Integrated Marketing Communications: Advertisement Analysis Report

This report provides an in-depth analysis of various integrated marketing communications (IMC) campaigns across three stages, as part of a reflective portfolio assignment. The first stage examines controversial advertisements like Benetton's 'un-hate' campaign and Pepsi's Kendall Jenner ad, discussing their impact and controversies. The second stage analyzes successful campaigns, including Samsung's QuickDrive ad, focusing on their strategies and outcomes. The third stage explores social media campaigns like Starbucks' Unicorn Frappuccino promotion, B2B marketing campaigns like Bosch power tools, and nonprofit campaigns such as UNICEF Sweden. The report critiques the marketing strategies employed, highlighting their effectiveness and significance in the current marketing landscape.

Running Head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Student’s name
University Name
Author’s Note

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Table of Contents
Stage 1.............................................................................................................................................3
Advertisement 1...........................................................................................................................3
Controversy regarding the article................................................................................................3
Controversial ad campaign of Pepsi............................................................................................3
Controversy regarding the advertisement....................................................................................4
Stage 2.............................................................................................................................................4
Stage 3.............................................................................................................................................5
Social media campaign: Instagram promotion of Unicorn frappuccino of Starbucks.................5
Social media campaigning...........................................................................................................6
B2B marketing.............................................................................................................................6
Significance of B2B marketing campaign...................................................................................7
Campaigns of nonprofit organizations.........................................................................................8
Critique of nonprofit marketing and Advertising........................................................................9
Global campaign of Coca-Cola...................................................................................................9
Strategic criticism of Global Advertising..................................................................................10
Reference List................................................................................................................................12

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Stage 1
Advertisement 1: https://www.youtube.com/watch?v=iV_JkYGJ8Eo
The first advertisement that would be selected here for study is that of the un-hate campaign of
Benetton group. This is the most unique as well as the most controversial of the recently
published advertisements. The campaign let out rampant publicity of the poster exhibiting the
global political leaders kissing each other, all of whom are men. The campaign features a range
of world leaders kissing, including the likes of Obama, Merkel and Sarkozy (Bruce, Byrne and
Myers 2018). According to the company behind the ad, the theme focuses on the kiss as it’s a
universal symbol of love. Running across several countries on big billboards, the advertisement
campaign invited several raised eyebrows (Benettongroup.com 2019).
Controversy regarding the article
One of the biggest controversies against the article had been that this ad had been posted
without taking the consent of the global leaders whose kissing images had been used in the
advertisement (Gianatasio 2011). That is why; an issue had been raised from various
humanitarian agencies who directed that ad to be brought down. In fact the amount of backlash
created against the advertisement impacted the nationalistic sentiment of people in different
countries. People started to tear down the posters of the ad on many instances (Gijsenberg and
Nijs 2019). In spite of the backlash, it had been observed that Benetton never apologized for any
of their ad campaign. In fact few of the countries officially requested the ad agencies to stop the
publicity of the advertisement. However, at the end the advertisement went on to win the Cannes
ad festival award.
Controversial ad campaign of Pepsi: https://www.youtube.com/watch?v=bTivpgMkGKA

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Pepsi is reputed for their highbudget advertisements which eventually feature famous
personalities like Beyonce, David Beckham, Lionel Messi and so on (Williams and Gulati 2018).
The controversial advertisement also featured the celebrity Kendall Jenner. That was released in
2017 and portrayed the celebrity joining a protest outside after removing a black wig and
makeup (Sanghani 2017). The advertisement shows her proceeding with a can of Pepsi to a
police officer during a send off who Smiles and the crowd cheers. The implication is that
Kendall Jenner has save the day, all thanks to Pepsi.
Controversy regarding the advertisement
At the time when the advertisement had been released, several protest as well as a riots where
taking place in America and a campaign called black lives Matter was also launched.
Advertisement took inspiration from these protests and actually deviated from the main point of
the protest. Advertisement the way in which Pepsi was portrayed to be the Saviour of the day
was also criticized. Within 24 hours after publication of the ad, Pepsi had to pull it down from
media because of the Square protests that they are facing and they were also Forced to release
official statement regarding pulling the advertisement down (Marland, Esselment and Giasson
2017).
Stage 2
Samsung quick drive ad: https://www.youtube.com/watch?v=izMr0fUtoIw
In this section, the aspects of one popular award winning brand campaign would be discussed.
The campaign has been selected for this section is the launch of Samsung quick drive. The
agency responsible for development of the advertisement is Taylor Herring Limited. In this
context, it has been observed by. In this context, it has been observed by Lannoy, Baines and

