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 RA TED G
TEG TIN
IN MARKE ATIONS
U N IC
COM M
viii CONTENTS

Part 1 Case Study 1: Primitivo – bringing back food to what it should be 142
Part 1 Case Study 2: Hardware stores: the challenges of demonstrating
environmental credentials to consumers 144

PART 2 MANAGING AND PLANNING FOR INTEGRATED

MARKETING COMMUNICATIONS 149
Chapter 5 Establishing objectives and budgeting for IMC campaigns 150
Introduction 152 Developing a marketing communication
The magnitude of advertising and objective 169
ad-investment considerations 152 Budgeting for marketing communication 171
IMC profile Budgeting in theory 172
Peter Little, Cbus 155 Practical budgeting considerations 173
Practical budgeting methods 176
Putting marketing communication in
perspective 155 IMC in action
An investment in brand equity 159 What happens when your budget is limited?
Gumtree Greys 177
Marketing communication functions
and process 160 Legal and regulatory issues for
Marketing communication functions 160 advertising management 179
The Competition and Consumer Act 2010
IMC in action
Dollar Shave Club’s $12 million investment 161 and the ACCC 179
Liability of advertisers and marketers:
Asia-Pacific focus section 52 180
What’s next 42BELOW: sustainable cocktails Advertising Standards Board 180
and a trans-Tasman battle between
Australia and New Zealand? 163
e Ethics in IMC
Don’t indulge in misleading ‘environmentally
The marketing communications friendly’ claims 181
management process 163
Liability of retailers: implied terms 181
Setting marketing communication
Electronic marketing and intellectual
objectives 164
property 182
The hierarchy-of-effects framework 164
Setting achievable marketing
communication objectives 168

Chapter 6 Developing message strategies 190

Introduction 192 Constructing a creative brief 195
The role of the advertising agency 192 Types of creative strategy 197
Agency organisation 193 Unique selling proposition strategy 197
Agency compensation 193 Brand image strategy 198
Creating effective marketing IMC in action
communications 193 Why dump an extraordinarily successful
IMC in action ad campaign? 199
Apple’s Macintosh computer campaign Resonance strategy 200
stands the test of time 194
 CONTENTS ix

e Ethics in IMC Corporate image and issue

Global to local food brands 200 advertising 205
Emotional strategy 201 Global focus
Generic strategy 201 Brands that you can trust 206
Pre-emptive strategy 201 Corporate image advertising 206
Means–end chaining and laddering 202 Corporate issue (advocacy) advertising 207
The nature of values 203
IMC in action
Advertising applications of means–end Woolworths and Jamie Oliver dance a
chains: the MECCAS model 204 fresh food tango 207
Determining means–end chains: the
method of laddering 205 The role of comparative advertising 208
Practical issues in identifying means–end
chains 205

Chapter 7 Media planning and analysis 214

Introduction 215 Global focus
An overview of media planning 215 Consumers’ trend to simplicity and honesty 231

IMC in action Selecting media categories and vehicles 232

What successful media planning looks like 216 Asia-Pacific focus
Selecting the target market 218 Predicted future media spending in Australia 232
Establishing media objectives 219 Cost considerations 232
Reach 219 e Ethics in IMC
IMC in action SCAMwatch – hang up on phone scammers 233
Videos on Facebook still popular 220
Online cost per thousand (CPM) 234
Frequency 221 Print costs-per-contact 234
Scheduling 223 Calculations 235
Recency planning 225 CPM limitations 236
IMC in action Trade-offs 236
Speed from buying to delivery will An alternative approach: the
continue to increase 226 efficiency index procedure 237
Weight 228 Effective reach in practice 239

Part 2 case study 1: Reaching cinemagoers – Palace Cinemas: Lavazza Italian Film Festival 245
Part 2 case study 2: The changing media environment 247

PART 3 MEDIA CHANNELS AND IMC ELEMENTS 251

Chapter 8 Broadcast media 252
Introduction 253 Television programming day-parts 258
Television industry overview 254 Network, spot, syndicated, pay TV and local
The modern television industry 254 advertising 259
Advertising spend on television 258
x CONTENTS

Global focus Asia-Pacific focus

Aussies largest illegal downloaders Digital radio: Spotify and Pandora grow;
in the world 260 ABC relaunches Dig Music as Double J 272
Television advertising decisions 261 Buying radio time 272
Strengths 261 Radio advertising decisions 273
Limitations 263 Strengths 273
Infomercials 264 Limitations 274
Brand or product placement 264 Radio audience measurement 274
Developments in TV advertising 266 e Ethics in IMC
Television audience measurement 268 Radio royal hoax broke the law
IMC in action according to watchdog ACMA 275
What works best in TV advertising? 268 Regulating the Australian
Australian radio industry overview 270 broadcasting industry 275

Chapter 9 Print and support media 280

Introduction 281 Buying out-of-home media 293
Newspapers 282 Packaging 294
IMC in action Packaging structure 294
Targeting tourists in print and digital Evaluating product packaging:
newspapers 283 the VIEW model 296
Point-of-purchase advertising 298
Buying newspaper space 284
The spectrum of POP materials 298
Strengths and weaknesses 284
What does POP accomplish? 299
Magazines 285
Functions performed by POP materials 299
Buying magazine space 286
The strengths and limitations 286 IMC in action
Magazine audience measurement 289 The focus on shopper marketing 300
Out-of-home support media 289 Interactive displays 301
Asia-Pacific focus A vital result of POP: increased in-store
Net-a-Porter targets Hong Kong city decision making 301
dwellers with public tram takeover 290 e Ethics in IMC
Billboards 290 Point-of-purchase promotion
of alcohol 303
Transit vehicles 291
Other types of OOH support media 292 The use and non-use of POP materials 304

Global focus
The fight for your attention in the air 293
 CONTENTS xi

Chapter 10 Digital and social media marketing 309

Introduction 310 Owned media 327

The role of digital marketing e Ethics in IMC
communications in IMC 311 Social media gaming and gambling:
Comparisons with traditional media 311 targeting the young 327
IMC profile Corporate websites 328
Dan Monheit, Hardhat 313 Corporate blogs, rating reviews and social
The role of digital media within the bookmarks 328
IMC mix 313 Podcasting, webisodes, vlogs and mobisodes 329
Digital marketing platforms and assets 313 Email 330
Social media 314 Mobile phones, SMS and apps 331
Factors that ‘work’ in social media campaigns IMC in action
and why 315 Telstra wins app award 332
Global focus Search-engine advertising 333
Update or programmatic? Digital marketing Paid media 335
of Old Spice: making new friends 316
Paid social media 336
Social media advantages and disadvantages 317 Rich media and pop-ups 337
IMC in action Sponsored blogs 337
Content is king 319 Games and virtual worlds 338
Social media platforms 319 Advertising via behavioural targeting 339
Paid media process 339
IMC in action
Measuring digital marketing
Big Bash League – social media 322
effectiveness 341
Asia-Pacific focus Big data 341
Using celebrity endorsers in social media: Measuring corporate websites 342
Weight Watchers 325 Measuring social media 343

Chapter 11 Direct marketing and sales promotion 350

Introduction 351 Television and direct marketing 359
Direct marketing 351 Print media and direct marketing 360
Components of a direct-marketing campaign 352 Door-to-door 362
Objectives for direct marketing 353 Creative for direct marketing 362
The special case of crowdsourcing 353 Copy 362
Media used for direct marketing 354 Visuals 365
Postal mail (p-mail) advertising 354 Databases and fulfilment 366
Electronic direct marketing messaging 356 Database marketing and data mining 366
Global focus Asia-Pacific focus
Colgate uses location-based electronic Qantas uses DM to engage with
messages in rural India 356 underperforming members 369
e Ethics in IMC Fulfilment 371
Green groups attack DM 359
xii CONTENTS

IMC in action Sweepstakes, contests and games 382

The letterbox tarp 372 Continuity promotions 383
Sales promotion 372 Overlay and tie-in promotions 383
Push versus pull strategies 374 Retailer promotions 384
Promotion dealing is not always profitable 374 Trade promotion 384
Consumer promotions 377 Types of trade promotions 385
Sampling 378 Trade allowances 385
Coupons and vouchers 380 Forward buying and diverting 386
Purchase premiums 380 Cooperative advertising and vendor
Special prices 381 support programs 387
Bonus packs 382 Trade contests and incentives 387
Rebates 382 Trade shows 388

Chapter 12 Personal selling and relationship marketing 394

Introduction 395 Lead generation 405
The importance of personal selling Qualifying 405
to marketing communications 396 Pre-approach 406
IMC in action Approach 407
Everyone is becoming a salesperson 397 Presentation 408
Demonstration 408
Advantages of personal selling 398
Negotiation 409
Disadvantages of personal selling 398
The close 410
The focus of sales activity 398
Salesperson performance and the
Personal selling process 399
transition to sales management 411
Modern selling philosophy and
Aptitude 412
relationship marketing 400
Skill level 412
How technology is shaping modern
personal selling 401 Motivational level 413
Role perceptions 414
Asia-Pacific focus
Personal characteristics 415
The need for guanxi 403
Adaptability 415
Relationship marketing 403 From selling to sales management 416
Performing the sales role 405

Chapter 13 Marketing public relations and sponsorship marketing 421

Introduction 422 IMC in action
The difference between public relations A successful product recall strategy 430
and marketing public relations 422 Sponsorship 430
Benefits and limitations 423
Global focus
Types of marketing public relations 425 Emirates spending on sponsorship 431
Proactive MPR 425
The way sponsorship works 432
Reactive MPR 427
 CONTENTS xiii

Event sponsorships 435 Global focus

Selecting sponsorship events 435 Cause-related marketing 438
Creating customised events 436 e Ethics in IMC
Asia-Pacific focus Fair trade support is a lot about image 439
Negative PR for Dolce & Gabbana in
The benefits of CRM 440
Hong Kong 437
Selecting the right cause 441
Sponsoring locations or teams 437 Accountability is critical 441
Ambushing event sponsors 437 Corporate image advertising 442
Cause-related marketing 438 The ‘so what?’ of this chapter 443

Part 3 case study 1: How ANZ’s corporate social responsibility communication came unstuck 449
Part 3 case study 2: Communicating culture: Australian museums in a digital age 452
Part 3 case study 3: Cioccolato Australia: the ultimate chocolate experience 456

PART 4 EVALUATING INTEGRATED MARKETING

COMMUNICATIONS 459
Chapter 14 Evaluating integrated marketing communication effectiveness 460

Introduction 462 IMC profile

Essentials for effective evaluation 462 Michael Abdul, The Sphere agency 472

IMC in action Rough art, copy and commercial testing 472

Eight principles of successful advertising Testing broadcast advertising 473
research 464 Pretest finished broadcast advertising 473
The evaluation process 465 IMC in action
What activities should be evaluated? 465 Virtually there 474
When to conduct evaluations 466 e Ethics in IMC
IMC in action Is it ethical to measure consumers’
Mobile first 466 brainwaves? 475
Where to conduct evaluations 466 Post-test of broadcast advertisements 477
IMC in action Global focus
The need for speed 467 Predictive validity of comScore ARS
How to evaluate 467 persuasion scores 480
Testing the entire IMC campaign 468 Testing print advertising 484
Testing advertising development 470 Pretest of finished print advertisements 484
Concept testing, generation and evaluation 470 Post-test of print advertisements 485
Global focus Asia-Pacific focus
Jack Daniels Old No. 7 and global Do GfK Starch tests work? 486
ad research 471
xiv CONTENTS

Testing of other IMC tools 487 The future of evaluation 491

Sales promotion 487 Mobile marketing 491
Public relations 488 Asia-Pacific focus
Sponsorship 489 The future is free 492
Direct marketing 490
Social media monitoring and big data 492
Interactive channels 491
Digital attribution measurement 493

Chapter 14 Appendix Integrated marketing communication plan: an example 498

Part 4 case study 1: Become a legend: New Zealand road safety advertising 508

Glossary 511
Index 519
 XV

GUIDE TO THE TEXT

As you read this text you will find a number of features in every chapter to enhance your study of Integrated
Marketing Communications (IMC) and help you understand how the theory is applied in the real world.

PART OPENING FEATURES

Understand how key IMC process concepts are connected across all chapters in the part by viewing the
Concept Framework diagram.

2 148

INTEGRATED MARKETING COMMUNICATION INTEGRATED MARKETING COMMUNICATION

FRAMEWORK FRAMEWORK

COMMUNICATION
PROCESS BRAND
Consumer processing
models
Persuasion
Consumer response PLANNING & MANAGEMENT
models

Message Media
Objectives Budget strategy Strategy

BRAND
Brand Market Brand Who, what
Percentage- IMC Who, what
equity segmentation positioning of-sales agency
and when budgeting and when

Objective- Objectives
Amount of Creative
change and-task brief Reach
method Frequency
PLANNING & MANAGEMENT Scheduling
Recency
Message Media planning
Objectives Budget strategy strategy
Realistic Creative
See Part 2 Affordability strategies
aims method
Media and
vehicle
selection
Calculations
Message trade-offs
appeal
IMPLEMENTATION styles

Media channels IMC elements

e.g. broadcast, print, e.g. personal selling,
other media vehicles marketing public relations, LEGAL AND REGULATORY REQUIREMENTS
sponsorship
See Part 3

IMPLEMENTATION

EVALUATION
What When Where How EVALUATION
to test to test to test to test
See Part 4

BK-CLA-CHITTY_5E-170112-Chp01.indd 2 19/08/17 7:11 AM BK-CLA-CHITTY_5E-170112-Chp05.indd 148 19/08/17 7:21 AM

250 458

INTEGRATED MARKETING COMMUNICATION INTEGRATED MARKETING COMMUNICATION

FRAMEWORK FRAMEWORK

BRAND
BRAND

PLANNING & MANAGEMENT

PLANNING & MANAGEMENT

IMPLEMENTATION
IMPLEMENTATION

Print Broadcast
Newspapers
Magazines
Television
Radio
EVALUATION

Other media
Where to
vehicles
What to test
Media test
Direct marketing channels Out of home
Packaging
Databases

Digital marketing Sales Promotion Evaluation

Social media Consumer When to test process How to test
promotions
Paid media Pretest and Testing the IMC
Trade promotions
Owned media IMC Post-test campaign
Mobile elements Concept testing
Rough art
Testing all IMC tools
Social media
Personal monitoring
selling Sponsorship Mobile
Marketing public
marketing
relations
Proactive MPR
Trade promotions
Other media
Future of Big data
evaluation

