Integrated Marketing Communications Report: Campaign Analysis

This report provides an analysis of three different advertising campaigns, including a green product (Coca-Cola), a fast-fashion product, and a grocery product. The analysis focuses on the objectives of each advertisement, their market positioning and differentiation strategies, and the communication theories employed. The Coca-Cola advertisement highlights sustainable packaging and recycling initiatives. The fast-fashion advertisement addresses the unsustainable nature of the fashion industry. The grocery store campaign emphasizes product quality and demand. The report uses the Coordinated Management of Meaning communication theory to connect the conversations that relate to the subject matters of the advertisements.

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Name of the student
Name of the university
Author Note:

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Table of Contents
Introduction................................................................................................................................3
The Advertisements...................................................................................................................3
Objectives of the Advertisements..............................................................................................3
Market Positioning and Differentiation.....................................................................................4
Communication Theories...........................................................................................................5
References..................................................................................................................................6

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Introduction
The following report has considered three different campaign advertisements involving a green
product, a fast fashion product and a grocery product. The report has chosen three different advertisement
campaigns from the You-tube and has analysed them accordingly. The analysis has been performed on the basis
of the objectives of the advertisements, positioning and differentiation of the advertisements and has also
completed a proper analysis of the means by which to relate the different kinds of the communication
theories.
The Advertisements
The different advertisements that has been selected have been presented below. They
are as follows;
a. Green product- Coca Cola Sustainability Packaging, Link:
https://www.youtube.com/watch?v=HR50Vb_AWHI
b. Fast fashion- Fabric for the freedom launch campaign; Link:
https://www.youtube.com/watch?v=ozJ0_uhjBkk
c. Grocery- Grocery Store BC Fruits campaign: Link: https://www.youtube.com/watch?
v=Qq8AxHlLYNwadverisement
Objectives of the Advertisements
The objectives of the advertisements are as follows;
a. Coca Cola Sustainable Packaging- The advertisement is aimed at promoting the use
of the recycling habits among the coca cola consumers and save the globe from
different kinds of harmful effects. The company works with a NGO “Keep America
Beautiful” and has placed a large number of bins in proper public places for the
people to consume the Coke and drop the empty cans and bottles inside this bins. The
company derives finances for such operation from Closed Loop Fund and recycling

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Partnership which makes them to easily attain success. The company also makes the
use of bio plastics to make the bottles which helps to care about the environment.
b. Fast Fashion- The fast fashion advertisement in the following presentation has had
the objective of making the people especially the people who are fashionably aware,
to get an understanding of the unsustainable nature of the fashion industry
(youtube.com/watch?v=ozJ0_uhjBkk 2019). The advertisement aims to address this
plight and vows to produce clothing that can be sustainable enough environmentally
and can assure the freedom of a large number of people associated with the clothing
industry.
c. Grocery Store- The BC grocery store campaign has the objective of assuring its
customers about the quality of the product and showing the huge demand of the
product (youtube.com/watch?v=Qq8AxHlLYNw 2019).
Market Positioning and Differentiation
Each of the three products and the campaign of the advertisement s of the three
different products has its own set of positioning and differentiation. The consideration of the
first product, it can be said that the first product can be differentiated by means of a totally
new kind of approach which involves the sustainable packaging of the coca cola drinks and
other products by means of bio technology. The use of this particular product to make the
following products has been helpful for making Coca Cola a green brand. The second product
on the other hand totally sets out a name for itself. This involves the creation of the fabric
brand that involves the creation of sustainable and environment friendly clothing brand.
Lastly, the third brand which is the BC grocery store clearly sets out a unique name for itself
as it is seen that the person in spite of stealing the other fruits was concentrating on the apples
that were displayed on the rack of the BC fruits.

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Communication Theories
The communication theories used in all these advertisement campaigns are the use of
the Coordinated Management of Meaning. According to, Wang and Li (2017) the coordinated
management of meaning involves the providence of meanings through different kinds of the
conversations. At the time of the highlight of the advertisements, a number of different
conversations are provided which relates to the subject matters.

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References
Wang, Y. and Li, Y., 2017. Understanding “Native Advertising” from the Perspective of
Communication Strategies. Journal of Promotion Management, 23(6), pp.913-929.
YouTube. (2019). Fabric For Freedom Launch Campaign // Sustainable Fashion.. [online]
Available at: https://www.youtube.com/watch?v=ozJ0_uhjBkk [Accessed 29 May 2019].
YouTube. (2019). Grocery Store *Extended Cut* | BC Tree Fruits 2018 Harvest Campaign.
[online] Available at: https://www.youtube.com/watch?v=Qq8AxHlLYNw [Accessed 29
May 2019].
YouTube. (2019). Coca-Cola Sustainable Packaging. [online] Available at:
https://www.youtube.com/watch?v=HR50Vb_AWHI [Accessed 30 May 2019].