Integrated Marketing Communication | Assignment | Answers

Running head: INTEGRATED MARKETING COMMUNICATION
INTEGRATED MARKETING COMMUNICATION
Name of the student
Name of the university
Author note

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Answer to question 1
The concerned organization, RedBull, used most unconventional methods for driving the
attention of their target customers towards their offerings. The brand preferred using
unconventional adrenaline fueled spectacles that immediately attracts the attention of the
customers. The unique sales promotion technique of the organization included their visits to
colleges or certain shows. The tagline of the organization was equally intriguing, “RedBull gives
you Wings”, specifically focused on drawing the attention of the potential octane life customers
(Hardy, 2018). The active participation of the organization in the different sporting events, with
risks, quantified their eligibility of promoting high adrenaline based energy drinks.
The loyalty of the customers towards their authentic content and propositions have
enabled the organization in empowering the word of mouth promotion. In this connection, the
word- of – mouth promotion would support the organization in improving the effectiveness of
the business operations while operating as per the common goals of the venture. The
organization aimed at developing a triple faced strategy of promotion through the enumeration of
effective content, risky public stunts, sponsoring events (Opresnik, 2018). The adrenaline based
energy drink propositions that are made by the organization are justified through their indulgence
in unconventional advertising and promotional techniques.
The organization might take the initiative of improving their type of trade marketing
promotional strategy through active participation in the risky event shows relating to racing,
hiking and the like, which would support the same in creating a strong brand image among the
group of target audience. On the other hand, the organization might take the initiative of
developing behavioral marketing patterns with the purpose of drawing the attention of the

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customers who have a greater inclination towards the adrenaline sports. Schmidt and Tworek
(2017) opined that the behavioral marketing segmentation of the propositions while promoting
the same through the implementation of trade marketing strategy allows an organization in
increasing the sales volume. In this relation, the organization might take the initiative of targeting
the adrenaline sports admirers in different risky sports venue with the purpose of improving their
sales volume. Again, the word- of – mouth promotions would allow the organization in
improving their sales volume in the markets. Therefore, the unconventional sales promotion
strategies of the organization enabled the same in experiencing elevated sales volume while
improving their brand image among its target customers.
Answer to question 2
The PR activities are initiated by the organizations with the purpose of improving the rate
of communication. Melrose and Bell (2018) stated that communication with the target audience
supports an organization in widening their scope of marketing and sales while making expansion
in the different prospective markets. Moreover, Ankeshian (2018) opined that content
management and effective PR planning enables an organization in increasing the brand
awareness among the target range of customers. In this connection, the PR activities that were
planned by Red Bull always aimed at attracting the attention of their potential adrenaline sport
admiring audience. The different stunts that the organization sponsored and actively take part
into were carefully scripted in accordance with their PR planning.
The organization holds a greater idea of the preferences of the target custom4ers and
through authentic content, the organization use a varied range of social media platforms, more
specifically YouTube, with the purpose of spreading the message of their mission and the
offerings. According to Wolny (2016), PR plays an important role in improving the rate of

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marketing communication between the organizational management and the customers. The
effectiveness of the PR planning activities enabled the concerned organization in elevating the
links of communication between the management and the customers. The Red Bull Stratos was
one of the biggest example of the PR strategy of red Bull where skydiver Felix Baumgartner
dropped almost 23 miles back to Earth in a stunt (Melrose & Bell, 2018).
The stunt was funded by the organization with the purpose of spreading the message on
their mission and offerings. The entire event was undertaken with the view of portraying the
values that led the organization relating to adventure, investment and commitment. It has been
observed that the video gained 8 million concurrent views in YouTube and thereby the event
might be considered as one of the best example of an unconventional marketing campaign
(Melrose & Bell, 2018). Therefore, the PR activity and strategy that is being planned by the
organization is specifically based on making the target audience aware of the purpose of the
organization. The active participation of the organization in different adrenaline sports events
and the use of authentic content assisted the business in improving their overall communication
with the customers.
Answer to question 3
The Experiential Marketing Strategy assists an organization in improving the
communication of the brand with the customers while improving their brand experience
simultaneously. According to Rambe and Jafeta (2017), the use of experiential marketing
strategy supports an organization in increasing the fan base of the same while letting the brand
improve the experience of its target customers. The experiential marketing strategy of the
organizations are specifically focused towards improving the experience of the customers. In this
connection, Red Bull have taken the initiative of improving and increasing engagement of the