EVALUATION

BK-CLA-CHITTY_5E-170112-Chp08.indd 250 21/08/17 8:11 PM BK-CLA-CHITTY_5E-170112-Chp14.indd 458 21/08/17 9:19 PM

xvi
XVI PART 1 TO
GUIDE THE TEXT MARKETING COMMUNICATIONS – A CONCEPTUAL FRAMEWORK
INTEGRATED

CHAPTER OPENING FEATURES

43

CHAPTER 2
The communication process

LEARNING OBJECTIVES
After studying this chapter, you should be able to understand and explain:
LO1 how the elements of the communication process transfer meaning from the sender to the

Identify the key concepts that the chapter will LO2

receiver
the new communication process for the 21st century

cover with the Learning Objectives at the start

71
LO3 the nature of meaning in marketing communications and how marketing communicators use
the three forms of figurative language (simile, metaphor and allegory) to communicate with
their target markets

CHAPTER 3
of each chapter.
LO4 the basic features of the two models of consumer behaviour: the consumer processing model
(CPM) and the hedonic, experiential model (HEM).
Persuasion in marketing communications
43
C IMC CHALLENGE

Coachella – can’t be there? We will take you via social media and web channels
If you couldn’t make it to the Colorado Desert in Think about what Coachella marketers would

CHAPTER 2
California for Coachella, tuning in via YouTube LEARNING
have considered OBJECTIVES
when undertaking this. They
or social media channels such as Instagram or have a target audience of millions, with only a
Snapchat might have been the next best thing. After studying
certain numberthis of
chapter,
peopleyou shouldmaking
actually be ableit to
tounderstand and explain:
YouTube streamed three live channels with the LO1the thedesert (99 000
receiver and per day) so the
persuasion, whytri-component
not extend model of attitudes, and the various consumer
ability to customise the viewing experience by their audience? Sure the experience will be

The communication process

selecting which artists and bands you wanted to
response models
different but you won’t have fear of missing
watch. Not all headliners were webcast, but full LO2out – FOMO!
channel Andand
factors youpersuasion
can see what people
sets included Grimes, Disclosure, M83, Foals, are wearing and doing via Snapchat and
message factors
Run the Jewels, Vince Staples, CHVRCHES, and LO3Instagram. Using aand persuasion
varied amount of marketing
heaps more (2016 line-up). tools can extend the target audience reach,
LO4 the role of the source in persuasion
There are options for watching the live while increasing the value of Coachella, and
streams too – you can view using the YouTube LO5creating moreethical
the various revenue bases.
issues All by providing
in persuasion.
app to access Coachella’s channel or use greater access to the event to a greater
a browser to access the official Coachella amount of people. Marketing communication
website. The streams start from opening on the really can help reach diverse audiences.1

C
first night and continue until the festival closes.
IMC CHALLENGE

Oprah Winfrey endorses Weight Watchers

LEARNING OBJECTIVES
Marketers often use celebrities with a brand image of the company, increasing the
favourable status as spokespersons for their value of the latter. Thus, when Oprah Winfrey
After studying this chapter, you should be The
organisation. able to understand
celebrities used are often and endorses
explain: Weight Watchers, the favourable
known for achieving a certain brand image Oprah brand image transfers to the Weight
CHAPTER 2 ThE COMMUNICATION PROCESS 67
LO1 how the elements of the communication process transfer meaning
Watchers
from theSimilarly,
brand image.
Oprah brand attributes, sender
before they are engaged as spokespersons,
such to the
as her likeability
such as sport celebrities, entertainers,
the favourable

receiver
and her trustworthiness, transfer to the Weight
politicians and movie stars. Oprah Winfrey
Watchers brand as well. This increases the
endorsed Weight Watchers, one of the world’s
largest weight loss management service persuasion level of the message sent by Weight
BK-CLA-CHITTY_5E-170112-Chp02.indd 43 19/08/17 7:13 AM
LO2 the new communication process for the 21st century
organisations, after she invested approximately
$43 million in shares in the company. Following
Watchers.
Oprah has gained celebrity status through

STUDY TOOLS
the endorsement, the company has received her much-loved talk show in the past two
LO3 the nature of meaning in marketing communications and how marketing communicators use
a lot of publicity. Not only did Oprah endorse decades, building an immense fan-base, with
the company, but she also bought into the 32 million Twitter followers and 5.2 million
the three forms of figurative language (simile, metaphor and allegory) to communicate with
company while encouraging her fans to join
her in the weight loss program. She announced
Facebook fans.2 She openly promoted Weight
Watchers in October 2015 in her social channels.
their target markets in an advertisement for the company that she
had already lost more than 30 pounds (around
Oprah has had a long, public struggle with her
weight, describing this struggle on her social

SUMMARY 13 kg).1
LO4 the basic features of the two models of consumer behaviour: the consumer processing model
When a celebrity endorses a company, the
channels in a video clip. In the clip, Oprah
appeals to all women who have struggled with
brand image of the celebrity transfers to the weight loss, moving her fans to tears with one
(CPM) and
Communication the process
is the hedonic,ofexperiential
establishingmodel (HEM). of thought between sender and receiver. The
a commonality
traditional process consists of the following elements:
• a source that encodes a message to achieve a communication objective
• a channel that transmits the message

C IMC CHALLENGE
• a receiver who decodes the message and experiences a communication outcome
• noise, which interferes with or disrupts effective communication at any of the previous stages
• a feedback mechanism that affords the source a way of monitoring how accurately the intended
Coachella
message–is can’t
beingbe there?and Wewhetherwill take
BK-CLA-CHITTY_5E-170112-Chp03.indd 71
received you
it is via social media
accomplishing and web channels
its objective.
19/08/17 7:16 AM

c
However, technology has enabled consumers to block messages and obtain information when and
If you couldn’t make it to the Colorado Desert in Think about what Coachella marketers would
how they want to receive it. This provides a tremendous challenge for marketers to not only reach desired
California for Coachella, tuning in via YouTube have considered when undertaking this. They
audiences, but engage with them. Using signs or colour can be one way, and livestreaming, as in the
or social media channels such as Instagram or have a target audience of millions, with only a
Coachella example, is another way to engage audiences with varied experiences.

IMC CHALLENGE
Snapchat might have been the next best thing. certain number of people actually making it to
Signs are used to share meaning, but signs and meaning are not synonymous. Meaning represents a
YouTube streamed three live channels with the the desert (99 000 per day) so why not extend
person’s internal responses towards signs. Meaning is acquired through a process whereby stimuli, such
ability to customise the viewing experience by their audience? Sure the experience will be
as signs in the form of words and symbols, become associated with physical objects and evoke within
selecting which artists and bands you wanted to different but you won’t have fear of missing
individuals responses that are similar to those evoked by the physical objects themselves. Marketing
watch. Not all headliners were webcast, but full out – FOMO! And you can see what people
communicators use a variety of techniques to make their brands stand for something, to establish their
sets included Grimes, Disclosure, M83, Foals, are wearing and doing via Snapchat and
value and to give them meaning. This can be accomplished by relating the brand to a symbolic referent
Run the Jewels, Vince Staples, CHVRCHES, and Instagram. Using a varied amount of marketing
that has no prior intrinsic relation to the brand (developing a symbol relationship). Simile, metaphor and
heaps more (2016 line-up). tools can extend the target audience reach,
allegory are forms of figurative language that perform symbolic roles in marketing communications.
There are options for watching the live while increasing the value of Coachella, and
This chapter also describes the fundamentals of consumer choice behaviour. Two relatively distinct
Explore how actual companies deal with real streams too – you can view using the YouTube creating more revenue bases. All by providing
perspectives on choice behaviour were presented: the consumer processing model (CPM) and the hedonic,
app to access Coachella’s channel or use greater access to the event to a greater
experiential model (HEM). The CPM approach views the consumer as an analytical, systematic and logical
world marketing situations related to the chapter
a browser to access the official Coachella amount of people. Marketing communication
decision maker. According to this perspective, consumers are motivated to achieve desired goals. The
website. The streams start from opening on the really can help reach diverse audiences.1
CPM process involves attending to, encoding, retaining, retrieving and integrating information so that a

topic through the IMC challenge. Consider the

first night and continue until the festival closes.
consumer can achieve a suitable choice among consumption alternatives.
The HEM perspective views consumer choice behaviour as resulting from the pursuit of fun, fantasy and
feelings (the three Fs). Thus, some consumer behaviour is based predominantly on emotional considerations
IMC Challenge questions before you read the rather than on objective, functional and economic factors. The distinction between the CPM and HEM
views of consumer choice is an important one for marketing communicators. The techniques and creative

chapter and reflect on your current understanding strategies for affecting consumer choice behaviour are a function of the prevailing consumer orientation.

of the topic. After you have read the chapter, you C ANSWERING THE CHALLENGE
will find a corresponding discussion in the Answering How do you consume your online music? Do you Using the communication process models,

the Challenge section. Consider whether your

live stream? Do you ever pay for music? How do list how you find out about and start listening to
you find
BK-CLA-CHITTY_5E-170112-Chp02.indd 43 out about different options that exist music. Is it your friends or other `sources’? And 19/08/17 7:13 AM
for digital music channels – friends or online ad- what ‘noise’ exists for you? Could it be you are

thoughts have changed after learning more about vertising? Look at the framework for the commu-
nication process for the 21st century within this
multitasking? Or walking with friends talking
or listening to music, with headphones on? Us-
chapter, and relate it to the questions. ing the hedonic and utilitarian models, how do
the concepts covered in the chapter. Today, most millennials do not pay for their music.
digital music channels appeal to you within this
framework?
List all of the streaming music channels. Do they
offer the same solution?

Are we checking in, or checking out? Stuff,

Ch 1, p. 4 The importance of reach Ch 7, p. 214
information and content: the growth of apps
Australia Day and lamb barbecues Ch 8, p. 252
Coachella – can’t be there? We will take you via
Ch 2, p. 43 How point-of-purchase helped Ferrero Rocher
BK-CLA-CHITTY_5E-170112-Chp02.indd 67 19/08/17 7:13 AM
social media and web channels Ch 9, p. 280
increase the volume and value of its sales
Oprah Winfrey endorses Weight Watchers Ch 3, p. 71
Air New Zealand – safety first? Ch 10, p. 309
Are there too many social media brands for too
Ch 4, p. 111 Creating your own advertisements Ch 11, p. 350
many segments?
Pedigree Adoption Drive™ continues to win Successful personal branding Ch 12, p. 394
Ch 5, p. 150
awards Volkswagen recall crisis Ch 13, p. 421
CommBank Australia – CAN Ch 6, p. 190 John West salmon Ch 14, p. 460

FEATURES WITHIN CHAPTERS
IMC PROFILE
Meet real professionals in this area in the
NEW IMC Profile boxes and gain an insight into
how IMC theory relates to and informs their
day-to-day practice.
Paul Hyde, L’Oréal
Peter Little, Cbus
Dan Monheit, Hardhat
Michael Abdul, The Sphere Agency
Expand your understanding of IMC by exploring the real-world examples included
Try out your marketing skills by answering the questions that accompany
IMC IN ACTION
Explore how IMC is put into practice and gain an
insight into strategies implemented by a variety of
companies through the IMC in Action boxes.
How social media can influence a marketing
campaign
Neural cues
Doctor Who Day: a love letter to fans
Roger Federer, number one celebrity endorser
Tribes
Snapchat segments Coachella market using fashion
influencers
Dollar Shave Club’s $12 million investment
What happens when your budget is limited?
Gumtree Greys
Apple’s Macintosh computer campaign stands the
test of time
Why dump an extraordinarily successful ad
campaign?
Woolworths and Jamie Oliver dance a fresh food
tango
What successful media planning looks like
Videos on Facebook still popular
Speed from buying to delivery will continue to
increase
CHAPTER
GUIDE TO THE TEXT1 xvii
XVII
CHAPTER 5 ESTABLISHING OBJECTIVES AND BUDGETING FOR IMC CAMPAIGNS 155
IMC PROFILE
Peter Little, Cbus
Name Peter Little
Company Cbus
Job title General Manager of Member Experience Marketing
Where did you I started on a graduate traineeship with DDB Needham in the
get your start in dispatch office and did all sorts of tasks, from stocking the
marketing? beer fridge through to delivering people’s mail. It was a great
grounding in the operations of a big ad agency. From there I
moved onto the McDonald’s account. At this point I moved onto
a new career path, managing accounts, which had been my career
goal for a while. I worked on Cadbury, Schwepps, Cottees and
Channel Nine, and then spent the next 13 years at big agencies
such as Clemenger BBDO and M&C Saatchi, where I became a
Source: Peter Little,
Senior Marketer Cbus
Group Account Director for major financial institution accounts
such as ANZ. I arrived at a point in my life where I wanted a career
change, so I moved onto the corporate side of the economy and
was the National Marketing Manager for Transurban. From there I
transitioned to Cbus about four years ago.
What do you Working for a company like Cbus, it is very values based, and I
like best about like that I work on things with a clear sense of mission within the
Ch 1, p. 12 marketing? organisation. The work is diverse, interesting and I like to think
that we are doing some cutting edge work.
Ch 5, p. 155
Putting marketing communication in perspective
Ch 10, p. 313 The prior discussion about ad spend can be put into perspective by examining three basic
equations that express the relationships between sales volume, sales revenue and profit:
Ch 14, p. 472
EQUATION 5.1
Profit = Revenue - Expenses
EQUATION 5.2
Revenue = Price × Volume
EQUATION 5.3
Volume = Trial + throughout
Repeat the chapter.
each box:
From Equation 5.1, a brand’s profit during any financial period – such as a business
CHAPTER 5 ESTABLISHING OBJECTIVES AND BUDGETING FOR IMC CAMPAIGNS 161
quarter or a financial year – is a function of its revenue minus expenses. Because marketing
communication is treated as an expense, total profit during an accounting period can be
IMC IN ACTION
Dollar Shave Club’s $12 million investment17
Mark Levine and Michael Dubin met at a party and In 2016, Unilever payed US$1 billion for Dollar Shave
BK-CLA-CHITTY_5E-170112-Chp05.indd 155 19/08/17 7:21 AM
discovered a mutual frustration with the cost of razor Club. Michael Dubin, who will remain as CEO, plans to
blades. Together they founded the Dollar Shave Club. improve its current distribution capabilities and expand
Since 2011, DollarShaveClub.com has been successful in into new countries.
its inventive way of persuading consumers to purchase
its $1 razors because the ‘blades are f**king great’.
The company used only online advertising to gain
outstanding brand awareness within a very short time
via YouTube, which went viral (it sold over 12 000 blades
in the first two days), crashing the website after an hour.
The online ad was filmed on a handheld camera, and
it cost very little to start up the website. Co-founder
Michael Dubin invested his life savings of US$35 000
in 2012. The great news was that, one year later, the
Dollar Shave Club raised US$12 million in capital to
fund the next instalment of shavers for its over 2 million
subscribers. It now offers three membership plans
with different price points and has expanded its product
lines to include shave butter, moisturiser and haircare.
Ch 1, p. 29 Courtesy of Dollar Shave Club
Ch 2, p. 49 Reminding
Marketing communication should keep a company’s brand uppermost in consumers’
Ch 2, p. 56 minds. When a need arises that is related to the advertised product, the impact of past
marketing communications make it possible for the brand to be considered for purchase.
Effective marketing communication can increase consumers’ interest in a mature brand
Ch 3, p. 100
What works best in TV advertising?
and thus increases the likelihood of purchasing a brand that might otherwise not be
considered.18 Marketing communication can
Ch 8, p. 268
Ch 4, p. 129 also influence brand switching by reminding
Targeting tourists in print and digital
consumers who have not recently purchased
a brand that it is still available and possesses Ch 9, p. 283
Ch 4, p. 134 newspapers
favourable attributes and benefits.19
For example, the NAB ‘More Give Less
The focus on shopper marketing
Take’ campaign (see Figure 5.3) is designed Ch 9, p. 300
Ch 5, p. 161 to remind consumers and non-NAB
Content is king
customers that banks should be stamping Ch 10, p. 319
out the bad things, such as fees, changing the
Ch 5, p. 177 banking game by using non-bank marketing
Big Bash League – social media Ch 10, p. 322
messages. Previously, banks have used
rational information: stating interest rates,
Telstra wins app award
how the bank gave you a car when you had Ch 10, p. 332
an accident, as is the case with Suncorp Bank
Ch 6, p. 194 The letterbox tarp
(if you choose that insurance plan). Now they Ch 11, p. 372
use value-adding services, such as, talking to FIGURE 5.3 NAB reminder advertising
a real person, not a machine.
Everyone is becoming a salesperson Ch 12, p. 397 Courtesy of National Australia Bank
Ch 6, p. 199
A successful product recall strategy Ch 13, p. 430
Ch 6, p. 207
Eight principles of successful advertising
BK-CLA-CHITTY_5E-170112-Chp05.indd 161 Ch 14, p. 464 19/08/17 7:21 AM
Ch 7, p. 216 research
Ch 7, p. 220 Mobile first Ch 14, p. 466
The need for speed Ch 14, p. 467
Ch 7, p. 226
Virtually there Ch 14, p. 474
xviii
XVIII PART 1 TO
GUIDE INTEGRATED
THE TEXT MARKETING COMMUNICATIONS – A CONCEPTUAL FRAMEWORK

