Re: Tok Karin - Marketing Game
Fiona van Iersel
MSc Marketing — King's College London
Module: Marketing Communications (7QQMO520X)
Date: 13 April 2026
https://keats.kcl.ac.uk/mod/forum/discuss.php?d=830666

Re: Tok Karin - Marketing Game
Submitted: 13 April 2026 10:07 PM

Hi Aya, your results make this more interesting than a simple success or failure story, because the numbers show that you actually exceeded all four campaign targets. Reach came in at 46.9 million against 30 million, awareness at 31.1 million against 20 million, brand image at 46,781 against 30,000, and sales at £3.09 million against the £2 million target. So the real question why the simulator still classified it as unsuccessful.

The campaign seems to show very clearly that different tools played very different roles. Mobile advertising appears to have driven sales most strongly, while scripts had an outsized effect on reach and awareness but did little for brand image or sales on their own. Does that suggest that creative execution can amplify visibility, but still needs the right media support to convert attention into commercial outcomes? That would fit the hierarchy of effects model, where awareness is only one stage in the process rather than the end result (Lavidge & Steiner, 1961).

The strongest point in your post is that the combination mattered more than any single tool in isolation. That is really the value of integrated marketing communications: coordinating channels so they perform different jobs across the customer journey rather than expecting one channel to do everything (Kitchen & Burgmann, 2015; Batra & Keller, 2016). So maybe the more important issue here is whether the game had an additional success rule beyond target delivery, because based on the figures alone, your campaign looks effective.

Perhaps we need to talk to the programmer!



References

Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122–145.

Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy, 36(4), 34–39.

Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62.