SMC - SLIM 2018

1. 1
Synergizing Marketing Communication (SMC)
Assignment Topic 5G Wireless Networks
Student Name
Reg. No.
December 2018 Examination
PostgraduateDiploma in Marketing
Sri Lanka Institute of Marketing

2. 2
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3. 3
Assignment Marking Scheme
December 2018
Subject Synergizing Marketing Communication (SMC)
Student Registration Number 00000020067
Marks
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Some of the answeraddressestothe purpose of the question 1-5
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Good displayof adherence toassignment guidelines 11-15
Excellentadherence toassignmentguidelines 16-20
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100
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4. 4
Postgraduate Diploma in Marketing
Individual Assignment
December 2018
Synergizing Marketing Communication (SMC)
Examination /Assignment Registration 01st to 28th October 2018
Period
Examination / Assignment Registration 29th of October to 31st of October 2018
Grace Period
Assignment Submission Period 11th to 18th November 2018
Late Submission Period 26th to 30th November 2018
Assignment Acceptance time period Weekend and Weekday from 9.00am to 3.00pm
Presentation Date 28th to 30th December 2018
Email address to send soft copy smc.pgd@slim.lk

5. 5
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5G WIRELESS NETWORKS
BACKGROUND
5G had been the term on everyone’s lips at the recent Mobile World Congress in Barcelona (held
26th
Feb - 1st
Mar 2018).
Blazing fast 5G wireless networks promise to unlock the potential of internet connected devices
or the Internet of Things (IoT), making driverless cards and talking fridges a reality.
Whilst 5G will enable people to send text messages, make calls and browse the web as always, it
will dramatically increase the speed at which data is transferred across the network. This will
make it easier to download and upload Ultra HD and 3D videos and smartphones will be capable
of running more complex mobile internet apps.
An estimated 29 billion connected devices will be in play by 2021, according to Ericsson. The
combination of speed and quicker response time could unlock the full capabilities of many other
hot trends in technology.
By early next decade marketers hope 5G speed will fully realize big ideas they always had, like the
possibility of virtually trying out clothes, connect with customers as they enter the vicinity of a store
or restaurant, help them create their own virtual meal before they visit the restaurant etc.
TASK ONE
Compare the characteristics of traditional media against modern media channels while analyzing
the advantages and disadvantages of them in relation to the global fast food chain business.
GUIDELINE NOTE ONE
It is important to understand the differences of the different types of media channels and how
to use them appropriately based on their advantages and disadvantages.
TASK TWO
As 5G will enhance the speed of data transfer across networks, the rise of complex and
sophisticated smartphone applications will enable customers to more data and information and
spend more time online.
As the Assistant Marketing Manager of the local franchise of a global fast food chain, how would
you recommend the usage of new age communication tools to increase revenue and brand
recall?

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GUIDELINE NOTE TWO
Explain the types of new age communication tools and how they would assist in achieving
the objective. Be creative on new methods that are being discussed in the market.
TASK THREE
Explain the GIMC strategies; standardization and adaptation and how applicable they
would be with the expansion of wireless network to 5G.
GUIDELINE NOTE THREE
Explain how the expansion of wireless networks will affect the Global Integrated
Marketing Communication strategies
IMPORTANT:
Please refrain from copying-and-pasting information from the Internet or another source
and make sure to reference your work according to the Harvard referencing format.
Task Content Weightage
Task one 30%
Task two 40%
Task three 30%
Total ( word count2000 – 2500) 100%
Note: Please refer the given assignment marking scheme for marks allocation.

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Table of Contents Page Numbers
Executive Summery 9
Introduction 10,11,12
Task 01 13
What is digital media 13
Advantages of using Digital media 13,14,15,16
Task 02 16
Global fast food business 16
Main target groups for fast food business 17
Media habits based on the age 18
What is 5G technology 19
How 5G technology could be used to enhance brand recall 19,20,21,2223
Task 03 23
What is Global Integrating Marketing Communication 23
Standardization vs Adaptation 23,24
Pros & Cons of GIMC strategies 24
Standardization & Adaptation how applicable to Digital Media 24,25
Conclusion 26
References 27