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Mortimore (2016), that is very difficult to advertise for domestic appliances specifically the
white goods like washing machine. However, analysing the specific characteristics of this
advertisement campaign it can be highlighted that this ad was a significant component of earned
media utilised original research for its featured data, use of a disruptive television spot and
portrayed one of the greatest composers and obviously a smart washing machine (Bimpikis,
Ozdagla and Yildiz 2016). More importantly, the synchronization of the advertisement brought
about the essence of uniqueness. The results were that Samsung made significant Global profits
in terms of financial value and also gained large amount of brand awareness from this campaign.
This advertisement campaign gathered worldwide exposure and recorded the first social media
Trend in the entire history of Samsung appliances (Springer 2018). Implementation of social
media analytics tools indicate more than 10 point increase in positive sentiment in favour of
Samsung Grand after the publication of this advertisement, millions of views in social media
platforms and the sales value of Samsung was enhanced by more than 200% after the release of
this advertisement (Sanghani 2017).
This advertisement won the Drum marketing awards in the year 2019. The Jury had to comment
that the approach that Samsung has undertaken for promotion of a very functional product made
them feel that Samsung had the potential to shake up this new sector with their industrial
presence (Hotkar and Garg 2018).
Stage 3
Social media campaign: Instagram promotion of Unicorn frappuccino of Starbucks:
https://www.youtube.com/watch?v=mL7LcEdDcnY

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As a part of the roll out of frappuccino Happy Hour of Starbucks, this product named Unicorn
frappuccino was developed by Starbucks. The product was popularised not by its qualities but by
means of of unique promotional activities that kept into consideration all preferences of
millennial customers. Factors like limited time scarcity, Instagramnability of the vibrant and
coloured frozen product as well as the fear of missing out attracted customers. Social media
advertisements are generally associated with the great component of word of mouth publicity
and this advertisement has been able to achieve the same by means of careful use of hashtags.
The frappuccino as well as the #where reciprocated in more than 1.5 million Instagram posts.
Social media campaigning
The success of Starbucks in promoting this product highlights few important factors of
traditional marketing and how they can be point of sales using social media. Authors like Clarke,
Gray and Hughes (2018), determine that success in marketing is brought about a combination of
two very important factors on which are the limited time availability which brings about a
limited time scarcity syndrome in the customers and promotion of the same through social media
platforms. This implies that word of mouth publicity and limited-time scarcity played its role
together in order to promote this product. Customer segment which is social media savvy, had
been targeted for the sales of this product only. Hence in conclusion it can be derived that
manufacturing scarcity is a simple old trick that had been implemented by Starbucks, but they
were able to capitalise on it by means of using social media which was able to create a viral
sensation. The the success factor was that the scarcity appeal was multiplied a thousand times
more and targeted exactly the audience they wanted to Trigger by means of using hashtags and
picture posts through Instagram.

