Integrated Marketing Communications Essay Example

Integrated Marketing Communications

Table of Contents

1. Stage 1: Controversial Advertising

   1. Pepsi Controversial Advertisement

Pepsi controversial ad

Pepsi apologies for controversial ad

The objective of this advertisement was to capture the market niche by showing that they were together in ‘black life matter.’ In addition, this was an approach devised by Pepsi as a marketing plan in updating and understanding the strategies and tactics used by their competitors in the market (Luxton et al. 2013). In this case, the targeted audience was African American during the intensive shooting of the blacks. The brand did not choose to be controversial but marketing mix as the means by which Pepsi created what Šerić et al. (2014) terms as awareness about their existing goods. On the effectiveness of the advertisement, we noted that from the one hand, Pepsi is now geared towards maximizing profits and satisfying their customers. Therefore creating this advertisement was effective since it invalidated marketing mix which in the actual sense in now concentrated on consumer satisfaction from rival companies such as Coca-Cola. Improving the ad would recognize that output of Pepsi is never from selling of the company’s product only, but also from other sources such as re-investing in target niche. Therefore I would develop a product advertisement that captures people’s interest such as concerns about their health.

1. Dolce and Gabbana Controversial Advertisement

Dolce & Gabbana controversial ad

Dolce & Gabbana apologies for controversial ad

To begin with, this is a case where Dolce and Gabbana are seeing a competitive business world which forces it to protect them at all cost in order to remain in the race. The objective of this advertisement is to drive competition and determine level upon which profits are obtained in the world of business (Schlinke and Crain 2013). The intended audience in the communication marketing advanced by the company was middle age men and women following their brand. Basically, the company was concerned with the need to identify elements of a marketing plan with a view to analysing problems and propose solutions. The choice of controversial advertisement was to attract attention. Marketing situation analysis shows that Dolce and Gabbana faces intense rivalry among different designers and this approach would help them penetrate different markets. The advertisement was effective in creating what Yang et al. (2013) terms as ‘marketing orientation’ in dealing with competition from other companies. Improving this advertisement would begin by keeping the confidentiality of the industry, avoid predictability by other competitors. The company needs to determine specific needs and wants of its customers so as to satisfy them more effectively than their competitors.

1. Stage 2: Award Winning

Award Winning

Regarding the argument on whether the campaign affected consumer behavior in a sustainable way, the approach of the campaign is one-fold. According to Killian and McManus (2015) the campaign creates an understanding on personality, consumer demographics, psychographics and decision making processes while buying or using a given product. While studies note that researchers have noted that consumer behavior issues are dynamic and complex and there understanding requires ways in which producers or manufactures use them in persuading consumers to use their product (Shen and Bissell 2013), the campaign has positioned the product for the market where there is sound understanding of the consumer behavior to the long term success of their marketing programme. Secondly, the campaign emphasizes on the product’s toughness. That is, it is also a concept of marketing that stresses on consumer needs and wants, integrating marketing and targeting market selection. This approach does not only affect consumer behaviour in a sustainable way but a case where the campaign seeks to understand consumer behavior issues thus providing strong consumer value.

Key elements that make the campaign award winning are the following:

• Environmental sustainability

• Providing strong consumer values

• It creates emotional appeal

1. Stage 3: Ads by Category

   1. Social Media Category: Chatbooks. And your mom

Evaluative Critique for Advertisement (Social Media Category)

This is a form of marketing communication as a strategy a company or an organization can to reach its target market. Consequently, the advertisement is concerned with design to be produced, the intended client and the duration the design will remain in fashion. The objective of this choice to the company is that it acts as appropriate marketing strategies for an organization which has the intention of establishing a long run brand image to its esteemed customers. And these marketing strategies must be in line with the times and channels of conveyance (Yadav and Pavlou 2014; Royle and Laing 2014). The intended audience in this case is the young generation since it does recognize the long-term value of the relationships with the customers and extends the potential for information exchange beyond disturbing advertising and promotional messages on sales. On the effectiveness of the advertisement, there is enhancement in the shift toward this marketing approach that is more personal. Following Mishra et al. (2014) improvising it on the other hand would need a consideration on the rise in demand of consumers interested in knowing that the brands they work with are of quality.

