Integrated Marketing Communications (IMC) Comparison

This assignment requires the analysis and comparison of two Integrated Marketing Communications (IMC) campaigns. The first campaign is described as being highly effective and utilizing a large number of marketing tools, while the second campaign is focused on a limited population. Students are expected to identify similarities and differences between the two campaigns and provide a rationale for which one is more attractive. The assignment also provides tips for other marketers using IMC and emphasizes the importance of IMC in gaining a competitive advantage and effective roles.

RUNNING HEAD: INTERNATIONAL BUSINESS
1
Campaign Analysis
Tourism Australia and Girls make your move
Submitted by:

Campaign Analysis 2
Contents
Introduction................................................................................................................................1
Campaign1- Tourism Australia.................................................................................................1
Introduction to the campaign.................................................................................................1
Rationale for choice of campaign..........................................................................................1
Marketing objectives..............................................................................................................2
Target audience......................................................................................................................2
Communication objective......................................................................................................2
Campaign idea........................................................................................................................3
IMC tools used.......................................................................................................................3
Recommendations..................................................................................................................4
Campaign 2 -Girls make your move..........................................................................................4
Rationale of the choice of campaign......................................................................................5
Marketing objective...............................................................................................................5
Target audience......................................................................................................................5
Communication objective......................................................................................................5
Campaign idea........................................................................................................................6
Imp tools used........................................................................................................................6
Recommendation...................................................................................................................6
Similarities and differences.......................................................................................................6
Favourite campaign and rationale..............................................................................................6
References..................................................................................................................................7
Introduction
Integrated marketing communication is an integrated marketing strategy that is been used as
an optimised tool in order to create awareness among the company stakeholders. There are
couple of methods that are been used to improve the communication strategy and harness the
benefit. IMC needs marketer to be aware about the product and services and create an advanced

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promotional plan that will surely ensure effectiveness(Mangold & Faulds,2009). In the mid of
1980s the marketing environment has undergone a drastic change in the way of conducting the
promotional mix. In today’s business scenario there has been a consequent communication
practices that help in communicating the effectiveness of plan directly(Wood,2005). It is most
relevant amongst the practioner and scholars that help in recognizing the new approaches of
marketing. A number of empirical studies suggest that the integrated marketing communication
approach has therefore helped in managing the organizational day-to-day
affairs(Stammerjohan,et al., 2005). This holistic planning approach has therefore helped in
focusing in the organizational functions in a better way. This integrated approach has developed
as dominant way to focus on the communication disciplines. The paradigm shift in the marketing
campaign and approaches adopted has a long-term impact on the mind of the people(Jensen &
Jepsen, 2008).
Campaign1- Tourism Australia
Introduction to the campaign
Tourism Australia is promoting the tourism in Australian continent since 2006. It is therefore
helping in branding the tour and travel and helping in completing the functions pertaining to the
tourism. Tourism Australia is a statutory Government body which is promoting tourism in
Australia. The primary function is to enhance the experience of the people and provide them with
an integrated knowledge pertaining to the tourism and development. The campaign was seen as a
communication channel that is been used to increase the experience of the people through

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television and newspaper. The advertisement is generally played abroad in order to seek interest
of the public(Belch, et al 2014).
Rationale for choice of campaign
Campaign 1 was chosen to understand its impact on tourist coming from abroad. The
television advertisement is one of the major sources that are been undertaken in order to spread
the word. The expanse of television and visibility is very high. This helps in generating interest
of people and allow in allocating their interest in order to measure the effective roles and
responsibility. The target audience is influenced due to television industry and hence helps in
procuring the maximum result. The purpose is to understand the long-term
sustainability(Low,2000).
Marketing objectives
The marketing objective is to attain the effective planning and understanding the possible
outcome and gaining the tourism adequacy. The objective is to increase the overall growth in the
tourist and attaining the best possible outcome. It is necessary for delivering the result by
organizing the most probable results in terms of organizing the tourism advancement(Pike et al
2010).
Target audience
Target audience as per the 1 campaign are those who wish to travel Australia. The ad
campaign would help in managing their interest and allocate in function in a better way. The