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B2B marketing
One of the exceptional B2B marketing campaign was the advertisement of bosch power tools.
The intention of the company was to communicate with the micro influencers by means of
influencer marketing. By means of this advertisement the company was able to reaching out to
their space audience without investing significant volume of money. That was when was able to
convince tradespeople that it was time to upgrade their utilities. The scepticism regarding new
technological adherence was highlighted and to provide their case they provide it tools for
volunteering testers and encourage them to generate video reviews also (Vujnovic and
Kruckeberg 2019). The video reviews actually became the basis for the campaign. This
campaign included social media and also incorporates mention as well as review of trade
Publications. As highlighted, The Appeal of authenticity as well as humanity in the micro
influencer video of the company help them to accept their own benchmarks of customer
engagement and conversation which brought about phenomenal success for the organisation. The
basic point of sales for this advertisement campaign was the utilisation of the hashtag built with
Bosch. The campaign was utilised in combination with the hashtag to create more original
content that could make people aware of the primary video of Bosch promoting their power
tools.
Significance of B2B marketing campaign
Speaking about the significance of B2B marketing campaigns form it can be highlighted that the
primary intention of such media exposure is to seek out specific companies as well as Industries
with potential client base that can cater to the sales of the B2B products manufactured by the
organisation. Analysing the content of this advertisement format can be highlighted that although

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the stakeholders category of B2B campaigning include government, hospitals, schools colleges,
large organised officers and so on, this advertisement category had happened to no specific
business sector. Hence, the caption of utility was intended for the audience to explode the utility
of the product and find out ways of enhancing the capability of their business by means of using
the power tools of Bosch. In this context Vujnovic and Kruckeberg (2019), provides a strong
argument in favour of company to company marketing, where a company is either targeting a
specific industrial segment for applying to a range of specific kind of organisations. Nevertheless
Bosch knew that change their targeting a large audience, the campaign would be a success if they
could replicate the impact of their intended promotional idea. With that intention, the review
videos well treated which enhance The Appeal of the utility of the power tools of Bosch.
Campaigns of nonprofit organizations
The campaign which will be considered for discussion here is a video campaign of UNICEF
Sweden which took place in 2013. The aim of the campaign was to determine that the social
media users doing more than just sharing and like certain posts and circulate them over World
Wide Web. In an attempt enhance the involvement of users, UNICEF had launched his
campaign. The primary goal of the campaign was self realisation of the audience and as it seems
the campaign water well in making people realise that simple icing on sharing a post won’t be of
any use in contributing to the remediation of any social cause (Williams and Gulati 2018). The
most powerful videos created by the company in this direction where shared in almost all social
media channels in almost all countries. Immediately after the application of these four videos, the
Organisation was able to gather significant amount of donations and the accumulated value was
enough for carrying out vaccination of more than 60 million people against polio virus. The
advertisements that simple, but intended with the intention of developing emotional appeal

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among the typical social media using category of people. In fact, the records show that the
frequency of donation, although the not the volume of contributed amount is highest among this
category of people only.
Critique of nonprofit marketing and Advertising
The nonprofit organisations have the biggest challenge in marketing to overcome. Do not have
the capability of investing significant amount of money in order to make it a success. It is not
possible to get sponsorship money from some super passionate entity is ready to donate for the
cause of others. Hence, the most simple and traditional means of nonprofit marketing was
utilised by the organisation. The strategy was to awaken the emotions of the society by means of
making of video. The visual field was necessary in order to highlight the actual crisis. In this
context it has been referred by Marland, Esselment and Giasson (2017), that it is not always
necessary to reach the greatest audience, physically. Rather it is necessary to find the easiest and
the most beneficial means of promotion so that people and naturally inclind towards the cause of
promotion. Although this is a marketing principle that is applicable for all organisations, this
strategy can be uniquely observed for maximum benefit of the campaigning of non profit
companies, who have lesser budget and list communication channels since their brand appeal is
lesser. In this context is worth mentioning that so far as treating emotional appeal among the
audience is concerned, the advertising Agencies generally take help of any Global issue, making
people listen to stories, making them directly observed the people who are affected by their
contributions as well as allow them to emphasize with the scope of prices (Lannoy, Baines and
Mortimore 2016). The video that was developed by UNICEF Sweden was the most explicit
example of promotional campaigns involving All the above mentioned factors, which made it a
phenomenal success.

