Integrated Marketing Communication for Cereal Brands
This paper examines integrated marketing communication (IMC) strategies for cereal products that target both adult and child consumers. It explores how marketers must account for the fundamentally different buying behaviors, brand loyalty patterns, and message receptivity of these two groups. Drawing on research by Story and French (2004) on food marketing directed at children, Sheth and Park's (1974) multidimensional theory of brand loyalty, and Kellogg's real-world promotional practices, the paper argues that effective IMC plans must be tailored by demographic segment. It also addresses gender differences in cereal purchasing behavior and the comparative effectiveness of advertising versus direct marketing across consumer groups.
- Introduction to IMC and Consumer Segmentation: IMC planning requires understanding adult and child consumer differences
- Marketing Channels for Children and Adults: TV, gyms, magazines, and online channels by segment
- Kellogg's IMC Strategy in Practice: Kellogg's promotions targeting women and children
- Brand Loyalty Differences Across Demographics: Gender and age shape cereal brand loyalty patterns
- Effectiveness of Advertising and Direct Marketing: Direct marketing reduces message confusion, boosts credibility
- Cost Considerations and Strategic Priorities: Children offer higher long-term ROI than adult consumers
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What makes this paper effective
- Grounds abstract IMC principles in a concrete product category (breakfast cereals), making the argument tangible and easy to follow.
- Uses real-world examples, including Kellogg's promotional campaigns, to illustrate theoretical claims about segmentation and channel selection.
- Integrates multiple academic sources — including Sheth and Park's multidimensional brand loyalty framework — to support its analytical points rather than relying solely on assertion.
Key academic technique demonstrated
The paper demonstrates comparative analysis across demographic segments. Rather than treating "the consumer" as a single entity, it systematically contrasts the behaviors, motivations, and media habits of children versus adults, and women versus men, then draws specific strategic implications for each group. This structure-through-contrast technique is effective for applied marketing arguments.
Structure breakdown
The paper opens by establishing the consumer-marketer perception gap, then moves to segmentation rationale. It proceeds through specific marketing channels, evaluates a real brand's strategy, explores brand loyalty theory and its demographic variations, and concludes with a comparison of advertising and direct marketing effectiveness. Each section builds logically on the previous one, moving from context to theory to application.
Introduction to IMC and Consumer Segmentation
The most important factor to consider when developing a promotional strategy for a product or service is that consumers do not view or interpret the elements and messages of a campaign in the same way that marketers do. Professionals know what to expect from such a campaign, but this does not necessarily mean that the consumers targeted by the campaign can decode its messages as they were designed to be understood.
When developing an integrated marketing communication (IMC) plan for a product that targets both adults and children, it is important to begin by establishing the differences between the characteristics that affect the buying and consumption behavior of these two consumer categories.
Although adults make the actual purchase of cereals, children are usually the ones who decide what type and brand of cereal they want — and their decisions are not based on product knowledge or an understanding of nutritional benefits. In an article published in the International Journal of Behavioral Nutrition and Physical Activity, Story and French (2004) noted that children are particularly targeted by marketers in the food industry. This is because they are considered an important market force, a category with great purchasing influence, and future adult buyers. Food companies focus on developing brand loyalty in children from the toddler stage onward, in order to build and increase their influence over this consumer category (Story & French, 2004).
References
Kitchen, P.J. & De Pelsmacker, P. (2004). Integrated Marketing Communications: A Primer. Routledge, Oxfordshire.
Kellogg's. (2010). Promotions. Kellogg's official website.
Sheth, J.N. & Park, C.W. (1974). A Theory of Multidimensional Brand Loyalty. University of Illinois, College of Commerce and Business Administration.
Story, M. & French, S. (2004). Food advertising and marketing directed at children and adolescents in the U.S. International Journal of Behavioral Nutrition and Physical Activity.
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