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Executive Summary
This assignment was prepared for evaluating the advantage using digital media on
advertising than traditional media. Especially briefly discuss about the latest technology of
5G. By early next decade 5G speed will helps marketers to realize their ideas more
effectively.
In task one, briefly explained about the traditional media and digital media. Also it has
explained the advantages of the digital media and how it will affected to the fast food
business advertising.
In the task two, explained about the global fast food business initially. Also it has
discussed about the target group for the fast food and media habits of the same groups. After
that there is an introduction of 5G technology with the advantages of using 5G. Also there is
a suggestions for the “how 5G technology could be used to enhance the brand recall on fast
food business”. It has suggested introducing self-service kiosk, introducing mobile app, geo
targeting and fast food deliveries carried out through autonomous medium by air.
In task three of this assignment, discuss about the Global Integrating Marketing
Communication (GIMC) and the two GIMC strategies of standardization & adaptation. Also
it has explained pros & cons of the GIMC and how those two strategies are applicable to
digital media.
Finally on conclusion, I have explained what will be the overall benefits of using digital
media against traditional media in enhancing brand recall.

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Introduction
“The benefits of media fragmentation are beginning to outweigh the downsides’ argues
by Simon Rutherford
Media fragmentation implies increased in reaching target audience. Describe a trend to
increasing choice and consumption of a range of media in terms of different channels such as
web and mobile network and also within channels, for example more TV channels, radio
stations, magazines, more web sites.
The following represents the typical options under consideration when creating a
campaign in 1992 versus 2018. It’s a gross understatement to say that a lot has changed in 25
years.
1993 2018
Broadcast Broadcast & cable TV, broadcast radio
Broadcast TV, cable TV, addressable TV, broadcast radio, satellite
radio, podcasts, streaming video and audio (e.g., Hulu, Netflix,
iTunes, Amazon, YouTube, Pandora, Twitch and hundreds of other
streaming video/audio services), digital cinema ads, music sharing
(e.g., Spotify), 360-degree video, augmented reality video, virtual
reality video, Facebook LIVE, Periscope, Meerkat, Apple Music
“Beats One” Station
Print Newspapers, magazines
Newspapers, magazines, iPad, Kindle, Nook and many other e-
readers, RSS feeds, social bookmarks (e.g., Digg, Reddit), online
editions of print publications, online aggregators of digital pubs (e.g.,
Flipboard, Pocket)
Direct Direct mail, telephone, fax
Direct mail, telephone, fax, email, pURLS, SMS/MMS instant
messaging, mobile apps (push notifications), WhatsApp, Facebook
Messenger, marketing automation (e.g., Marketo, Hubspot)
Outdoor Billboards, transit posters
Billboards, transit posters, digital outdoor signs, projections on sides
of buildings, outdoor installations, digital banners at sporting and
entertainment events
PR Press releases, media events
Press releases, media events, social media influencer outreach (e.g.,
bloggers, Instagram celebrities, YouTube stars), digital content
distribution, online livecast/streaming, online events, Guerilla
marketing, flashmobs promoted on YouTube and other social outlets
(see Social Media for more “PR” tactics)
In-Store Printed or handwritten POS signs
Printed or hand-written POS signs, digital POS signs, motion-
activated coupon dispensers, touch-screen POS kiosks, mobile
shopping apps, location-based/GPS-enable apps/devices, Apple Pay,
Samsung Pay, Google Pay, 2-D barcodes, NFC
Digital Devices Walkman CD and tape players
TiVo/DVRs, iPod/MP3 players, game consoles, portable gaming
devices, laptops/PCs (and see the Artificial Intelligence entry for more
digital devices)

