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MKTG5501 Integrated Marketing Communications
Tutorial 1
Tutorial Preparation Instructions
: Student should type their prepared answers in each
box (12-point time new roman, single lined; can go over more than one page for each question if
needed). Students should print a hardcopy
of their tutorial preparation (back-to-back and stapled
at the top left) and submit the hardcopy to the tutor at the tutorial venue before a tutorial starts.
Submissions other than hardcopies will NOT
be accepted by tutors. Printing services are
available at UWA libraries, Uniprint and etc. Students themselves should also retain/keep an
electronic copy or hardcopy which can be used for tutorial discussions. Students should answer
each question with their own words
and based on their own experiences, examples, and
understandings
. Assigned Tutorial Questions: Ch1, Q5; Ch2: Q4; Case Study 1A: Social Robots (Q2, Q3)
Chapter 1 (Everything is Digital) Question 5 Targeting, retargeting and personalisation are just some of the outcomes and opportunities for marketers in a digital world. How well do you think marketers are leveraging them? Is advertising more personal or more annoying? Justify your thinking with some campaigns that use these tactics.
I believe that marketers are using targeting, retargeting and personalisation well in the current
marketing situation. Marketers today are using big data and customers online presence and
behaviour to make ads more personal and targeted. Targeting enables advertisers to reach
certain demographics or audience segments with tailored messaging and offers, hence
increasing relevance and engagement. Personalisation goes a step further, delivering content
and experiences tailored to each user's tastes and behaviours, creating deeper connections, and
driving higher conversion rates. Once this is achieved, they use retargeting to fully convince
the customer to complete the purchase which makes these ads more personal and less
annoying. They use touchpoints to make more efficient decisions based on the data that they
receive. Marketers today can make optimum use of the data they receive. They are constantly
looking to improve and make better decisions as it is important to make advertising more
personal but not invasive that the customer is annoyed.
Spotify, google and Netflix are some companies that come to mind when we think of personal
ads they use the customers digital footprint to make their journey better in such a way that the
customer believes that the experience was tailor made for them. Spotify uses this to make
personalised playlists, suggested playlists of songs you might like based on all your previous
listening history. This encourages users to move to Spotify or continue using Spotify for a
longer time. Netflix is another major player in the personalized ad world as they have in their ‘for you’
campaign they used this ‘for you’ section that suggests TV shows and movies that you might
like based on you watch history and your searches. This makes the experience much more
vibrant for the user. They also have stats about the show or movie you want to watch like the
percentage of people that liked the movie etc. They make the experience so good that the user
has no other alternative than to return to Netflix.
Google for their chrome campaign and their voice search campaign employed personalised
adverts on a variety of platforms, including Google Search, YouTube, and Gmail. Google
serves tailored advertising based on users' search history, browsing behaviour, and
demographics. This personalised strategy improves the relevancy of adverts and increases
click-through rates for advertisers.
Chapter 2 (IMC) Discussion Question 4
Congratulations: Mastercard has just appointed you its IMC manager. Given the company’s strong experiential positioning, how do you think they can use IMC to optimise the customer experience? (Use a couple of print Mastercard advertisements as examples for discussion: student can insert the ad images along with answers in the box below)
As the IMC manager of Mastercard, I would focus on the key aspects of the customer
experience. Brand Messaging: Ensure that all marketing communications, including print commercials,
digital campaigns, social media postings, and in-store promotions, deliver a consistent brand
message based on Mastercard's experiential positioning. This guarantees that clients get a
consistent and unified experience across all touchpoints.
Benefits of using Mastercard: Based on the digital footprint, I would have benefits for the
different demographics that use Mastercard as I believe giving general benefits like lounge
access and VIP benefits to all customers would make the people who do not use these benefits
feel like they are neglected and not cared about enough.
The PRICELESS campaign, I believe was a great example of using IMC well. The ad shows
different people from different walks of life traveling home for the holidays. Irrespective of
where you are in the world you can used Mastercard to purchase tickets as family is more
important than money and the cost of spending time with family is priceless. The caption for
that ad was there are somethings money can’t buy.
CASHLESS campaign also shows how much hassle not having a Mastercard can cost you and
your entire day would have gone differently if you spend more time on things that really
matter in life.
Mastercard can boost its experiential positioning and increase consumer happiness and loyalty
by applying IMC principles and optimising print adverts to provide a smooth and engaging
brand experience.
Case Study 1A: Social Robots
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