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purpose of this plan is to sustain changes in the development of the effective measures. It is
necessary for attaining the interest of the individual who are interested in travelling in terms of
gaining adequate results. The purpose is to manage the activities and regulating the
effectiveness. The long-term sustainability of a plan depends upon the target audience that they
focus upon. In order to attain the long-term goals and planning it is important to enhance the
experience of the tourists. It is suggested from the point of view of generating better and
equipped plan. The different variables associated are helping to accomplish the organization's
targets, guaranteeing that the relations between overall populations, money related group,
investors, and government are all around oversaw. TA administration is directed by "around 220
individuals roughly 50% of whom are situated at the Sydney head office and half crosswise over
13 territorial workplaces" (tourism.australia.com). Their qualified work is demonstrated by the
measurements that there were 5.98 million guest landings for year finishing June 2012, i.e. an
expansion of 1.2 for each penny with regards to the earlier year(Brown, et al 2004).
Communication objective
The focal point of "There's in no way like Australia" is online stage Australia.com with the
video advertisement via Sean Meehan and DDB Sydney. In the meantime TA likewise offers
applications for Iphone and ipad which enable individuals to investigate the spots highlighted in
the promotion and plan their visit to Australia. An accommodating advertising apparatus in
characterizing achievement of the promoting correspondence technique is SWOT investigation.
By applying it to campaign by TA it is fundamental to incorporate a few past
advancements."There's in no way Like Australia" (current) to perceive what has been now done
effectively and what has not attempted to promote. It is apparent that every one of the previously
mentioned crusades has its own particular advantages and disadvantages. In any case, to assess
the brand TA achievement and downsides when all is said in done it is valuable to get a few bits
of knowledge into the progression of showcasing correspondence (Vagionis & Loumioti, 2011).
Campaign idea
The main idea behind the campaign is to create awareness about the program. It however
helps in delivering long term effective planning for the tourism Australia campaign. It is
important enough for procuring better results in order to organize effectiveness of the campaign.
The campaign is using different visual aid that is helping in promoting the interest of the people.

Campaign Analysis 6
It is a widely accepted tourism campaign with an interest to achieve effectual objective. The
purpose here is clear that is to attain distinguished role and responsibility. It is therefore
important to attain effectiveness and promoting balanced role and responsibility. The campaign
is major playing a role in seeking attention of people across world. It is important enough for
gaining responsibility and adhering to the promotional activities on a long run. Such a type of
campaigns is important for seeking long term goals and receiving competent objectives. The
purpose here is clear and looks into the different approaches that are evident to be focused for
gearing responsible role and figures(Harris, et al 2002).
IMC tools used
The organization is using a variety of WAP tools in order to communicate with the people. It
is important enough for managing the program and procuring effective roles in a long-term
sustainable objective. The campaign focuses on seeking attention from the masses. The purpose
is to persuade people largely and to gain distinguished objectives.
The first of the pre-dominant IMC tool used is advertising. In this way it is possible for them
to reach out to different section. This program is mainly important for gaining effective roles and
putting forward the best advertising policies. In order to form an effective promotional objective,
the brand is using emotive language, cinematography and sound to attract people.
The second IMC tool used is The Website. The website is used to attract attention of the
people largely. Under this approach it is possible for the people to locate the brand and to attain
distinguished objective. The website is informative and provide with accurate information about
the brand. It is necessary from the point of view of gaining adequate knowledge and insisting
long-term effectiveness. The overall purpose of the plan is to persuade the sustainable objectives
and gaining accuracy on a long run. The plan is important to influence people and to gain
accurate information. This is however important in managing the information and looking onto
effective information. This is necessary for securing better information and compiling it
according to the organizational growth and development. The purpose of the objective is to
sustain knowledge and influencing people. Through this planning and programming, it is
possible to influence people and to manage information in order to persuade long term
sustainable objective.
Recommendations

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It is suggested to use social media forums like Facebook, Instagram etc to reach out to the
people. In this way it will help in guaranteeing the long term growth of the plan and provide with
better growth. The primary objective is to understand the organizational growth and development
and long-term development of the planning. For the future of the organization, it is important
and valuable. This will help in accustoming the organization in meeting its objective. The
purpose of the campaign is to procure high level of effectiveness and matching up with the goals.
This will certainly help in advancing towards the goal and matching up with the individual
expectations.
Campaign 2 -Girls make your move
This campaign is made to inspire woman to be proactive and to be independent. It works as
an inspiration in gaining effective planning and understanding the effectiveness. Girls Make
Your Move is about rousing, energising and authorizing young women to be more active
regardless of ethnicity, size or ability.
Rationale of the choice of campaign
This campaign is all about empowering women and providing tem with a platform to grow
well in life. It is therefore providing them with a platform where they can grow well. It is
important to understand the role and necessity of the program and its relevance in today age.
This campaign has helped in gaining public attention. This program is informative for the public
largely and helps in creating adequate result. The program is important enough for creating