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https://callahan.agency/media-fragmentation-ten-things-you-can-do-right-now-1/John
Kuefler EVP, Chief Digital Officer | June 8, 2018
Social media is widely expanded worldwide with increasing number of users in social
networks. Social media allows the consumers to connect directly with companies, which has
led to a shift from traditional one-way communication to a two-way communication between
both consumer to company and consumer to consumer. A successful two-way
communication on social media engages both the consumers and the company. The rise of
social media has quickly changed the marketing approach, as it creates new opportunities for
the consumer to connect and communicate in a greater rich.
World Wide Web Didn’t exist
Websites, e-commerce, mobile web, smartphone and tablet
apps/games, banner ads, native advertising, rich media ads, video
ads, website takeovers, streaming video and audio (e.g., Hulu, Netflix,
iTunes, Amazon), live public discussions, webinars, native
advertising)
Search Engines Didn’t exist
SEO, authority/inbound linking, PPC/paid search (e.g., Google
Adwords, Bing Ads, Yahoo! Ads), content marketing
Social Media Didn’t exist
Facebook, Twitter, YouTube, Linkedin, Instagram, Snapchat,
Pinterest, Tumblr, Foursquare and hundreds of other social networks,
forums, discussion boards, more than one hundred million active
blogs/vlogs, video and audio podcasts, online gaming
Mobile Didn’t exist
Smartphones, tablets, e-readers, smart watches (e.g., Apple Watch),
location-based technologies, apps
Artificial
Intelligence
Didn’t exist
Facebook Chatbots, Apple Siri, Alexa/Amazon Echo, Google
Assistant, Microsoft Cortana, IBM Watson

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Today’s youth audiences choose to engage with media platforms that provide them with
useful content that adds value to their everyday lives. As a result authentic content has
become an important connection between brands and the youth and is ultimately the deciding
factor in terms of whether a brand remains relevant in their lives, or becomes irrelevant. With
the proliferation of mobile devices, wireless connectivity, and alternative digital media
platforms today’s young audiences are more likely engage with social media platforms.
People in all age groups are active on social media. Facebook continues to be the most
adopted social network across all age groups. It’s interesting to note that Instagram is very
popular among the younger set, and the 65+ age group is the second largest adopter of
Pinterest.
Traditional media such as television, radio and print ads in newspapers and magazines
have long been the primary outlet for advertising campaigns, but added to this now are digital
channels like email and social media, that have increased the opportunities for companies.
Hence today’s marketers are mostly digital media is being used.

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1. Task 01
1.1 What is Traditional Media?
Traditional media refers to mediums that are part of our culture for over half a century.
These forms include television, radio, print advertisements, and billboards. The most
expensive form of marketing television ads have the power to reach broad and targeted
audiences, depending on the reach of the channels selected. Radio is another medium that can
broadly target audiences. Print advertisements such as those in newspapers and magazines,
and billboard ads continue to be used to attract large groups of people at once.
1.2 What is Digital Media?
Digital media refers to audio, video and image content that has been encoded. Encoding
content involves converting audio and video input into digital media formats. Typically, this
includes social networking sites, website advertisements, blogs, vlogs, and podcasts. While
blogs, vlogs and podcasts are relatively new to the field of media, social networking sites and
internet ads have been dominating for several years.
1.3 Advantages of using Digital media channels
 Reduced cost – Digital media helps to advertise on cost effective manner. It can
be on such as,
* E mail marketing
* Social media marketing
* Content marketing
* Search engine marketing
* Search engine optimization
Considering the fast food business, main target group will be the young people.
According to the statics, young crowed are keener about the using social media
than using traditional media. Hence using digital media for advertising in fast
food business will be more cost effective because social media advertising base
is concise often niche and very targeted, unlike traditional advertising
 Everything is measurable - In the digital marketing age, not only are
measurable metrics and other analytical data are possible and available in real-

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time, the need to measure these data is paramount as evidence to success. In fast
food business using digital media, can be measured the results through, on line
sales, leads from web forms, page visits, time spent on the website, bounce rate,
etc.…
 Brand engagement – Customer engagement for brand is a term which has
gained traction over the past few years. Digital marketing and brand
engagement are absolute musts for companies that want to be remembered and
successful. Following Digital marketing strategies helps to increase brand
engagement throughout the customer network
* Share customer reviews on social media
* Reward request to develop a positive feedback loop
* Use social Q & A to connect with customers
* Live Chat
* Welcoming e mail
 Demographic Targeting - Using Digital media for advertising, Demographic
targeting will be the advantage rather than using traditional media.
Demographic targeting allow to advertise fast food advertisements targeting
children, young crowed and as well as targeting parents too. Especially fast
food business target groups are keener about the social media. Then
demographic targeting can be used effectively in social media for fast food.

