MPK713: Analysis of Integrated Marketing Communication (IMC) Report

This report provides an in-depth analysis of British Airways' integrated marketing communication (IMC) strategy, specifically focusing on the 'Fuelled by Love' campaign. The report examines the campaign's background, marketing strategies, celebrity endorsers, and communication messages. It explores the market penetration of the advertisement and the communication channels used. Furthermore, the report applies consumer behavior theories, including psychoanalytic and Pavlovian theories, to understand the campaign's effectiveness. The analysis considers the emotional appeal used to target consumers, particularly those with Indian backgrounds. Finally, the report offers recommendations for improving the campaign's reach and impact, addressing potential areas for enhancement such as incorporating a wider range of endorsers and cultural values to appeal to a more diverse consumer base.

Running Head: ANALYSIS ON INTEGRATED MARKETING COMMUNICATION
(IMC)
Analysis on Integrated Marketing Communication (IMC)
Name of the Student
Name of the University
Author’s Note

1ANALYSIS ON INTEGRATED MARKETING COMMUNICATION (IMC)
Table of Contents
1.1. Introduction...............................................................................................................................2
2. Discussion....................................................................................................................................2
2.1. Background of campaign......................................................................................................2
2.2. Marketing Strategy...............................................................................................................3
2.3. The endorser and the communication message....................................................................4
Celebrity endorser:...................................................................................................................4
Communication Message:.......................................................................................................4
2.4. The market penetration of advertisement campaign.........................................................5
2.5. Use of the communication channel.......................................................................................5
2.6. Consumer Behavior Theory- Psychoanalytic Theory.......................................................5
2.7. Consumer Behaviour Theory- Pavlovain Theory.............................................................6
Recommendations............................................................................................................................7

2ANALYSIS ON INTEGRATED MARKETING COMMUNICATION (IMC)
1.1. Introduction
The very sole purpose of undertaking this report is to understand the integrated marketing
communication strategy that is being adopted within the consumer market. How it is efficient in
pulling the major proportion of the consumers, how it helps in gaining a competitive advantage
over another firm. The primary objective of IMC and much more will be discussed within this
very paper.
2. Discussion
2.1. Background of campaign
According to the author (Blanchard et al., 2017), the sole purpose of undertaking this
advertising campaign is to attract the interest of potential consumers. The potential consumers of
the market are mainly comprised of the Indian economy. The campaign, ‘Fuelled by Love’, aims
to “ignite” British Airway’s emotional link with the flying public as the airline kicks off its
centenary celebrations. This marketing campaign is being chosen as this campaign aim to target
the emotionally attached consumers of the market.
Within this specific campaign, they aim of igniting the emotional link that exists among
the different cultural background peoples. This advertisement camping was being created with
the sole objective of bringing out the values, peoples, ideas that are believed by the great Britain
Airways. Besides, to increase the effectiveness of the advertisement campaign the use of the
various celebrities was being undertaken within this specific advertisement campaign. On the
other perspective personalities that like of the Olivia Coleman, boxer Anthony Joshua, singer
Paloma Faith, astronaut Helen Sharman and artist Grayson Perry is being undertaken.

3ANALYSIS ON INTEGRATED MARKETING COMMUNICATION (IMC)
The advertising campaign has been created to emotionally link the attachment, love, and
fondness among the various different cultural background of passengers. Besides, the main target
audience is the Indians travellers. They are ore composed of their cultural ethics and values, they
are very much strict in regard to their cultural norms. Besides, they are one of the developing
economies within the present era of time. The consumer market among the Indian economy in
terms of the air bus travel is very frequent which means much of the business prospects lies in
the near future because of the travelling requirement of the Indian passengers.
Besides the Indian consumers have been making use of the airbus on a daily basis, there
has been a rapid growth in the use of the air bus services among the Indian market (Grow et al.,
2017). On the other contrary, the advertisement also aims to capture the mind and interest of the
Indian origin students who reside within the region of Great Britain for any higher education
studies or job purpose. There is even a huge proportion of the NRI especially that of the different
cultural backgrounds. However, it has been found that they are not able to shift entirely with
their family; they miss their family a lot.
2.2. Marketing Strategy
Speaking in terms of the marketing strategy that the advertising campaign makes use of,
Ayan-Banik who is addressed as the head of the brand strategy of Cheil India. This personality
noted that the British airline smartly is making the use of the classical advertising strategy, by
inducing the mind of the Indian travellers by making use of the emotional attachments. He
further added that the advertising campaign aims at making use of the strategic name which
operates on the policy of getting them to buy rather than selling it. The British airline
understands the emotional stability that stays in the hand of the Indian consumer market, by

