AMN405: Cases in Integrated Marketing Communication

Table Of Contents

Topic 1

Topic 2

Topic 3

Topic 4

Topic 5

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References

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TOPIC 1

1. Introduction
Integrated Marketing Communication Tools are various marketing tools that convey
message to a large audience such as online marketing, sales campaigns, advertising
and direct marketing. The tools must be used effectively for promoting products or
services that lead to a higher yield.
2. IMC Topic/Issue
The management decision making for this issue is determining the role of the IMC
tools. The articles used for this issue are role of IMC in the Australian wine industry,
processes, brand equity, and Marcoms role in introducing new brands and Integrated
marketing communications and brand equity enhancement.
3. Analytical Observations
3.1 Adherence to or deviations from IMC principles/concepts
The importance of integrated marketing communications tool is to bring the
marketing mix together. The integration serves various objectives through efficient
use of integrated marketing communication tools. The media is used as a potential
delivery channels. The medium is chosen in a way that it reaches the target customers
in a desired manner. Media must be used for enhancing brand image and build
awareness.
3.2 Implications for the brand, industry and/or IMC
Wrigleys Extra chewing gum had a major challenge faced enhancing its market
share. The company decided for developing an emotional connection with the
consumers. A campaign was run by the company from Confidence to smile to
promotion of health benefits. The marketing objective was obtained two years later as
attractive packaging, point of sale, online and sampling (Chitty, Luck, Barker, Valos
& Shimp, 2011).

The global wine industry in Australia faced significant challenges such as

proliferation of brands and labels, over-production, retail concentration and
fragmenting consumer markets. Mass media oriented marketing helped in recognising
brand channels. A generic marketing strategy was seen as a new strategy for the
company. Sponsorship, PR, internet and other tools were used (Johnson, Ratcliffe,
Skrip & Wilson, 2015).
According to Kerr & Drennan, (2010), data was collected for a detailed questionnaire
upon decision making for selection of media. There were greater practitioners for
advertising and public relations. It led to long term brand-equity. The ironic side
about it is that PR and advertising agencies have no significant difference based on
studies.
4. Conclusion
The key insights gained from the management decision of role of integrated
marketing communications tools is that appropriate channel must be used for attaining
long-term objectives. The goals such as brand equity, brand awareness and brand
promotion can be gained from the use of appropriate IMC tools.

TOPIC 2

1.Introduction
Integrated Marketing Communication can be used for setting objectives in an
organisation. Specific objectives may be set and tools may be applied through
advertising and promotion. The various objectives are set by the companies by using
SMART technique providing them a better understanding of its activities.
2.IMC Topic/Issue
The issue for management decision making is setting its objectives. The issue has
been illustrated in the articles Innovation and You Brand Campaign by Philips,
Share a Coke Campaign by Coca-Cola and Marketing Plan of Virgin Australia.
3. Analytical Observations
3.1 Adherence to or deviations from IMC principles/concepts
The main aim of Integrated Marketing communication is to unite different aspects
together. In the articles it is evidently shown how IMC has helped Australian
companies in attaining its objectives. The ultimate goal of marketing communication
is to reinforce a companys core message. The objectives of IMC are to develop brand
awareness or influence the belief of customers.
3.2 Implications for the brand, industry and/or IMC
An integrated Marketing Campaign was launched by Philips in Australia for attaining
its objective of brand promotion. The way of transforming experience for people was
established for focusing on innovation. Rich video content, visualisations and articles
were proposed. Demonstrations were made for accelerating brand communication
strategy. The objective of making peoples life better through meaningful innovation
was also designed (B&T, 2015).
According to McQuilken, (2014), Coca-Cola had low sales in Australia. Due to
integrated marketing campaign conducted by them Share a Coke helped them phase
off their shelves. The campaign gave an opportunity to boost the companys sales
which was achieved after ten years to that extent. Coca-Cola pulled out itself as an
iconic brand. The sales rose by 2.5% overall.
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The main target of Virgin Australia was to achieve revenue of $1016 for which it put
efforts through integrated marketing communications. An integrated approach was
applied by the company for improving its flight services and tailor packages. Personal
selling was used as an IMC tool along with promotion on a wider scale (Farabi,
2012).
4. Conclusion
The management decision area of setting objectives in adherence with integration
marketing tools helps in attaining the mission and goals of different companies. The
purchase decisions are reinforced by the consumers. Changes in the marketing
strategies are made for achieving objectives. The tools such as social media, personal
selling and specific campaigns designed as per the product have proved beneficial in
attaining objectives.

