Topics
promotion, marketing plan, media plan, new product launch
Review the activity below or download the PDF student worksheet
- Student Worksheet: IMC Tools for a Major Campaign
- Instructor Solutions (Members Only): IMC Tools for a Major Campaign = Solutions
Student Discussion Activity
In this activity, you need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card.
There are many possible promotional tools to choose from. Try to integrate the campaign across the various elements.
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ADVERTISING TOOLS |
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Prime time TV |
Local newspapers |
Buses |
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Daytime TV |
Specialist newspapers |
Bus shelters |
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Late night TV |
National magazines |
Lit street signs |
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Infomercial |
Specialist magazines |
Cinemas |
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Pay TV |
Main billboards |
Supermarket trolleys |
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Radio |
Smaller billboards |
Pop-up internet ads |
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Yellow pages |
Mobile billboards |
Sponsored internet spots |
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National newspaper |
Taxis |
Comparison internet sites |
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CORPORATE COMMUNICATION TOOLS |
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Newsletter |
Message on hold |
Publicity stunt |
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Media conference |
Web site information |
Information seminar |
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Brochure – individual |
Annual Report |
Sponsorships |
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Brochure – general products |
CEO presentations |
Shopping bags |
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Work with influencers |
Launch party |
Media releases |
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PERSONAL SELLING |
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Door-to-door canvassing |
Trade show booth |
Special branch staff |
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Shopping mall booth |
Approach customer in queue |
Professional promotions team |
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IN-BRANCH MERCHANDISING TOOLS |
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Posters |
Holiday displays |
Special booth |
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Window signage |
Staff dress-up day |
Special day/events |
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Blackboards |
Special decorations |
Free gifts (in-store) |
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Staff T-shirts/hats |
Entertainment |
In-branch radio |
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Balloons/stickers/magnets |
Free coffee/cake |
Kid’s activities/coloring-in |
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SALES PROMOTION TOOLS |
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Waive fees – on credit /card |
Free gift (with sales) |
Donation to charity |
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Waive fees – general |
Hospitality event |
Double warranty (on purchases) |
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Discount – first 6 months |
Holiday/restaurant discount |
Shop-a-docket coupon offer |
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Extra loyalty points |
Incentive to transfer $’s |
Enter the draw competition |
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Discount on other products |
Pre-approval of credit card |
Prizes for credit card usage |
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DIRECT MARKETING TOOLS |
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Direct mail – single |
Cross-sold during transactions |
Message with phone banking |
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Direct mail – multiple |
At the top of statements |
Letterbox drops |
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Email offer |
Flyer insert with statements |
Automatic offer with new loans |
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Outbound telemarketing |
With internet banking site |
Inbound telemarketing cross-sale |
Student Discussion Questions
- Outline the choice of IMC tools that you would use to structure this new product launch.
- What role does each of your promotional tools play in the overall campaign?
- How hard would it be to effectively integrate and coordinate your overall campaign?
- To what extent did you consider ‘internal marketing’ issues?