Analyzing Hungry Jack's Integrated Marketing Communication Approach

This report provides a comprehensive analysis of Hungry Jack's integrated marketing communication (IMC) strategies, focusing on the company's communication goals, objectives, and marketing mix. It examines how Hungry Jack's reaches its target market and stakeholders, ensuring alignment with its overall marketing strategies. The report identifies the essential elements of communication, including people, information, medium, and time, and explores the common tools used in IMC, such as advertising, sales promotion, public relations, direct marketing, personal selling, and social media. It also delves into the use of technology to enhance communication effectiveness and gain a competitive advantage. The target audience is analyzed through segmentation based on demographics, geography, psychographics, and behavior. Furthermore, the report evaluates the persuasion techniques employed, including reciprocation, commitment and consistency, and social proof, while also considering ethical standards. An advertisement analysis of Hungry Jack’s 'Keeping it Real' campaign is conducted, highlighting the focus on fresh and superior quality ingredients. The marketing communication mix is examined, emphasizing advertising and sales promotion, alignment with company values, and the use of print, broadcast, and social media. Finally, the report outlines campaign evaluation methods, including developmental, process, and impact assessments, summarizing the company's focus on customer needs and brand image.

N A M E O F T H E S T U D E N T :
N A M E O F T H E U N I V E R S I T Y:
Integrated Marketing
Communications

Part 1: Marketing communication goal
and objectives
Communication mix of marketing strategy
Reach out to target market and stakeholders
In sync with the marketing strategies
Communicate the objectives of the company-
Hungry Jack’s (Reeve 2016)
Leading food and beverage company

Redesigned message key
Essential elements of communication:
People
Information
Medium
Time

Common tools in IMC
Advertising
Sales promotion
Public relations
Direct marketing
Personal selling
Social media (Food and Council 2014)

Use of technology
Technology is a fundamental platform
Increase in the number of tools
Improve the effectiveness of communication
strategy
Provide competitive advantage (Hunt 2016)

Target audiences
Identification and analysis:
Segmentation:
Demographic- 16 to 54 age group
Geographic- within the boundary of Australia
Psychographic- food loving consumers
Behavioral- cheap and quick bites (Watson et
al. 2017)

Continued…
Persuasion:
Reciprocation- communicate exclusive
discounts through email
Commitment and consistency- claims are
maintained in products and services
Social proof- regular people in normal set up
(Freeman et al. 2015)

Continued…
Liking- no popular faces for promotion
Authority- this aspect is absent
Scarcity- high demand and low supply
Ethical standards- Australian produce for
environmental and social responsibilities

Advertisement analysis
Hungry Jack’s advertisement by Australia
Clemenger BBDO
Campaign- Keeping it Real
Building the brand image
Fresh and superior quality ingredients
(Schaper and Buchan 2014)

Continued…
Comparison between the unrealistic
proportion and the size and quality of food
Focuses on Baconator burger
Product popularity due to huge size

Part 2: Marketing communication mix
IMC practices:
Advertising and sales promotion as tool
In sync with the values and propositions of Hungry Jack’s
Focus on consumer and product value
Use of print, broadcast and social media
Data of regular customers (Hunt 2016)

Continued…
Significant social media presence
Exclusive offer for customers
Branch outlets offer discounts on display