Integrated Marketing Communication | Assignment | Answers

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

INTEGRATED MARKETING COMMUNICATION
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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

INTEGRATED MARKETING COMMUNICATION
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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