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 Real Time Response - A customer may post on Facebook or Twitter with a
comment, question or even a complaint. A company who can respond quickly
with a helpful comment or provide relevant, timely information elevates
themselves head and shoulders above the competition. Following benefits can
be obtained through real time response to the advertisements which promoted
through digital media , specially through social media platforms
 Perceived as helpful, aiding positive brand perception
 Demonstrates high levels of customer service which drives trust on the
brand
 Customers are always connected
 Ability to deal with any potential problems quickly and effectively
 Real-time responses to pre-sale queries can positively influence sales as
a direct result
 Passing down detailed product information – when using digital media
platforms for advertising in fast food business, can be sent detailed product
information to target audience with minimum cost. It can be include,
* Product catalogue
* Demonstration videos
* Location map
* Price lists
* Special offers
* Recommendation videos
 Less Intrusive - People do not purchase a newspaper to look at the ads or watch
a television to be interrupted by commercials, hence usually advertisements
featured through such media go ignored. However, with online ads, one has the
power to choose to see an ad or not, participate in a social media discussion
group or read or ignore a marketing email. Also target a specific audience for
these ads which. All of this makes these ads more wanted and far more likely to
generate leads. Hence by being non-intrusive and non-annoying as opposed to

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the traditional marketing, digital marketing has more potential to give desirable
results in advertising on fast food business.
 High Stickiness – The advent of internet and subsequent advancement in the
related field like Telecom (2G>3G>4G>5G), mobile phones (Dumb
phone>Smart Phone) has shifted the way consumers operates. This has
presented the marketer the key to reach their audience. While the recent
developments addressed the haunting query, a new emerged to fill the void.
Even through the traffic and conversion rates are higher in the digital media
than the traditional media. Cash back coupons and a promo code dictates the
way customer behavior. Fast Food Companies can improve the stickiness
through following steps,
* Improve user experience
* Don't just market products — promote the brand
* Encourage users to interact
2. Task 02
2.1 Global Fast Food Business
Global fast food market demand is expected to be augmented by increasing disposable
income and the changing food habits of consumers in emerging economics. In addition, the
market for global fast food is driven by local consumer taste and demographics. Additionally,
convenience and affordability of fast food is likely to aid the global fast food market growth
over the projected period. However, increasing regulations regarding food safety and
anticipated to act as key restraining factors for this market.
Fast food is class of food that can be prepared and served in minimum duration. Common
fast food types includes, Pizzas & Pastas, Burgers & Sandwiches, Chicken, Sea food,
Chinese and other snacks such as Potato fingers and pastries. The global fast food market is
concentrated in nature with market being dominated by major companies such as Burger
King, Starbucks, McDonalds, Pizza Hut, Domino’s Pizza, KFC brands.

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Source; https://www.statista.com/statistics/273057/value-of-the-most-valuable-fast-food-brands-worldwide/
2.2 Main target groups for fast food business
The main target customers for fast food includes children’s, young adults, and parents
with young children, business customers and those who are living with busy life styles.
Source; http://research-methodology.net/mcdonalds-segmentation-targeting-and-positioning/
Type of segmentation Segmentation criteria Fast Food target segment
Density Urban/rural
Age 8 – 45
Gender Males & Females
Bachelor Stage: young, single people not living
at home
Newly Married Couples: young, no children
youngest child six or over
Income Low and middle
Occupation Students, employees, professionals
Degree of loyalty ‘Hard core loyals’ and ‘Switchers’
Benefits sought Cost benefits, time efficiency
Personality Easygoing & careless
User status Potential and regular fast food eaters
Social class Lower, working and middle classes
Lifestyle
Mainstreamer individuals according to Cross
Cultural Consumer Characterization developed
by Young & Rubican
Region Domestic/international
Life-cycle stage
Behavioral
Psychographic
Geographic
Demographic

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Considering the target customer segments for fast food, mainly engaged with digital media
than using traditional media. Advertise on fast food related products on social media will be
given the best results.
Source; https://dazeinfo.com/2014/01/07/facebook-inc-fb-india-demographic-users-2014/
2.3 Media habits based on the age as September 2017
Source; https://www.statista.com/statistics/803266/media-device-usage-worldwide-age-group/

