Integral University

Lucknow

BM505 Integrated Marketing Communication

ASSIGNMENT – 1

SUBMITTED BY- ABDUL SAMAD

COURSE & GROUP- MBA / A
YEAR/SEMESTER- 2nd / 3rd
ROLL NO.- 2001022003
Questions
Q1. Differentiate between IMC strategy of Coke and Pepsi.
In your opinion which is a better brand?

Q2. Write about DAGMAR or AIDA model.

Give examples of companies which are using either of this model.

Q3. Discuss the merits and demerits of IMC?

Answers
A1. The integrated communication strategy used by Coca Cola
employed a mass media methodology which included television
advertising, print media and banner ads. The approach utilized a
marketing mix of advertising, direct marketing, as well as Web
based interactive and social media marketing and sales promotion.
Coca Cola advertising has historically been among the most prolific
in marketing history. The logo and bottle designs are immediately
recognizable throughout the world, and are integral to the brand’s
image and recognition in the marketplace.

By incorporating IMC, PepsiCo attempts to consistently convey the

message to its customers that Pepsi is a vital component in the joys
of the people and it is cool to enjoy any achievement with Pepsi.
Moreover, the packaging of the products of PepsiCo also serves as
a major contributor to the branding of the organization.
The innovative and stylish packaging, like the limited-edition cans,
are notable examples of this fact. The advertisements of Pepsi
create a buzz in all the spheres of the media.
Also, the public shows arranged by the company are highly
successful in maintaining and enhancing the popularity of the
company within the global market. Therefore, it can be said that the
IMC mix of PepsiCo is highly effective.

Decision To declare which among the two is a better brand should

be entirely vested with the individual preferences.
According to my Personal preference, Coca Cola has upper hand in
terms of familiarization & availability across the globe. Whereas
Pepsi has still a lot to work upon in terms of entering more
countries and better pricing strategy. At present, Pepsi is just
following the footsteps of Coke, which I believe is not a great sign in
order to overtake coke.

A2. One model that can be useful to the firm when they are trying
to build awareness of their product is the DAGMAR model of buying
behavior.
DAGMAR stands for Defining, Advertising, Goals and for Measured
Advertising Results. The model aims to increase awareness of the
firm's product and is based on FIVE key stages.
Stage Consumer Promotion
Unaware Doesn't know us Use the media to inform
Aware Knows something of us Build the media presence
ComprehensionRecognizes us Introduce product information
Conviction Prefers us Reinforce via advertising
Action Purchases Personal selling

The promotional mix is then designed to allow the potential

consumer to move smoothly though to purchase. It is based on
following the psychological pattern those human beings follow
when deciding whether to buy or not. So, we tend to buy low-cost
products more on impulse than we do high-cost items. When
moving people through the five stages the firm has to be aware of
competitor reactions and have plans ready to combat actions and
successes of others.
Advertising will be one of the key promotional methods at the early
stages of this buying process, but other forms of promotion may be
more effective at later stages in the process.
The DAGMAR model can be a great help when determining an
appropriate promotional mix.

AIDA is a model similar to DAGMAR as it identifies the processes

in successful selling.
AIDA is an acronym of the four stages of the sales process.
Devised in 1898 by the American E. St. Elmo Lewis it is practical
tool outlining the processes involved in successful sales. AIDA
stands for Attention, Interest, Desire and Action.

The 'proven models' site provides an excellent summary of the

model. You can see this in the window below of following the link to
view in a new window.

AIDA, provides the marketer with a detailed understanding of how

target audiences change over time, and provides insights as to
which types of advertising messages are likely to be more effective
at different junctures. Moving from step to step, the total number of
prospects diminishes. This phenomenon is sometimes described as
a "purchase funnel"

Nike’s promotion followed the marketing principle of AIDA to

instantly convert prospects into leads and leads into customers.
First, the flashy white sneaker worn by Timberlake caught the
Attention of viewers.

Second, the fact that Timberlake was wearing the sneaker created
Interest. Viewers who have a special interest in sneakers and who
use Nike’s SNKRS app – Nike’s ideal audience – would have
noticed the new sneaker, which hadn’t been released yet on the
market. They might have already read about the design of the
shoe, which was posted a couple days prior to halftime and cross-
linked on the SNKRS app.
 Third, as leads were shown strategic shots of the shoes again and
again, their Desire to buy the shoe was peaked.
Fourth, leads became customers when Nike sent strategic push
notifications to their phones marketing the shoe…and they quickly
took Action to make a purchase.

A3. Advantages of IMC

Although Integrated Marketing Communications requires a lot of
effort it delivers many benefits. It can create competitive advantage,
boost sales and profits, while saving money, time and stress.
• IMC wraps communications around customers and helps them
move through the various stages of the buying process. The
organization simultaneously consolidates its image, develops a
dialogue and nurtures its relationship with customers.
• IMC also increases profits through increased effectiveness. At its
most basic level, a unified message has more impact than a
disjointed myriad of messages. In a busy world, a consistent,
consolidated and crystal-clear message has a better chance of
cutting through the ‘noise’ of over five hundred commercial
messages which bombard customers each and every day.
• IMC saves money as it eliminates duplication in areas such as
graphics and photography since they can be shared and used in
say, advertising, exhibitions and sales literature. Agency fees are
reduced by using a single agency for all communications and even
if there are several agencies, time is saved when meetings bring all
the agencies together – for briefings, creative sessions, tactical or
strategic planning. This reduces workload and subsequent stress
levels – one of the many benefits of IMC.
Disadvantages of IMC
Across the globe, there is continuity in market deregulation and
emergence of individualized segmentation of consumer tastes and
preferences. So, IMC being not an easy process has to face
internal as well as external challenges.
As some markets flee traditional media, they still come across
some communication clutter. The challenges of IMC are.
• A shift in market place power from manufacturer to wholesaler
to retailer/shift in channel power.
• A movement away from relying on advertising focused
approach.
• Rapid growth of data base marketing.
• A shift in traditional promotions.
• Change in the way the advertising agencies compensated.
• Rapid growth of internet marketing.
• Growing competition in relationship marketing.
• Change from mere information delivery to value delivery.
• Consumer empowerment.
• Fragmentation of media.
• Increasing advertising clutter.
• Desire for greater accountability