Learning Activity 6.6: Web Discussion—Integrated Marketing Communication

Learners are to submit web discussion learning activities by posting their answers to the provided discussion forums, under the title of each learning activity.

Part A: Internet Research

Select an example of an integrated marketing communications campaign from a well-established organization. Check the discussion postings to date and make sure the campaign has not been used already by another student. If it has been used, then select another example of an IMC campaign from another organization.

Part B: Discussion Forum

You will copy and paste your posts and replies to this forum to Assignment 4.

To help you apply your understanding of integrated marketing communication, discuss the following. 

  1. Explain the offline and online media mix types and vehicles used in this IMC campaign.

  2. Describe how these offline and online media mix types and vehicles were consistent, coordinated, and unified. If they were not, identify what elements were not integrated and what the organization would need to do to integrate them into a cohesive IMC campaign.

  3. Discuss whether or not the IMC campaign provided customer value. Explain how it did or did not provide customer value.

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