e ETHICS IN IMC

Consider the important role of ethics in IMC by

reading the Ethics in IMC boxes in each chapter.
CHAPTER 5 ESTABLISHING OBJECTIVES AND BUDGETING FOR IMC CAMPAIGNS
e ETHICS IN IMC
Don’t indulge in misleading ‘environmentally friendly’ claims58
Businesses are increasingly keen to present an
environmentally friendly or ‘green’ image to
stakeholders and customers. Organisations and brands
realise that it makes good business sense to offer
environmentally conscious consumers the option of a
green product or service. Customers are often willing
to pay a significant price premium for a green product.
Unfortunately, many businesses, including large
businesses, have made fundamental mistakes in their
green marketing. Instead of getting positive publicity
for offering a green alternative, these companies have
received negative publicity for ‘green-washing’.
Prior to 15 April 2010, the only penalties that could be
imposed for civil contraventions of section 52 and section
53 of the Trade Practices Act 1974 (TPA)59 were injunctions,
declarations, compensation, corrective advertising and
non-punitive orders. Section 52 prohibits corporations
from engaging in conduct that is misleading or deceptive,
or is likely to mislead or deceive, while section 53 prohibits
corporations from falsely representing that goods are of
a particular standard, quality, composition or have had
a particular history; or that goods have performance
characteristics or benefits they do not have.
Part VIA of the Competition and Consumer Act
2010 – proportionate liability for misleading and
deceptive conduct – contains civil provisions that can
be used to deal with false or misleading green claims.
The Australian Competition and Consumer Commission
(ACCC) now has the ability, among other things, to:
Liability of retailers: implied terms
There are five terms implied into consumer contracts, but only the three most likely to cause
problems are discussed here.
Agency code of ethics Ch 1, p. 24
181
Telling the truth and misleading marketing
Ch 2, p. 61
communications
Maria Sharapova abandons her brand promise Ch 3, p. 104
Dr Google: does disease-awareness advertising
• seek civil pecuniary penalties of up to $1.1 million Ch 4, p. 115
for a contravention of a number of provisions of Part create medical conditions?
V including section 53 of the TPA
• disqualify directors and managers for making
Don’t indulge in misleading ‘environmentally
misleading environmental claims
Ch 5, p. 181
• issue infringement notices, or on-the-spot fines, to
businesses that have engaged in green-washing in friendly’ claims
breach of section 53
• issue public warning notices, or name-and-shame
notices, to alert consumers about traders engaging
Global to local food brands Ch 6, p. 200
in conduct that the ACCC believes may be false or
misleading. SCAMwatch – hang up on phone scammers Ch 7, p. 233
This has allowed market research companies
to find out which brands are considered the
Radio royal hoax broke the law according to
‘greenest’. Two very good surveys come from
Ch 8, p. 275
Interbrand and Oxfam.
Interbrand is conducted on a global scale, uses
watchdog ACMA
customer perceptions (so is based on marketing
communication coming from the brand) and looks Point-of-purchase promotion of alcohol Ch 9, p. 303
at the top 50 brands. Oxfam’s ‘Behind the Brands’
research really delves into the ‘big 10’ food companies
Social media gaming and gambling: targeting the
and scores on corporate transparency, women,
farmers, workers, water, land rights, sustainability Ch 10, p. 327
and climate. It then looks at four company indicators: young
awareness, knowledge, commitments and supply chain
management. Over the past year, companies on the
Oxfam scale have changed some of their practices
Green groups attack DM Ch 11, p. 359
because of poor scores. Check out the website http://
www.behindthebrands.org. Fair trade support is a lot about image Ch 13, p. 439
Is it ethical to measure consumers’ brainwaves? Ch 14, p. 475

Correspondence with description

Section 56 of Part IV of the ACL implies into consumer contracts a condition that when goods
are supplied by description, whether or not they are also exposed for sale and selected by the
consumer, they will correspond with that description. It is important to note that description
only goes to the identity of the goods – for example, a hair dryer or a sedan car of a certain
316 PART 3–MEDIA
model and notCHANNELS ANDofIMC
to the quality the ELEMENTS
goods. Another point to note is that brand names can be
part of the description of goods, so that an order for a pair of Calvin Klein jeans is not fulfilled
by sending a pair of Levi’s jeans.

GLOBAL FOCUS
Factors that ‘work’ in social media campaigns and why
Perhaps the most important suggestion by critics and experts in social media is to encourage
or elicit storytelling about the brand.16 The Doritos and Tooheys Extra Dry campaigns over
the years have proved that such social media stories or narratives can be quite effective when
advertisers and brands are congruent with the social media site or forum in allowing for
co-production of messages and meanings, rather than forced amplification of marketer
Extend your awareness of IMC campaigns via
themes.17 For an example of this, see the Old Spice Global focus feature that follows.
A second important suggestion is to step into the real world. This statement means to try to
the Global Focus boxes which examine marketing
BK-CLA-CHITTY_5E-170112-Chp05.indd 181
connect and engage consumers through empathy, understanding and openness with real-life
issues in social media campaigns.18 Such approaches tend to enhance the personal relevance of 19/08/17 7:21 AM

decisions of international companies.

social media messages.19
A third recommendation is to evolve with your customers in being social and human. This
statement means admitting mistakes at times and accepting criticism on social networking sites.
This can go a long way to enhancing trustworthiness, an important dimension of source credibility.
The laundry hanger as an advertising touch point Ch 1, p, 16
GLOBAL FOCUS
Cultural differences in communication Ch 2, p. 46
Update or programmatic? Digital marketing of Old Spice: making new friends20

In 2013, one of the most successful global examples of What meaning we derive from The Internship Ch 2, p. 53
using social media – and one that has been the winner of
international awards and accolades – was re-energised with
new television advertising. The message was so powerful
Chinese lose their taste for KFC Ch 3, p. 78
at the time that little was changed in the new campaign.
The Old Spice Social Campaign Case Study (http://www. Brands that you can trust Ch 6, p. 206
youtube.com/watch?v=owGykVbfgUE) talks us through the
insight of targeting men and women at the same time to
generate conversation around body wash. Consumers’ trend to simplicity and honesty Ch 7, p. 231
When it was launched online for the 2010 Super
Bowl weekend (and on TV shortly after) the campaign
managed to capture 75 per cent of all conversations in
Aussies largest illegal downloaders in the world Ch 8, p. 260
the category (although presumably that was off a small
base) before everybody was talking about the Old Spice Source: The Advertising Archives The fight for your attention in the air Ch 9, p. 293
ads. To continue that success, Old Spice and advertising There was also a parody made to advertise the 2011
agency Wieden + Kennedy needed to take the campaign film Puss in Boots. Fabio, and more recently Terry Crews,
Update or programmatic? Digital marketing of Old
to the next level. Mustafa was now a household hero have jostled with Mustafa to see who regains the top
Ch 10, p. 316
and they wanted to engage the fans directly. And so,
the response campaign was born. Over three days, a
spot for the celebrity of Old Spice.
So here are a few of the stats: Spice: making new friends
team of creatives, digital strategists, developers and • On day one, the campaign received almost six
producers filmed approximately 180 videos around the million views (that’s more than President Obama’s Colgate uses location-based electronic messages in
clock, creating videos and responding directly to fans and victory speech). Ch 11, p. 356
celebrities in near real-time to create what is now known
as the best social campaign ever created.
• On day two, Old Spice had eight of the eleven most
popular videos.
rural India
Even better, the TV commercial has been parodied on • On day three, the campaign had reached over
Sesame Street, where the monster Grover takes Mustafa’s 20 million views. Emirates spending on sponsorship Ch 13, p. 431
role to illustrate the word ‘on’.21 However, his narrations do • After the first week, Old Spice had over 40 million
not go as smoothly as Mustafa’s: the dropped shirt fails to
fall around his neck; the clam containing the tickets bites
views.
• The Old Spice Twitter following increased 2700 per
Cause-related marketing Ch 13, p. 438
his nose, forcing him to fling it away; and despite claiming cent (probably off a low base).
he is on a horse at the end, he is actually on a cow.22 • Facebook fan interaction was up 800 per cent. Jack Daniels Old No. 7 and global ad research Ch 14, p. 471
Predictive validity of comScore ARS persuasion scores Ch 14, p. 480

BK-CLA-CHITTY_5E-170112-Chp10.indd 316 19/08/17 7:50 AM

 CHAPTER
GUIDE TO THE TEXT1 xix
XIX

ASIA-PACIFIC FOCUS
CHAPTER 5 ESTABLISHING OBJECTIVES AND BUDGETING FOR IMC CAMPAIGNS 163

Asia-Pacific Focus boxes illustrate regional ASIA-PACIFIC FOCUS

companies and their marketing decisions. What’s next 42BELOW: sustainable cocktails and a trans-Tasman battle between Australia
and New Zealand?25

42BELOW, New Zealand vodka, has always been a

brand with a difference. Its story is an inspirational mix of
very small budgets mixed with a little Kiwi ingenuity to
create an explosive cocktail of controversy that repulses
some and has others totally converted. It was loud and
Segmenting the New Zealand domestic tourism rude; offensive to just about every religion, nationality
Ch 4, p. 123 and sexuality in the world; its job titles were about as
market politically incorrect as they come; and its ads continually
pushed the boundaries and have broken broadcasting

What’s next 42BELOW: sustainable cocktails and a

trans-Tasman battle between Australia and New
Zealand?
standards laws. It sponsored Rugby League in the USA,
offered one day Vodkaology degrees and went after the
pink dollar.
Ch 5, p. 163 42BELOW also ran themed cocktail competitions
to demonstrate that it could think differently about
its market. 42BELOW's first trans-Tasman cocktail
Source: Bacardi/42 Below
competition focused on the theme of sustainability.

Predicted future media spending in Australia
Digital radio: Spotify and Pandora grow; ABC
relaunches Dig Music as Double J
Ch 7, p. 232 Entries needed to be local, recyclable, organic,
renewable and low waste. Entrants to the competition
included a cocktail made from left-over pear cores that
would otherwise have been chucked out, and another
Ch 8, p. 272 used fresh rainwater.
Persuading customers that there is something
different about an ‘old’ brand can be difficult.
elements of brand value which can be an important
point of differentiation. Go onto YouTube and do
a search and see how innovative it has been over
the years with its cheeky online campaigns. But a
brand must ensure it delivers on promises made in
its marketing communication campaigns. 42 Below
aims to never fail and it resonates with existing and

Net-a-Porter targets Hong Kong city dwellers with

42BELOW has been providing extra intangible and fun potential customers.