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Considering above Share of consumers who use selected media devices for video content
worldwide as of October 2017, by age group clearly understand that Gen Xers ( age 39 > 53 )
, millennials (age 24 > 38 ) and Gen Zers ( age 16 > 24 ) are more strong on digital media
platforms. According to that using digital media is more effective than using traditional
media on the fast food business marketing communication
2.4 What is 5G technology?
Fifth-generation wireless, or 5G, is the latest iteration of cellular technology, engineered to
greatly increase the speed and responsiveness of wireless networks. With 5G, data
transmitted over wireless broadband connections could travel at rates as high as 20 Gbps by
some estimates -- exceeding wireline network speeds -- as well as offer latency of 1 ms or
lower for uses that require real-time feedback. 5G will also enable a sharp increase in the
amount of data transmitted over wireless systems due to more available bandwidth and
advanced antenna technology.
Source: https://searchnetworking.techtarget.com/definition/5G
2.2 How 5G technology could be used to enhance the brand recall on fast food business?
 Advantages on using 5G technology
 High resolution and bi-directional large bandwidth shaping.
 Technology to gather all networks on one platform.
 More effective and efficient.
 Technology to facilitate subscriber supervision tools for the quick action.
 Most likely, will provide a huge broadcasting data (in Gigabit), which will support
more than 60,000 connections.
 Technological sound to support heterogeneous services (including private network).
 Possible to provide uniform, uninterrupted, and consistent connectivity across the
world
Source; https://www.tutorialspoint.com/5g/5g_advantages_disadvantages.htm

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Introducing self-service Kiosk for the fast food
In modern days customers are so busy on their day to day work. Due to the busy
schedule customers are expecting express service always. Introducing self-service Kiosk is
the good solution for the busy customers. It should be operate through the mobile devices.
Using the QR codes that Kiosk machine should be recognizes the customer and payment can
be transferred through at the same time. Using advance technologies like 5G will enable fast
food companies to increase the brand loyalty.
Mobile app can be introduced
The entire target customer base for the fast food business is using smart phones. Then
mobile app can be introduce with following options,
* Customer can select the menu
* Customer wants to select the ingredients based on his/her choice
* Customer can precede the order using QR codes displayed at public places
* Customer can be obtained the purchase history & nearest location

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Also through mobile app, customers can redeem their earned loyalty points. In additionally
can be delivered video massages through the app. Facility should be available customers to
order through the mobile app and at the same time payment gateway also be there. Then
customer can collect the order from the nearest location without waiting on the queue.
Geo Targeting
Geo targeting is one of the advantages of using 5G technology on the fast food
business. Applying geo targeting, also known as location targeting, campaigns
advertisements will only be shown to users within the certain location. All PPC platforms
allow utilizing location targeting on ads.
The location we choose can be expansive, like a province, districts or village or as
narrow a ten kilometers radius from the fast food outlet. For fast food business, this can helps
to show ads to users who are in only near enough that they had actually be able to turn into
customers at some point. Using geo targeting can be send automated massages to customers
whose traveling between selected distances from the fast food outlet.

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Orders delivered through autonomous medium by air
The timely delivery is directly involved to the growth of the fast food business.
Considering the today’s traffic conditions, timely delivery is not an easy task. Making the
deliveries through autonomous medium through the air will be the great solution. Using
advance technology like 5G, the location can identify correctly and then order will delivered
thorough autonomous drone.
Virtual Meals
Restaurants wanting to cash in on people increasingly sharing food photos are spicing up
their menus with virtual cuisine that patrons can post across social media.

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To lift sales, fast food chains are turning to augmented reality to attract a new generation of
customers. It’s a 21st century version of Sampuru, the Japanese custom of showcasing plastic
food replica in restaurant windows.
Diners simply point their smartphones at a menu or placemat, and sizzling hamburgers and
pizza slices dripping with cheese appear on screen that they can then share on Snap or
Instagram. Customers who use apps like Google Lens or Apple’s ARkit can even appear to
place 3-D virtual meals on their tables.
Source; http://fortune.com/2018/05/15/virtual-food-is-coming-to-a-menu-near-you/
3. Task 03
3.1 What is Global Integrating Marketing Communication (GIMC)?
“The concept under which company carefully integrates and coordinates its many
communications channels to deliver a clear, consistent message”
Philip Kotler
3.2 Standardization vs adaptation
The first view is the standardization standpoint (as proposed by Jain, 1989; Levitt,
1983). According to these authors, supporters of standardization believe that there is a union
of cultures with similar environmental and customer demand around the globe. They argue
that trade barriers are getting lower and those technological advances and firms are
displaying a global orientation in their strategy. As they believe, creating one strategy for the
global market and standardizing the marketing mix elements can achieve consistency with
customers as well as lower costs. Levitt (1983) argues that companies that are managed well
have moved away from customizing items to offering globally standardized products that are
advanced, functional, reliable and low priced. According to him, companies can achieve
long-term success by concentrating on what everyone wants rather than worrying about the
particulars of everyone thinks they might like.
On the contrary, supporters of the international adaptation approach, emphasize the
importance of customization. The fundamental basis of the adaptation school of thought is