Evaluative Critique for the Journal Article (Social Media Category)

Chen (2011) is concerned with challenges inherent in marketing communication taking case studies on viral advertising in social media. Developing its thesis statement, the research looks at the possible connection between Facebook link and product promotion taking keen interest in viral advertisement response. From the one hand, the article succeeds in describing communication marketing and how it is different from the other forms of marketing since it does recognize the long-term value of the relationships with the customers. One limitation of the research is that it does not describe how Facebook group participation exerts an influence on users’ viral advertisement. Again, there is need to understand the extent to which Chen (2011) provides solutions to challenges that relates to behaviors between group members and nonmembers when dealing with Social media advertisement. We recognize from the research data that that the findings have theoretical and managerial implications for viral advertising on Facebook but the research fails to establish how the research thesis statement will be tested. Additionally, the thesis provides room to believe that the research may not solely base its data on social media marketing but it aims to test different variables and research hypotheses the research abstract generates.

1. Business to Business Category: Hamilton Storage Technologies

The objective of the advertisement was to create a platform where potential customers trust the brand. It is clear case where the company is creating relationship marketing with other products and customers so that consumers may continuously come back from their products in future (Gensler et al. 2013). Since this was a business to business advertisement, the target in this case is two-fold; consumers of the product and related business in the industry. Beginning with business to business advertisement approach, its effectiveness comes in the sense that it is a combination of various intertwined technologies and strategies that assist to foster a stronger, long-term relationship with the current customers as well as attract more customers that may be attached to rival brand (Killian and McManus 2015; Groeger and Buttle 2014). Studies have indicated that customers may leave one product or one company to another not because of their product but due to the fact that they may feel frustrated by the customer services at some point. Improving it would take the following approach:

• Maintain the satisfaction of customers at a high rate in all the quarters of the company.

• Make every effort to let the customers know how much they are appreciated.

Evaluative Critique for the Journal Article (Business to Business Category)

The thesis statement of this research is to look at business to business advertisement from different theoretical models including a case study on Hofstede cultural framework and advertisement on contemporary approaches in business to business advertisement (Saleem and Larimo 2017). The research attempts to fill gaps from previous studies looking at the extent to which culture affect the extent to which business to business advertisement influences customer behaviors. For instance, Saleem and Larimo (2017) take Hofstede theoretical model in explaining the cross-cultural differences of advertising appeals and the portrayal of gender roles in advertising. The study has established that these are the factors that affect the extent to which business to business advertisement reaches targeted customers. Again, the background information connects well with research’s abstract and previous researches in the field of business to business advertisement. To underscore the research methodological approach, the research focuses on data to gain more understanding on business to business advertisement. This section further helps in ascertaining the research validity especially on the collected information that answers the research aim. Integrating this view with theories such as game theory the study assesses something that everybody seemed to have overlooked or attempt to improve upon previous researches’ recommendation.

1. Not-for-Profit Category: Big Brothers Big Sisters

The objective of the advertisement is two-fold. That is, it concentrates the service on two parameters while assessing marketing strategies. Firstly, the advertisement assesses how the company has defined and oriented their service or product in line with specific needs of their customers. The second parameter is the approach organization uses in their planning, producing, pricing, promoting, distributing and generation of ideas for customer satisfaction. The advertisement defies theoretical models that define marketing communication. Specifically, it fails to define its targeted audience based on theories such as game theory thus targeting well-wishers who would want to support the initiative (Porcu et al. 2017). From this perspective, the advertisement is not are interested in theories related to marketing, recent technologies and evidence-based researches that connects marketing strategies with organizational success. According to Schultz et al. (2017)
global economy has diverted the attention of individuals from the traditional perspective of marketing to modern type of investment majorly through digital media and therefore the approach used in this advertisement may not be effective as it lacks parameters Hartmann et al. (2017) set for not-for-profit advertisement. Therefore improving it would mean integrating digital media in respect to marketing as a platform that facilitates the usage of computer and other digital machinery.