Ch 9, p. 290
public tram takeover
The marketing communications management process
Using celebrity endorsers in social media: Weight 78 PARTIMC
In general, 1 INTEGRATED
managementMARKETING COMMUNICATIONS
can be thought of as the process–ofA creating
CONCEPTUAL FRAMEWORK
messages, selecting media
Ch 10, p. 325 in which to place messages, and measuring the effectiveness of the marketing communication
Watchers efforts: messages, media and measures. Figure 5.4 illustrates the IMC
management process. It consists of formulating IMC strategy, implementing
Qantas uses DM to engage with underperforming the strategy and then assessing marketing communication effectiveness.
GLOBAL FOCUS
Marketing communications
Ch 11, p. 369 Setting objectives
Formulating budgets
members Formulating IMC
Chinese lose strategy
their taste for KFC17 Creating ad messages
Selecting ad media and vehicles
IMC strategy involves four main activities. The first two actions – setting
The need for guanxi Ch 12, p. 403 After enjoying
objectives
since
significant–growth
and budgeting
opening
in China’s major
are described later cities It seems
in this chapter. that Chinese consumers were more
Message
strategy is the thirdits first store
activity andnear TiananmeninSquare
is discussed Chapterin 6, and
attracted to KFC because of the ‘American image’ than
media strategy
Beijing in 1987, KFC (owned by the US parent company the lower prices. Management Professor Li Weihua of
Negative PR for Dolce & Gabbana in Hong Kong Ch 13, p. 437 is discussed in Chapter 7 and involves the selection of various types of media
Yum) is losing momentum in the Chinese fast-food
vehicles to deliver
market. marketing
KFC was a novel andcommunication messages.
modern experience for
Strategy
China University of Political Science and implementation
Law believes
that: ‘Once the novelty factor wears off, there’s nothing

Do GfK Starch tests work? Ch 14, p. 486

consumers when it first entered China, and it was a keeping consumers going there as local chains are
Implementing the Chinese
natural fit because strategy
consumers prefer chicken to cheaper and often more dynamic in meeting local tastes
hamburgers.
Strategy Those two
implementation productthe
involves attributes generated
tactical, and preferences’.
day-to-day activities that must Assessing ad effectiveness
The future is free Ch 14, p. 492 an annual sales growth of 30 per cent. However, there
be performed for a marketing communication campaign. For example,
are economic indicators that show the KFC’s absolute
In addition, it seems that Chinese consumers are
if the
trading up, buying higher quality at higher prices. OC&C
strategic decision is adopted to emphasise television
supremacy in the Chinese market is slipping away to
over other media, then FIGURE
Strategy Consultant’s Greater The IMC
5.4partner
China Jackmanagement
Chuang
the selection of specific
more healthy programs
and upmarket and Chinese
options. the times to presentbelieves
consumers the commercial
that Chinese consumers acrossprocess
the country are
are set to move back to the healthier Chinese-style ‘trading up’ and buying more high quality products and
foods, such as huo guo (hot pot) and tangbao (steamed services, as evident in the success of recent premium
dumplings). brand entries into China, such as Starbucks.

In addition to this basic definition, there are three other important characteristics of
attitudes: (1) they are learned, (2) they are relatively enduring, and (3) they influence
BK-CLA-CHITTY_5E-170112-Chp05.indd 163 behaviour.18 Consider the following examples of people’s attitudes that express feelings 19/08/17 7:21 AM
> Attitude
and evaluative judgements with varying degrees of intensity: ‘I like Diet Coke’, ‘I don’t like
classical music’, ‘I strongly favour recycling’ and ‘Chocolate biscuits are the best biscuits’ .
All of these attitudes are learned and it is likely that they will be retained until there is
a strong reason to change them. It can be expected, therefore, that the holders of these
attitudes will behave consistently with their evaluations – they will drink Diet Coke, they
will purchase non-classical music, they will support recycling programs, and they will buy
chocolate biscuits. Marketers can use different models to better understand the attitudes of
consumers when developing an advertising campaign. Mostly, marketers use advertising to
78 createMARKETING
PART 1 INTEGRATED favourable attitudes or change negative
COMMUNICATIONS attitudes.FRAMEWORK
– A CONCEPTUAL A model that relates to attitudes is
the tri-component model of attitudes.

NEW
KEY TERMS The tri-component model of attitudes

When you see Key Terms marked in bold, read the

The tri-component model of attitudes consists of three components: the cognitive, affective
GLOBAL and
Cognitive component FOCUS conative (behavioural) (as shown in Figure 3.6).19 The cognitive component refers to a
Refers to a person’s person’s beliefs – that is, his or her knowledge and thoughts about an object or issue, such as:
knowledge and thoughts lose their taste for KFC17
Chinese
definitions nearby to learn important vocabulary for about an object or issue.
Affective component
‘Mercedes-Benz cars are well engineered’ . The affective component of an attitude refers to
the positive or negative feeling/belief of the consumer toward an object or issue, such as ‘I love
After enjoying significant growth in China’s major cities
Refers to a person’s It seems that Chinese consumers were more
Mercedes-Benz conative
cars’ . TheSquare in component
attractedrepresents a person’s behavioural tendency,
your profession. See the Glossary at the back of the
positive or negative
since opening its first store near Tiananmen to KFC because of the ‘American image’ than
toward anin 1987,or
feeling/beliefBeijing KFC predisposition
(owned by thetoUSact, towards
parent an object,the
company such
loweras prices.
‘I am buying a Mercedes-Benz’
Management . In terms
Professor Li Weihua of of
object or issue. consumerinbehaviour, thefast-food
conative component
Yum) is losing momentum the Chinese China represents
University ofaPolitical
consumer’s intention
Science and Lawtobelieves
purchase
Conative component
book for a full list of key terms and definitions. market. KFC was
Refers to a person’s
consumers when
behavioural tendency,
a aparticular
novel andbrand
it first
such
modern
asentered
orexperience
a brand,China,
product. Generally,
for attitudes
that:
and it was a favourable
in a consistently keeping
‘Oncepredispose
the noveltypeople
consumers going
or unfavourable way.there
20
to respond
factor wears
Forasexample,
to an
off, there’s
local chains
object,
nothing
are who
people
or predisposition to act,
natural fit because Chinese consumersofprefer chickenwaste
to cheaper
towards an object
favour the recycling household
or issue. Those two product attributes generated
are more andlikelyoften more dynamic
to engage in meeting
in recycling than local
thosetastes
who
hamburgers. and preferences’.
do not hold favourable views about recycling.
an annual sales growth of 30 per cent. However, there In addition, it seems that Chinese consumers are
A clear progression is implied from initial
are economic indicators that show the KFC’s absolute
cognition to affect to conation. An individual
trading up, buying higher quality at higher prices. OC&C
supremacy in thebecomes
Chinese aware
market of an object,
is slipping awaysuch
to as a Strategy
new brand, acquires
Consultant’s brand
Greater information
China partner Jackand then
Chuang
more healthy and upmarket options. Chinese consumers believes that Chinese consumers across the country are
are set to move back to the healthier Chinese-style ‘trading up’ and buying more high quality products and
foods, such as huo guo (hot pot) and tangbao (steamed services, as evident in the success of recent premium
dumplings). brand entries into China, such as Starbucks.

SEARCH ME BK-CLA-CHITTY_5E-170112-Chp03.indd 78 In addition to this basic definition, there are three other important characteristics of 19/08/17 7:16 AM
attitudes: (1) they are learned, (2) they are relatively enduring, and (3) they influence
Discover current research articles and try the end- > Attitude
behaviour.18 Consider the following examples of people’s attitudes that express feelings
and evaluative judgements with varying degrees of intensity: ‘I like Diet Coke’, ‘I don’t like

of-chapter activities by following the Search Me! classical music’, ‘I strongly favour recycling’ and ‘Chocolate biscuits are the best biscuits’ .
All of these attitudes are learned and it is likely that they will be retained until there is
a strong reason to change them. It can be expected, therefore, that the holders of these
margin suggestions in every chapter. attitudes will behave consistently with their evaluations – they will drink Diet Coke, they
will purchase non-classical music, they will support recycling programs, and they will buy
chocolate biscuits. Marketers can use different models to better understand the attitudes of
consumers when developing an advertising campaign. Mostly, marketers use advertising to
create favourable attitudes or change negative attitudes. A model that relates to attitudes is
the tri-component model of attitudes.

The tri-component model of attitudes

Cognitive component
Refers to a person’s
knowledge and thoughts
about an object or issue.
Affective component
Refers to a person’s
positive or negative
feeling/belief toward an
object or issue.
Conative component
Refers to a person’s
behavioural tendency,
or predisposition to act,
towards an object or issue.
The tri-component model of attitudes consists of three components: the cognitive, affective
and conative (behavioural) (as shown in Figure 3.6).19 The cognitive component refers to a
person’s beliefs – that is, his or her knowledge and thoughts about an object or issue, such as:
‘Mercedes-Benz cars are well engineered’ . The affective component of an attitude refers to
the positive or negative feeling/belief of the consumer toward an object or issue, such as ‘I love
Mercedes-Benz cars’ . The conative component represents a person’s behavioural tendency,
or predisposition to act, towards an object, such as ‘I am buying a Mercedes-Benz’. In terms of
consumer behaviour, the conative component represents a consumer’s intention to purchase
a particular brand or product. Generally, attitudes predispose people to respond to an object,
such as a brand, in a consistently favourable or unfavourable way.20 For example, people who
favour the recycling of household waste are more likely to engage in recycling than those who
do not hold favourable views about recycling.
A clear progression is implied from initial cognition to affect to conation. An individual
becomes aware of an object, such as a new brand, acquires brand information and then

BK-CLA-CHITTY_5E-170112-Chp03.indd 78 19/08/17 7:16 AM

xx
XX PART 1 TO
GUIDE INTEGRATED
THE TEXT MARKETING COMMUNICATIONS – A CONCEPTUAL FRAMEWORK

246 PART 2 MANAGING AND PL ANNING FOR INTEGRATED MARKETING COMMUNICATIONS

CASE STUDIES compared to other arts and cultural activities,

this is not a barrier to attendance. Caroline
considers time, or lack thereof, as the most
challenging barrier they face.
The second part of the interview focused
on the role of the different media channels
Digital media
Due the undeniable power of social media to
reach audiences and increase awareness about
brands, products, services, and in this case
an international film festival, Palace Cinemas’

Analyse in-depth Case Studies that present issues in

Facebook page is by far the biggest social media
in the Lavazza Film Festival marketing asset for the festival’s marketing campaign.
campaign. Facebook is the key traffic source to the official
website and is used not only to drive ticket sales

context, encouraging you to integrate and apply your Traditional electronic media CASE STUDY 1 245
to the event, but it is also used throughout the
Caroline acknowledges that the use of digital year to maintain engagement with the festival’s
display advertising on key portals, such as fans. Caroline comments, ‘We also allocate

knowledge of the concepts discussed in the chapter Fairfax and News Corp, as well as eDMs
(electronic direct mail) and the palace Movie
budget to SEO/SEM to drive organic search

PART 2 CASE STUDIES

traffic to the website with the objectives to rank
Club database are methods that provide on hero, customer, emerging and niche terms

to the workplace. excellent results (CTR). The news portals

place advertisements within the arts and film
relevant to the festival’.

sections while with their Palace Movie Club Public relations CASE STUDY 1
database, they are able to, she said, ‘segment Palace Cinemas contract publicists in each local
based on past (cinema ticket) purchase marketReaching Cinemagoers
where the film – Palace
festival is showing, not Cinemas: Lavazza Italian Film Festival
behaviours so can target specific content only to manage the traditional publicity outputs
within the film festival to an audience who Michael Valos, Deakin University
(media screenings, film reviews, interviews),
have seen a similar film’. but also to actively pursue and facilitate

Primitivo – bringing back food to what it should be Part 1 Traditional press

grassroots
Whileand
on behalf
local area
cinemas
of the Lavazza
organisations
marketing
are an strategies
advertising
use toItalian
reachFilm
channel that
Festival.cinemas
audiences,
Generating a printed program which is also need to use a mix of advertising and
Whatpromotional
were the results of the last
Hardware stores: the challenges of demonstrating
distributed throughout the Palace Cinemas tools in their own marketing, and

© Michael Valos, Deakin University

network, as well as cafes and bars, allows Lavazza Italian Film Festival?
Part 1
this is something Palace Cinemas knows very
for customers at the older end of the age ‘Relative
well.to the previous year, tickets sold
environmental credentials to consumers spectrum, who like to plan, time to do so. Press
advertising also plays a large part, with session
were 17 perThecent
86 700across
admissions),
higher
Lavazza
seven ofFacebook
(withFilm
Italian
Australia’s
an audience
likes
of
Festival runs
were
main up for 24
cities
times, brand advertising and competitions 39 perdays
cent, Twitter followers upand
26 per cent
Reaching cinemagoers – Palace Cinemas: Lavazza
and is Palace’s largest most important
placed in both major newspapers, as well as and website subscribers
film festival. up 6starts
The event per cent.
withThe
an opening
Part 2 Italian language newspapers and magazines. strength
nightof gala
the festival
and film line-up and associated
screening, and during

Italian Film Festival Caroline remarks ‘Radio and television, due

to their prohibitive cost, do play a part, but
special
itsevents
acrossincluding
droveare
time, there
all socialamedia
a lot
festival
of positive
multiple
platforms.
feedback
special
Positive
centrepiece,
events
social
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characteristics can be used to described these
two segments in terms of behaviours and
is highly targeted to SBS World Movies, SBS sentiment
Q&Aswas withmeasured
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media psychographics. She replied ‘Both segments are
Radio (Italian language program), SBS TV and listening tool whichandlooked at brand mentions
The changing media environment Part 2 local community radio’.
screenings
in terms of negative,
a closing
positive,
night party.
or neutral.
often ‘by-popular-demand’ screenings in the ’
There are discerning, independent and sophisticated. They
are leaders rather than followers, are confident
weeks following the festival’s official closure, in their own tastes, and while the younger
Questions and in 2016 there was, for the first time, a demographic tends to act more spontaneously
How ANZ’s corporate social responsibility 1 How would the emphasis and type of role
sponsored People’s Choice Award.
3 Which media would be most effective at
according to their mood, the mature ones are
Part 3 of digital media versus traditional media
In order to develop a media plan for
communicating a product positioning
more likely to be planners. Both are adventurous

communication came unstuck vary when comparing the 18–25 audience

with the 45–71 years and over?
2 How would type of information provided by
Communicating culture: Australian museums in a newspapers compared to Facebook vary?
the Lavazza festival market, segmentation
of ‘discerning, independent and
is required. We asked Caroline Whiteway,
sophisticated’ movies and audience?
when it comes to their arts and cultural
consumption’.
National Marketing and Publicity Manager of The two core objectives of the festival are,
Why?
Palace Cinemas how they segment the market? firstly, to drive admissions to the event and

Part 3 What sort of customers typically attend

the festival in terms of demographic and
connect audiences with the best of classic and
contemporary Italian cinema, and secondly,
digital age psychographic characteristics?
In terms of demographic characteristics,
to add value to the festival’s sponsors, such as
Lavazza, Fiat, Peroni, Levante and Celebrity

Cioccolato Australia: the ultimate chocolate

she said ‘We saw two distinct customer Cruises. However, all marketing campaigns
segments who attended the 2016 Lavazza have challenges or barriers to overcome, and
Part 3 Italian Film Festival: (1) students and early life this festival is no different. Awareness is the

experience BK-CLA-CHITTY_5E-170112-Chp07.indd 246

stage who are 18–25-year-olds, educated and
inner-city dwellers, and (2) adults through to
primary hurdle, as in a competitive arts events
19/08/17 7:32 AM
landscape and the over-connected digital
baby boomers who are 45–71-years-old, well- age, it is challenging to get the messaging
Become a legend: New Zealand road safety educated professionals with a high disposable and call to action to cut through. With ticket

Part 4 income’. We then asked Caroline what other prices being reasonably low, especially when

advertising

CHAPTER 3 PERSUASION IN MARKETING COMMUNICATIONS 105

BK-CLA-CHITTY_5E-170112-Chp07.indd 245 19/08/17 7:32 AM

STUDY TOOLS
END-OF-CHAPTER FEATURES SUMMARY
CHAPTER 3 PERSUASION IN MARKETING COMMUNICATIONS 105

Marketing communications in its various forms (advertising, digital marketing communications, point-
of-purchase displays and personal selling) involves efforts to persuade consumers by influencing their
attitudes and, ultimately, their behaviour.
STUDY TOOLS
This chapter has examined the role and nature of how the elements in the communication model
contribute to consumers’ persuasion. Source factors enhancing persuasion during marketing communication
At the end of each chapter you will find several tools to help youSUMMARY
to review, were identified as credibility, expertise, attractiveness, CHAPTER familiarity,
source. This was followed by an explanation of the types of endorsers. The peripheral cues used in the
similarity and
3 PERSUASION trustworthiness
IN MARKETING of the
COMMUNICATIONS 105

practise and extend your knowledge of the key learning objectives.

message, the different message appeals and the structure of the message were found to impact on the
persuasive level of the advertisement. The nature of the channel (personal or non-personal) and point-
Marketing communications in its various forms (advertising, digital marketing communications, the
of-purchaseofdisplays
environment the channel and further
personal selling)the
enhance involves efforts toofpersuade
persuasiveness consumers
the advertising by influencing their
campaign.

