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1. Integrated Marketing Communications (IMC) is defined as coordinating all marketing communication tools into a seamless program to maximize impact on customers. Integration and synergy are important for success, as they enhance messaging and build a strong brand presence through the combined effect. An example is the successful alliance between Qantas and Emirates airlines. 2. Emirates uses various IMC tools like advertising, in-flight magazines, and sponsorships to promote their brand image and services. They modify messages according to location to avoid misunderstandings. 3. The tabulation data on fruit and vegetable consumption offers insights for marketers - it shows more people prefer fresh vegetables, women aged 35-49 buy more

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Anne S. Yen
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2K views

Task 1

1. Integrated Marketing Communications (IMC) is defined as coordinating all marketing communication tools into a seamless program to maximize impact on customers. Integration and synergy are important for success, as they enhance messaging and build a strong brand presence through the combined effect. An example is the successful alliance between Qantas and Emirates airlines. 2. Emirates uses various IMC tools like advertising, in-flight magazines, and sponsorships to promote their brand image and services. They modify messages according to location to avoid misunderstandings. 3. The tabulation data on fruit and vegetable consumption offers insights for marketers - it shows more people prefer fresh vegetables, women aged 35-49 buy more

Uploaded by

Anne S. Yen
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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PART A

1) What is Integrated Marketing Communications (IMC)? Define.


Integrated Marketing Communications (IMC) is defined as the coordination and
integration of all marketing communication tools, avenues and sources in a company into
a seamless program designed to maximize the impact on customers and other
stakeholders (Clow & Baack 2012).

2) Why is integration and synergy important to a successful IMC campaign?


Give an example of a brand you believe has developed a successful IMC
campaign and how they have integrated their strategies to create synergy.
Integration and synergy are important to a successful IMC campaign because the
combination effect of both factors can help to build a strong brand presence. Besides that,
they are able to further enhance the brand messages that are intended to be sent to the
consumers, thus improving consumers perception towards the messages. By bringing
together the various facets of marketing communications in a mutually supportive and
enhancing way then the resulting whole is more than simple sum of its parts (Pickton &
Broderick 2005). This means that the total picture of a company will be more successful
by bringing all the separate elements together in the marketing communication.
An example of a successful IMC campaign is the Qantas-Emirates alliances. Both airlines
joined forces to operate 14 flights daily between Dubai, Australia and others, together
with extensive Australian domestic flights, frequent flyer advantages and shared lounge
access (Emirates 2013). The Qantas-Emirates alliances enable both airlines to sell seats
on each others flights by having a code share. Apart from that, the partnerships allow
Qantas airline to expand its route while Emirates airline able to access to Australias
domestic market shares that controlled by Qantas. Therefore, it is a win-win situation.
Qantas and Emirates airlines are working together to expand their market and reach new
market.

3) Explain how Emirates marketing strategy has been successful in creating a


positive brand image with current and potential customers.
Emirates main objective is to provide the best quality services to its customers. In order
to create a strong brand image to its customers, Emirates use different kind of
promotional methods such as advertising through commercials, magazines and others. It
will increase awareness of the current and potential customers about their brand. As the
company sees the importance of sponsorship activities in marketing strategies, it has
been committed to sponsorship. Sponsorship allows them to share their interests and
maintain a good relationship with their customers.

4) Classify the IMC tools used by Emirates.


In order to convey Emirates messages to its existing and potential customers, the
company has been using IMC tools to further enhance the messages. The company has
made use of IMC media tools and advertising tools by advertising through traditional
media such as television and magazine. They even have in-flight magazines for readers
during their flights. Apart from having their commercials being broadcasted through
television, Emirates have this onboard entertainment system which also able to show the
latest promotions and services to the passengers. Besides that, the company also provides
doorstep services when the customers purchase merchandise from the retail website.
Not only that, Emirates also uses promotional tools by having sponsorship activities. The
company sponsors events such as football, rugby, tennis, motorsports and so on (Emirates
2013). They believe that the best way to build and enhance relationships with their
passengers is by having sponsorships. Furthermore, Emirates is also having a foundation
to provide aid services for the children in need. They are also developing an
environmentally sustainable strategy at the aim on reducing air pollution.

