integrated marketing communication. Business & Marketing Case Study

8. Media strategy (~1/2 page):
a. Which two (2) IMC tools should Burger King use if its main objective was to increase its sales? Explain.
b. Which two (2) IMC tools should Burger King use if its main objective was to improve its brand image? Explain.

Burger King Case Questions – Part 2
MARK 453 – Fall 2020
When: By Sunday, December 13 @6 PM 
What: Electronic copy (Word document uploaded to Moodle)
Page limit: 5 pages, single-spaced
Case:
▪ Do not provide answers to the questions provided in the case. This document contains the questions you need to answer in your case report.
▪ The information needed to answer the questions below is spread out throughout the case (including the questions and exhibits provided in the case). The main challenge with solving this case is identifying which information is relevant for which question, rather than merely repeating the same information throughout the case.
▪ You do not need to consult most of the links or videos provided in the case to answer the questions below. You should mostly focus on the content provided in the case itself, the question below, and the additional readings. 
Report:
▪ You can use tables and/or bullets points to answer each question, but tables must be comprehensive and each bullet point must express a complete idea.
▪ The page lengths listed for each question below are approximate. Use them as guidelines to know how much information is required for and how much weight (in terms of point) will be assigned to each question.
▪ You can use less (but not more) than 5 single-spaced pages for your analysis. Consequently, do not use unnecessary “padding” or “fluff” in your writing to artificially increase the length of your report.
Assignment
Based on the Burger King case, the additional readings, and building on the analysis from Part 1, answer the following questions:
7. Creative strategy (~1.5 page):
a. In 2014, Burger King planned to launch a new campaign with their new advertising agency (DAVID). What was the main objective of this campaign? Is this objective consistent with the one you identified in Q6 (in Part 1)? Explain. 
b. Explain whether each creative idea suggested by DAVID (Exhibit 18) accomplishes thecampaign’s objective, are consistent with Burger King’s brand image, and would help differentiate Burger King from the competition.
c. Is there a clear, consistent message communicated across the creative ideas suggested? Explain.
d. Which creative idea would be the most effective for the campaign? Explain. 
b Hint: Your answer should build on your analyses in Q1 and Q2 from Part 1. 
8. Media strategy (~1/2 page):
a. Which two (2) IMC tools should Burger King use if its main objective was to increase its sales? Explain. 
b. Which two (2) IMC tools should Burger King use if its main objective was to improve its brand image? Explain. MARK 453: Marketing Communications Page 2
Hint: The case provides information that will help you pick the most effective IMC tools for each objective. IMC tools = Advertising, Sales promotions, Direct marketing, Public relations, Digital marketing, and Alternative marketing. 
9. Digital marketing (~1 page): Compare Burger King and McDonald’s current social media accounts (on Facebook, Instagram, YouTube, and Twitter).
a. Which type of content does each brand tend to post across its social media accounts? 
Explain. Is this content consistent with their brand image? Explain.
b. How well is each brand doing in terms of consumer engagement? Explain.
c. Are the two brands clearly differentiated on social media? Explain. Which brand has the best social media strategy? Explain.
a,c Hint: Your answer should build on your analyses in Q1, Q2, Q3, and Q5 from Part 1. 
10. Ethical concerns (~1/2 page): Marketing communications can raise various types of ethical concerns. Which types ethical concerns have Burger King’s marketing communications been accused of in the past? Explain and provide examples. 
Hint: See Figure 14.7 in Chapter 14 of the textbook for a list of concerns.
11. Evaluation I (~1/2 page): Burger King’s management wanted to make the brand “cool again,” especially among younger consumers. Have they succeeded? Explain. 
Hint: Your answer should build on your analyses in Q4 and Q5 from Part 1. In addition to the information provided in the case, the additional readings will be useful for answering this questions. 12. Evaluation II (~3/4 page): Burger King got a lot of media impressions and won many awards for their innovative marketing communications strategies. However, critics argue that impressions and awards do not always translate into sales and strong branding. a. Is Burger King’s ad spending more effective than its competition? Explain.b. Did Burger King’s marketing communications strategy managed to generate long term growth for the brand? Explain. 
Hint: In addition to the information provided in the case, the table below (calculating ratios will be helpful)and the additional readings will be useful for answering this questions. 
Brand 2016 US Sales 
(Millions)
2017 US Ad 
Spending (Millions)
2018 US Sales 
(Millions)
McDonald's $36,389 $687 $38,524
Burger King $9,749 $341 $9,939
Wendy's $9,930 $258 $9,405
Total Top 10 Brands $118,958 $2,909 $129,381