TOPIC 3

1.Introduction
Integrated Marketing Communication can be used for media strategy decisions. It
helps a company choose the appropriate media. The well being of a company depends
on the media chosen. The media is chosen in a manner that influences people and
promotes a brand efficiently.
2.IMC Topic/Issue
The issue for management decision making is Marketing Media Strategy. The issue
has been illustrated in the articles by LOreal where it has launched augmented reality
app. Also, a social marketing campaign was undertaken by Cadbury and McDonalds.
Media decision is a challenge for a company as the entire brand promotion and
revenue depends on the execution.
3. Analytical Observations
3.1 Adherence to or deviations from IMC principles/concepts
Integrated Marketing Communications Tool for media strategy for this issue focuses
on selection of media. With the ongoing latest technologies, companies are striving to
appear on the social networking sites the most.
3.2 Implications for the brand, industry and/or IMC
An integrated Marketing Campaign was launched by LOreal with an augmented
reality app. This helped in shifting digital utilities for consumers. The facial mapping
technology has brighter opportunities as it has the latest technology. Make-up style in
real time is shown by the app. Women can also try the product virtually through this
app. This app brought about a massive cultural change (Baker, 2015).
According to Victory & Newstead, (2014), a $7 million campaign strategy was
undertaken by Cadbury for aiming social strategy. They undertook this strategy for
brand penetration, brand loyalty and engagement. The challenge faced by them was
that on social media such as Facebook, hardly any likes were obtained by the
company. Therefore a big reach media was selected by them.

McDonalds decided to triple its budget over digital media. This was done to grow
sales and make them a fully connected enterprise. They developed a campaign
Create you taste that would encourage customers to build their own gourmet. The
mix of digital agency suppliers was undertaken that would involve being the first
Australian advertisers to run video ads on Facebook (TheAustralian, 2015).
4. Conclusion
The management issue of selection of media for developing further strategies are a
major concern. The companies LOreal, McDonalds and Cadbury implemented
social media strategies in a way best effective. The latest technologies are targets are
used by them so as to attract more customers.

TOPIC 4

1.Introduction
Integrated Marketing Communication can be used for conveying a message by the
company. These messages are usually a way to connect to the consumers as they feel
lack of connectivity. IMC tools help in conveying the right message or content to the
customers.
2.IMC Topic/Issue
The issue for management decision making is Message Strategy Decisions. The
articles used for this management decision were brought up by LOreal, Black &
Decker and Woolworths. They believe in connecting with the customers in a unique
way. This management decision is an issue because there is a need to spread the right
message.
3. Analytical Observations
3.1 Adherence to or deviations from IMC principles/concepts
These decisions are difficult for the company as they seek emotional connectivity
with the customers. The companies LOreal, Black & Decker and Woolworths
adopted the unique ways through IMC tools.
3.2 Implications for the brand, industry and/or IMC
Woolworths put up a corporate social responsibility strategy for Doing the Right
Thing. The company all over Australia communicated the message, as they would do
the right thing whatever be the situation. The company used marketing campaigns and
direct approach to people for communicating the right message. The company
apologized for being unfair with the outsiders (RT English, 2015).
Igniting Beauty in Every Moment was the born by LOreal. The women in Australia
were talking about this campaign as the company took initiatives for delivering the
message through social media. They tried to make an emotional connection with the
consumers with the right connection for affecting sales.

According to Lloyd, (2015), Black & Decker uses innovation to bring about a positive
change in peoples life. They aim to bring about a unique experience to people in their
everyday lives. They use marketing strategies such as content marketing. They
understand the needs of people by engaging with them. The future of the strategies
adopted by them will help attaining new level of profits.
4. Conclusion
LOreal, Black & Decker and Woolworths have adopted integrated marketing
communication tools in a way that connects the most with the customers. The future
of the strategies adopted by them will help attaining new level of profits. The
company uses marketing campaigns and direct approach to people for communicating
the right message.

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TOPIC 5

1.Introduction
The effectiveness after the implementation of integrated marketing communication
tools are measured through the companies success. The tools used by the companies
for meeting objectives are determined by the response or feedback of people.
2.IMC Topic/Issue
The issue for management decision making is measuring the effects of IMC. The
effectiveness or results are measured by the increased popularity or brand awareness
among people.
3. Analytical Observations
3.1 Adherence to or deviations from IMC principles/concepts
The effectiveness of an IMC campaign is important to measure as it determines the
success or applicability of the media. The articles used for this study are Theres
nothing like Australia by Tourism Australia, Beer Chase by Carlton Draught and Fair
Go Bro by Virgin Mobiles (B&T, 2012).
3.2 Implications for the brand, industry and/or IMC
Tourism Australia has a campaign launched that kicked off commercials on TV.
People had the scenic locations of Australia in their minds as it was presented in a
wonderful manner by the advertising agency. Multimillion dollars were spent but the
growing economy of the country made the people say Theres nothing like
Australia. The campaign had positive results (Ireland, 2010).
Fair Go Bro was an endorsement with a twist for Virgin Mobiles. The campaign
had heavy amount of likes on YouTube. They were also followed by TVCs and the
place was considered an entourage after visit. It was witty, original and a well
executed ad campaign that got a lot of popularity for the company (B&T, 2015).
The Beer Chase by Carlton Draught gave the company another level. The social
media had already hit a millions of likes before it was even shown on the television.
The idea put up by them as a man and beer cannot be separated was well executed by

