Integrated Marketing Communications:

Tools (Video Case)

(Absolute Weightage 15%)
Mid Term Group Activity: 3 Members Each

This student activity is based around a video for a brand of healthy drinks called “neuro”. The video
shows the brand being promoted using a variety of promotional tools.

Watch the video here: https://www.youtube.com/watch?v=jI6tg_ZQeqE

(Video Caption: 360 Degree Marketing Example)

Answer the following questions:

1. Identify and list the range of communication tools shown in the video

Ans :

Advertising
 posters
Sales promotion
 coupons
 displays
 Games
Events
 Street activities
 Festivals
Public relations
 Magazines
Personal selling
 Samples
Direct marketing
 Websites
 2. Discuss which of the tools would be the most important in the overall campaign

Ans : Sales promotion ,events and personal selling were the most important tools for this
campaign as in sales promotion the display of the product was very important and in events the
street activities like the car was fully covered with the product which is being promoted, and
personal selling and having the feedback from the Customers have its own value.

3. Discuss how you think the campaign elements and tools work together for neuro

Ans : The campaign elements and tools work together very efficiently as the posters, displays
and magazines will cater the customers in order to communicate what the brand is actually all
about and the coupons, websites and games like making the bottle's cover will engage the
customers & samples, festivals and street activities will provide the feedback from the
consumer.They all together work will increase the awareness,consideration and preference,
end ups with the purchase and may able to increase the loyalty for the brand.