Question

Analyze these two commercials using IMC plan (marketing ) . Compare and Contrast both . what are the objectives and target market issues?

Pepsi superbowl , 2007 Britney Spears featuring Bob Dole and Pepsi 1996 Cindy Crawford commercial .

Answer 1

Integrated Marketing Communications Plan (IMC) is a marketing strategy and plan adopted by the firms to promote their products in the market in such a way that their products get that maximum market attention and the consumers are lured in to buying the product or the good. There are various steps or methods involved in the Integrated Communications Plan (IMC) , however, let us discuss only the end product marketing part of it, where the marketing idea is finally presented before the consumers in the market by taking the examples of two market video advertisement : The Pepsi super bowl, 2007 Britney Spears featuring Bob Dole and Pepsi 1996 Cindy Crawford commercial video advertisement and se their objectives and market plan.

                     The Pepsi super bowl, 2007 Britney Spears featuring Bob Dole was a strategic market plan to lure the super bowl watching lovers who would definitely spend a lot of time watching the game. This advertisement planned to lure those consumers to buy Pepsi and the sit beside their Televisions or to buy Pepsi before the visit to watch the game on the ground. The appearance of Britney Spears and her dance which was an intentionally made pretty long commercial advertisement to also lure the young generation super bowl lovers in to falling prey to the beautiful moves of Britney Spears drinking Pepsi.

                   Whereas, the Pepsi 1996 Cindy Crawford commercial video advertisement was a different strategic market plan to lure the consumers in to buying Pepsi to get gifts or prizes as lucky rewards. In the advertisement, it is being seen that luck awards are available to be grabbed and Cindy Crawford seems to love the lucky rewards. This Plan is also one of the most successful types of marketing plan where the consumers are lured on the basis of awards/reward programs. Consumers love prizes and this attracts a very big chuck of consumer base, much bigger than the advertisement mentioned above which only attracts a particular game lover, although their number in the country is huge. Therefore, both these commercial arguments are of different nature and have been very successful in their days.