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Global campaign of Coca-Cola
Coca-Cola has been operating on a global level for several years and they have developed the
mastery in creating Global advertisements resonating with international audiences. In the later
part of the 20th century when Coca-Cola advertisements were emerged into the Global stage at
first, their standardized products as well as messaging help to backlash the imperialistic
sentiment of America. Nevertheless the same was adopted which eagerness by the customers of
the country and there think local, act local statement increased local sensitivity in their favour,
not only in America but in more than 50 importance target market. Since then, the brand
determination of Coca-Cola has increased and the organisation has also emphasized on the
universal values like sharing and happiness in terms of their product development as well as
message localization (Springer 2018). The quotations or that refers to sharing joy and happiness
in individual cultures are food fridge in the localised advertisements of Coca Cola. Evidence
during the FIFA World Cup use of the international home pages of the company website featured
the local celebrities exhibiting local as well as cultural way of referencing to the FIFA World
Cup alongside the recognisable branding logo of Coca-Cola.
Strategic criticism of Global Advertising
As highlighted by Hotkar and Garg (2018), the success of Global Advertising and Marketing
rests on some intrinsic factors among which identical packaging, similarity in new brand
development and coordinated sales campaigning have the maximum importance. The company
Seems to have followed all these factors in almost all their marketing campaigns across the
world. In the first place their brand popularization technique is the same where they emphasized
on the most intrinsic cultural aspects of almost all popular cultures around the world and try to

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capitalize on the emotion of the target audience on that basis (Patreon.com 2018). The
standardized advertising in order to promulgate sharing and happiness have also been successful
and this is an outcome of their harmonious sales campaigning, as debited by Clarke, Gray and
Hughes 2018)
Conclusion
There are three different dimensions of marketing objective demonstrated through the
advertisements. The purpose of the unhate campaign was to develop the image of Benetton as a
more viable global brand. Nevertheless the publicity that had been gained by the company as an
outcome of the ad has helped them to foster their sales channels. The controversy of
advertisements also impacts sales channels as the brand awareness increases. The report
establishes that success of brand campaigns is an outcome of the communication channels of the
organizations. the last stage of the report also establishes the importance of the advertisements in
B2B marketing. The B2B companies should also treat their clients as potential audiences and
refer to the utility of their products in the service or product development life cycle of relevant
industries.

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Reference List
Bimpikis, K., Ozdaglar, A. and Yildiz, E., 2016. Competitive targeted advertising over networks.
Operations Research, 64(3), pp.705-720.
Bruce, I., Byrne, C. and Myers, H., 2018. Non-profit branding through marketing and PR.
Communicating Causes: Strategic public relations for the non-profit sector.
Clarke, A.J., Gray, T.R. and Hughes, A.G., 2018. Advertising Ideology: Using Crowd-Sourced
Measurement to Understand Campaigns. Journal of Political Marketing, pp.1-20.
Gijsenberg, M.J. and Nijs, V.R., 2019. Advertising spending patterns and competitor impact.
International Journal of Research in Marketing, 36(2), pp.232-250.
Hotkar, P. and Garg, R., 2018. Sequential Social Media Advertising: An Empirical Evidence.
Available at SSRN 3287476.
Lannoy, C., Baines, P. and Mortimore, R., 2016. Political branding. The Routledge Companion
to Contemporary Brand Management, p.423.
Marland, A., Esselment, A.L. and Giasson, T., 2017. Welcome to non-stop campaigning.
Permanent campaigning in Canada, pp.3-27.
Springer, P., 2018. Advertising, agencies and globalisation. In The Advertising Handbook (pp.
200-215). Routledge.
Vujnovic, M. and Kruckeberg, D., 2019. Global Advertising and Public Relations. Global
Communication: A Multicultural Perspective, p.325.