CONTENTS

INTRODUCTION.............................................................................................................2
MAJOR FINDINGS..........................................................................................................3
TASK 1........................................................................................................................... 3
1. Definition of marketing communications.............................................................3
2. The importance of marketing communications.....................................................3
3. AIDA in the campaign of Celano.........................................................................5
4. Ethical issues of IMC............................................................................................6
TASK 2........................................................................................................................... 7
1. Measuring effectiveness of a marketing communications plan.............................7
2. Evaluating an IMC plan........................................................................................9
CONCLUSION................................................................................................................ 11
REFERENCE LIST.........................................................................................................12
 INTRODUCTION
In this assignment, we need to understand all of this knowledge of integrated marketing
communications including understanding of the various marketing communications
methods, different marketing channels and how these elements serve media targets. In
addition, we need to analyze and describe a brand's critically assessable capabilities of
media strategy, content creation and channel selection. It's about how they use all of their
marketing communications tools through its campaign and the role each tool plays in
fulfilling its mission. In addition, evaluation of how to measure a marketing
communication plan and evaluation of an IMC program are also required in task 2 of this
assignment. Add some recommendations to maximize sales and performance in your
business and communications goals. A famous ice cream company of Vietnam - Celano
was selected to apply theories into practice
 MAJOR FINDINGS
TASK 1

1. Definition of marketing communications

According to Schultz and Patti (2009), integrated marketing communication (IMC) is a
strategic business process consisting of steps: planning, developing, executing and
evaluating over time brand communication programs of an organization or product
according to the following criteria: coordination , measurability, persuasion for
consumers, customers, prospects, and other targeted, relevant external and internal
audiences.

Tools of marketing communications

Direct Personal Direct Public

Advertising
marketing selling marketing relations

2. The importance of marketing communications

Celano Passion is an ice cream company affiliated with Kido Foods. This is the company
that owns 3 different ice cream brands including: Celano, Merino and Wel Yo with
factories from the North to the South with the most modern production lines in the region
according to European standards, products and distribution system. Consumers are rated
as "king of the frozen industry" in Vietnam.

Celano Passion specializes in the production of high-end ice cream lines and in which,
brown sugar bubble fresh milk ice cream is the newest product launched on the market.
This is a product with a taste almost similar to a cup of brown sugar bubble fresh milk -
the favourite drink of young people. The tools that Celano used in this campaign include:

a) Advertisement
In order to raise customers' awareness of new products, the company made a short
TVC with the slogan "Delicious, so hard to resist ". The clip is short, but the full
introduction of the product helps viewers understand more about this new Celano ice -
cream in terms of packaging and ingredients.

b) Social media

Celano owns their Facebook page to promote their products. They often post product
images with trendy quotes to get the attention of their customers. In their most recent
post, they launched a contest for customers to use the product. The rules of the
contest are given that whoever holds the best of the number of brown sugar bubble
 fresh milk ice-cream in the hand at the same time and takes a picture will receive a
reward from the brand. In particular, each product posted on the Facebook page has
its own hashtags for visitors to easily find related articles. Specifically, with the
brown sugar pearl milk ice cream, they use 2 main types of hashtags:
#Ngon_khó_cưỡng and #Kem_Sữa_Tươi_Trân_Châu_Đường_Đen. Facebook is a
large social network with a large number of users with many different ages, so
Celano only focuses on developing this social network channel instead of distributing
staff to other social networking sites.
c) PR
Celano has invited a number of influential KOLs on social networks to post
promoting products such as Mai Quynh Anh, Nguyen Phuong Dung, Nguyen Huong,
Tran Linh Huong... They are all famous food bloggers with at least one hundred
thousand followers. They have to take a picture with the product and share their
thoughts about the product on Facebook so their followers know about the product.
They will like, share or comments interacting with the article from which many other
people on social networks will know about Celano's products.