Evaluative Critique for the Journal Article (Not-for-Profit Category)

This article critically evaluates the aspect of marketing and advertisement among not-for-profit organistions and how they can relate the concept of marketing mix in their approach. While looking at Mediating Role of Integrated Marketing, the article sees the success of marketing mix as a situation where organisations create awareness concerning their existing goods and services (Porcu et al. 2017). Based on this article, it is possible to evaluate the extent to which the identified marketing mixes are geared towards customer satisfaction and maximasation of profits. One limitation with this research is that it does not connect the concept of marketing communication to not-for-profit approaches of organizational advertisement instead; their data are concentrated on the development of invalidated marketing mix which when applied to the identified companies, concentrated on product development and consumer satisfaction. In addressing this perspective, the research has successfully drawn upon academic analysis as well as insights that have been laid down in integrated marketing mix and communications. Contrariwise, the research fails to incorporate theoretical framework in the introduction section. To understand the author’s central purpose, theoretical framework needs to be provided in the introduction section. Theoretical framework if integrated with the theses statement as stated in the abstract will help the research validate and capture the tenets of marketing mix.

1. Global Category: Share Coke Advert

The objective of this advertisement is to create awareness of the product. The company is geared towards ensuring that the dominated the market by importantly, engaging in activities that help them maximise profits and satisfy their customer. According to Royle and Laing (2014) this is a case where a company developed a concept that invalidated marketing strategies which concentrated on consumer satisfaction in the market in conjunction with other market activities. Secondly, the positioning of the product is an indication that the company is effectively dealing with competition from other companies, they need to determine specific needs and wants of its customers so as to satisfy them more effectively. Regarding the targeted audience, the company knows that they are doing global marketing therefore they are strategizing their brand to meet global customers and not only specific individual. This approach is effective in the sense that it is a strategic approach that sways customer. Their marketing strategy is able to define market orientation from different perspectives including but not limited to a cultural perspective. Improving the advertisement would mean looking for the company culture that most efficiently and effectively create the needed behaviours that ultimately creates superior value for its customers thus ensuring continuous effective performance.

Evaluative Critique for the Journal Article (Global Category)

Khang et al. (2016) journal article is taking retrospective case studies on international marketing and global advertisement strategies used by international companies and multinational companies between 1963 and 2014. The objective of the research was to put into perspective, strategies multinational companies are using to advance their products to the market. It is therefore a comprehensive as well as detailed picture of the research patterns and trends across the communication, advertising and marketing discipline that is essential in understanding the aspect of integrated marketing communications. However, we realize three key limitations in the approach the study has used in validation of its data collection, analysis and finding. It is not clear how the research is attempting to predict the expected outcome with regard to data collection and analysis. Secondly, lack of hypothesis makes it unclear how the research will test the relationship between the two variables (the state of international advertising and research in advertising, communication, and marketing journals). However, towards the end of the research the two variables decipher final answers or decisions and provide an overview of a given nature of advertisement that connects to theoretical foundations need to be further solidifying and elaborating underpinned researches in international advertising.

1. Stage 4: Good versus bad Advertisement
   

   1. Good Advertisement

The choice of good advertisement relates to Cadbury product. Regarding Kant’s theory, direct-to-consumer advertising cannot be ruled out wholly. Seeing this advert, the public is not only informed about the product, but this is a case where a product has been designed to creative an approach that communicates a clear and convincing message to the consumer.

The image above shows a product that has undergone significant number of style modification since its inception and as such, appropriate for the media environment in which it is likely to be seen. Much of its modification has involved repositioning the perception of the targeted consumers, mostly children, young men and women. According to the theory of signaling, the best way to market a product is to engage a brand or product in competitive signal that are intended to pass information to potential consumers with an aim of making such consumers believe that competing products are not substandard (Royle and Laing 2014). This is exactly how Cadbury has succeeded in capturing the attention of their targeted market every time they engage in marketing. Cadbury has succeeded in capturing their customers by adopting attitude choice model as a theory of marketing.

1. Bad Advertisement

This advertisement is bad as it uses game theory as a marketing theory that helps the company to act as hyper-rational utility maximizers. The advertisement is not only pegged deceitful approach to “the decline of quality” but an observation on how careful developed images make their potential customers fall pray of what is actually ‘foolery’ that tilt the perception (Manika and Gregory-Smith 2017). The fuzziness of perfection is well elaborated in the message and the picture the company is putting across and importantly, this is a representation of a distorted picture of reality intended by manufacturers to lure buyers and yet it is it does not communicate a clear and convincing message to the consumer.

roduct placement of SKYY using celebsP

Putting this point differently, this advertisement is not only a creative approach appropriate for the target audience but also using calculated persuasive approaches to convince people to buy and use their products. From internet and billboards the creativity in this approach not appropriate for the target audience in the sense that it only serve to lure perception. A clear case where an advertisement is acting as a scheme that helps in defining perception of the targeted audience. Generally, it has negative implications on the perceptions of individuals.