STUDY TOOLS
attitudes
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models: the AIDA model, as credibility, expertise,
the innovation attractiveness,
adoption model, the familiarity,
information similarity
processing and model,
trustworthiness
the hierarchyof the

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of source.
effects model,This was thefollowed
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endorsers. The peripheral
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topics with the Summary

message, the different message appeals
concluded with a focus on ethics and persuasion in marketing communication. and the structure of the message were found to impact on the
persuasive
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communications in its various forms The nature of the digital
(advertising, channelmarketing
(personal communications,
or non-personal) point- and the
environment
of-purchase of theand
displays channel further
personal enhance
selling) the persuasiveness
involves efforts to persuade of the advertising
consumers campaign.by influencing their

C ANSWERING
attitudes This
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wasultimately,
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by the encoding process and an analysis of the receiver. A discussion on the
their behaviour.
to advertising
the role and communication
nature of how showed that consumers
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persuasion. the consumers
factors enhancingwere explained
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After reading the Weight Watchers case, explain similarity. Winfrey was a favourite TV show present-
weremodels:
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as credibility, innovationattractiveness,
adoption model, the information
familiarity, similarityprocessing model, the hierarchy
and trustworthiness of the
the role of the source in Weight Watchers’ recent er in America and a well-known face all over the
106 PART 1 INTEGRATED of effects
source. This model,
was followed the Foote, by an Cone and Belding
explanation of themodel,
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of endorsers. likelihood model.
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attributes do you think –A CONCEPTUAL
world. People FRAMEWORK
tend to like and know her very well,
concluded
message, the withdifferenta focus on ethics
message and persuasion
appeals in marketing
and the structure of thecommunication.
message were found to impact on the
enhance the image of Weight Watchers? Do you and some women may even perceive a similarity
• Revisit the IMC challenge and answers in the persuasive level of the advertisement. The nature of the channel (personal or non-personal) and the
believe the image of the source and the image of
environment of the channel further enhance the persuasiveness of the advertising campaign.
with her due to her struggles with her weight. Hav-

C ANSWERING THE CHALLENGE

the receiver fits? ing Weight Watchers use her as a spokesperson

Answering the Challenge section

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may motivate overweight consumers to join Weight
6TheDiscuss
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fits? retailers and
and in some instances her are wary of providing their credit card number
ing Weight Watchers use her as a spokesperson online. Using

C ANSWERING
material from this chapter,
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the source
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the associated
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explain how you would attempt
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may motivate consumers’
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several actual online retailers and describe
about
join Weight

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cate a specific message
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DISCUSSION QUESTIONS
9 audience
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learning through the Discussion Questions

the role of the Watchers’ recent er spokesperson andand the receiver
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like and Weight
know her can use to
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very well,is to
1 well-known
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encourage the tri-component
celebrity
people to used as amodel
isdonate. source. of attitudes,
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enhance the image of Weight Watchers? Do you andsupport
some women overweight mayconsumers
even perceive in their weight loss
a similarity
components
able brand attributes of consumerof Oprah attitudes.
Winfrey Provide examples of each by using a particular product brand.
can include
believe the image of the source and the image of with journey.
her due to her struggles with her weight. Hav-
2 herExplain the factors
likeability, familiaritythat andinfluence
in some theinstances
message’s herpersuasion for the consumer.
ONLINE ACTIVITIES
the receiver fits? ing Weight Watchers use her as a spokesperson
3 Distinguish between the different consumer response models, and indicate which model you would
may motivate overweight consumers to join Weight
The use source to change
is the consumer
person who attitudes.
aims toJustify communi- why you have chosen the model.
1 To what degree does the website http://www.australia.com/en Watchers. use the ELM model’s central versus
4 There
cate a specificare three message general to strategies
the receiver, for or changing
target attitudes. Explain each of these strategies, using, for
peripheral routes to persuasion?
audience DISCUSSION QUESTIONS
illustration
of the purposes,
organisation. consumers’
2 Compare the websites of VB beer with John West salmon
The messageattitudesfrom
Ultimately, the image of the Weight Watchers
towards the fast-food brands McDonald’s, Hungry Jack’s
spokesperson and seeand whichtheof receiver
the six persuasion
(consumer) does
Weight and Watchers
Domino’s.is delivered directly because a

• Use these Online Activities to extend your

strategies each the employs. indeed fit. The the image of Weight
affectiveWatchers is to
5 1 Fully
well-known
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explain
celebrity how isthe tri-component
usedmessage modelcan
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of the message. and conative
components of consumer attitudes. Provide examples support of overweight
each by using consumers
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productweight
brand.loss
able brand attributes of Oprah Winfrey can include
ONLINE STUDY RESOURCES
2 Explain the factors that influence the message’s persuasion for the consumer.
her likeability, familiarity and in some instances her
journey.

understanding 3 Distinguish between the different consumer response models, and indicate which model you would
Visit http://login.cengagebrain.com
use to change consumer attitudes. and use thewhy
Justify access
you code that comes
have chosen with this book for 12 months’
the model.
access
4 There to theare resources
three generaland study tools for
strategies forthis chapter.
changing attitudes. Explain each of these strategies, using, for

DISCUSSION QUESTIONS
illustration purposes, consumers’ attitudes towards the fast-food brands McDonald’s, Hungry Jack’s
and Domino’s.
1 5Fully Fully explain
explain thehow the message
tri-component structure
model can impact
of attitudes, on the
including
CHAPTER persuasion
the cognitive,
3 PERSUASION of affective
theMARKETING
message.
and conative 107
CourseMate Express for IMC IN COMMUNICATIONS
Express
components of consumer attitudes. Provide examples of each by using a particular product brand.
2 The CourseMate
Explain the factors Express website contains:
that influence the message’s persuasion for the consumer.
BK-CLA-CHITTY_5E-170112-Chp03.indd 105 19/08/17 7:17 AM
3 •Distinguish
revision quizzes between the different consumer • video quizzes
response models, and indicate which model you would
• Extend your understanding through the •use
4 and
Search

ENDNOTES
There more!
Me! activities
to change consumer attitudes. Justify • flashcards
why you have chosen the model.
are three general strategies for changing attitudes. Explain each of these strategies, using, for

suggested Endnotes relevant to each chapter

illustration purposes, consumers’ attitudes towards the fast-food brands McDonald’s, Hungry Jack’s
1 Carly Stern, ‘And you lose a pound! And you lose a pound! Oprah surprises her fellow dieters by turning up to her first Weight Watchers support
and Domino’s.
meeting to celebrate losing 30lbs’, Daily Mail, 21 April 2016, http://www.dailymail.co.uk/femail/article-3550468/And-lose-pound-Oprah-surprise-
5 fellow-dieters-turning-Weight-Watchers-support-meeting.
Fully explain how the message structure can impact on the persuasion of the message.
2 Search Me!Winfrey
John Kell, ‘Oprah Marketing
gave Weight Watchers a ton of free press’, Fortune, 3 March 2016, http://fortune.com/2016/03/03/oprah-winfrey-
impression (accessed 4 May 2016).
Explore Search Me! Marketing for articles relevant to this chapter. Fast
3 John Boone, ‘Oprah’s
BK-CLA-CHITTY_5E-170112-Chp03.indd 105 powerful Weight Watchers commercial is bringing people to tears’, 29 December 2015, http://www.etonline.com/ 19/08/17 7:17 AM
and convenient, Search Me! Marketing is updated
news/178861_watch_oprah_powerful_weight_watchers_commercial/ daily
(accessed and2016);
13 May provides you
Megan McCluskey, ‘Oprah’s new Weight Watchers
commercial is sending the Internet on an emotional roller coaster’, Time, 30 December 2015, http://time.com/4163543/oprah-weight-watchers-
with 24-hour access to full text articles from hundreds of scholarly and popular journals, eBooks and
commercial-making-internet-emotional/.
4 newspapers,
Rose Donohoe, ‘Oneincluding
tweet boostsThe Australian
Oprah’s and
fortune by $17 TheThe
million’, New York28Times.
New Daily, Log http://thenewdaily.com.au/entertainment/
January 2016, in to the Search Me! Marketing
celebrity/2016/01/28/oprah-winfreys-17million-tweet/.
5
database via http://login.cengagebrain.com and try searching for the following key words:
Adapted from Chris Woolston, ‘Oprah Winfrey, Bill Clinton are persuasive people – but why?’ LA Times, 28 April 2012, http://articles.latimes.
•com/2012/apr/28/health/la-he-persuasion-side-20120428
Attitude (accessed 13 May• 2016).
Celebrity endorsers
6 •A similar account is offered
Motivation, by Kathleen and
opportunity Kelleyability
Reardon, Persuasion in Practice
• (Newbury Park, Calif.: Sage
Typical-person Publications, 1990), p. 2.
endorsers
7 Peter Wright, ‘Schemer schema: consumers’ intuitive theories about marketers’ influence tactics’, in Advances in Consumer Research, 13, Richard J Lutz
Search tip: Utah:
(ed.) (Provo, Search Me! Marketing
Association for Consumercontains
Research,information
1985), pp. 1–3.from both local
An elaborate and international
and thorough sources. persuasion
discussion of consumers’ To get the knowledge
greatest
is providednumber
by MarianofFriestad
search results,
and try using
Peter Wright, both Australian
‘The persuasion knowledgeand American
model: spellings
how people in your searches,
cope with persuasion e.g. of Consumer
attempts’, Journal
BK-CLA-CHITTY_5E-170112-Chp03.indd
Research, 21105
(June 1994), pp. 1–31. An empirical demonstration of consumers’ persuasion knowledge vis-à-vis that of advertising researchers is 19/08/17 7:17 AM
‘globalisation’ and ‘globalization’; ‘organisation’ and ‘organization’.
available in Marian Friestad and Peter Wright, ‘Persuasion knowledge: lay people’s and researchers’ beliefs about the psychology of advertising’,
Journal of Consumer Research, 22 (June 1995), pp. 62–74.
8 Cialdini actually discusses seven influence tactics, but the seventh – instant influence – cuts across all the others and need not be discussed separately.
Also, he refers to influence tactics as ‘weapons’ of influence. Because the term weapons implies that the persuadee is an adversary, we prefer instead
the term tools insofar as many modern marketing practitioners view their customers as participants in a long-term relation-building process and
not as adversaries or victims. The following sections are based on Cialdini’s insightful work: Robert B Cialdini, Influence: Science and Practice, 2nd edn
(Glenview, Ill.: Scott, Foresman, 1988).
9 Cialdini, Influence: Science and Practice.
10 Ibid.
11 Ibid.
12 Prashant Malaviya, ‘The moderating influence of advertising context on ad repetition effects: the role of amount and type of elaboration’, Journal of
Consumer Research, 34 (June 2007), p. 123.
 CHAPTER 1 xxi
XXI

GUIDE TO THE ONLINE RESOURCES

FOR THE INSTRUCTOR
Cengage Learning is pleased to provide you with a selection of resources that will help you prepare your
lectures and assessments. These teaching tools are accessible via cengage.com.au/instructors for Australia
or cengage.co.nz/instructors for New Zealand.

COURSEMATE EXPRESS
CourseMate Express is your one-stop shop for learning tools and activities that help
students succeed. As they read and study the chapters, students can access video quizzes, Express
review with flash cards as well as check their understanding of the chapter with interactive
quizzing. CourseMate Express also features the Engagement Tracker, a first-of-its-kind tool
that monitors student engagement in the content. Ask your Learning Consultant for
more details.

INSTRUCTOR’S MANUAL
The Instructor’s manual includes:
• IMC Framework connections • Search Me! Activities
• Learning objectives • Web links & common useful
• Chapter outlines industry links
• Solutions to discussion questions • Additional class activities.
and digital activities

WORD-BASED TEST BANK

This bank of over 2000 questions has been developed with the text for the
creation of quizzes, tests and exams for your students. Deliver tests from
your LMS and your classroom. Includes short answer, multiple choice, true
false and scenario questions.

POWERPOINT TM PRESENTATIONS
Use the chapter-by-chapter PowerPoint presentations to enhance your
lecture presentations and handouts to reinforce the key principles of
your subject.