3. AIDA in the campaign of Celano

AIDA is an acronym commonly used in advertising and marketing, denoting a general
list of possible psychological states when consumers can interact with an advertising
program including:
 A - Attention: attract customer's attention.
 I - Interest: increase customers' interest by paying attention to and
demonstrating advantages and benefits of product/service
 D - Desire: persuade customers that they desire the product or service and that
it could satisfy their needs.
 A - Action: lead customers towards taking action and/or purchasing.

At the beginning of the campaign to promote brown sugar bubble fresh milk ice - cream,
Celano did a short TVC to broadcast publicly on Facebook and Youtube. That is the first
step to starting from 0 to Action. Promotion by Advertising in the first step can widely
promote to all types of customers whether they are Celano's target or not. Then, when the
customer starts to react to the product, we go to the stage of raising their attention with
unique ideas. Specifically, Celano uses social media in this step through the Facebook
page. They run articles with many hashtags attached so that readers can easily find
information and articles with strange content about the product. Since then, the audience
has been attracted by the unique captions, prize-winning games or eye-catching photos.
This is the move from Action to Desire. Next, they invite famous influential KOLs on
social networks, especially KOLs specializing in food review. They give reviews and
products and help Celano publicize the benefits of using the product in an objective way.
The followers of these KOLs are more informed and they begin to learn about the
product to make their own decisions about whether to buy or not. This is a step to get
potential customers more interested in the product, often switching from Desire to
Interest. Finally, when they fully understand the real benefits of using the product, they
will find the product and Celano succeeds in attracting those people's attention. This last
step is called Attention. They took the final step by applying personal selling at points of
sale at least 40 provinces across the country.

4. Ethical issues of IMC

Ethical issues relate to right and wrong or ethical issues in advertising. Some of the main
ethical issues include truth claims, lies, and advertisements for children. The haft truth
statement means an exaggerated reference to the function of the product or service
against its true value. In addition, the brand may not be able to provide complete
information about the product - just the benefits, forget about the harms of the product.
Another ethical issue is Deception, which is when a customer believes something is
completely untrue. It is about making a false claim and making a false statement about
the effectiveness and ingredients of this product. Children Advertising in particular seems
to have violated a lot of the ethical issues. They are very young, inexperienced and
persuasive, and are incapable of analyzing the information given. They are vulnerable
and easily attracted to something funny or colourful and do not care much about the real
value of the product.

Brown sugar bubble fresh milk ice - cream is advertised with 3 main ingredients to create
a taste like a cup of milk tea, including: creamy fresh milk, sweet black sugar sauce and
crispy pearls. In reality, however, pearls are a product that is only tough when heated.
When the pearls are placed in the refrigerator, they easily harden and dry, thereby losing
their original taste. Meanwhile, ice cream is a cold food, so you can be sure that the pearl
will not be able to retain the inherent toughness, easily harden and dry. Celano overstated
their ingredients because they took advantage of their desire to enjoy an ice cream that
tasted exactly like a cup of brown sugar bubble fresh milk. It seems that the exaggeration
of words is no longer unfamiliar in product promotion programs of many brands not only
in Vietnam but also in the world. This can have a negative consequence that the actual
experience is far from the promise that the audience will gradually lose confidence and
not want to continue using the product.

TASK 2

1. Measuring effectiveness of a marketing communications plan 

Measuring the effectiveness of an ad can be an important task to ensure that a company
has clear advertising goals. We can use 2 tests to measure it effectively: Pre – test and
Post – test.
Firstly, Pre-test is a test to measure advertising before it is officially released on different
media channels. This Pre-test is including 4 small tests: the Opinion test, Dummy
magazine test, Inquiry test and Mechanical test. Because this advertising would be
released for the targeted customers so they use the Opinion test to receive window
answers. Because the brand's ad will be displayed to target customers, so use the Opinion
Test to consult the window. Targeted audiences will be asked about their understanding
and interest when they see the ads. Brand makes enquires about how much they
understand and love in this ad. A successful advertisement not only attracts customers
and is easy to understand and focus on. Meanwhile, Dummy Magazine Test is a company
that actually only shows advertisements on a pre-selected channel to directly receive
feedback from customers while Inquiry Test contrast product’s two versions and ask
which version makes them more interested. Mechanical test through machines and
technological tools to identify the target audience, whether the company has focused on
the brand’s name, logo and product or is it just looking at other things appearing on the
advertisements.