4ANALYSIS ON INTEGRATED MARKETING COMMUNICATION (IMC)
making use of the emotional behavioural traits concerning business aims to pull out the target
market (Gurney et al., 2017).
Ayan-Banik, further added that each of the imperfections regarding the dialogue delivery
tears and emotions of the advertisement campaign reflects the reality of the Indian stories and
their experiences. The advertising campaign can create an effective and great story, they have a
huge dependency upon this advertisement, and believe that there will be a hike in the use of the
British airline services.
2.3. The endorser and the communication message
Celebrity endorser:
The two professional personalities speaking this whole advertisement campaign is Alina she was
a British origin, and that of the Anandi she was an Indian, Anandi belongs from Hyderabad. The
celebrity endorser for the following advertisement campaign is the Helena. Elena is the official
team member of British Airways. Advertisement campaign to place while she was having the
first journey in India. She was very excited besides she was very nervous. She was excited
because it was her first job (Kalotra et al., 2015). On the other hand, she was nervous because it
was her first journey. India is a crossroads of civilizations and languages, and the flight attendant
feels tight with those people.
Communication Message:
Advertisement campaign was created keeping in mind the attachment of the Indian
travellers add in regard today concerning the family. It was observed that while another was
travelling to a house, she was missing her son a lot for which she started to panic. It was the crew
member Helena to watch a movie so that we could calm. However, the lady started crying, as the

5ANALYSIS ON INTEGRATED MARKETING COMMUNICATION (IMC)
lady started crying Helena realise the importance of family attachment. Yet at last but remember
Helena was able to make the concerning traveller (Anandi) calm. Anandi enjoyed the company
of crew member Helena, for Helena was invited India in Hyderabad within the specific place of
Anandi (Matz et al., 2017). She was treated as a guest and was even invited to family meals.
Taken into view the family and the surrounding of Anandi, Helena also an emotional attachment
for which started to bring tears in her eyes. At last, he was gifted the handkerchief that was
having a drawing picture of Helena with the background of airbus scenario.
2.4. The market penetration of the advertisement campaign
The advertisement aims to bring out, how this story help to understand cultural traits. As
more and more participation took place, more and more interest table. Advertisement campaign
was able to penetrate the Indian market, decide it also shows how Helena was going deep into
the Indian culture, as she was getting more involved within the different rituals within the Indian
culture. Advertisement campaign was able to attract the interest of not only the domestic country
of Indian regions but also the international bases consumers of the airbuses that is the NRI's.
2.5. Use of the communication channel
The entire advertisement was carried out by making use of the video channels. This
advertisement also took on the online platform and that of fitting the social media platform. It
was the belief of the advertisement body that making use of such a platform will enable the
advertisement campaign to reach the bulk of consumer is platform has the presence of using a
number of potential consumers. It is the online platform that is able to penetrate any regions of
the economy within a fraction of second (Wells et al., 2014). On the other perspective taking into
consideration the present era of time, each and every individual within a single household

6ANALYSIS ON INTEGRATED MARKETING COMMUNICATION (IMC)
comprise of at least one social network platform or at least have a presence within the online
channels.
2.6. Consumer Behavior Theory- Attachment Theory
According To this specific theory it is composed of personality organisation and that of
the dynamic of personality development. Sigmund-Freud formulated it in the late 19th century.
According to the principle of this theory, humans are not capable of understanding their
individual motivation level; it is because of the psychological factors that shaped them
unconscious. On the other perspective, consumers of the economy are more prone towards the
symbolic concern. According to this theory, external factors such as that of the age, income,
financial stability does not account for consumer satisfaction. It is the emotional appeal that
makes the consumption of the commodity successful and that of the satisfactory (Elliott et al.,
2015).
Theory of psychological nature that helps in the understanding of the consumer
consumption pattern. Linking this theory with that of the concerning advertisement campaign, it
can be understood that how advertisement campaign is has been made use of the psychological
factors to attract the consumer market especially that of the Indian origin. They made use of the
emotional appeal; the British understood that much of the household sector of the Indian
economy are within the overseas market. They have a specific set of standards for which they
make use of Airbus service rather than any other service. On the other hand, it is that it uses
much of the time which can be used for any other business-related activity of personal activity.
On the other hand, attachment theory appeals regarding consumer feelings, fears,
aspirations, and that of the hopes.

7ANALYSIS ON INTEGRATED MARKETING COMMUNICATION (IMC)
2.7. Why this theory
This theory has been undertaken because according to this specific theory there exists
emotional attachment that induces the purchasing behavior of an individual person. On the other
hand, this theory outlays the fact in regard to how the purchasing behavior of an individual body
is directly connected within that of the mind set and that of the belongingness. This theory is
more of the ethics related. It states how the cultural traits enables an individual to proceed for the
consumption activity.
Recommendations
However taken into consideration the overall marketing strategy of this concerning
advertisement campaign, it is found that the use of the emotional and psychological
characteristics have been undertaken to penetrate the consumer market. In spite of the
endorsement that is being undertaken by 2 people, professional but the marketing campaign fails
to understand the major potential to penetrate the consumer market space between the hands of
the youngsters. The advertisement campaign could have been much effective if the use of young
models or personalities in advertisement endorsement activity could have been undertaken.
On the other hand the advertisement campaign has been designed in a manner that
attracts the household and that of the senior citizens of the economy, the advertisement could
have been much better if the use of much more cultural values has been undertaken.
Advertisement could have shown the different perspective of the different consumer at least for
to consumers; this food had has the advertisement campaign to not only capture the specific
consumer market but would have been able successfully to capture the interest of the diversified
consumer market segment.

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9ANALYSIS ON INTEGRATED MARKETING COMMUNICATION (IMC)
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