Select a particular brand to evaluate the foundational concepts and tactical tools of its integrated marketing. Explain opportunities to strengthen brand identity by incorporating diverse marketing concepts. Offer ideas for improvements in these key areas.
GUIDELINES ATTACHED
RESOURCES:
Textbook: Reputation Management
Chapter 9
Textbook: Kellogg on Branding
Chapters 7 and 13
Video: So What Is “Integrated Advertising”? (cc)
View this video that discusses integrated marketing as the combination of several media channels and tools to produce a greater consumer experience.
Students may experience varying amounts of time for this resource to load, depending on the speed of their internet connection. This video is 3 minutes and 40 seconds in length.
Video: Integrated Marketing Communications: Big Idea Versus Big Data at SES New York (cc)
View this video that discusses the use of big ideas versus big data in creating integrated marketing communications.
Students may experience varying amounts of time for this resource to load, depending on the speed of their internet connection. This video is 2 minutes and 43 seconds in length.
Video: Integrated Marketing – One Morning (cc)
View this video that discusses the variety of media tools and channels available for brand promotion through integrated marketing.
Students may experience varying amounts of time for this resource to load, depending on the speed of their internet connection. This video is 3 minutes and 8 seconds in length.
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