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that when entering a foreign market one must consider all environmental factors and
constraints such as language, climate, race, occupations, education, taste, different laws,
cultures, and societies (Czinkota and Ronkainen, 1998). However, researchers have identified
important source of constraints that are difficult to measure such as cultural differences
rooted in history, education, religion, values and attitudes, manners and customs, aesthetics
as well as differences in taste, needs and wants, economics and legal systems. According to
Vrontis and Thrassou supporters of this approach believe that “multinational companies
should have to find out how they must adjust an entire marketing strategy and, including how
they sell, distribute it, in order to fit new market demands” (2007). It is important to alter the
marketing mixed and marketing strategy to suit local tastes, meet special market needs and
consumer’s non-identical requirements (Vrontis and Thrassou, 2007).
Pros & Cons of Global Integrating Marketing Communication Strategies
Standardization Adaptation
Pros
 Economies of scale
 Faster set up time
 Single coherent global image
 Excellent monitoring of
communication
 Respect local specifications
and expectations
 Excellent local image
 Customers keep their
landmark feel noticed
Cons
 Possible loss of advertising
effectiveness
 Little reactivity and little
flexibility
 Can create negative reaction
from neglecting local needs
 Higher cost
 Time consuming and poor
speed of execution
 Difficulty to know what
consumers really want
 Social & cultural norms
3.3 Standardization & Adaptation how applicable to Digital media
Online ads are now delivered in less than one second via real-time ad exchanges that
match advertisers with webpages. This has led to substantial efficiency gains in the media
industry. One side effect of the increasing reliance on electronically automated ad display

25. 25
and ad exchanges is that ad formats need to be standardized to fit a predetermined webpage
space. Ad format standardization resolves problems of coordination between publishers and
advertisers. Reducing these coordination costs is particularly important in media because of
the prevalence of two-sided markets with competing platforms and potential multi-homing
(Armstrong, 2006). This standardization benefits both the content producer, and the
advertiser who can use the same ad design more easily across multiple advertising channels.
Adaptation would be the best strategy on the digital media. That is the case, when product
related attributes influence buyer behavior differently in each market. Even it characteristics
and functions of the product are similar in the different countries; the view of these attributes
may vary from nation to nation. It is necessary to adopt the strategy in the host countries in
order to compete successfully within different markets. It is also important for customers that
the company will not be regarded as foreign one, because consumers tend to prefer familiar
local companies and their advertising. Furthermore the company has to modify the
advertisements after the different stages of the product life cycle in different market.

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04. Conclusion
Digital media has become as mass media. Not only other traditional channel has as similar
audience worldwide than the Facebook with its over 1.86 billion active monthly users
(Zephoria Inc 2017). The number of social media users is further expected to grow. Success
in digital media has become one of the main goals of companies overall marketing strategy.
Digital media advertising is regarded cost efficient compared to traditional media especially
due to its versatile targeting opportunities.

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05. References
 Kenneth E. Clow/Donald E. Baack - Integrated Advertising, Promotions and
Marketing Communications. Sixth Edition
 https://www.google.com/
 https://callahan.agency/media-fragmentation-ten-things-you-can-do-right-now-1/John
Kuefler EVP, Chief Digital Officer | June 8, 2018
 https://www.statista.com/statistics/273057/value-of-the-most-valuable-fast-food-
brands-worldwide/
 https://dazeinfo.com/2014/01/07/facebook-inc-fb-india-demographic-users-2014/
 https://www.tutorialspoint.com/5g/5g_advantages_disadvantages.htm
 https://www.mcdonalds.com/us/en-us.html
 http://fortune.com/2018/05/15/virtual-food-is-coming-to-a-menu-near-you/