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consumers through different adrenaline sport based events where the organization introduces
their new offerings to the target audience.
The authentic content of the organization, the spirit of the adventure and the posthumous
offerings of the organization might be taken as one of the major contributions of the
organizations while operating in the different markets. The events are designed with the purpose
of improving the experience of the viewers. In this connection, the different changes that are
undertaken by the organizations are based on the effective functioning of the different systems in
accordance with the common goals of the venture. The primary role of marketing
communication is to encourage the engagement of the customers with the different propositions
that are made by the organizations. In this connection, the stunts and sports that are sponsored by
the concerned organization assisted the same in providing their propositions with an open
platform towards increasing the involvement of the customers.
Sharakhina et al. (2018) stated that Red Bull’s experiential marketing strategy permitted
the organization in increasing their scale of operations through improved scale of customer
engagement in the different propositions. Moreover, Dwivedi and McDonald (2018) opined that
the improved experience of the customers allows an organization in retaining the trust and
commitment of the same towards the different operations. In this relation, the concerned
organization took the initiative of experiential marketing strategy through positioning their
propositions in different wild- adrenaline sports activities. Moreover, the organization also issued
their logos to the participants in the sports events through endorsing activities with the purpose
of displaying their propositions. A style of influential marketing strategy is also noticed from the
different sponsorship programs that are undertaken by the organization. Therefore, the

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organization held different sports events with the purpose of improving the engagement of the
customers towards their propositions while increasing their sales volume in the markets.
Answer to question 4
The online and interactive communication strategies enable an organization in identifying
the viewpoint of the customers through the different applied sources. The assessment of the
different concerns that are being faced by the customers allows an organization in improving
their propositions while gaining a competitive edge in the markets. According to Rambe and
Jafeta (2017), the interactive communication strategy is one of the important tactics that are used
by the companies with the purpose of ensuring the uninterrupted functioning. In this relation, the
concerned organization, Red Bull holds control of their own media house that focuses on
broadcasting authentic contents relating to sports, culture, and lifestyle through different media
vehicles.
The Omni-channeled promotional technique of the concerned organization enabled the
same I widening the scope of making the target audience aware of their distinguished operations.
Moreover, it has been observed that the concerned organization holds different accounts based
on its own sports teams like Aston Martin Red Bull Racing are often streamed in the different
social media interactive platforms (Dwivedi & McDonald, 2018). The positioning of different
feeds and posts in the social media channels based on their different teams enabled the venture in
segmenting their target customers on the basis of their choices. Again, the active involvement of
the concerned organization in the different social media platforms enabled the same in
addressing the queries and assessing the concerns of their target customers.

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The continuous posting of relevant details enabled the organization in improving their
experience while operating as per the common goals of the venture. According to Melrose and
Bell (2018) Red Bull has taken the initiative of improving their brand image through positioning
of effective interactive strategies. The interactive strategies of the organization enabled the
concerned business in developing a better cognition on the preferences of the customers. The
organization aimed at providing the audience or the customers a premium experience. Therefore,
the business have taken the initiative of making sponsorships and hosting adrenaline events
while podcasting their videos on different social media platforms like YouTube and Instagram.
Therefore, the active participation of the concerned organization in different social media
platforms supported their interactive communication strategy.

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References
Hardy, J. (2018). Branded content: Media and marketing integration. In The Advertising
Handbook (pp. 102-117). Routledge.
Schmidt, C., & Tworek, L. (2017). Case Study: The World of RedBull SMAD 443-0001:
Creative Advertising Campaigns October 18, 2017 Talia Faigen, Patrick
McGrath. SMAD, 443(0001).
Melrose, A., & Bell, T. (2018). Red Bull Stratos: Public Relations Case Study.
Ankeshian, A. (2018). Motivated by Red Bull?: How international sponsorship influence the
sport spectating consumption motivation.
Wolny, J. (2016). Marketing Communications in a Digital World. Marketing Theory: A Student
Text, 318.
Rambe, P., & Jafeta, R. J. (2017). Impact of social media advertising on high energy drink
preferences and consumption. Journal of Applied Business Research (JABR), 33(4), 653-
668.
Sharakhina, L. V., Girenkov, A., Skvortsova, V., & Glitsman, K. (2018, April). Brand
communication tools transformation in digital society. In 2018 IEEE Communication
Strategies in Digital Society Workshop (ComSDS) (pp. 57-60). IEEE.
Dwivedi, A., & McDonald, R. (2018). Building brand authenticity in fast-moving consumer
goods via consumer perceptions of brand marketing communications. European Journal
of Marketing.

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Opresnik, M. O. (2018, July). Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.

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