1. Stage 5: Pitch a new ad

   1. Part A: A new advertisement to make it effective
      

The design of the new advertisement that improves on the one above would first of all, remove the ‘money’ aspect part of the image. That is, as it stands, it looks as though women are lured by men to who have money so long as they use the brand. Secondly the brand will not be designed to signal that with the usage of this brand, you are famous and that women will follow you as probably, you have cash. With this design, I will modify the product in such a manner that consumers are attracted by the display of it and in so doing, their willingness to buy the product broaden beyond their ability to resist their usage.

1. Part B: How my advertisement is an improved version
   

The design above if executed would be an improvement of the above version in two ways. First, it will create a marketing brand that is undifferentiated targeting wider market base since the modification has been aimed at adopting a mass-market principal. Secondly, the new advertisement will seek to communicate a clear and convincing message to the consumer because it is assuming that every customer has unique if not similar needs.

References

Chu, S.C., 2011. Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of Interactive Advertising, 12(1), pp.30-43.

Gensler, S., Völckner, F., Liu-Thompkins, Y. and Wiertz, C., 2013. Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), pp.242-256.

Groeger, L. and Buttle, F., 2014. Word-of-mouth marketing influence on offline and online communications: Evidence from case study research. Journal of Marketing Communications, 20(1-2), pp.21-41.

Hartmann, P., Apaolaza, V., D’Souza, C., Barrutia, J.M. and Echebarria, C., 2017. Corporate Environmental Responsibility Communication: Implications from CSR and Green Advertising Research. In Handbook of Integrated CSR Communication (pp. 377-392). Springer International Publishing.

Khang, H., Han, S., Shin, S., Jung, A.R. and Kim, M.J., 2016. A retrospective on the state of international advertising research in advertising, communication, and marketing journals: 1963–2014. International Journal of Advertising, 35(3), pp.540-568.

Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.

Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.

Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46.

Manika, D. and Gregory-Smith, D., 2017. Health marketing communications: An integrated conceptual framework of key determinants of health behaviour across the stages of change. Journal of Marketing Communications, 23(1), pp.22-72.

Mishra, K., Boynton, L. and Mishra, A., 2014. Driving employee engagement: The expanded role of internal communications. International Journal of Business Communication, 51(2), pp.183-202.

Porcu, L., Del Barrio-García, S. and Kitchen, P., 2017. Measuring Integrated Marketing Communication by taking a broad organisational approach: the firm-wide IMC scale. European Journal of Marketing, 51(3).

Porcu, L., del Barrio-García, S., Alcántara-Pilar, J.M. and Crespo-Almendros, E., 2017. Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage. In Advances in Advertising Research (Vol. VII) (pp. 281-295). Springer Fachmedien Wiesbaden.

Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), pp.65-73.

Saleem, S. and Larimo, J., 2017. Hofstede Cultural Framework and Advertising Research: An Assessment of the Literature. In Advances in Advertising Research (Vol. VII) (pp. 247-263). Springer Fachmedien Wiesbaden.

Schlinke, J. and Crain, S., 2013. Social media from an integrated marketing and compliance perspective. Journal of Financial Service Professionals, 67(2).

Schultz, D., Malthouse, E.C. and Pick, D., 2017. Understanding the new, Negotiated Phase of Relationship Marketing: A Proposed Research Agenda. In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World (pp. 475-481). Springer, Cham.

Šerić, M., Gil-Saura, I. and Ruiz-Molina, M.E., 2014. How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, pp.144-156.

Shen, B. and Bissell, K., 2013. Social media, social me: A content analysis of beauty companies’ use of facebook in marketing and branding. Journal of Promotion Management, 19(5), pp.629-651.

Yadav, M.S. and Pavlou, P.A., 2014. Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), pp.20-40.

Yang, B., Kim, Y. and Yoo, C., 2013. The integrated mobile advertising model: The effects of technology-and emotion-based evaluations. Journal of Business Research, 66(9), pp.1345-1352.