Integrated Marketing Communications

This article discusses the Integrated Marketing Communications (IMC) strategy of Hungry Jack's, a leading food and beverage company in Australia. It covers their segmentation, persuasion analysis, current advertisement, and IMC practices. The article also explains the importance of IMC in building a better relationship with customers and communicating the ideas, views, and objectives of the company.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Name of the Student
Name of the University
Author’s note

1
INTEGRATED MARKETING COMMUNICATIONS
Contents
Introduction......................................................................................................................................2
Identification and analysis...............................................................................................................3
Segmentation...............................................................................................................................3
Persuasion analysis......................................................................................................................3
Analysis of current advertisement...............................................................................................4
Current IMC practices.................................................................................................................5
Conclusion.......................................................................................................................................6
Reference list:..................................................................................................................................7

2
INTEGRATED MARKETING COMMUNICATIONS
Introduction
Integrated marketing communication (IMC) is the communication mix of the marketing
strategy of a business organisation that is used to connect and reach out to the target market as
well as other stakeholders of the company. There are a number of aspects that is associated with
the communication process as it has to be in sync with the marketing strategies of the company
as well. With the help of IMC strategies the companies can build a better relationship with the
customers, increase the knowledge reach of the product and services, and communicate the ideas
views and objectives of the company (Belch et al. 2014). Four elements that are essential in the
process of communication is people, information, medium and time.
The tools which are commonly used by organisations in the in IMC are:
 Advertising
 Sales Promotion
 Public Relation
 Direct Marketing
 Personal Selling
 Social media (Mulhern, 2013).
Technology has provided platform to increase the number of tools and thus improving the
effectiveness of the communication strategy by reaching out to the target market. In this
assignment the brand that is chosen to study the IMC strategies is Hungry Jack’s, the
organisation is a subsidiary of the American company Burger king and has a number of outlets in
Australia. Hungry Jack’s is an organisation is a leading company in the food and beverage
industry.

3
INTEGRATED MARKETING COMMUNICATIONS
Identification and analysis
Hungry Jack’s is an organisation that focuses on the requirements of the customers and
decides the communication process according to this strategy. Following is the analysis of the
IMC strategy of the company.
Segmentation
The target market of the company can be segmented in the following ways:
Demographic: The Company is a family oriented and youth friendly organisation. The age
group of the customers that the company target is in between 16-54. These are the people who
are mostly responsible. Income of these people is in the medium to low category as the price of
the products available is kept relatively low.
Geographic: The Company has limited its operation within the geographical boundary of
Australia therefore the customers have to be present in the geographical boundary of the
company in order to avail the products.
Psychographic: people who are a foodie and enjoy American fast food culture
Behavioral: The people are looking for a quick bite and is not willing pay a lot of money for the
product or does not have the time to wait in a restaurant. The take away service of the company
is for the people who not want to spend time in the restaurant rather take the food back home
(Baker and Saren 2016).
Persuasion analysis
There are seven tools of persuasion that is used

4
INTEGRATED MARKETING COMMUNICATIONS
1. Reciprocation: Hungry Jacks has a record of the personal information of the customer by
requesting the customers for the e-mail address and phone numbers this is further used to
communicate exclusive discounts and coupons to people who are a regular customer.
2. Commitment and consistency: The company ensures that the claims that are made in
the communication are maintained in their service and products. This helps in catering to
the consumers better as they have loyal customers.
3. Social proof: Hungry jacks do not use famous personalities in their communication
campaign rather the company uses regular people in regular set ups to maintain the social
proof (Kenechukwu et al. 2013).
4. Liking: This aspect follows the above tool but Hungry jack’s does not use any popular
faces to promote the brand or the product as the company targets the customers form the
regular life
5. Authority: This aspect of persuasion is also absent from the communication strategy, as
in this approach a person form certain authoritative position is endorsing the brand.
6. Scarcity: This is when the product or service provides by the company has a high
demand and low supply.
7. Ensuring ethical standards: The Company promotes the brand as an Australian produce
and commits to the environmental and social responsibilities they have (Verlegh et al.
2015).
Analysis of current advertisement
The recent campaign of Hungry Jack’s is undertaken by one of the leading advertising
agencies of Australia Clemenger BBDO. The title of the campaign is called “Keeping it Real”.
The company focuses on the claims that has helps the organisation build the brand image on,

5
INTEGRATED MARKETING COMMUNICATIONS
rush of flavors, fresh and high quality ingredients and superior taste. According to the chief
marketing officer of Hungry Jack's Scott Baird, 'Keeping It Real' is the value of the company and
not just the name of a campaign he claimed that the brand stands for the ideology.
The approach of the campaign is like a quintessential chase scene of an action or a thriller
movie where the protagonist is asked to do certain things in order to reach the destination of
Hungry Jack’s. The campaign draws a comparison with the unrealistic proportion of food that is
provided by some restaurants juxtaposing the size and the quality of the product sold by Hungry
Jack’s. The advertisement focuses on one item on their menu that is the “baconator” burger
which is popular for its size (Clemenger Sydney 2017).
Current IMC practices
The company uses advertising and sales promotion tactics as the primary promotional
tool. The company ensures that the approaches of the IMC practices are in sync with the values
and principles that is followed by the organisation. The focus of the IMC is on the consumer and
the product and the values that are attached to the products. The medium of communication that
is used in advertising are print especially in newspaper, television advertisement as well as social
media. The company has a significant social media presence and this platform is significantly
used in the IMC practices. Apart from this the company uses the data of the regular customers to
extend exclusive offer information and also displays offers in the branch outlets.

6
INTEGRATED MARKETING COMMUNICATIONS
Conclusion
It can be concluded from the above discussion that the company focuses on the
customer’s needs and requirements along with the brand image as the basis of the
communication process, the Campaigns are build in a way that the target market can enjoy and
easily relate to, for persuasion the company incorporates the tool of reciprocation and
commitment.

7
INTEGRATED MARKETING COMMUNICATIONS
Reference list:
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Clemenger Sydney., 2017. Hungry Jack's 'Keeping It Real' 60" Launch Film. Retrieved 22 April
2018, from https://www.youtube.com/watch?v=Nxw7zL-02xw
Kenechukwu, S.A., Asemah, E.S. and Edegoh, L.O., 2013. Behind advertising: The language of
persuasion. International journal of Asian social science, 3(4), pp.951-959.
Mulhern, F., 2013. Integrated marketing communications: From media channels to digital
connectivity. In The Evolution of Integrated Marketing Communications (pp. 19-36). Routledge.
Verlegh, P.W., Fransen, M.L. and Kirmani, A., 2015. Persuasion in advertising: when does it
work, and when does it not?.