VIDEOS
As well as the video activities for students in CourseMate Express, a
lecturer-only video series illustrates the application and integration of IMC
in a holistic context. Matching each part of the text and culminating in the
evaluation of IMC, these videos can be used to promote group discussion
on how IMC operates to achieve marketing solutions for businesses.
xxii
XXII PART 1 TO
GUIDE INTEGRATED
THE ONLINE
MARKETING
RESOURCES
COMMUNICATIONS – A CONCEPTUAL FRAMEWORK

ARTWORK FROM THE TEXT

Add the digital files of graphs, tables, pictures and flow charts into your
course management system, use them in student handouts, or copy them
into your lecture presentations.

FOR THE STUDENT

New copies of this text come with an access code that gives you a 12-month subscription to the
CourseMate Express website and Search Me! Marketing Visit http://login.cengagebrain.com
and log in using the access code card.

COURSEMATE EXPRESS FOR IMC

Access your CourseMate Express website, which includes a suite of interactive
resources designed to support your learning, revision and further research. Express
Includes:
• Revision quizzes
• Video quizzes
• Search Me! Activities
• Flashcards
And more!

SEARCH ME! MARKETING

Expand your knowledge with Search Me! Marketing. Fast and convenient, this resource
provides you with 24-hour access to relevant full-text articles from hundreds of scholarly
and popular journals and newspapers, including The Australian and The New York
Times. Search Me! Marketing allows you to explore topics further and quickly find
current references.
 xxiii

PREFACE
This fifth edition of Integrated Marketing Communications has been revised to reflect a contemporary
view of the changes that are occurring in the marketing communications environment – particularly
the widespread adoption of social media. Organisations continually use integrated marketing
communications (IMC) to achieve a competitive advantage and meet their marketing objectives.
Marketers are responding to rising costs in traditional advertising media, such as television, radio and
print, by moving away from these media channels to online media, which offers a more customer-
focused form of marketing communications. Online media allow marketers to develop new market
segments, and to reduce clutter, to reach target markets with more personal and persuasive messages
that enhance brand equity.
This text is intended for senior marketing students and marketers who need to understand and
apply the concepts and practices associated with IMC. The text emphasises the importance of IMC
in the contemporary commercial environment in Australasia, and includes substantially revised
chapters examining the online technology that allows organisations to communicate effectively and
efficiently with their target markets.
The text follows a macro- to micro-marketing communications approach by first examining the
broader implications of advertising, and then focusing on the media that can be used to communicate
with target audiences. In order to achieve the learning objectives that accompany each chapter,
marketing communication theory is aligned with the contemporary marketing practices outlined in
case studies, ensuring that students understand the role that brand equity plays in the viability of
modern marketing organisations.

DISTINCTIVE THEMES AND FEATURES

This fifth edition of Integrated Marketing Communications adopts an integrative approach to examine
marketing communications from the perspective of both the consumer and the marketer. Each
part opens with a concept map that helps the student draw the entire IMC process together. The
major topic of each chapter is highlighted by sequential examples and special feature boxes. An IMC
challenge opens each chapter, followed by an Asia-Pacific or Global focus, an example of IMC in
action, the application of Ethics in IMC and concluding with Answering the challenge.
Integration of new media and all media with IMC elements is presented in Part 1, as communication
does not work on its own. There are many tools that a marketer can use. We have included the SIVA
framework in early chapters to show you a different 21st Century framework other than the 4 Ps.
The IMC challenge features relate to the thematic contents of each chapter by examining the
background to an IMC challenge facing a well-known Australasian organisation. The purpose of this
feature is to illustrate the underlying theory that follows in the chapter using a real company as an
example.
Each Asia-Pacific or Global focus features includes examples of how an Australasian or international
organisation manages its IMC campaign. The focus of these is to highlight how those contemporary
organisations create a differential advantage using IMC.
The IMC in action feature boxes focus on the objectives and strategies of IMC campaigns of
organisations, illustrating the key IMC concepts underpinning each campaign.
Ethics in IMC feature boxes look at society’s expectations of an organisation’s ethical behaviour.
Ethics plays an increasingly dominant role in an organisation’s reputation and in creating a favourable
brand (and thereby the organisation’s brand equity), so it is an important consideration in managing
xxiv PREFACE

an organisation’s IMC program. We have expanded the ethics discussion in Chapter 3 ‘Persuasion in
marketing communications’ to really guide you in your thoughts when introducing you to IMC.
And lastly, each chapter concludes with an Answering the challenge feature box, which provides
solutions to the chapter opening IMC challenge. The solutions are developed from the IMC concepts
to highlight how the various elements of marketing communications can be put into practice.
At the end of each chapter there are discussion questions and digital activities that provide the
means to determine how well the readers have understood the conceptual foundation of the chapter.
A fully referenced section of source material is contained in the Endnotes for each chapter.

TEXTBOOK ORGANISATION
The premise of the fifth edition of Integrated Marketing Communications is built on the theoretical and
practical understanding of marketing communications that was developed in the previous editions.
With that in mind, the text consists of four parts – each developed as a series of sequential conceptual
frameworks, which, when considered in totality, provide an approach to understanding the synergy
associated with IMC.

Part 1: Integrated marketing communications – a conceptual

framework
Part 1 examines the general processes associated with IMC and introduces the reader to the concept of
brand equity, the communication process, the basis of persuasion and how markets can be segmented
and brands positioned. Two case studies are included at the end of Part 1 that provide practical
examples of the marketing communication process.

Part 2: Managing and planning for integrated marketing

communications
Part 2 begins by drawing on the concepts considered in Part 1 to examine the roles of advertising
and marketing communications by reviewing the processes that form the basis of planning and
implementing marketing communications strategies. Those processes include an examination of
creating effective marketing messages, planning and developing alternative styles of creative marketing
communications and analysing the various media channels. Two case studies that provide practical
examples of managing IMC conclude Part 2.

Part 3: Media channels and IMC elements

Marketing messages cannot effectively reach their intended audience unless some form of media is
used to deliver them. Part 3 begins by examining the traditional forms of media – broadcast, print
and support media. It follows with a focus on the non-advertising elements that marketers can use
to communicate with their target audiences. The chapters in Part 3 examine direct marketing, sales
promotion, digital marketing, personal selling and marketing PR and sponsorships. Part 3 concludes
with three case studies that provide practical examples of the supporting elements of IMC.

Part 4: Evaluating integrated marketing communications

The final chapter provides an analytical overview of how to assess the effectiveness of an IMC
campaign. A case study, which provides a practical example of the tools that can be used to evaluate
the effectiveness of IMC, concludes Part 4.
 xxv

ABOUT THE AUTHORS

Bill Chitty, Murdoch University
William Chitty was a lecturer in marketing at the Murdoch Business School, Murdoch University for
20 years. He has retired from active teaching but retains an interest in marketing communications
and services marketing. During his tenure at Murdoch University he co-authored several refereed
conference papers that were presented at various academic conferences in Australia and overseas,
as well as research papers that have been published in the Journal of Marketing Communication,
the Journal of Internet Business Studies, Marketing Intelligence and Planning and Psychology and
Marketing. This is the last edition of Integrated Marketing Communications that William will­
co-author, and he would like to thank his colleagues for their help in writing the previous editions.

Edwina Luck, Queensland University of Technology

Edwina Luck is a Senior Lecturer within the School of Advertising, Marketing and Public Relations
at QUT’s Business School. She has taught for over 20 years within Higher Education. Her research
specialist areas include consumer behaviour, integrated marketing communications, marketing
education, virtual social networks, not for profit, and Generation Y, and is published in these areas.
She has attended many international conferences, has been interviewed in local and state media, and
her opinion is sought after in aspects of social media. She has participated in expert panels and been
a keynote speaker at conferences, speaking on the topic of social media. Edwina has won two coveted
QUT’s Vice Chancellor’s Award for Excellence in Teaching, Innovation and Partnerships.

Nigel Barker, University of Adelaide

Nigel Barker is an adjunct lecturer for the University of Adelaide, Bond University, Macquarie
Graduate School of Management, Toulouse Business School (France) and Kingston University (UK)
and regularly teaches and conducts Professional Education throughout Australia, Asia and Europe.
Nigel teaches a wide range of subjects including, strategic marketing, international marketing,
consumer behaviour, marketing communications and brand management. Following his move from
the UK in 1997, where Nigel held a range of marketing positions, he gained his Masters in Marketing
from Charles Sturt University before starting his own marketing consultancy. Nigel now focuses most
of his attention on freelance academic teaching and undertakes many classes a year.

Anne-Marie Sassenberg, University of Southern Queensland

Anne-Marie Sassenberg is a lecturer in Marketing at the University of Southern Queensland in Brisbane,
Australia. She holds a PhD in Sport Management from the University of Southern Queensland and
has worked at universities in Australia and South Africa for more than 20 years. Anne-Marie has
recently published in Sport Marketing Quarterly and the International Journal of Organisational
Behaviour. Her current work is in the areas of sport brand image and sport sponsorship. Her teaching
expertise include consumer behaviour, promotion management, marketing management, marketing
channels and global marketing.
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entered; he says expressly, that the course from Cape Desire to
Baldivia is N. 5° E. This is something more certain than the
conjectural assertion of Don George and Don Antonio. If, upon the
whole, their conjecture had been true, by the course which we were
obliged to take we must have fallen in with the land.
Order of sailing When we were got into the Pacific Ocean, I
of the agreed with the commander of the Etoile, that, in
Boudeuse and order to discover a greater space of the sea, he
Etoile.
should go every morning southward, as far from me
as the weather would allow, keeping within sight; and that every
evening we should join; and that then he should keep in our wake, at
about half a league’s distance. By this means, if the Boudeuse had
met with any sudden danger, the Etoile was enabled to give us all
the assistance which the case might require. This order of sailing
has been followed throughout the whole voyage.
Loss of a sailor On the 30th of January, a sailor fell into the sea;
fallen into the our efforts were useless; and we were unable to
sea. save him: it blew very fresh, and we had a great
sea.
Fruitless I directed my course for making the land, which
search for Davis[90], an English privateer, saw in 1686, between
Davis’s land. 27° and 28° south latitude; and which Roggewein, a
[91]
Dutchman , sought for in vain, in 1722. I continued 1768.
to stand in search of it till the 17th of February. February.
According to M. de Bellin’s chart, I must have sailed Incertitude on
over this land on the 14th. I did not chuse to go in the latitude of
search of Easter island, as its latitude is not laid Easter island.
down with certainty. Many geographers agree in placing it in 27° or
28° S. M. Buache, alone, puts it in 31°. However, on the 14th, being
in 27° 7′ of latitude observed, and 104° 12′ computed west longitude,
we saw two birds very like Equerrets[92], which generally do not go
further than 60 or 80 leagues from land; we likewise saw a tuft of that
green plant, which fastens on ships’ bottoms; and, for these reasons,
I continued to stand on the same course till the 17th. Upon the
whole, I think, from the account which Davis gives of the land he
saw, that it is no other than the isles of St. Ambrose and St. Felix,
which are two hundred leagues from the coast of Chili.
Meteorological From the 23d of February, to the 3d of March, we
Observations. had westerly winds, constantly varying between S.
W.. and N. W. with calms and rain: every day, either a little before
noon, or soon after, we had sudden gusts of rain, accompanied with
thunder. It was strange to us to meet with this extraordinary wind,
under the tropic, and in that ocean, so much renowned above all
other seas, for the uniformity and the freshness of the E. and S. E.
trade-winds; which are said to reign in it all the year round. We shall
find more than one opportunity to make the same observation.
Astronomical During the month of February, M. Verron
observations, communicated to me the result of four observations,
compared with towards determining our longitude. The first, which
the ship’s
reckoning.
was made on the 6th at noon, differed from my
reckoning only 31′; which I was more to the
westward than his observation. The second, taken at noon on the
11th, differed from my estimated longitude 37′ 45″, which I was to the
eastward of him. By the third observation, made on the 22d, reduced
to noon, I was more westward than he, by 42′ 30″; and I had 1° 25′ of
difference west, from the longitude determined by the observations
of the 27th. Then we met with calms and contrary winds. The
thermometer, till we came into 45° lat. always kept between 5° and
8° above the freezing-point: it then rose successively; and when we
ran between 27° and 24° of lat. it varied from 17° to 19°.
There was an almost epidemical sore-throat among the crew of
my frigate, as soon as we had left the straits. As it was attributed to
the snow-waters of the straits, I ordered every day, that a pint of
vinegar, and red hot bullets should be put into the scuttled cask,
containing the water for the crew to drink, on the upper deck. Happily
these sore throats yielded to the simplest remedies; and, at the end
of March, we had no-body upon the sick-list. Only four sailors were
attacked by the scurvy. About this time we got plenty of Bonitos and
Great-ears (Grandes-Oreilles); and, during eight or ten days,
sufficient were taken to afford one meal a-day for the crews of both
ships.
 Chart
of the Discoveries
in the
South Pacifick Ocean,
made by
M. de Bougainville.
in 1768.

