Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 3

Consider the concept of integrated marketing communications (IMC). Select any company and investigate its use of IMC in developing and executing promotional strategies. Look for evidence through their media and messages.
a. What evidence leads you to conclude the company is or is not successfully practicing an IMC approach Be specific and connect the evidence to the discussion of IMC in the chapter.
b. Is there evidence that the firm practices internal marketing If so, please share what leads you to this conclusion. If not, speculate on how internal marketing would be of value to the organization.
c. For this or any firm, what are the major advantages of taking an IMC approach What are the downsides of not practicing IMC