Integrated Marketing / Best and Worst Advertisements
IMC-Integrated Marketing Communication, is in practice all over the world at a very large scale. The main aim of this paper is to clarify the meaning of IMC, the impact of IMC, and how it differs from the conventional marketing communication. IMC adopts the consumer-based approach rather than the organizational-based approach, as such the focus is on paying attention to the need of the organization. IMC adopts the synergy approach over the isolation approach. Positive outcomes such as greater profitability, unique brand association, brand loyalty, customer satisfaction, cost savings and increased sales. The major impact of IMC is on brand equity and organizational approach. However, certain barriers exist for the effective implementation of the IMC program (Naem et al., 2013).
Stage 1 Creative and Not So Creative Ad
Product: Cellular Service
Creative Advertisement: IdeaInternetLagoing. India Ko no ullu banaoing (You cannot get fooled in India, if you have access to Idea Internet)
It is a well-known fact that people get cheated all the time. Therefore, Idea brought this new campaign to help subscribers evade both people and situations they do not like by being abreast of the latest happenings. Idea mobile internet is projected as helping India evade frauds at home and abroad (Sen, 2014).
Target Audience
Idea has always targeted the poor masses who were not used to the internet by making them believe the internet has the ability to change their entire lives. They capitalized on the use of the local slogan Idea Internet Lagoing, Accessible India ko no ullu banoing which sounded all over India. The campaign reiterated that the network promise to change lives (Purkayastha, 2014).
Consumer Behavior
Idea's campaigns were rooted in the fact that the average Indian family is overpopulated, a trend the network blamed on inadequate entertainment options. According to Abhishek Bachchan, lack of attractive entertainment options leaves the average Indian family with no other option than regular sex, which increases the population (Meena & Fatima, 2015).
Power of communication
Idea's jingle was disseminated through more than 360 media such as digital, outdoor, radio, TV, social media, etc. Their hummable jingles and teaser banners represented unconventional segments of internet consumers such as senior citizens, housewives, rural dwellers, who make use of their internet-enabled phones to outsmart those who want to play a fast one on them.
Creative and Media Strategy Execution
Strengths
The commercial has passed a very strong message on the need for people to be able to beat fraudsters and cheaters by accessing important information through their phones remotely. The campaign is an extension of the "No Ullu Banoing" campaign and focuses to the internet features the network offers at easily affordable rates. Idea cellular makes accessing the internet a very easy and cheap feature that comes with people's mobile devices. They project the use of mobile internet as a necessity and not an article of ostentation. Idea network has distinguished itself as the brand that makes efforts to connect strongly with the consumers on an emotional level. Idea does not try to push its major selling points to consumers. Their ability to make use of local slogans in their campaigns has helped them gain lots of attention from consumers (Satyapal, 2013).
Weakness
The internet is not the best option when it comes to learning, due to a number of factors such as abuses, pornographic content, inaccurate information, hatred and several other factors. Though it can be a source of knowledge to an extent, but it is definitely not the best teacher (Teny, 2015)'
Not as Creative: Vodafone Smitten Double Data
The double data offer was introduced by Vodafone, the leading network provider in Delhi, as a way of encouraging more data usage and rewarding old data users (Vignehswar, 2015)
Target Audience
The offer intended to move consumers from the 2G network to the 3G network, mostly prepaid consumers who stand to get double the value of the data they subscribed for.
Consumer Behavior
Over 36% of subscribers make use of the mobile internet feature mostly for browsing, surfing, email, and checking out social media sites such as Facebook and Twitter. There has been a significant rise in the number of data subscribers as well as the quantity of data used. Vodafone says the Double Data promo is their way of saying "Thank You" To Their Esteemed Customers. New Vodafone campaigns show new ways consumers can make use of mobile internet using very simple stories (ET Bureau, 2015).
Process of Communication
Very robust campaigns using mediums such as retail, digital and outdoor supported the television campaign (ET Bureau, 2015).
Creative and Media Strategy Execution
Strengths
Vodafone has always found a way to stay ahead of their competitors by anticipating and providing for the consumers needs. They say their way of thanking their customers for choosing Vodafone is through the Double Data offer. They are offering double value to the consumers while encouraging new data subscribers to try out the features their 3G network offers.
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