The rest is Post-test, which is the inspection of the advertisement after being shown on
TV. This test contains 3 mini tests including: Recognition test, Recall test and Seller test.
Recognition test is performed when the company checks consumers' opinions even if they
are not the targeted audiences about whether they can recognize or remember brand and
product advertisements or not. The second is the Recall test, which means that after
viewing the ad, consumers can tell the last story they remember. Finally in the Seller test,
it examines seller about the increase after the ad is shown on TV.

Brown sugar bubble fresh milk ice - cream, after being launched in May 2020, is still
held a challenge on the Facebook page: taking photos of the black sugar pearl cream in
the hand as much as possible. In terms of advertising attraction, this is a fairly new and
creative method that has effective brand recognition. Furthermore, product sales also
enlarged with the number of challenge participants. Especially, when providing this new
challenge, the brand has left the hashtag #CelanoChallenge to create new trending on
Facebook and attract different customers, especially the young.

2. Evaluating an IMC plan

According to Aicikay (2011), there are about 6 criteria to evaluate an IMC program
including:

 Coverage: calculate and predict the amount of customers that the company is able
to reach in the IMC program and ensure that customers exposed to ads less than
twice.
 Cost: the total of cost to spend on IMC program, normally calculate per capita. In
fact, online marketing will cost more if the number of customers is quite small
 Contribution: Collective effects on brand equity to grow the brand awareness and
expand product visibility and to promote product strength and uniqueness.
 Commonality: The information’s level transmitted by different means of
communication had better be the similar, meaning that different media have to
display the similar message.
 Complementarity: Consistency of marketing communication channels in providing
information to customers, communication channels must make up for each other,
and corporate marketing goals.
 Conformability: the information encompassed in a communication plan has to be
relevant to types of customers and have to reverberate among dissimilar people.

Specifically, in the IMC program of Celano, first of all, for coverage, they utilize the
Facebook page and Youtube channel as tools to post photos, GIFs, and video clips to
attract customers' attention on the product. Thereby, the brand can widely promote
products to customers, expand brand coverage and create excitement for customers about
new products. Moreover, after launching the product, Celano continues to create
programs to support audiences interacting with the brand such as advertising through
KOLs' reviews, using hashtags, Facebook challenge to keep plenty of ice - cream in hand.
This is a creative way by Celano to keep customers in mind about products and brands.
Second, the message given by the brand on all communication channels is comprehensive
and also the product’s message: "Delicious, so hard to resist". Celano's ad for Brown
sugar bubble fresh milk ice - cream is based on typical product features such as: the
whole outer packaging is mysterious black, the mixture of fresh milk and black sugar
sauce, combined with chewy pearls. This stimulates the curiosity of customers about the
product of ice - cream created from milk tea. Furthermore, Celano’s targeted customers
for this new product is the young and those who have an interest in using social networks
on the internet. So, they opted for a social media campaign to increase its effectiveness.
 CONCLUSION
From Celano - a real example, we can see the importance of marketing communications
and how these tools are coordinated in a campaign. A complete AIDA model will be of
great help during product promotion and this assignment also indicates the ethical issue
encountered. With 6 criteria to evaluate IMC program, it can be seen that Celano has
been trying very hard to promote its brown sugar bubble fresh milk ice - cream product.
 REFERENCE LIST
Schultz, D.E., & Patti, C. (2009) The Evolution of IMC: IMC in a customer-driven
marketplace. Journal of Marketing Communications, 15(2–3), pp. 75–84

Lawrence, B., and Shelby D., Ethics and Marketing Management: An Empirical
Examination. Journal of Business Research, Vol. 13, 1985, pp. 339–359

Aicikay, Y. (2011). INTEGRATING MARKETING COMMUNICATION.

Slideshare.net. Retrieved from: https://www.slideshare.net/yacikay/integrating-
marketing-communication.