5) Emirates flies all over the world. Should Emirates modify its messages and
channels according to where it advertises? Explain.
Cultures and perceptions vary across countries. In order for the current and potential
customers to gain a better understanding about Emirates, messages and channels should
be modified according to where it advertises as a form of respect to other countries. Apart
from that, altering the messages and channels will help Emirates from avoiding any
further misunderstandings and misinterpretations that will lead to any possible political
reasons.
PART B
1) Tabulation of data for All Cases, Men, and Women for fruits and vegetables
eaten in the last 7 days. (as shown in the tables provided)
2) In the All Cases tab, how many people were interviewed? How many people are
represented in the total population of this tabulation?
In the All Cases tab, 51,899 people were interviewed. 17,562,000 people are presented
in the total population of this tabulation.
3) Of men, which age group has the highest percentage of dried fruit?
Age group 35-49 of men has the highest percentage of dried fruit, which is 26.6%.
4) How many people (all cases) who ate fresh vegetables in the last 7 days were
surveyed? How many males ate fresh vegetables and how females ate fresh
vegetables? Explain what these findings mean.
16,775 people ate fresh vegetables in the last 7 days. Out of 16,775 people, 6884 males
ate fresh vegetables and 9,891 females ate fresh vegetables. More females consumed
fresh vegetables than males. According to the Canadian Community Health Survey
(2004), it is suggested that females are more concerned about their diet in comparison to
males.
5) Looking at 14-17 year old men who eat canned vegetables, what are the findings?
And, how does this compare to men aged 35-49 who eat canned vegetables? Give
insight into a possible reason for these findings.

46 men (5.5%) who aged 14-17 eat canned vegetables. As for men who aged 35-49, there
are 376 people (27.4%) who eat canned vegetables which indicate the number of men who
aged 35-49 eat canned vegetables are more than men who aged 14-17.
Based on the findings, the possible reason of a greater number of men who aged 35-49 eat
canned vegetables is that they are probably single and living alone, so they would rather
eat canned vegetables than having to cook themselves. Besides that, they might be
working and not having time to prepare food, thus canned vegetables are probably the
most suitable choice.
The findings also show that in the group of men who aged 14-17 and 35-49, canned
vegetables are least consumed among all the fruits and vegetables. Men who aged 14-17
and 35-49 consumed only 16% and 19.9% of canned vegetables respectively.
This indicates that both age groups perceived canned vegetables are not as healthy as other
vegetables or fruits as the percentages of the consumption of canned vegetables are the
lowest for both age groups. Another possible reason is that canned vegetables are not their
preference hence, they consumed lesser.
6) What information does this tabulation offer to media planners and marketers?
Discuss

three

key

findings

and

the

implications

this

has

for

marketing/advertising/media strategy of a large supermarket chain.


This tabulation provides a further understanding to the media planners and marketers
about the sampling of different age group that consumed fruits and vegetables in the last 7
days.
In the All Cases tab, it shows that 16,775 people ate fresh vegetables in the last 7 days.
More people actually prefer fresh vegetables as they contain more nutrition compare to
those frozen and canned vegetables. Therefore, the large supermarket chain should
increase the selling of fresh vegetables or increase the variety of fresh vegetables in order
to attract more customers.
27% women who ate fresh vegetables are from the age group of 35-49 years old. Women
who aged 35-49 are probably the housewives whom have to look after their families thus

they would be more health conscious. If the supermarket is selling good quality of fresh
vegetables, they would want to purchase more or even through word of mouth, it will
enhance the supermarket chains image.
In the age group of 65 and over, it shows that only 14.7% people have consumed canned
vegetables. Senior citizens are more health conscious compare to other age groups.
Canned vegetables contain more preservatives than the others so it is least consumed by
them. Hence, large supermarket chain should consider more healthy products if their target
market are senior citizens.

(1,071 words)

List of References
Canadian Community Health Survey 2004, Fruit and Vegetable Consumption in Nova Scotia,
Nova

Scotia

Department

of

Health,

viewed

15

August

2013,

<http://www.gov.ns.ca/hpp/publications/cchs_consumption.pdf>.
Clow, ED & Baack, D 2012, Integrated Advertising, Promotion, and Marketing
Communications, 5th edn, Pearson, England.

Emirates

2013,

Emirates

Sponsorships,

Emirates,

viewed

15

August

2013,

<http://www.emirates.com/my/english/about/emirates-sponsorships/sponsorships.aspx>.
Emirates

2013,

Qantas

Partnership,

Emirates,

viewed

15

August

2013,

<http://www.emirates.com/my/english/plan_book/qantas-partnership/index.aspx>.
Pickton, D & Broderick, A 2005, Integrated Marketing Communications, 2nd edn, Prentice
Hall, England.

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