Question

1. How are those various channels integrated?

2. Which IMC channels do these campaigns by Pepsi Max use of?

Answer 1

Channel Integration means connecting all of your points of engagement.Points of engagement means all means of communication whether audio,video,print,billboards.Or in simple words practice of creating a consistent messaging and utility across all of the available channels.Integration is related to the theory that all the channels work together complementing each other .The same information being circulated everywhere right from the company blogs to the adevrtisments.Since the channels had to flash same content everywhere a processing must be  designed to ensure that all messaging and communications strategies are similar across all the channels and are centered towards customer.

Pepsi Max:

Since the name itself glorifies the brand and it's written with Max means the company is going to offer something big,louder and more exciting.Hence every communication needs to be "to the MAX".It can use taglines in combination with hashtags to deliver the message across.

The various channels that are being used are television advertisment and it must be such that "max" is being emphasized.Then comes the social media and company's blog and website ,all must come up with an hashtag idea of max concept such as " enjoying a life to the MAX".A dedicated youtube channel which will feature people or celebrities living up to their idea of max.Then the print media should held contest to post such as what is the max thing one want form life,If you win you will get max award.Now we can see how the various channel has been integrtaed to deliver a single message .Though the content differ but the purpose is same .Hence a similar message is being circulated to the customers via different channels.