Continuation
of the
Track
of the
French Ships.
Meeting with During March, we ran on the parallel of the first
the first isles. lands and isles marked on the chart of M. Bellin, by
the name of Quiros’s Isles. On the 21st we caught a 1768. March.
tunny, in whose belly we found same little fish, not yet digested, of
such species as never go to any distance from the shore. This was a
sign of the vicinity of land. Indeed, the 22d, at six in the morning, we
saw at once four little isles, bearing S. S. E. ½E. and a little isle
about four leagues west. The four isles I called les Observations
quatre Facardins; and as they were too far to on one of these
windward, I stood for the little isle a-head of us. As isles.
we approached it, we discovered that it is surrounded with a very
level sand, and that all the interior parts of it are covered with thick
woods, above which the cocoa-trees raise their fertile heads. The
sea broke much to the N. and S. and a great swell beating all along
the eastern side, prevented our access to this isle in that part.
However, the verdure charmed our eyes, and the cocoa-trees every
where exposed their fruits to our sight, and over-shadowed a grass-
plot adorned with flowers; thousands of birds were hovering about
the shore, and seemed to announce a coast abounding in fish, and
we all longed for a descent. We thought this would be easy on the
western-side; and we ran along the coast at the distance of about
two miles. We saw the sea break on every side with equal force,
without a single harbour or creek, which might serve for shelter, or
stem the force of the sea. Thus losing all hopes of landing there,
unless at the evident risk of having our boats staved to pieces, we
resumed our course again, when some of our people cried out, that
they saw three men running to the sea-shore. We It is inhabited,
should never have thought that so small an isle notwithstanding
could be inhabited; and my first conjectures were, its small size.
that some Europeans must certainly have been shipwrecked upon it.
I presently gave orders to lay-to; as I was determined to do all I could
to save them. These men were returned into the woods; but soon
after they came out again, fifteen or twenty in number, and advanced
very fast; they were naked, and bore very long pikes, which they
brandished against the ships, with signs of threatening; after this
bravado, they retired to the woods, where we could distinguish their
huts, by means of our glasses. These men seemed very tall, and of
a bronze colour—Who can give an account of the manner in which
they were conveyed hither, what communications they have with
other beings, and what becomes of them when they multiply on an
isle, which has no more than a league in diameter? I called it Isle des
Lanciers[93]. Being less than a league to the N. E. of this isle, I made
the signal to the Etoile to sound; she did so with a line of two
hundred fathom, without finding any bottom.
Farther From that day we always shortened sail at night,
meeting with fearing to meet all at once some of these low-lands,
islands. to which it is so dangerous to come near. We were
obliged to bring-to[94], during a part of the night, between the 22d and
23d; as we had a storm, with very high wind, rain, and thunder. At
day-break we saw land, bearing from us, from N. E. b. N. to N. N. W.
We stood for it, and at eight o’clock were about three leagues from
its eastermost point. Then, though it was somewhat hazy, we
perceived breakers along this coast, which appeared very low, and
covered with trees: therefore, we stood out to sea again, waiting for
the fair weather to allow us to come nearer the coast at a less risk;
this we were able to do towards ten o’clock. Being only one league
off the island, we ran along it, endeavouring to find a proper landing-
place; we could not find bottom with 120 fathom. A bar, over which
the sea broke with great violence, lay along the whole coast; and we
soon discovered, that this island is formed by two very narrow slips
of land, which join at the N. W. end, and leave an opening to the S.
E. between their extremities. The middle of this isle Description of
is therefore occupied by the sea, in all its length, the largest of
which is about ten or twelve leagues S. E. and N. W. these isles.
so that it appears like a very oblong horse-shoe, whereof the
opening or entrance is at S. E.
The two necks of land are so very narrow, that we could perceive
the sea beyond the most northerly one. They seem composed of
nothing but sandy downs, interspersed with low grounds, without
either trees or verdure. The higher downs are covered with cocoa-
nut and other lesser trees, which were very shady. After noon we
saw periaguas in the kind of lake which this island forms; some
sailing, others paddling. The savages in them were naked. In the
evening we saw a great number of these islanders along the coast.
They likewise seemed to have such long lances as the inhabitants of
the first island threatened us with. We had not yet found any place
where our canoes could land. The sea foamed every where with
equal violence. Night interrupted our researches; we passed it plying
under our top-sails; and not discovering any landing-place, on the
24th in the morning, we continued our course, and left this
inaccessible island; which, on account of its figure, I called Harp
Island. I question whether this extraordinary land is rising and
encreasing, or whether it is decaying? How was it peopled? Its
inhabitants appeared to us tall and well proportioned. I admire their
courage, if they live unconcerned on these little slips of sand, which
are exposed to be buried in the sea every moment by a hurricane.
First division: The same day, at five in the afternoon, we saw
Dangerous another land, about seven or eight leagues distant;
Archipelago. the uncertainty of its position, the inconstant squally
and tempestuous weather, and the obscurity of the night obliged us
to stand off and on. The 25th, in the morning, we came near the
land, which we found to be another very low island, extending S. E.
and N. W. about twenty-four leagues. We continued till the 27th to
sail between low and partly overflowed islands, four of which we
examined, all of the same nature, and all inaccessible, and not
deserving that we should lose our time in visiting them. I gave the
name of Dangerous Archipelago to this cluster of islands; of which
we saw eleven, and which are probably more numerous. It is very
dangerous sailing amidst these low isles, surrounded with breakers
and shoals; where it is necessary, especially at night, to use the
utmost precaution.
Error in the I determined to stand more southerly, in order to
chart of this get clear of these dangerous parts. Indeed, on the
part of the 28th, we ceased to see the land. Quiros, discovered
Pacific Ocean.
first, in 1606, the south end of this chain of islands,
which extend W. N. W. and among which admiral Roggewein found
himself engaged in 1722, in about 15° lat. he called them the
Labyrinth. Upon the whole, I know not on what grounds our
geographers lay down after these isles, a beginning of land seen, as
they say, by Quiros; and to which they give seventy leagues of
extent. All that can be inferred from the Journal of this navigator is,
that the first place he landed at, after his departure from Peru, was
eight leagues in extent. But far from considering it as a considerable
coast, he says, that the savages who inhabit it, gave him to
understand, that he should find great countries in his way[95]. If any
considerable land existed hereabouts, we could not fail meeting with
it; as the least latitude we were hitherto arrived at, was 17° 40′ S.
which is the same that Quiros observed on this very coast, whereof
the geographers have been pleased to make a great continent.
I agree, that it is difficult to conceive such a number of low islands,
and almost drowned lands, without supposing a continent near it. But
Geography is a science of facts; in studying it, authors must by no
means give way to any system, formed in their studies, unless they
would run the risk of being subject to very great errors, which can be
rectified only at the expence of navigators.
Astronomical Mr. Verron, in March, gave me three observations
observations, of longitude. The first, taken by Hadley’s octant, on
compared with the 3d in the afternoon, was only 21′ 30″ different
my reckoning.
from my reckoning, I being so much to the westward
of the observed longitude. The second, made by the megameter,
and reduced to noon of the 10th, differed considerably from my
reckoning, as my computed longitude was 3° 6′ more westward than
that taken by observation. On the contrary, from the result of the third
observation, taken with the octant on the 27th, my reckoning agreed
within 39′ 15″, which he found I was more eastward than his
longitude. It must be observed, that since my leaving the straits of
Magalhaens, I have always followed the longitude of my departure,
without correcting it in the least, or making use of the observations.
Meteorological The thermometer[96] constantly kept between 19°
observations. and 20°, during this month, and even near the land.
Towards the end of the month, we had five days west winds, with
squalls and storms, which succeeded each other almost without
interruption. It rained continually; and the scurvy made its
appearance on eight or ten persons of the crew. Moistness is one of
the most powerful causes of this disease. Each Advantageous
sailor got daily a pint of lemonade, prepared with a use of
kind of powder, called powder of faciot; which we lemonade-
powder at sea.
made great use of, during the course of this voyage.
On the third of March I had likewise begun to make Water deprived
use of the distilling apparatus of M. Poissonier; and of its salt.
we continued till we arrived at New Britain to make use of the sea-
water, which was by this means deprived of its salt; employing it in
broth, and in boiling meat and legumes. The supply of water it
procured us, during this long run, was a very great resource. We
lighted our fire at five in the evening, and put it out 1768. April.
by five or six in the morning, making above a barrel of water every
night. By way of sparing our fresh water, we always kneaded our
bread with salt water.
Second The second of April, at ten in the morning, we
division of perceived, to the N. N. E. a high and very sleep
lands; mountain, seemingly surrounded by the sea. I called
Archipelago of
Bourbon.
it the Boudoir, or the Peak of the Boudeuse. We
stood to the northward, in order to Sight of Taiti.
make it plain, when we saw another land, bearing W. by N. the coast
of which was not so high, but afforded an indeterminate extent to our
eyes. We had a very urgent necessity for touching at some place
where we might get refreshments and wood, and we flattered
ourselves to find them on this land. It was a calm almost the whole
day. In the evening a breeze sprung up, and we stood towards the
land till two in the morning, when we stood off shore again, for three
hours together. The sun rose obscured by clouds and haze; and it
was nine o’clock in the morning before we could see the land again,
its southermost point then bearing W. by N. We could no longer see
the peak of the Boudeuse, but from the mast-head. The wind blew N.
and N. N. E. and we stood as close upon it as we could, in order to
fall into windward of the island. As we came nearer we saw, beyond
its northermost point, a distant land, still further to northward, without
our being able at that time to distinguish whether it joined to the first
isle, or whether it formed a second.
Manœuvres in During the night, between the third and fourth, we
order to land turned to windward, in order to get more to the
there. northward. With joy we saw fires burning on every
part of the coast, and from thence concluded that it was inhabited.
The 4th, at day-break, we discovered that the two lands, which
before appeared separate, were united together by a low land, which
was bent like a bow, and formed a bay open to the N. E. We run with
all sails set towards the land, standing to windward of this bay, when
we perceived a periagua coming from the offing, and standing for the
land, and making use of her sail and paddles. She passed athwart
us, and joined a number of others, which sailed a-head of us, from
all parts of the island. One of them went before all the rest; it was
manned by twelve naked men, who presented us with branches of
bananas; and their demonstrations signified that this was their olive-
branch. We answered them with all the signs of First traffic with
friendship we could imagine; they then came along these
side of our ship; and one of them, remarkable for his islanders.
prodigious growth of hair, which stood like bristles divergent on his
head, offered us, together with his branch of peace, a little pig, and a
cluster of bananas. We accepted his present, which he fastened to a
rope that was thrown over to him; we gave him caps and
handkerchiefs; and these first presents were the pledges of our
alliance with these people.
The two ships were soon surrounded with more than an hundred
periaguas of different sizes, all which had outriggers. They were
laden with cocoa-nuts, bananas, and other fruits of the country. The
exchange of these fruits, which were delicious to us, was made very
honestly for all sorts of trifles; but without any of the islanders
venturing to come aboard. We were obliged either to come into their
periaguas, or shew them at a distance what we offered in exchange;
when both parties were agreed, a basket or a net was let down by a
rope; they put their goods in it, and so we did ours; giving before
they had received, or receiving before they gave indifferently, with a
kind of confidence, which made us conceive a good opinion of their
character. We further saw no kind of arms in their periaguas, in
which there were no women at this first interview. The periaguas
kept along-side of the ships, till the approach of night obliged us to
stand off shore, when they all retired.
We endeavoured, during night, to go to the northward, never
standing further than three leagues from the land. All the shore was,
till near midnight, covered as the night before, with little fires at a
short distance from each other: it seemed as if it was an illumination
made on purpose, and we accompanied it with several sky-rockets
from both our ships.
Description of The 5th we spent in plying, in order to work to
the coast as windward of the island, and in letting the boats
seen from the sound for an anchoring-place. The aspect of this
offing.
coast, elevated like an amphitheatre, offered us the
most enchanting prospect. Notwithstanding the great height of the
mountains, none of the rocks has the appearance of barrenness;
every part is covered with woods. We hardly believed our eyes,
when we saw a peak covered with trees, up to its solitary summit,
which rises above the level of the mountains, in the interior parts of
the southermost quarter of the island. Its apparent size seemed to be
no more than of thirty toises in diameter, and grew less in breadth as
it rose higher. At a distance it might have been taken for a pyramid of
immense height, which the hand of an able sculptor had adorned
with garlands and foliage. The less elevated lands are interspersed
with meadows and little woods; and all along the coast there runs a
piece of low and level land, covered with plantations, touching on
one side the sea, and on the other bordering the mountainous parts
of the country. Here we saw the houses of the islanders amidst
bananas, cocoa-nut, and other trees loaded with fruit.
As we ran along the coast, our eyes were struck with the sight of a
beautiful cascade, which came from the tops of the mountains, and
poured its foaming waters into the sea. A village was situated at the
foot of this cascade, and there appeared to be no breakers in this
part of the coast. We all wished to be able to anchor within reach of
this beautiful spot; we were constantly sounding aboard the ships,
and our boats took soundings close under the shore; but we found a
bottom of nothing but rocks in this port, and were forced to go in
search of another anchorage.
Continuation of The periaguas returned to the ship at sun-rising,
the traffic with and continued to make exchanges all the day. We
the islanders. likewise opened new branches of commerce; for,
besides the fruits, which they brought the day before, and other
refreshments, such as fowls and pigeons, the islanders brought with
them several instruments for fishing; stone chisels, (herminettes de
pierre) strange kinds of cloth, shells, &c. They wanted iron and ear-
rings in exchange. This bartering trade was carried on very honestly,
as the day before: this time some pretty and almost naked women
came in the periaguas. One of the islanders went on board the
Etoile, and stayed there all night, without being in the least uneasy.
This night was likewise spent in plying; and on the 6th in the
morning we were got to the most northerly extremity of the island.
Another isle now came within sight: but seeing several breakers that
seemed to obstruct the passage between the two isles, I determined
to return in search of anchorage in the first bay, which we saw on the
day of our land-fall. Our boats which sounded a-head of us towards
shore, found the north side of the bay every where surrounded, at a
quarter of a league’s distance, by a reef which appears at low water.
However, about a league from the north point, they discovered a gap
in the reef, of the width of twice a cable’s length at most, where there
was 30 and 35 fathom of water, and within it a pretty extensive road,
where the bottom varied from nine to thirty fathom. This road was
bounded to the south by a reef, which, proceeding from the land,
joined that which surrounded the shore. Our boats had constantly
found a sandy bottom, and discovered several little rivers fit for
watering at. Upon the reef, on the north side, there are three little
islands.
Anchorage at This account determined me to come to an
Taiti. anchor in the road, and we immediately made sail to
enter into it. We ranged the point of the starboard reef in entering;
and as soon as we were got within it, we let go our best bower in 34
fathom, bottom of grey sand, shells, and gravel; and we immediately
carried out the stream-anchor to the north-west, in order to let go our
small bower there. The Etoile went to windward, and came to an
anchor a cable’s length to the northward of us. As soon as we were
moored, we struck yards and top-masts.
Difficulty of As we came nearer the shore, the number of
mooring the islanders surrounding our ships encreased. The
ships. periaguas were so numerous all about the ships,
that we had much to do to warp in amidst the croud of boats and the
noise. All these people came crying out tayo, which means friend,
and gave a thousand signs of friendship; they all asked nails and