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general awareness and making advancement in general. The purpose is to make most of it and
generating information in the public(Girls make a move. 2018).
Marketing objective
The marketing objective of this campaign is to genetic awareness. In this way they can
create basic awareness in women and help in allocating the most possible and strategic result.
The planning and development procedure is therefore important enough for procuring basic
information and developing the needs in order to understand the women status in the society. By
empowering women it is possible to create awareness and accommodating the best health
habits(Parente & Strausbaugh-Hutchinson, 2014).
Target audience
The target audience is therefore help in managing the changes and providing with the best
information to the women. It is necessary to empower them and managing the changing need of
the society(Blakeman, 2015).
Communication objective
The communication objective of this plan is to attain the information and managing the
informative way by adhering to the long term planning in order to attain detailed objective. This
is necessary to manage the objective and procuring the information in order to communicate with
the people. The communication objective is to attain long-term planning and making
advancement in order to secure better place. The communication is majorly done by online and
offline platform. The awareness is created in order to manage the long-term goals and procuring
better objective. It is important enough for securing long term effectiveness(Draganska,
Hartmann & Stanglein,2014).

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Campaign idea
The main idea behind the campaign is to generate a level of arranges. In this way it is
possible to understand individual perspective and to manage the activities thereafter. The
purpose is to generate the long term planning and procuring the information in order to
understand the necessity.
Imp tools used
Website- the campaign is majorly carried through the website. In this way they are able to
generate basic awareness. All the information related to the campaign is given online. In this way
it is possible to generate better role and responsibility.
Social media
The other IMC tool used is through the social media campaign. It is important enough for
managing the interest of the planning and development procedure and allocating the resources in
order to manage the chancre and developing the effective planning and development(Liaukonyte,
Teixeira & Wilbur, 2015).
Recommendation
The other IMC tool that can be used is through offline channel. It is evident to spread the
word by paper and pamphlets. It is important from the point of view of gaining evident
information
Similarities and differences
 Both the campaigns are competently different from the perspective of IMC
 The first campaign has high approach and available on a large span whereas the latter is
defined to a limited population.
Favorite campaign and rationale
 The first campaign is more attractive as it uses a wide vary of IMC tools to spread the
word.
 IMC Tips for other marketers

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 IMC gives organization a strong platform to showcase its product or service. This
campaign is important enough for gaining a competitive advantage and allow in gaining
effective roles and purpose in measuring the purpose of the planning.

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References
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Blakeman, R. (2015). Advertising campaign design: Just the essentials. Routledge.
Brown, G., Chalip, L., Jago, L., & Mules, T. (2004). Developing brand Australia:
examining the role of events. Destination branding: Creating the unique
destination proposition, 2, 279-305.
Draganska, M., Hartmann, W. R., & Stanglein, G. (2014). Internet versus television
advertising: A brand-building comparison. Journal of Marketing Research, 51(5),
578-590.
Girls make a move (2018). (Online). Retrieved from:
https://campaigns.health.gov.au/girlsmove (Accessed on: 26 March 2018)
Harris, R., Griffin, T., & Williams, P. (Eds.). (2002). Sustainable tourism: a global
perspective. Routledge.
Jensen, M. B., & Jepsen, A. L. (2008). Online marketing communications: need for a new
typology for IMC?. Journal of Website Promotion, 2(1-2), 19-35.
Liaukonyte, J., Teixeira, T., & Wilbur, K. C. (2015). Television advertising and online
shopping. Marketing Science, 34(3), 311-330.
Low, G. S. (2000). Correlates of integrated marketing communications. Journal of
Advertising Research, 40(3), 27-39.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the
promotion mix. Business horizons, 52(4), 357-365.
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A
guide to marketing communication plans. Cengage Learning.
Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for
Australia as a long-haul tourism destination in an emerging market. International
marketing review, 27(4), 434-449.

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Stammerjohan, C., Wood, C. M., Chang, Y., & Thorson, E. (2005). An empirical
investigation of the interaction between publicity, advertising, and previous brand
attitudes and knowledge. Journal of Advertising, 34(4), 55-67.
Vagionis, N., & Loumioti, M. (2011). Movies as a tool of modern tourist
marketing. Tourismos, 6(2).
Wood, M. B. (2005). The marketing plan handbook. Prentice Hall.