that occur during the process of buying or using the brand as well as
12. Choose a company and discuss how it communicates with its customers at the corporate, marketing,
and marketing communications levels.
Messages can originate at all three levels since all of a company’s corporate activities, marketing mix
activities, and marketing communications efforts have communication dimensions and play a role in
attracting and maintaining their customers. Students should be encouraged to choose a company and
product through discount stores or mass merchandise outlets may send a cue of lower quality.
There are many examples of how consumers communicate with consumers through their marketing
activities. You might talk about products such as expensive watches (Concord, Movado, or Rolex)
and how they are priced high, sold only through jewelry store or high end department stores and
designed to reflect an image of quality, prestige and style. On the other hand brands such as Timex
and Casio are designed more for function or sport, are priced lower, and sold in drug stores, sporting
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12. Why are marketers putting so much emphasis on developing strong brands? Choose one of the
World’s 10 Most Valuable brands listed in Figure 1-1 and discuss how the company has used
integrated marketing communications to build a strong brand image. (L03)
There are a number of reasons why marketers are putting so much emphasis on building strong
brands. Consumers have a tremendous number of choices available in nearly every product or service
category and are have less time available to make purchase decisions. Thus they are putting a great
13. The various classifications of advertising to consumer and business–to-business markets are shown in
Figure 1-4. Choose one category of advertising to consumer markets and one to the business–to–
business market and find an ad that is an example of each. Explain the specific goals and objectives
each company might have for the ad. (L04)
Students should be encouraged to choose one of the various classifications of advertising to consumer
and business-to-business and professional markets, find an ad that they feel is an example of each and
explain the company, association or organization’s goals and objectives for the ad. Basic descriptions
of each classification of advertising is provided in Figure 1-4 along with insight as to what the goals
or objectives might be for using this type of advertising.
14. What is meant by primary versus selective demand advertising? Provide examples of each. Discuss
when a marketer might focus on primary demand stimulation versus selective demand stimulation.
(L04)
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Primary demand advertising is designed to stimulate demand for the general product class or entire
industry. Selective demand advertising focuses on creating demand for a specific company’s brand or
a product or service. Primary demand advertising is often done by industry trade associations to
generate demand for the product category. This is often done for commodity products where it is
15. Discuss the role of the Internet in the integrated marketing communications program of a company.
How can the Internet be used to execute the various elements of the promotional mix? (L04)
The Internet is having a tremendous impact on the way companies design and implement their entire
business and marketing strategies as well as their integrated marketing communications programs.
Companies ranging from large multinational corporations to small local firms have developed
websites to promote their products and services by providing current and potential customers with
information, building images for their companies and brands and even selling their products or
Chapter 01 – An Introduction to Integrated Marketing Communications
IMC Exercise
This exercise is designed to give the student the opportunity to think more about the concept of integrated
marketing communications and how it might be used by a company or brand.
AdForum Exercise: “Comparing Advertising Campaigns for Volkswagen”
(See Advertising and Promotion Playlist, Chapter 1)
The chapter opener discusses the decision made by Volkswagen of America to move its advertising from
the Crispin Porter + Bogusky agency to Deutsch LA. Your assignment is to compare some of the
television commercials created by CP+B with those created by Deutsch since taking over the account.
Watch four of the commercials created by each agency that are provided in the Advertising and
Promotion playlist for Chapter 1 and answer the following questions.
1. How would you describe the type of ads created by CP+B for Volkswagen versus those created
by Deutsch LA? How are they similar and how do they differ?
3. One of the objectives of the advertising created by Deutsch LA for Volkswagen of America is to