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them. This gave the company a huge success. There was an increase in brand
awareness among the people and it was much into talks (Adnews.com.au, 2015).
4.Conclusion
The effectiveness or measurement of an integrated marketing communication is done
by the results impact by these companies. The campaign had positive results for these
companies. The sales, popularity, brand awareness, brand effectiveness increased.
Thus it is concluded that with the use of appropriate Integrated Marketing
Communication tools, there are positive results.

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References
Chitty, W., Luck, E., Barker, N., Valos, M., & Shimp, T. Integrated marketing
communications.
Johnson, T., Ratcliffe, M., Skrip, K., & Wilson, J. (2015). Integrated marketing
communications in the Australian and New Zealand wine industry. International
Journal Of Advertising, 20. doi:10.1080/02650487.2001.11104889
Kerr, G., & Drennan, J. (2010). Same But DifferentPerceptions of Integrated
Marketing Communication Among Marketing Communication Partners in
Australia. Journal Of Promotion Management, 16(1-2), 6-24.
doi:10.1080/10496490903571233
B&T,. (2015). Philips Unveils Integrated 'Innovation And You' Brand Campaign B&T. Retrieved 3 September 2015, from
http://www.bandt.com.au/marketing/philips-unveils-integrated-innovation-brandcampaign
Farabi, Y. (2012). Marketing Plan of Virgin Australia. Munich: GRIN Verlag GmbH.
McQuilken, T. (2014). 'Share a Coke' Campaign Grows Sales For First Time in 10
Years, WSJ Reports.AdWeek. Retrieved 3 September 2015, from
http://www.adweek.com/news/advertising-branding/coca-colas-share-cokecampaign-grows-sales-first-time-10-years-160433
Baker, R. (2015). L'Oreal launches augmented reality app and ad campaign to boot AdNews.Adnews.com.au. Retrieved 3 September 2015, from
http://www.adnews.com.au/news/l-oreal-launches-augmented-reality-app-andad-campaign-to-boot
TheAustralian,. (2015). McDonalds launches digital marketing push. Retrieved 3
September 2015, from
http://www.theaustralian.com.au/business/media/mcdonalds-launches-digitalmarketing-push/story-fna12mff-1227256417466
Victory, K., & Newstead, K. (2014). Opinion: Will Cadbury Australia's new social
media strategy bring them joy? - AdNews. Adnews.com.au. Retrieved 3
September 2015, from http://www.adnews.com.au/opinion/opinion-will-cadburys-new-media-strategy-bring-it-joy

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Lloyd, T. (2015). Looking back from the future of marketing AdNews. Adnews.com.au. Retrieved 3 September 2015, from
http://www.adnews.com.au/opinion/looking-back-from-the-future-of-marketing
Reborn.co,. (2015). Loral Paris. Igniting Beauty In Every Moment. - REBORN
Australia. Retrieved 3 September 2015, from http://reborn.co/work/loreal-parisdigital-strategy-and-social/
RT English,. (2015). If you dont love it, leave: Social media blasts Aussie
supermarkets 'racist' singlet. Retrieved 3 September 2015, from
http://www.rt.com/news/195480-woolworths-apologizes-racist-singlets/
Adnews.com.au,. (2015). AdNews: Carlton Draught's 'Made From Beer'
retrospective - AdNews. Retrieved 3 September 2015, from
http://www.adnews.com.au/adnews/the-best-ads-from-carlton-draught-s-madefrom-beer-series
B&T,. (2015). Virgin Mobile Rescues Aussies' Data In New Campaign - B&T.
Retrieved 3 September 2015, from http://www.bandt.com.au/marketing/virginmobile-rescues-aussies-data-in-new-campaign
B&T,. (2012). Top Ten Ad Campaigns - B&T. Retrieved 3 September 2015, from
http://www.bandt.com.au/marketing/top-ten-ad-campaigns
Ireland, J. (2010). 'There's Nothing Like Australia' ad is 100% pure cringe | Judith
Ireland. the Guardian. Retrieved 3 September 2015, from
http://www.theguardian.com/commentisfree/2010/jun/02/theres-nothing-likeaustralia-ad-campaign

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