ear-rings of us. The periaguas were full of females; who, for
agreeable features, are not inferior to most European women; and
who in point of beauty of the body might, with much reason, vie with
them all. Most of these fair females were naked; for the men and the
old women that accompanied them, had stripped them of the
garments which they generally dress themselves in. The glances
which they gave us from their periaguas, seemed to discover some
degree of uneasiness, notwithstanding the innocent manner in which
they were given; perhaps, because nature has every where
embellished their sex with a natural timidity; or because even in
those countries, where the ease of the golden age is still in use,
women seem least to desire what they most wish for. The men, who
were more plain, or rather more free, soon explained their meaning
very clearly. They pressed us to choose a woman, and to come on
shore with her; and their gestures, which were nothing less than
equivocal, denoted in what manner we should form an acquaintance
with her. It was very difficult, amidst such a sight, to keep at their
work four hundred young French sailors, who had seen no women
for six months. In spite of all our precautions, a young girl came on
board, and placed herself upon the quarter-deck, near one of the
hatchways, which was open, in order to give air to those who were
heaving at the capstern below it. The girl carelessly dropt a cloth,
which covered her, and appeared to the eyes of all beholders, such
as Venus shewed herself to the Phrygian shepherd, having, indeed,
the celestial form of that goddess. Both sailors and soldiers
endeavoured to come to the hatch-way; and the capstern was never
hove with more alacrity than on this occasion.
At last our cares succeeded in keeping these bewitched fellows in
order, though it was no less difficult to keep the command of
ourselves. One single Frenchman, who was my cook, having found
means to escape against my orders, soon returned more dead than
alive. He had hardly set his feet on shore, with the fair whom he had
chosen, when he was immediately surrounded by a croud of Indians,
who undressed him from head to feet. He thought he was utterly lost,
not knowing where the exclamations of those people would end, who
were tumultuously examining every part of his body. After having
considered him well, they returned him his clothes, put into his
pockets whatever they had taken out of them, and brought the girl to
him, desiring him to content those desires which had brought him on
shore with her. All their persuasive arguments had no effect; they
were obliged to bring the poor cook on board, who told me, that I
might reprimand him as much as I pleased, but that I could never
frighten him so much, as he had just now been frightened on shore.
 CHAP. II.
Stay at Taiti; account of the good and evil which befel us there.
Landing. I have pointed out the obstacles which we met with
in coming to an anchor. When we were moored, I went on shore with
several officers, to survey the watering-place. An immense croud of
men and women received us there, and could not be tired with
looking at us; the boldest among them came to touch us; they even
pushed aside our clothes with their hands, in order to see whether
we were made exactly like them: none of them wore any arms, not
so much as a stick. They sufficiently expressed their joy at our
arrival. The chief of this district conducted and Visit paid to the
introduced us into his house, in which we found five chief of the
or six women, and a venerable old man. The women district.
saluted us, by laying their hands on their breasts, and saying several
times tayo. The old man was the father of our host. He had no other
character of old age, than that respectable one which is imprinted on
a fine figure. His head adorned with white hair, and a long beard; all
his body, nervous and fleshy, had neither wrinkles, nor shewed any
marks of decrepitude. This venerable man seemed to be rather
displeased with our arrival; he even retired without answering our
civilities, without giving any signs of fear, astonishment, or curiosity;
very far from taking part in the raptures all this people was in at our
sight, his thoughtful and suspicious air seemed to shew that he
feared the arrival of a new race of men would trouble those happy
days which he had spent in peace.
Description of We were at liberty to examine the interior parts of
his house. the house. It had no furniture, no ornament to
distinguish it from the common huts, except its extent. It was about
eighty feet long and twenty feet wide. In it we observed a cylinder of
ozier, three or four feet long, set with black feathers, which was
suspended from the thatch; and besides it, there were two wooden
figures which we took for idols. One, which was their god[97], stood
upright against one of the pillars; the goddess was opposite, leaned
against the wall, which she surpassed in height, and was fattened to
the reeds, of which their walls are made. These figures, which were
ill made, and without any proportion, were about three feet high, but
stood on a cylindrical pedestal, hollow within, and carved quite
through. This pedestal was made in the shape of a tower, was six or
seven feet high, and about a foot in diameter. The whole was made
of a black and very hard wood.
The chief then proposed that we should sit down upon the grass
before his house, where he ordered some fruit, broiled fish and water
to be set before us: during the meal he sent for some pieces of cloth,
and for two great collars or gorgets of oziers, covered with black
feathers and shark’s teeth. They are pretty like in form to the
immense ruffs, worn in the time of Francis the first. One of these he
put upon the neck of the Chevalier d’Oraison, another upon mine,
and distributed the cloths. We were just going to return on board
when the Chevalier de Suzannet missed a pistol, which had been
very dexterously stolen out of his pocket. We informed the chief of it,
who immediately was for searching all the people who surrounded
us, and even treated some of them very harshly. We stopt his
researches, endeavouring only to make him understand, that the
thief would fall a victim to his own crime, and that what he had stolen
could kill him.
The chief and all his people accompanied us to our boats. We
were almost come to them when we were stopped by an islander, of
a fine figure, who lying under a tree, invited us to sit down by him on
the grass. We accepted his offer: he then leaned towards us, and
with a tender air he slowly sung a song, without doubt of the
Anacreontic kind, to the tune of a flute, which another Indian blew
with his nose: this was a charming scene, and worthy the pencil of a
Boucher. Four islanders came with great confidence to sup and lye
on board. We let them hear the music of our flutes, base-viols, and
violins, and we entertained them with a fire-work of sky-rockets and
fire-snakes. This sight caused a mixture of surprize and of horror in
them.
Project of a On the 7th in the morning, the chief, whose name
camp for our was Ereti, came on board. He brought us a hog,
sick on shore. some fowls, and the pistol which had been stolen at
his house the day before. This act of justice gave us a good opinion
of him. However, we made every thing ready in the morning, for
landing our sick people, and our water casks, and leaving a guard for
their defence. In the afternoon I went on shore with arms and
implements, and we began to make a camp on the banks of a little
brook, where we were to fill our water. Ereti saw the men under
arms, and the preparations for the encampment, without appearing
at first surprised or discontented. However, some Opposition on
hours after he came to me, accompanied by his the part of the
father and the principal people of the district, who islanders.
had made remonstrances to him on this occasion, and gave me to
understand that our stay on shore displeased them, that we might
stay there during day-time as long as we pleased, but that we should
ly on board our ships at night. I insisted upon establishing the camp,
making him comprehend that it was necessary to us, in order to get
wood and water, and to facilitate the exchanges between both
nations. They then held a second council, the remit of which, was,
that Ereti came to ask me whether we intended to stay here for ever,
or whether we intended to go away again, and how soon that would
be. I told him that we should set sail in eighteen days, in sign of
which, I gave him eighteen little stones. Upon this they held a new
conference, at which they desired I would be present. A grave man,
who seemed to have much weight with the They consent
members of the council, wanted to reduce the to it on some
number of days of our encamping to nine; but as I conditions.
insisted on the number I had at first required, they at last gave their
consent.
From that moment their joy returned; Ereti himself offered us an
extensive building like a shed, close to the river, under which were
some periaguas, which he immediately got taken away. Under this
shed we raised the tents for those who were ill of Establishment
the scurvy, being thirty-four in number, twelve from of a camp for
the Boudeuse, and twenty-two from the Etoile, and our sick and
artificers.
for some necessary hands. The guard consisted of
thirty soldiers, and I likewise landed muskets enough to arm the
workmen and the sick. I staid on shore the first night, which Ereti
likewise chose to pass under our tents. He ordered his supper to be
brought, and joined it to ours, driving away the crowd which
surrounded the camp, and retaining only five or six of his friends.
After supper he desired to see some sky-rockets played off, and they
frightened him at least as much as they gave him pleasure. Towards
the end of night he sent for one of his wives, whom he sent to sleep
in prince Nassau’s tent. She was old and ugly.
Precautions The next day was spent in completing our camp.
taken. Conduct The shed was well made, and entirely covered over
of the natives. by a kind of mats. We left only one entrance to it,
which we provided with a barrier, and placed a guard there. Ereti, his
wives and his friends alone were allowed to come in; the croud kept
on the outside of the shed, and only a single man of our people with
a switch in his hand was sufficient to clear the way. Hither the natives
from all sides brought fruits, fowls, hogs, fish, and pieces of cloth,
which they exchanged for nails, tools, beads, buttons, and
numberless other trifles, which were treasures to them. They were,
upon the whole, very attentive to learn what would give us pleasure;
they saw us gathering antiscorbutic plants, and searching for shells:
their women and children soon vied with each other in bringing us
bundles of the same plants, which they had seen us collecting, and
baskets full of shells of all sorts. Their trouble was paid at a small
expence.
Assistance they This same day I desired the chief to shew me
give us. where I might cut wood. The low country where we
were, was covered only with fruit trees, and a kind of wood full of
gum, and of little consistence; the hard wood grows upon the
mountains. Ereti pointed out to me the trees which I might cut down,
and even shewed towards which side I should fell them. The natives
assisted us greatly in our works; our workmen cut down the trees
and made them into faggots, which the islanders brought to the
boats; they likewise gave us their assistance in making our provision
of water, filling the casks, and bringing them to the boats. Their
labour was paid in nails, of which, the number was proportionate to
the work they had done. The only constraint which their presence put
upon us, was, that they obliged us to have our eyes upon every thing
that was brought on shore, and even to look to our pockets; for even
in Europe itself, one cannot see more expert filchers than the people
of this country.
Precautions However, it does not appear that stealing is usual
taken against among themselves. Nothing is shut up in their
thieves. houses, every piece of furniture lies on the ground,
or is hung up, without being under locks, or under any person’s care.
Doubtless their curiosity for new objects excited violent desires in
them; and besides that, there are always base-minded people every
where. During the two first nights we had some things stolen from
us, notwithstanding our guards and patroles, at whom the thieves
had even thrown stones. These thieves hid themselves in a marsh
full of grass and reeds, extending behind our camp. This marsh was
partly cleared by my orders, and I commanded the officer upon duty
to fire upon any thieves who should come for the future. Ereti himself
told me to do it, but took great care to shew me several times the
spot where his house was situated, earnestly recommending it to
me, to fire towards the opposite quarter. I likewise sent every
evening three of our boats, armed with pedereroes and swivel guns,
to ly at anchor before the camp.
All our transactions were carried on in as friendly a manner as
possible, if we except thieving. Our people were daily walking in the
isle without arms, either quite alone, or in little companies. They
were invited to enter the houses, where the people gave them to eat;
nor did the civility of their landlords stop at a slight collation, they
offered them young girls; the hut was immediately filled with a
curious croud of men and women, who made a circle round the
guest, and the young victim of hospitality. The ground was spread
with leaves and flowers, and their musicians sung an hymeneal song
to the tune of their flutes. Here Venus is the goddess of hospitality,
her worship does not admit of any mysteries, and every tribute paid
to her is a feast for the whole nation. They were surprised at the
confusion which our people appeared to be in, as our customs do
not admit of these public proceedings. However, I would not answer
for it, that every one of our men had found it impossible to conquer
his repugnance, and conform to the customs of the country.
Beauty of the I have often, in company with only one or two of
interior parts of our people, been out walking in the interior parts of
the country. the isle. I thought I was transported into the garden
of Eden; we crossed a turf, covered with fine fruit-trees, and
interfered by little rivulets, which keep up a pleasant coolness in the
air, without any of those inconveniences which humidity occasions. A
numerous people there enjoy the blessings which nature showers
liberally down upon them. We found companies of men and women
sitting under the shade of their fruit-trees: they all greeted us with
signs of friendship: those who met us upon the road stood aside to
let us pass by; every where we found hospitality, ease, innocent joy,
and every appearance of happiness amongst them.
Presents of I presented the chief of the district in which we
European fowls were with a couple of turkies, and some ducks and
and seeds drakes; they were to be considered as the mites of
made to the
chief.
the widow. I likewise desired him to make a garden
in our way, and to sow various sorts of feeds in
them, and this proposal was received with joy. In a short time, Ereti
prepared a piece of ground, which had been chosen by our
gardeners, and got it inclosed. I ordered it to be dug; they admired
our gardening instruments. They have likewise around their houses
a kind of kitchen gardens, in which they plant an eatable hibiscus or
okra, potatoes, yams, and other roots. We sowed for their use some
wheat, barley, oats, rice, maize, onions, and pot herbs of all kinds.
We have reason to believe that these plantations will be taken care
of; for this nation appeared to love agriculture, and would I believe
be easily accustomed to make advantage of their soil, which is the
most fertile in the universe.
Visit of the During the first days of our arrival, I had a visit
chief of a from the chief of a neighbouring district, who came
neighbouring on board with a present of fruits, hogs, fowls, and
district.
cloth. This lord, named Toutaa, has a fine shape,
and is prodigiously tall. He was accompanied by some of his
relations, who were almost all of them six feet (French measure)
high: I made them presents of nails, some tools, beads, and silk
stuffs. We were obliged to repay this visit at his house, where we
were very well received, and where the good-natured Toutaa offered
me one of his wives, who was very young and pretty handsome. The
assembly was very numerous, and the musicians had already began
the hymenean. Such is their manner of receiving visits of ceremony.
 On the 10th, an islander was killed, and the natives came to
complain of this murder. I sent some people to the house, whither
they had brought the dead body; it appeared very plain that the man
had been killed by a fire-arm. However, none of our people had been
suffered to go out of the camp, or to come from the ships with fire-
arms. The most exact enquiries which I made to find out the author
of this villainous action proved unsuccessful. The natives doubtless
believed that their countryman had been in the wrong; for they
continued to come to our quarters with their usual confidence.
However, I received intelligence that many of the people had been
seen carrying off their effects to the mountains, and that even Ereti’s
house was quite unfurnished. I made him some more presents, and
this good chief continued to testify the sincerest friendship for us.
Loss of our I hastened in the mean while the completing of
anchors, our works of all kinds; for though this was an
dangers which excellent place to supply our wants at, yet I knew
we meet with.
that we were very ill moored. Indeed, though we
under-run the cables almost every day with the long boat, and had
not yet found them chafed[98], yet we had found the bottom was
strewed with large coral; and besides, in case of a high wind from
the offing, we had no room to drive. Necessity had obliged us to take
this anchorage, without leaving us the liberty of choosing, and we
soon found that our fears were but too well grounded.
Account of the The 12th, at five in the morning, the wind being
manoeuvres south, our S. E. cable, and the hawser of the
which saved stream-anchor, which by way of precaution we had
us.
extended to the E. S. E. parted at the bottom. We
immediately let go our sheet-anchor, but before it had reached the
bottom, the frigate swung off to her N. W. anchor, and we fell aboard
the Etoile on the larboard side. We hove upon our anchor, and the
Etoile veered out cable as fast as possible, so that we were
separated before any damage was done. The store ship then sent us
the end of a hawser, which she had extended to the eastward, and
upon which we hove, in order to get farther from her. We then
weighed our sheet-anchor, and hove in our hawser and cable, which
parted at the bottom. The latter had been cut about thirty fathom
from the clinch; we shifted it end for end, and bent it to a spare